Guangzhou Guangya Messe Frankfurt Commemorates the Opening of Its New Office

September 22, 2019

Guangzhou Guanya Messe Frankfurt management and staff members mark the opening of their new state of the art office with a traditional roasted pig – symbolic of good business and fortune in China

From six members of staff in 2005, Guangzhou Guangya Messe Frankfurt now has over 40 employees. Ambitious plans for growth in the Greater Bay Area and beyond have been a key driver behind the move to new office space, which can accommodate up to 60 people.

The company was established in 2005 after a joint venture was formed combining the forces of Messe Frankfurt and Guangzhou Guangya Exhibition Company. The union followed a fruitful collaboration between the two companies in 2004, when they successfully co-organised Electrical Building Technology China, and Guangzhou International Lighting Exhibition – now the largest fair of its kind in Asia. 

With combined resources, the joint venture has moved from strength to strength over the past 14 years, adding a number of industry leading events to its portfolio.

Expanding its footprint into mold and die technologies, the company launched Asiamold in 2007 before acquiring the industrial automation focused ‘SIAF Guangzhou’ in 2010. Leveraging the expertise of Guangzhou Guanya Messe Frakfurt and capitalising on South China’s position as a global hub for high-tech manufacturing, both fairs have grown significantly to become prime sourcing platforms in the Greater Bay Area.

Keeping sector players up to date with the latest technologies, the two fairs are now held concurrently, while the addition of a ‘3D Printing Asia Zone’ (held in conjunction with Asiamold) in 2013 allows professionals to find greater sourcing opportunities within the industrial automation sector. 

Having extended its presence into different industry sectors, Guangzhou Guangya Messe Frankfurt focused on broadening its geographical reach. Utilising resources from its flagship building technology fairs, the company launched Shanghai Intelligent Building Technology in 2012, followed by Shanghai International Lighting Fair in 2014. At the same time, the company bolstered its portfolio of electronics and automation trade fairs with the addition of PCIM Asia – Shanghai’s business hub for power electronics solutions.

In the same year, the adoption of Wire and Cable Guangzhou helped to cement the company’s leadership position as a provider of trade fairs for manufacturing technologies and components.

Following a successful entry into the East China market, the company looked to the future, as new technologies emerged in different industry sectors. Shanghai Smart Home Technologies was launched in 2015 to accommodate the market for smart devices, communication and IoT technology; while a year later in 2016, Parking China was launched in Shanghai as a dedicated exhibition for intelligent parking solutions. 

Throughout its expansion, the company has retained its core presence in the Greater Bay Area. In 2018, the company made a foray into South China’s safety, security and fire sectors with involvement in Guangzhou Public Security Technology, a business destination for smart security solutions. 

Amidst the Chinese Government’s plans to make the Greater Bay Area an even more significant business hub, Guangzhou Guangya Messe Frankfurt aims to capatilise on new opportunities in cities such as Shenzhen. In 2020, the inaugural Formnext + PM South China will take place at the new Shenzhen World Exhibition and Convention Center, delivering a business exchange platform for manufacturing materials, design, software and processing technologies.


Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.