MBB Consulting Launches New Intelligence Platform for Exhibition Professionals

Welcome to the latest edition of Snöcap.

Data is becoming a competitive advantage in the exhibition business. MBB Consulting this week introduced the Tradeshow Strategy Compass, a market intelligence platform that combines AI-driven data collection with industry analysis to help professionals make more informed strategic decisions. The launch reflects growing demand for tools that can bring greater visibility to an increasingly complex global exhibition market. Scroll down for the full story.

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MBB Consulting Launches Tradeshow Strategy Compass, a New Intelligence Platform for Exhibition Professionals

MBB Consulting Group has launched the Tradeshow Strategy Compass, a market intelligence platform built for the exhibition industry, offering structured data and analysis across organizers, exhibitions, and show segments at both global and local levels.

The platform is designed to address a persistent challenge in the sector. “Comparing markets, understanding segments, benchmarking organisers, or identifying growth opportunities often requires significant manual research. The Tradeshow Strategy Compass aims to make that process easier,” the consultancy said.

The Tradeshow Strategy Compass currently spans six industry verticals: Agriculture and Horticulture, Fashion and Clothing, Food and Beverage, Food Packaging, Hospitality and Travel, and Textiles and Textile Processing. It includes an AI agent capable of responding to queries about specific exhibitions, though MBB has been clear about how the tool should be understood. “This is not a chatbot or a generic AI tool,” the firm noted, describing it instead as a structured research and intelligence platform built around the needs of exhibition organizers, venues, associations, investors, and industry stakeholders.

The platform uses AI to collect, validate, and consolidate exhibition market data, which MBB’s consultants then interpret through an industry lens. The firm acknowledged that exhibition markets generate substantial data, much of it scattered across websites, organizer materials, reports, and public sources.

Strategic use cases supported by the platform include portfolio strategy and market positioning, geographic expansion, segment growth analysis, organizer benchmarking, and exhibitor and visitor trend analysis.

“This launch marks the beginning of the journey, and we look forward to continuing to develop the platform alongside the exhibition industry,” MBB said.

DWTC Delivers Record AED25.03 Billion Economic Output in 2025

Dubai World Trade Centre (DWTC) generated a record AED25.03 billion in economic output in 2025, a 12% year-on-year increase, driven by 108 large-scale business events that attracted nearly 2.18 million attendees and contributed AED14.66bn in Gross Value Added to Dubai’s GDP.

His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai, said: “The record performance achieved by Dubai World Trade Centre in 2025 reflects the confidence that global industries, investors and innovators place in Dubai’s world-class infrastructure, business environment, and its ability to connect people, ideas and capital to generate value.”

Of the 2.18 million attendees, nearly 947,000 — or 44% — traveled from overseas, spending an average of over AED9,900 per event, close to seven times more than local attendees. The events supported an estimated 94,000 jobs across the MICE ecosystem, a 10% year-on-year increase, generating over AED4.7bn in disposable household income.

Direct spending across adjacent sectors totaled AED13.48bn:

• Accommodation: AED3.79bn
• Travel and Transport: AED2.98bn
• Retail Trade: AED2.55bn
• Restaurants and F&B: AED2.1bn
• Business Entertainment: AED1.81bn
• Government Services: AED252m

Healthcare and Medical, Food and Beverage, and ICT, Electronics and Emerging Technology collectively accounted for 55% of total GVA, generating over AED8.1bn.

Helal Saeed Almarri, Director General of DWTC Authority, said: “2025 was a record year for DWTC across multiple indicators, underlining both the scale and resilience of Dubai’s business events ecosystem and the growing economic value it generates across the wider economy.”

AUMA unanimously re-elects NürnbergMesse CEO Peter Ottmann as Deputy Chairman

The Board of Directors of the Association of the German Trade Fair Industry (AUMA) has unanimously re-elected Peter Ottmann, CEO of NürnbergMesse Group, as 1st Deputy Chairman. The vote took place at a board meeting in Berlin on June 9. Peter has held the honorary position since 2020 and has served on the AUMA Board since 2011.

At the same meeting, Uwe Fischer, CEO of Hamburg Messe und Congress, was newly elected to the board representing the organizing industry, while Heike Jordan, CEO of Meyer-Haake GmbH Medical Innovations, joined as a representative of the exhibiting industry. Heike represents Spectaris on the committee. Dirk Bollwerk, Gerald Böse, Wolfram Diener and Hans-Günter Trockels were re-elected to the board. Roland Bleinroth and Isabella-Afra Holst stepped down.

The Federation of German Security and Defence Industries was admitted to AUMA as a new member.

AUMA counts close to 70 trade fair organizers and trade associations among its members. The association is chaired by Philip Harting, who was confirmed for a further three-year term in 2025. Klaus D. Kremers serves as 2nd Deputy Chairman.

YONTEX Partners with NürnbergMesse Brasil to Launch Drink Technology Brasil 2027

YONTEX is expanding its international portfolio with the launch of drink technology Brasil, a new trade fair for the beverage and liquid food industry in South America. The inaugural edition is scheduled for Sept. 21-23, 2027, at Distrito Anhembi in São Paulo.

YONTEX is developing the event in partnership with NürnbergMesse Brasil, a trade fair organizer with an established presence in the Brazilian market. The two companies will create a platform for manufacturers, suppliers and technology providers active across the beverage and liquid food production value chain.

“drink technology Brasil creates a platform for exchange in another market that combines significant potential with a strong willingness to invest. The beverage and liquid food industry in Brazil and neighbouring countries is undergoing an exciting phase of development. We want to support this transformation with a strong industry platform,” said Rolf Keller, managing director of YONTEX.

The São Paulo event is modeled on the concept behind drinktec and draws on experience from the earlier launch of drink technology India. The trade fair is planned to run on a biennial basis.

Brazil is among the top global markets for both alcoholic and non-alcoholic beverages. Key market indicators include:

• Brazil accounts for around 25% of the entire Latin American market for non-alcoholic beverages
• With a volume of 29 billion litres, Brazil ranks as the sixth-largest beverage market worldwide
• Brazil is the world’s third-largest beer producer
• The functional beverage market is forecast to grow at an average annual rate of 8.75% between 2025 and 2030

Demand is expanding across emerging categories. In the non-alcoholic segment, functional beverages, ready-to-drink products and energy drinks have seen notable growth. In the alcoholic beverage sector, premiumization, new product concepts and rising demand for innovative beer, spirits and RTD offerings are driving investment across the industry.

The gradual reduction of tariffs on machinery and technologies under the EU-Mercosur Agreement is expected to create new avenues for trade and technology exchange between Europe and South America.

“With NürnbergMesse Brasil, we have a strong partner at our side that understands the market, the industry and the needs of local businesses. This combination of international industry expertise and local market knowledge creates ideal conditions for the long-term success of the event,” Keller said.

“Against the backdrop of the Mercosur Agreement, we anticipate new momentum for investment and cooperation between Europe and South America beyond Brazil,” said João Paulo Picolo, managing director of NürnbergMesse Brasil.

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