focus on... - Leipzig Tourismus und Marketing GmbH

guest commentary
Interview with Wolfgang Marzin
(CEO and President of the Leipzig Fair)
>> We couldn’t possibly present
our cover story about the
Leipzig Fair over the centuries
without including an interview
with Wolfgang Marzin!
How would you define the
Leipzig Fair’s role on the trade
show market?
The Leipzig Fair is one of the oldest
and yet one of the most advanced
trade fairs in Europe. Its geographical
status has risen enormously
due to the enlargement of
the EU. The main drawback is the
slow economic development of
eastern Germany coupled with
lower purchasing power. We look
to the East in particular and have
stepped up our marketing activities
in the new member states of
the European Union as well as
Russia and Asia, increasing the
number of agencies we have
operating there. We’ve also been
very successful with our awardwinning
level of service and the
good value for money that we
offer organisers and promoters.
Which trade shows have
become particularly successful?
In recent years, the most successful
exhibitions have been the two
car shows, AMI and AMITEC, as
well as the GC Games
Convention. Fairs <strong>focus</strong>ing on
new technologies in telecoms, the
media and energy such as
IfraExpo, TerraTec and enertec are
becoming increasingly important.
One prominent international trade
show in Leipzig is Z, the subcontracting
fair. The success of the
Book Fair is also remarkable.
Despite the dominance of the
book fair in Frankfurt, Leipzig has
managed to hold its own thanks to
its unique angle.
What makes Leipzig so unique
as a trade show centre?
Leipzig and the Leipzig Fair go
together like a horse and carriage.
There’s no other city in the world
whose history is as closely connected
with local fairs. Indeed,
Leipzig’s international reputation is
intertwined with the history of the
Leipzig Fair. Our double M logo is
>> guest commentary
the most famous trade fair logo in
the world.
What makes the Leipzig Fair
so attractive?
Leipzig also has plenty to offer
once the show’s over for the day.
The broad range of leisure activities
and the excellent transport
links make attending the Leipzig
Fair especially worthwhile. We
offer many of our clients all-inclusive
packages including evening
entertainment. Tourists also love
the architecture and art at the
Leipzig Fair’s exhibition centre.
What does the Leipzig Fair do
for tourism?
When we do promotional work for
our trade shows abroad, we also
promote Leipzig. We work very
closely together with LTS and
other institutions in the tourist
industry. In many countries Leipzig
isn’t very well known yet, but that’ll
improve with Leipzig being one of
the Host Cities at the 2006 World
Cup. Much of Leipzig’s tourism
potential remains untapped and a
lot more could be achieved
through closer collaboration
between businesses operating in
the tourist industry and by paying
more attention to the aspects that
make Leipzig unique.
What changes do you anticipate
will have to be made at
the Leipzig Fair over the next
few years?
Portrait
We definitely want to become
more profitable, get rid of lossmaking
shows and improve the
remaining ones. There’s additional
scope in the areas of publishing
and printing, the motor industry,
energy and technology. Last year,
34 out of the total of 36 trade
shows grew, and so we’re hopeful
that in certain areas we’ll be able
to become the market leader in
Central Europe. We’re certainly
profiting from the major investments
in Leipzig in recent years;
Leipzig is now being talked about
more and becoming increasingly
attractive to investors and other
business people.
You were saying you couldn’t
imagine having a better job?
I’m a fully trained management
expert, and trade shows are all
about management and markets!
After all, where else do supply and
demand come so closely together?
Each trade fair is something
special – and my position
gives me an amazingly detailed
insight into diverse sectors. Furthermore,
at the Leipzig Fair I’ve
got a great, committed team who
can move mountains. Consequently,
I look forward to continuing
in this job in the years to come.
Herr Marzin, thank you very
much for talking to us.
The interview was conducted by
Marie-Kristin Renner and Lisa
Dühring.
Wolfgang Marzin (42) has been CEO and President of the Leipzig
Fair since 1 April 2004. He comes from Munich and is married with
three children. After taking a degree in business management specialising
in foreign trade, Herr Marzin began his career in 1989 as a
project manager in charge of trade shows abroad at an international
trade fair and exhibition service in Munich. Moving to the Munich
trade show operator in 1991, six years later he began working for
the Düsseldorf Fair, managing its subsidiary in Chicago. In January
2002 he became chairman of the board of GHM, a Munich-based
company operating shows for the small trades. Wolfgang Marzin
loves mountaineering and hill-walking in his spare time, as well as
cycling and playing tennis. His motto is: "Live and let live.”
Seems like a relaxed interview! Marie-Kristin Renner
and Wolfgang Marzin
>> NÄHER dran
21