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The importance of trade fairs

The importance of trade fairs for the hotel industry has risen over the last few years. From 2001 to 2008, an average of about 6.8 million overnight stays a year were generated by the fairs studied by the Society for the Voluntary Control of Fair and Exhibition Statistics (FKM). These were in Düsseldorf, Hanover, Frankfurt, Munich, Cologne, Berlin, Nuremberg, Essen, Leipzig and Stuttgart. Düsseldorf's hotel industry benefits most from trade fairs with more than 1.4 million overnight stays, while the biggest impact on the surrounding area is recorded in Hanover. Overall, trade shows and exhibitions represent an important tool for generating additional demand for the hotel and catering industry, and with it positive macroeconomic effects (indirect returns). This is the conclusion of a study called "The Importance of Trade Fairs for the Hotel Industry" recently released by Roland Berger Strategy Consultants.

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