The Cape Town clothing, footwear and textile trade fairs ATF and Source Africa, as well as the Johannesburg and Cape Town Boat Shows, will in future be marketed and promoted internationally by their new owner, Messe Frankfurt. They will also be elevated to world standard shows through the global expertise offered by the 600-year old show organiser.

The world’s third biggest trade fair company, Messe Frankfort annually organises 134 trade fairs across the world, which attract about 90 000 exhibitors and 3.5-m visitors, the MD of Messe Frankfurt SA, Konstantin Vieregge, explained this morning (8 September) at a breakfast to launch their acquisition of the ATF and Source Africa trade shows.

Although Messe Frankfurt is owned by the city of Frankfurt, it has 50 international sales partners and 28 subsidiaries worldwide – including in South Africa, with offices in Cape Town and Johannesburg.

Messe Frankfurt SA MD Konstantin van Vieregge explaining what they can offer local show organisers. Photo: Trudi du Toit.

The International Apparel, Textile and Footwear trade exhibition to be held 21-23 November this year, as well as the 2018 Source Africa Expo planned for 20 and 21 June, will benefit from the input of the textile experts employed by Messe Frankfurt, who are “just waiting to put South Africa on the global map,” he explained.

“ATF and Source Africa will be incorporated in our global textile network. Messe Frankfurt offers marketing opportunities to global trade visitors and access to global expertise.”

The Cape Town Boat Show.

He also foresees that there could be cross-marketing opportunities for all their South African shows – including the Cape Town International Boat Show and the Boat and Water Show in Johannesburg – by marketing South Africa in one portfolio. The boat shows will form part of the Messe Frankfurt trade show packet from next year.

Source Africa is the flagship of all the trade shows LTE been organising in South Africa over the past 25 years, said William Scalco, a managing member. The aim of the show is to encourage links between suppliers and buyers across Africa and not only promote opportunities presented by AGOA, but also inter-regional trade.