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Messe Frankfurt's Bold New Venture in Vietnam: A Tale of Opportunity and Growth

In the bustling heart of Asia's fastest-growing economy Vietnam Messe Frankfurt is making waves by signing a memorandum of understanding (MOU) with the Vietnam Trade Promotion Agency (VIETRADE). Join us as we unravel the story of how this collaboration aims to turn post-Covid blues into a thriving future for the MICE business. Discover Roland's essential insights and recommendations for overcoming the challenges faced by CEOs in this dynamic landscape.

By Roland Kümin*, Da Nang, Vietnam, 4 May 2023

Picture this: High-tech Vietnam, where even your beachside lounge chair has functioning Wi-Fi! Messe Frankfurt is tapping into this vibrant market, exploring the potential for a comprehensive new trade fair that spotlights the booming textile and consumer goods industries. Building on 16 years of experience in the region, the company is set to expand its existing portfolio of trade fairs in Vietnam, which includes the likes of Secutech Vietnam and Automechanika Ho Chi Minh City.

Wolfgang Marzin, President and Chief Executive Officer at Messe Frankfurt
Vietnam's magnetic appeal for Wolfgang Marzin, President and Chief Executive Officer at Messe Frankfurt.

«Vietnam has recently proven to be a standout country in Asia where industries are performing strongly,» says Wolfgang Marzin, President and CEO of Messe Frankfurt GmbH. Eager to work with VIETRADE on this project, Messe Frankfurt is ready to harness the growing market and create new opportunities for trade and development within these sectors.

Vietnam's magnetic appeal as a hub for supply chain diversification is no secret. The government is actively fostering a welcoming environment for foreign investors and manufacturers, striving to achieve ambitious industrial goals by 2030. Trade fairs, the perfect platform for attracting innovations and new manufacturing technologies from international players, align seamlessly with Vietnam's vision of a more open economic system.

Vu Ba Phu, Director General of VIETRADE, highlights the textile industry as a stable growth area during the pandemic and is excited to explore trade fair prospects that will entice international buyers to source from Vietnam. With Messe Frankfurt's vast experience in developing textile trade fairs globally, this collaboration is set to make waves in Vietnam's robust export sector.

From the debut of Secutech Vietnam in 2007 to the launch of Automechanika Ho Chi Minh City a decade later, Messe Frankfurt's trade fairs have flourished. Now, this bold new venture is poised to write the next chapter in Vietnam's thriving trade fair story.

Excited to explore trade fair prospects, that will entice international buyers to source from Vietnam.Vu Ba Phu, Director General of VIETRADE.

Wolfgang Marzin’s Pain Points in Vietnam

Wolfgang Marzin is an inspiring visionary and holds the esteemed position of President and Chief Executive Officer at Messe Frankfurt, one of the world's premier trade fair organizers. 

In his capacity as CEO of a prominent trade fair organization, Wolfgang Marzin is undoubtedly confronted with a multitude of challenges.

Here are five key pain points that he may be grappling with:

Navigating ever-evolving market dynamics: Trade fairs are deeply impacted by economic and societal shifts, requiring Wolfgang Marzin to consistently assess and fine-tune Messe Frankfurt's strategy to stay aligned with emerging trends.

Orchestrating global endeavors: With a presence in over 190 countries, Messe Frankfurt undoubtedly presents Wolfgang Marzin with a myriad of logistical and operational hurdles as the CEO.

Harmonizing diverse stakeholder interests: As a large-scale organization, Messe Frankfurt serves a wide array of stakeholders, including exhibitors, attendees, and local governments. Marzin's challenge lies in striking the right balance to meet these varied needs and expectations.

Upholding event excellence: With numerous events spanning the globe, Marzin is tasked with ensuring that each one adheres to Messe Frankfurt's uncompromising standards of quality and relevance.

Outshining rivals in a competitive arena: The trade fair industry is fiercely competitive, pitting Messe Frankfurt against countless other organizations. Wolfgang Marzin must devise innovative ways to distinguish Messe Frankfurt's events and maintain a competitive edge.

*Roland Kümin is a tech influencer and digital shaper in Zurich, Switzerland. His lines are influenced by his recent trip to Da Nang in Vietnam with its fast growing economy and MICE industry. Roland has visited the award winning Ariyana Convention Center in Da Nang, the million people city with a knack. With his «Strategies for Success in a Tech-Driven World: Navigating the Landscape of the MICE-Industry» coverstory he launches’s ASIA coverage.


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