NürnbergMesse Brasil is making its debut in the country with plenty of reasons to celebrate. The company is reaching the end of 2024 with record revenue, 175% higher than five years ago: R$110 million. It is also consolidating itself among the three largest organizers of business events in the country, closing the year with 15 fairs in its portfolio, bringing together around 170 thousand people. In 2019, even before the pandemic, there were only 9 major events, which attracted 78 thousand visitors.
But if the numbers already look good now, the expectation is for them to improve. Over the next decade, the company intends to invest in acquiring events to expand its portfolio. At the end of October, NürnbergMesse Brasil announced a new exhibition, Construlev Expo. The fair, organized in partnership with the Brazilian Association of Light and Sustainable Construction (ABCLS), expands the promoter’s participation in the construction sector. With this new event, it will now operate in 28 economic sectors, contributing to the development of the national industry and to the country’s recognition on the global stage.
“I believe that our success is due to the choice of segments in which we will operate. All of our fairs are in markets that are relevant to the national GDP. They stimulate the industry and foster new business. That is why, year after year, we break records in terms of visitors and brands wanting to link their names to our events,” explains João Paulo Picolo, president of the company in Brazil.
The main fairs
NürnbergMesse Brasil features trade shows in segments such as pharmaceuticals, cosmetics, construction, paints, glass, veterinary medicine, and pets. The latter is considered the company’s most successful event in the country. Revenue from PET South America, the main event for the pet industry in Latin America, has doubled in the last five years.
“The pet market is growing exponentially. But that wasn’t the only reason for the event. We invested in quality content about the sector, brought global innovations to the area and promoted business rounds that ended with effective transactions. All of this demonstrated the relevance of participating in the event,” Picolo reveals.
Another segment that is attracting attention is footwear. After launching BFSHOW in 2023, NürnbergMesse Brasil believes that this could become the company’s main product. “We are talking about a very strong sector in the Brazilian economy. The fair, organized in partnership with the Brazilian Footwear Industry Association (Abicalçados), has already established itself as the country’s main fair in just two editions. We have the biggest players in the market as our exhibitors, which highlights the event on the national calendar.
our growth projections are very significant”, adds the company’s president.
NürnbergMesse Group
With the progress made in recent years, NürnbergMesse Brasil has become the second largest operation of the NürnbergMesse Group outside of Germany, the multinational’s headquarters. “In these 15 years of history, more than R$60 million has been invested in Brazil. And we have had a very quick return, which has made the Brazilian company stand out not only on the national scene, but also internationally. Today, NürnbergMesse Brasil already holds roadshows of its events in other Latin American countries and we believe that this influence in the region will increase over time, which will certainly contribute to the performance of the group as a whole”, says Peter Ottmann, CEO of the NürnbergMesse Group.
The Group will be celebrating its 50th anniversary in 2024, breaking records. As one of the 15 largest companies in the segment in the world, the expected global revenue for this year is EUR 350 million, 22% more than that recorded in 2019. NürnbergMesse closed last year with more than 150 major events held by its 7 subsidiaries and affiliates, which brought together more than 28 thousand exhibitors and 1.3 million visitors. To stand out, it invested in sustainable initiatives and business meetings from sectors that drive the global economy.
ApexBrasil Partnership
In a year of celebrations, NürnbergMesse and NürnbergMesse Brasil are negotiating a partnership with ApexBrasil to facilitate the participation of Brazilian companies in international fairs and events organized by the group. The initiative, which should come into effect in early 2025, will be carried out through the ApexBrasil +Feiras program. In the agreement, valid for 5 years, companies interested in exhibiting outside the country will have their booth subsidized by ApexBrasil to participate in business meetings promoted by NürnbergMesse Germany, with support from the Brazilian subsidiary. The goal is to allow national brands to showcase their products and services on the world stage with strategic and financial assistance.
Next steps
“Today, NürnbergMesse Brasil is a complete hub in the events sector: we have NMB Services, which provides full support for the assembly and disassembly of stands; we have NMB Spaces, with complete spaces for business meetings; Nilab, which is a data laboratory that uses human and artificial intelligence to connect companies; NMB Travel, which carries out business and networking missions at trade shows in Brazil and abroad; NMB On Demand, which organizes customized events; and NMB W, a platform that connects professionals to recruiters with job opportunities. In other words, we form an ecosystem that supports the events sector from end to end. Our goal is to continue this way, helping this entire chain that is essential to the country’s economy,” says Picolo.
About NürnbergMesse Brazil
NürnbergMesse Brasil is one of the three largest event and exhibition organizing companies in the country. A subsidiary of the NürnbergMesse Group, it promotes the most important business meetings in Latin America, where it brings together suppliers, distributors and resellers from various segments of the economy. The company’s purpose is to help develop the national industry and increase Brazil’s relevance in the foreign market. Among the main events promoted in the country are Expo Revestir, Haus Decor Show, PET South America, PET VET, FCE Pharma, FCE Cosmetique, Analitica Latin America, Glass South America, ABRAFATI SHOW, Catarina Aviation Show and BFSHOW.
About the NürnbergMesse Group
The NürnbergMesse Group is among the 15 largest organizers of business meetings in the world. Its portfolio includes more than 120 international trade shows and conferences. Every year, around 30,000 exhibitors and more than 1.5 million visitors participate in the events organized by the multinational, which is present, through its subsidiaries, in China, North America, Brazil, Greece, Italy and India. The group also has a network of around 50 representatives, operating in more than 116 countries.
