Warm and sunny days welcomed visitors to Analytica 2010 at Messe München GmbH in Munich, Germany, on March 23 through March 26. The good weather encouraged visitors to lunch outside and enjoy the sunshine. The external environment was more than matched by the positive atmosphere in all five exhibit halls, where enthusiastic crowds gathered. Normally, one would complain about crowded aisles, but this was actually a pleasant experience compared to the empty aisles at many exhibitions in the last couple of years, especially Pittcon.

Preliminary statistics published by Analytica indicated that nearly 33,000 visitors from 120 countries attended Analytica, down very slightly from 2008 when attendance reached 33,065, an Analytica record (see IBO 4/15/08). The number of exhibitors this year was up slightly from 2008—1,038 versus 1,033 exhibitors—37.5% of which were companies located outside of Germany. (Pittcon only hosted about 20% international exhibitors.) Analytica now claims to be the “industry’s leading trade fair,” which is hard to argue.

Considering that the economic climate in Germany has been dismal, like America, it is surprising that attendance and exhibitor participation has held up so well. Some observers would argue that the biannual nature of the event is important, as is the relative fewer exhibitions in Europe compared to America. Having attended Analytica for over 20 years, IBO also feels that the Munich area is an excellent business and tourist center that visitors appreciate. The exhibition center and staff are outstanding, and the fact that the meeting is always in Munich is viewed positively.

Analytica is first and foremost a commercial event with a modest technical conference, Forum Analytica. The exhibition draws visitors, not the conference. Although the importance of the conference is growing in support of the exhibition, not the other way around. Technical conference attendance was up 5%.

It is striking how the two important industry meetings compare in terms of attendance and exhibitor participation. Except for 2006, when ACHEMA took place a few weeks after Analytica, which diluted attendance at Analytica, the German exhibition has been growing or holding steady while Pittcon has declined. Clearly, some lessons could be learned from the strategies employed at Analytica for other event sponsors, such as Pittcon.

Analytica 2012 will take place in Munich from April 24 to April 27, later in the month than this year when the weather should be even better. Between now and then, Pittcon will be holding meetings in Atlanta and Orlando, where history indicates attendance could be even lower.

Chart: Attendance: Pittcon vs. Analytica

2004 2006 2008 2010

Pittcon 25000 21000 19872 16836

Analytica 30107 27190 33065 32800