Routes are precursors of trade

March 2021. In the Suez Canal, the container ship Ever Given ran aground, bringing one of the world’s most vital trade arteries to a standstill. Around 400 ships were backed up on both sides; weeks later, delays were still rippling through global shipping. Insurers estimated the damage at up to ten billion US dollars.

Nothing in the global economy functions without trade routes. People already understood this more than a thousand years ago, when caravans carried silk, spices and tea from China to the Mediterranean – and returned with wool, parrots and horses. Since 2013, China has been pursuing the “Belt and Road Initiative”, also known as the “New Silk Road”, through which it develops infrastructure and economic partnerships with 150 countries. At the same time, the European Union is investing 300 billion euros in its own connectivity strategy, “Global Gateway.” Nothing works without strong connections.

Strategic Silk Road
Despite rising tensions and uncertainties, the world continues to grow closer together – and is in constant motion. China is well on its way to overtaking the United States as the world’s leading economic power by 2050. India, with its large, young and tech-savvy population, is set to surpass Germany as the world’s third-largest economy. The Middle East is impressing with giga-projects and diversifying its economy, while established markets such as Europe and Japan stand out for their stability, technological excellence and high industrial standards. Across the globe, new growth markets are competing with remarkable GDP gains.

In this complex, dynamic environment, it is crucial for international companies to maintain an overview, identify opportunities early on, and act with regional precision. Messe Düsseldorf provides orientation – because we, too, are building our own Silk Road.

The world’s market leaders and business decision-makers meet at our 20 global No. 1 trade fairs in Düsseldorf, the most important hubs of their respective industries. As of October 2025, there are 79 regional leading trade fairs worldwide, 54 of them in Asia. They reflect the pulse of the world economy: wherever markets evolve, innovations arise and partnerships form, we are present. International companies gain direct access to new markets, while we offer local players platforms to connect, gain visibility and expand. And our home base benefits as well – from strong global showcases that strengthen Düsseldorf as a leading location for trade fairs and business.

Regional Expertise
Local know-how is indispensable. Complementing our trade fairs is a dense network of 78 international representations and nine subsidiaries. Whether in Shanghai, New Delhi or Dubai, our local teams understand their markets, open doors and carry ideas from West to East – and back again.

The approach follows a simple insight: a booming wine and spirits market in Asia functions differently from an established one in Europe – which is why being on site matters. That’s the idea behind ProWine Shanghai and the new ProWine Tokyo. Yet the expertise gained from ProWein in Europe also strengthens our presence in Asia. The same applies to industries such as packaging or plastics: trends set at interpack or the K in Düsseldorf find their way to new markets through our regional trade fairs – and vice versa.

We are continuously expanding this network, establishing strategic bridgeheads that connect key economic regions. Companies engaging with us gain to a wide range of markets. While we have been reorganizing our Asian business from Singapore since 2024 with the new Messe Düsseldorf for Asia network, we entered into a joint venture in Türkiye in the same year – the bridge between Asia and Europe. Since 2025, we have also been pushing ahead with our growth in the Middle East, also with the new Messe Düsseldorf Gulf Office in Dubai.

Step by step, a denser, global network is emerging – one that turns the lights green along the world’s trade routes, opens new markets for businesses, and connects Düsseldorf with the new and established epicentres of the global economy.