The Tire Cologne aiming for a personalised trade fair experience

With the upcoming The Tire Cologne event just around the corner, organisers are gearing up for what promises to be an exceptional gathering in the tyre and wheel industry. Expectations are high even before the show gets under way in early June, with a significant increase in exhibitors compared to the 2022 event.

According to organiser Koelnmesse, the 370 expected exhibitors mark a rise of almost 90 per cent from 2022. This surge sets the stage for heightened anticipation regarding the success of Tire Cologne. However, the organiser aims to go beyond merely providing exhibition space; as explained at a press event in Cologne this week, it aspires to foster meaningful connections and discussions among industry stakeholders.

For Oliver Frese, managing director of Koelnmesse GmbH, it is clear “that today it is no longer just about maximising visitor and exhibitor numbers. Our focus is much more on the continuous further development of the trade fair. In addition to business, we want to strengthen the networking concept in particular and become a pioneer in thought leadership by not only talking about technical innovations, but also discussing socially relevant topics and leading to concrete results.”

Party, summit & app

Thought leadership necessitates fostering dialogue and networking within the industry, elements now deemed as crucial as the transfer of information from exhibitors to visitors. This year’s The Tire Cologne aims to facilitate such exchanges through various avenues, including exhibitor presentations, panels, and events like the ‘Tire Party’ and ‘Executive Summit.’ The Tire Cologne app will also play a pivotal role in facilitating networking opportunities, enhancing the overall experience for attendees.

Mention digital elements, and many immediately recall the partially hybridised trade fair in 2022; in view of the ongoing pandemic, this event partially took place online. Koelnmesse says that the 2024 event will also have digital elements, such as ‘matchmaking’ via app. Beyond that, however, this year’s Tire Cologne will be ‘a very personal trade fair’, emphasises show director Ingo Riedeberger. The app is intended as a ‘central tool’ for visiting the trade fair but is not designed to replace it. An emphasis on personal interaction is reflected in evolving stand architecture, with exhibitors increasingly prioritising meeting and conference areas over traditional exhibition space.

With a high proportion of international exhibitors and visitors, Tire Cologne aims to be a melting pot of global expertise and business relationships. This year’s event will see around 70 per cent international exhibitors and 60 per cent international visitors, further underscoring its international appeal. In contrast with 2022, around one-third of exhibitors – 120 of the expected 370 – will come from China this year.

Return to original timing

Koelnmesse also sees the event’s timing as crucial in reaffirming its status as the leading international trade fair. By returning to its original schedule and avoiding overlaps with other events, organisers believe Tire Cologne will command increased attention and participation, contributing to its continued success in the market.

As anticipation mounts for the event in early June, industry stakeholders eagerly await the opportunity to connect, exchange ideas, and explore the latest innovations shaping the tyre and wheel industry.