Hannover Fairs Australia

What Hannover Fairs Australia does

Hannover Fairs Australia is a Sydney-based, wholly-owned subsidiary of Deutsche Messe AG, a German trade fair conglomerate founded in 1947 and owned by the State of Lower Saxony and the City of Hannover. Established in 2000, the company owns and operates a portfolio of nine major B2B conferences and trade shows spanning Australia, New Zealand, and Southeast Asia. Its events target industry-specific professional communities in fire and emergency services (AFAC powered by INTERSCHUTZ), warehousing and intralogistics (CeMAT Australia, CeMAT Southeast Asia, Logistics Automation New Zealand), industrial automation (Industrial Transformation Australia, Selangor Techsphere Summit), food processing and packaging (Processing & Packaging Pavilion, powered by APPMA), human resources and learning (HR + L&D Innovation & Tech Fest in Australia and New Zealand), legal technology (Legal Innovation & Tech Fest), and industrial cleaning/hygiene (ICHS Asia Pacific). AFAC25 attracted over 4,450 professionals, and the company received the Australian Business Event Awards for Best Trade Show and Best Event of 2024 for AFAC24, with CeMAT Australia earning a Commendation in the same year.

The company's business model is event-driven and transaction-based, generating revenue from three primary streams: exhibition space sales (booth rentals priced per event, size, and location), tiered sponsorship packages (brand visibility, speaking slots, marketing benefits), and delegate registrations (paid conference/workshop attendance). Distribution is anchored by a field sales team targeting enterprise exhibitors and sponsors, complemented by self-service online delegate registration through event-specific websites. Marketing spans LinkedIn, Facebook, YouTube video galleries, and Salesforce/Pardot email campaigns. Operational technology is non-proprietary, relying on EventsAir for event management, Salesforce/Pardot for marketing automation, and Canva for creative assets, reflecting a capital-light services business rather than a software or platform company. Hannover Fairs Australia also operates a regional subsidiary, Hannover Fairs Asia Pacific, which manages Southeast Asian expansion across Singapore, Malaysia, and Indonesia.

The parent-subsidiary relationship provides material advantages: access to Deutsche Messe's brand recognition (the flagship Hannover Messe attracts over 200,000 attendees annually), international exhibitor networks spanning 48 locations and 110 countries, and co-branding partnerships such as AFAC powered by INTERSCHUTZ. The company has no independent external shareholders, no disclosed funding rounds, and reports revenue on a private basis, with all capital flowing from Deutsche Messe AG. Geographic reach is regional (ANZ + Southeast Asia), with no evidence of operations in North America, Europe, or other markets beyond what the parent enables through exhibitor cross-attendance.

Name

Hannover Fairs Australia

Legal name

Hannover Fairs Australia Pty Ltd

Website

https://hannoverfairs.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Hannover Fairs Australia is a Sydney-based subsidiary of Deutsche Messe AG that owns and operates nine B2B trade shows and conferences across Australia, New Zealand, and Southeast Asia, serving vertical professional communities in logistics, emergency services, manufacturing, HR, and legal technology through exhibition, sponsorship, and delegate revenue streams.

Ownership category

akta.pro rank

Product category

Trade Show and Conference Management Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industry

Industry Trade Shows & Expos (MPAGAGAA)

Keywords

• Trade show management
• Exhibition space sales
• B2B conference organization
• Event sponsorship services
• Trade fair operations

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Exhibition Space Sales: Revenue generated from selling exhibition booth space to companies showcasing products and services at trade shows. Pricing varies by event, size, and location of the booth.
2. Sponsorship Packages: Tiered sponsorship packages offering various levels of brand visibility, speaking slots, and marketing benefits at events.
3. Delegate Registrations: Revenue from professional attendees paying to participate in conferences, workshops, and educational sessions at events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hannover Fairs Australia owns and operates a portfolio of B2B trade shows and conferences focused on vertical industry communities across Australia, New Zealand, and Southeast Asia. The core commercial offering consists of three revenue streams: exhibition space rental sold to corporate exhibitors, tiered sponsorship packages sold to enterprise brands, and paid delegate registrations from professional attendees at events such as CeMAT Australia, Industrial Transformation Australia, AFAC powered by INTERSCHUTZ, HR + L&D Innovation & Tech Fest, Legal Innovation & Tech Fest, and CeMAT Southeast Asia.

Product overview

Hannover Fairs Australia is an event management company that owns and operates a portfolio of industry-specific conferences and trade shows across Australia, New Zealand, and Southeast Asia. The portfolio includes CeMAT Australia (logistics and warehousing), Industrial Transformation Australia (manufacturing/automation), Processing & Packaging Pavilion (food processing/packaging), HR + L&D Innovation & Tech Fest (HR technology), AFAC Conference & Exhibition (emergency management), Legal Innovation & Tech Fest (legal technology), Logistics Automation New Zealand, CeMAT Southeast Asia, Selangor Techsphere Summit, and ICHS Asia Pacific. The company operates as a subsidiary of Deutsche Messe AG and delivers events that serve various industry communities.

Differentiator

Problem solved

Functional benefit

Products and services

• CeMAT Australia Premier Australian trade show for the warehousing and logistics sector, featuring live demonstrations of intralogistics, robotics, automation, and supply chain management solutions for manufacturers, logistics providers, and automation specialists.
• Industrial Transformation Australia Australian trade show focused on industrial transformation, advancing robotics, AI, IoT, automation, and smart manufacturing for the industrial and manufacturing sectors.
• Processing & Packaging Pavilion (powered by APPMA) Pavilion showcasing food processing, packaging machinery, automation, and materials handling innovations, co-located with Industrial Transformation Australia and powered by APPMA.
• HR + L&D Innovation & Tech Fest Australia Premier Australian event for HR and Learning and Development professionals featuring keynotes, panel discussions, and live demos on HR technology, talent management, employee engagement, and workplace learning.
• HR + L&D Innovation & Tech Fest New Zealand New Zealand edition of the HR and L&D Innovation and Tech Fest, exploring trends in HR technology, talent management, leadership development, and the future of work for NZ-based professionals.
• AFAC Conference & Exhibition (powered by INTERSCHUTZ) Australasia's largest event for emergency management, bringing together fire, rescue, and disaster management professionals with both a multi-track conference program and a large exhibition, powered by Deutsche Messe's INTERSCHUTZ.
• Legal Innovation & Tech Fest Premier Australian event exploring the intersection of law and technology, with sessions, workshops, and keynotes on legal operations, compliance, contract management, e-discovery, AI, blockchain, and data analytics for the legal sector.
• Logistics Automation New Zealand (powered by CeMAT) New Zealand trade show uniting robotics, automation, intralogistics, and warehousing innovators in the New Zealand marketplace, powered by CeMAT.
• CeMAT Southeast Asia Premier Singapore-based event showcasing innovations in warehousing, intralogistics, robotics, automation, and supply chain management for the Southeast Asian market, operated via Hannover Fairs Asia Pacific.
• Selangor Techsphere Summit Kuala Lumpur-based summit bringing together key players in the future of industry, focusing on industrial automation, robotics, AI, digital ecosystems, and smart manufacturing technologies.
• ICHS Asia Pacific (Industrial Cleaning, Hygiene & Safety) Exhibition for the industrial cleaning, hygiene, and workplace safety industries, co-located with CeMAT Southeast Asia in Singapore.

Quantifiable outcome

• AFAC25 attracted over 4,450 professionals
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Australian Packaging and Processing Machinery Association (APPMA)coreChannel Partner/ Reseller/ DistributorAPPMA powers the Processing & Packaging Pavilion at Industrial Transformation Australia, co-located with CeMAT Australia. This partnership brings together the Australian packaging and processing machinery industry with the broader industrial transformation ecosystem, providing exhibitors with access to APPMA's member network and expertise.
• INTERSCHUTZcoreStrategic or Co-development PartnerINTERSCHUTZ powers the AFAC conference and exhibition, bringing together emergency services and disaster management professionals. This international partnership combines AFAC's Australasian emergency management expertise with INTERSCHUTZ's global fire and rescue event portfolio, creating the largest emergency management event in the region.
• Deutsche Messe AGcoreOthersDeutsche Messe AG is the parent company of Hannover Fairs Australia. Founded in 1947, Deutsche Messe operates events in over 48 locations with sales in 110 countries. The company is owned by the State of Lower Saxony and the City of Hannover. This relationship provides access to global event expertise, brand recognition, and international networks.
• Sunflower InitiativeminorStrategic or Co-development PartnerHannover Fairs Australia is a proud supporter of the Sunflower Initiative and trains staff to assist attendees with non-visible disabilities. This accessibility partnership demonstrates the company's commitment to creating inclusive event experiences.
• Australian Disability NetworkminorStrategic or Co-development PartnerIn 2024, Hannover Fairs Australia consulted the Australian Disability Network to assess the scope of accessibility services provided at AFAC24 powered by INTERSCHUTZ event, ensuring comprehensive accessibility support.
• Trace ProgramminorStrategic or Co-development PartnerPartnership with Trace program for the AFAC powered by INTERSCHUTZ event to calculate carbon footprint and ensure it is a Carbon Measured Event, supporting the company's sustainability initiatives.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hannover-fairs-australia
• Xx.com/cebitaus
• Facebookfacebook.com/cebitaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hannover Fairs Australia