What Hannover Fairs does

Hannover Fairs Australia Pty Ltd is the Australian operating subsidiary of Deutsche Messe AG, the German-headquartered trade-fair organiser. It is responsible for staging AFAC26 Conference & Exhibition powered by INTERSCHUTZ, the Australasian emergency-management and first-responder event scheduled for 18–21 August 2026 at the Melbourne Convention & Exhibition Centre. AFAC26 is structured as a joint venture between Hannover Fairs Australia and AFAC (Australasian Fire and Emergency Service Authorities Council), combining AFAC's government and industry stakeholder network with Deutsche Messe's global INTERSCHUTZ brand and trade-fair infrastructure. The Sydney-based entity (Suite 3.01, 60 Pitt Street) operates under the legal name Hannover Fairs Australia Pty Ltd, transitioning from the prior Deutsche Messe Australia branding.

The event serves emergency-management professionals, government first-response agencies, and the supplier ecosystem that supports them. AFAC25 attracted 4,451 attendees from 32 countries, 201 presenters, and 228 exhibiting organisations. Content streams span emergency management, public safety, drone/RPAS intelligence, bushfire and disaster response, and are co-located with the Australian Disaster Research Conference (ADRC), the IFE (Institution of Fire Engineers) Australia programme, and the WAFA (World Rescue & Extrication Challenge). A Professional Development Programme, Resources Rescue Theatre, Solutions Theatre, and Research Forum round out the content surface. A Charity Partner programme (Phoenix Australia) and a Sustainability programme (Trace, supporting carbon-neutral conference positioning) are part of the operating model.

The business model rests on three primary revenue streams: paid delegate registrations, paid exhibition booth sales to roughly 228 exhibitors per cycle, and a tiered sponsorship programme (Principal, Major, Supporting). The exhibition floor is free for trade visitors, which expands audience reach but shifts monetisation toward exhibitors and sponsors. The visible sponsorship roster features City of Melbourne and Isuzu Australia as Principal Partners and a broad supporting line-up including NRMA, IAG, Fujitsu, NSW Reconstruction Authority, AIDR, GAAM, NHRA, Hoverboard, and EML. Direct financial disclosures, headcount figures, and revenue are not publicly available, limiting any audit of unit economics.

Name

Hannover Fairs

Legal name

Hannover Fairs Australia Pty Ltd

Website

https://afacconference.com.au

Company type

Private

Operating status

Operating

Short description

Hannover Fairs Australia operates AFAC26 Conference & Exhibition powered by INTERSCHUTZ, the Australasian emergency-management event serving 4,000+ attendees, 200+ exhibiting organisations, and government first-response agencies annually through a joint venture with AFAC and Deutsche Messe.

Ownership category

akta.pro rank

Product category

Trade Fairs and Conference Organization

NAICS

Convention and Trade Show Organizers (561920)

akta.pro primary industry

Professional & Association Conferences (MPAGAGAB)

akta.pro secondary industries

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA), Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM)

Keywords

• Trade fair organization
• Conference exhibition services
• Emergency management events
• Trade show management
• B2B exhibition sales

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Conference Registrations: Paid conference registrations provide access to keynote sessions, multi-stream conference program, networking events, and the exhibition. Early Bird discount pricing is available for registrations completed before a specified deadline. Full conference registrations include access to concurrent streams (AFAC, ADRC, IFE, WAFA) and the Professional Development Program.
2. Exhibition Booth Sales: Exhibition-only attendance is free for visitors. Revenue is generated from exhibiting organizations that purchase booth space to showcase equipment, technologies, and services. The exhibition features hundreds of national and international brands, manufacturers, and suppliers across Capability Equipment, PPE, Fleet, Workforce, Community Risk Reduction, Response Operations, and Fire Safety categories.
3. Sponsorship Packages: Multiple sponsorship tiers and packages are sold to organizations seeking visibility at the event. Named sponsors include Principal Partner (City of Melbourne), Welcome Function Sponsor (GAAM), Lanyard Sponsor, Knowledge Centre Sponsor (AIDR), Industry Research Partner Sponsor (NHRA), Delegate Satchel Sponsor (Hoverboard), Resilience Lane Partner Sponsor (NRMA), Cafe Naming Sponsor (EML), EMSINA PDP Sponsor (Fujitsu), ADRC26 Industry Partner Sponsor (IAG), Roundtable Breakfast Sponsor (NSW Reconstruction Authority), and Community Partner Sponsor.
4. Add-on Functions and Programs: Additional paid offerings include the Gala Dinner, Professional Development Program (workshops and field trips on 21 August 2026), and other optional add-ons beyond the core conference registration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hannover Fairs Australia Pty Ltd organizes and operates the AFAC Conference & Exhibition powered by INTERSCHUTZ, Australasia's largest emergency management and first responder conference and exhibition. The company co-locates multi-stream conferences (AFAC, Australian Disaster Resilience Conference, IFE Australia National Conference, and WAFA) with a major exhibition featuring hundreds of national and international brands, supplemented by professional development workshops, networking functions, and sponsorship packages.

Product overview

Hannover Fairs operates AFAC26 powered by INTERSCHUTZ as a comprehensive conference and exhibition platform for the emergency management sector. The core offering is the AFAC Conference & Exhibition, which combines multi-stream academic conferences (AFAC, Australian Disaster Resilience Conference, IFE Australia National Conference, and WAFA) with a large-scale exhibition featuring hundreds of exhibitors. Supporting components include the Solutions Theatre Program for live demonstrations and the Professional Development Program comprising workshops and field trips. The event serves as Australasia's leading gathering for fire services, emergency responders, disaster resilience professionals, and crisis management specialists.

Differentiator

Problem solved

Functional benefit

Brands

• AFAC Conference & Exhibition powered by INTERSCHUTZ: Australasia's largest emergency management and first responder conference and exhibition, co-organized by AFAC and Deutsche Messe trading as Hannover Fairs Australia

Products and services

• AFAC Conference & Exhibition powered by INTERSCHUTZ Australasia's largest emergency management and first responder conference and exhibition, co-organised by AFAC and Deutsche Messe trading as Hannover Fairs Australia. The event combines multi-stream conferences (AFAC, Australian Disaster Resilience Conference, IFE Australia National Conference, and WAFA) with a major exhibition, keynote sessions, networking events, and add-on programs targeted at fire services, emergency management agencies, search and rescue, emergency medical teams, disaster resilience, and crisis management professionals.
• Exhibition Booth Space Paid booth space sold to exhibiting organisations for the AFAC26 exhibition, providing access to thousands of emergency management professionals across Capability Equipment, PPE, Fleet, Workforce, Community Risk Reduction, Response Operations, and Fire Safety categories. Exhibition-only attendance is free for visitors.
• Sponsorship Packages
• Professional Development Program Series of workshops and field trips held on 21 August 2026 as the closing day of AFAC26, included as part of full conference registration or available as a paid add-on for emergency management professionals seeking continuing professional development.
• Gala Dinner Ticket Ticketed evening Gala Dinner on 19 August 2026 sold as an optional add-on for AFAC26 conference registrants.

Quantifiable outcome

• 4,451 attendees from 32 countries and 228 exhibiting organisations at AFAC25
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered flagship / core, core, minor and major.

• AFAC (Australasian Fire and Emergency Service Authorities Council)flagship / coreStrategic or Co-development PartnerAFAC is the co-organiser of the AFAC Conference & Exhibition. AFAC26 powered by INTERSCHUTZ is a joint venture between AFAC and Deutsche Messe, trading in Australia as Hannover Fairs Australia Pty Ltd. AFAC provides the industry network, knowledge leadership, and institutional credibility within the Australasian fire and emergency services sector. AFAC member agencies across Australia and New Zealand form the core audience for the event.
• Deutsche Messe / INTERSCHUTZflagship / coreStrategic or Co-development PartnerDeutsche Messe is the global event organiser behind the INTERSCHUTZ brand—one of the world's leading trade fairs for fire and emergency services. The AFAC event is powered by INTERSCHUTZ, leveraging Deutsche Messe's international event management expertise, global exhibitor network, and brand recognition. Deutsche Messe trades in Australia as Hannover Fairs Australia Pty Ltd.
• Institution of Fire Engineers (IFE) AustraliacoreStrategic or Co-development PartnerIFE Australia holds its National Conference concurrently with AFAC26. The co-location enables fire engineering professionals to attend both events, expanding the interdisciplinary nature of the program and reducing the carbon footprint of travelling to separate events.
• Women and Firefighting Australasia (WAFA)coreStrategic or Co-development PartnerWAFA holds its conference as a concurrent stream at AFAC26, focusing on women's leadership, inclusion, and development in fire and emergency services. Sessions include panels on women leading from intent to impact and menopause support for firefighters.
• Australian Institute for Disaster Resilience (AIDR)coreStrategic or Co-development PartnerAIDR co-hosts the Australian Disaster Resilience Conference (ADRC) as a concurrent stream at AFAC26. AIDR also sponsors the AFAC26 Knowledge Centre. AIDR publishes the Australian Journal of Emergency Management and provides knowledge brokering across the disaster resilience sector.
• Trace (Sustainability Consulting)minorOthersAFAC26 is partnering with Trace—a sustainability consulting company—to deliver its greenest conference yet. Trace measures emissions, enables carbon offsetting of speaker and staff flights, and supports AFAC Conference Pty Ltd's journey to Net Zero. AFAC Conference Pty Ltd's public carbon disclosure is available on Trace's website.
• Phoenix Australia – Centre for Posttraumatic Mental HealthminorOthersPhoenix Australia is the charity partner for AFAC26. The organisation focuses on posttraumatic mental health, providing expertise on trauma support, psychological recovery, and organisational wellbeing—relevant to firefighter and emergency responder mental health topics covered in the conference program.
• Isuzu Australia (Principal Partner / Welcome Function Sponsor)majorGTM or Marketing PartnerIsuzu Australia is the Principal Partner and Welcome Function Sponsor of AFAC26. The sponsorship provides branded visibility at the welcome function in the exhibition hall. Isuzu supplies fleet vehicles to fire and emergency services agencies.
• City of Melbourne (Principal Partner)majorGTM or Marketing PartnerCity of Melbourne is the Principal Partner of AFAC26, providing civic support and visibility for the event held at the Melbourne Convention & Exhibition Centre. As the host city council, City of Melbourne's partnership supports event promotion and local engagement.
• Melbourne Convention & Exhibition Centre (MCEC)coreOthersMCEC is the venue host for AFAC26 (18–21 August 2026). As a sustainably conscious venue, MCEC supports AFAC26's green conference initiatives with comprehensive environmental practices underpinning its daily operations.
• Host Agencies (CFA, EMV, FFMV, Fire Rescue Victoria, VIC SES, Tasmania Fire Service)coreStrategic or Co-development PartnerSix Victorian emergency services agencies serve as host agencies for AFAC26: Country Fire Authority (CFA), Emergency Management Victoria (EMV), Forest Fire Management Victoria (FFMV), Fire Rescue Victoria, Victoria State Emergency Service (VIC SES), and Tasmania Fire Service. These agencies provide local operational support, content leadership, and institutional engagement for the event held in Melbourne.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Deutsche Messe (INTERSCHUTZ): Parent company and operator of INTERSCHUTZ, the world's leading trade fair for fire and emergency services held in Hannover, Germany. Directly comparable as a fire/emergency services trade event brand that AFAC is explicitly 'powered by' and shares exhibitor audiences with.
• FDIC International: Major annual fire and emergency services conference and exhibition in the United States, organized by Clarion Events. Direct peer in product offering (fire/EMS conference + exhibition), attendee type (fire service professionals, exhibitors of apparatus and PPE) and business model.
• Emergency Services Show: UK-based annual exhibition and conference for emergency services (fire, police, ambulance, search and rescue). Comparable regional fire and emergency services trade event with similar attendee and exhibitor mix to AFAC, though serving a different geography.
• Intersec (Messe Frankfurt): Leading Middle East trade fair for emergency response, security, and safety, organized by Messe Frankfurt. Directly comparable as a global emergency services trade show competing for international exhibitors and government delegations in the same sector as AFAC.
• NFPA Conference & Expo: Annual conference of the National Fire Protection Association in the US, covering fire, electrical and life safety. Comparable as a large professional association conference + exhibition serving fire safety professionals, code officials, and equipment suppliers — a directly overlapping attendee base to AFAC's ADRC/IFE streams.
• IAFC International Fire Chiefs Conference: Annual conference of the International Association of Fire Chiefs for senior fire service leaders. Comparable as a fire-service leadership conference + exhibition targeting a directly overlapping executive attendee segment to AFAC's AFAC conference stream.

Broad incumbents

• Messe Frankfurt (Group): One of the world's largest trade fair organizers, operating Intersec and many other events globally. Comparable as a broad incumbent that competes for emergency and safety exhibition business across multiple regions and could expand into the Australasian market.
• Clarion Events (Defence and Security portfolio): Large UK-headquartered event organizer running multiple defence, security and emergency services events including FDIC. Comparable as a broad incumbent organizer that could launch a competing regional fire/emergency event in Australasia.

Others

• AFAC (Australasian Fire and Emergency Service Authorities Council): Joint venture partner and co-organiser of AFAC26. Comparable as the sector association whose membership and content authority underpins the event's relevance, but operates as a member council rather than a commercial peer.
• Australian Institute for Disaster Resilience (AIDR): Concurrent-stream co-host for ADRC at AFAC26 and Knowledge Centre sponsor. Comparable as the disaster resilience knowledge-brokering counterpart feeding academic and policy content into the event, rather than a direct commercial competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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