Lars Wismer Takes Over as Regional Head of Messe Düsseldorf for Asia

Since the 1 February, Lars Wismer has assumed leadership as Regional Head of the "Messe Düsseldorf for Asia (MDfA)". In his inaugural interview, he highlights the importance of Asian markets, talks about strategic opportunities, and about the role of MDfA as a connecting element in the global trade fair portfolio.

"Everywhere we recognise opportunities, we want to use them."

In 2024, Messe Düsseldorf bundled its activities in Asia under one roof: The Regional Hub "Messe Düsseldorf for Asia" (MDfA) unites five subsidiaries based in Singapore, Hong Kong, New Delhi, Tokyo and Shanghai within a centrally coordinated network. This streamlined structure is designed to promote even further growth in Asia while creating positive feedback effects for the world's leading trade fairs in Düsseldorf. Since the 1. In February, Lars Wismer will be at the head of MDfA as Regional Head, succeeding Gernot Ringling. In his inaugural interview, he discusses the strategic importance of Asia, the role of MDfA – and how the Regional Hub should create added value for customers and markets.

Mr. Wismer, you have, from the 1. February, taken over responsibility for the MDfA. How have the last few weeks been for you?

Very intense - and not only because of my move to Singapore. I wanted to get a well-founded picture of the situation on site as quickly as possible. In addition, I had numerous conversations with my new team and our partners, which gave me valuable insights. Asia is not a homogeneous region. Especially in Southeast Asia, markets develop at very different speeds but are economically closely linked. For Messe Düsseldorf, this means that wherever we recognise opportunities, we want to use them.

What role does MDfA play in this?

MDfA is driving the Asia business of Messe Düsseldorf from Singapore. The aim is to more closely coordinate the activities of our five subsidiaries in the region. In this way, we can offer companies that want to grow in Asia reliable platforms in all relevant markets from a single source. In this way, we ensure that our strong local fairs continue to grow in the long term - and at the same time can attract Asian companies and visitors to our world-leading trade fairs in Düsseldorf.

What is your vision for MDfA in the coming years?

From my previous role as director of glasstec and A+A, I know how important clear structures, coordinated processes and close cooperation are for the success of trade fairs. I would like to transfer this understanding to MDfA. If we work together even more closely, network more strongly with each other and bundle existing strengths in a targeted manner, we can significantly expand our scope as an organiser. It is important to me that we develop a common mindset in the long term and strategically anchor MDfA both in the region and in Düsseldorf.

Which markets are currently particularly focused on?

This is highly dependent on topic and industry. India is currently a centralised market with constant growth and great long-term potential. I was able to convince myself of this at the end of January at our Medical Fair India. In addition, countries such as Vietnam, Thailand or Cambodia are also developing very dynamically. The relocation of more and more production sites is noticeably changing local conditions – and opens up new starting points for our trade fair formats.

In which areas are Messe Düsseldorf already well positioned?

Thanks to our broad portfolio, I see us as Messe Düsseldorf in an excellent starting position overall. We are particularly well positioned in the areas of print and packaging. In many Asian markets, these topics benefit from growing industry, increasing production and high demand. In addition, the health sector is also a strong foothold: The Medical Fair Thailand was most recently the largest in its history and emphasises the great potential of medical technology and health markets in the region. We want to build on this in a targeted manner in the future.

About Lars Wismer

Lars Wismer has many years of experience in the trade fair and event industry. Between 1999 and 2015, he worked as Senior Project Manager at Messe Düsseldorf. He subsequently moved to Düsseldorf Congress Sport & Event GmbH and later to D.LIVE GmbH & Co. KG. In 2022, Wismer returned to Messe Düsseldorf. On the 1 December he took over the position of director of the world's leading trade fairs glasstec and A+A. In this role, in addition to the two leading trade fairs, he was also responsible for the international portfolios Glass Technologies, including the trade fairs glasspex and glasspro for the Indian market as well as Occupational Safety & Health with the events TOS+H, CIOSH, CIOSH Thailand, JIOSH+W and OS+H Asia. Wismer now builds upon this vast experience in his current role as Regional Head of Messe Düsseldorf for Asia. (MDfA)”