This year marks the 30th anniversary of CARAVAN SALON in Düsseldorf. When the pioneers of the Düsseldorf Salon laid the foundations for the show in 1994, their dream was to create something big. In its current dimensions with over 700 exhibitors on more than 250,000 square metres for around 250,000 visitors from 65 countries, it’s fair to say that dream been achieved. Now the aim is to maintain the high standard and keep the CARAVAN SALON attractive

Words editorial staff

Staging the show successfully every year requires a lot of creative ideas and initiatives. Aboutcamp BtoB spoke with Stefan Koschke, Director of the Salon, to discover how the team keeps the event fresh.

Aboutcamp BtoB − CARAVAN SALON has always attracted a global audience of exhibitors and visitors. How do you ensure that the event remains innovative and attractive year after year, especially in a rapidly developing industry such as open-air tourism?
Stefan Koschke − We have developed a great trade fair concept over the past few years and attach particular importance to the high quality of the programme. Our task is to further develop the event in line with the market. The most important part of this is intensive dialogue and close exchange with all those involved – and this job we do very successfully. Of course, the close co-operation with our conceptual sponsor CIVD e. V. is also a guarantee that we cover all the important topics for the industry today. CARAVAN SALON is already by far the most important meeting place for the global industry. Nevertheless, this year we are once again significantly expanding our B2B programme and ensuring the necessary exchange between the caravanning industry and political and tourism decision-makers. And last but not least, our area of innovations and their future opportunities also plays a major role.

Aboutcamp BtoB − The 2023 edition of CARAVAN SALON recorded a remarkable turnout of 254,000 visitors from 65 countries. What strategies do you use to attract such a diverse and international audience to the event, and how do you plan to build on this success for future editions?
Stefan Koschke − We have a broad PR and marketing concept with which we reach the caravanning community in Germany, Europe and the rest of the world. We use an extensive marketing mix, which we re-adjust every year and try out new marketing methods. Knowing and addressing the current and future target groups is key here. Of course, new media and social networks are also becoming increasingly important for us – we are investing considerable resources in this area and will continue to expand this in the future.

Aboutcamp BtoB − Given the positive feedback from manufacturers and dealers about the promising customer meetings and numerous sales deals at CARAVAN SALON 2023, what specific features or aspects of the trade fair do you think contribute most to this high level of satisfaction and commercial success?
Stefan Koschke − CARAVAN SALON has always been the place where manufacturers exclusively present their world firsts, premieres and innovations to the public. The opportunities in Düsseldorf are virtually unlimited. Whether you are a newcomer or already an enthusiastic camper, everyone can find the right vehicle or relevant accessories here. This selection is unrivalled and unique, there is no comparable offer anywhere in the world. However, our trade fair is not only a stage for new products but also an emotional meeting place. We offer our visitors a clear, basic structure with a clear organisation, quick orientation and, of course, we always ensure that entertainment and fun are not neglected.

Aboutcamp BtoB − The Preview Day on August 30th offers a unique, exclusive experience for B2B visitors. Can you elaborate on the benefits of attending the Preview Day and how it enhances the overall experience for both professionals and potential buyers?
Stefan Koschke − On the one hand, the Preview Day is particularly suitable for interested parties who want to see the industry’s new products and innovations directly and examine them live. Thanks to the limited ticket contingent, a more relaxed show experience is possible. The exclusive atmosphere allows visitors to compare their favourite models without time pressure and is particularly recommended for visitors with specific buying intentions. This day is also very valuable for specialists and experts, as the Preview Day is increasingly perceived as a networking area and dialogue platform. The message here must be: if you’re not here, you’ve missed something important!

Aboutcamp BtoB − Hall 7 is dedicated to tourism and showcases various destinations and campsites. How did the idea for this hall come about and what are you most looking forward to visitors experiencing in this new addition to CARAVAN SALON?
Stefan Koschke − In Düsseldorf, caravanning can be experienced in its complete form, from the vehicle and the right equipment to the dream destination. The separate hall for the Travel & Nature area fulfils the wishes of many visitors and exhibitors because it leads to better clarity for the visitor. Hall 7 is the trade fair’s travel market and the highlight for all outdoor fans. Visitors can book their active holidays directly here or find out about new destinations near and far – the offer ranges from popular destinations in North Rhine-Westphalia to southern Europe. We are upgrading the tourism sector once again and giving providers from this segment a new home.

Aboutcamp BtoB − The “Technology & Components” area in Halls 13 and 14 showcases high-quality technical accessories. Considering that Messe Düsseldorf also participates in the organisation of All in Caravanning (AIC) in China and Camping & Picnic Fair in South Korea, what synergies do you see between these events in terms of innovation and technological development in the caravanning sector?
Stefan Koschke − Trade fairs are and will remain indispensable, as they are venues where new developments, innovative approaches and current trends can be presented to both top decision-makers from companies and the public. They are the driving force behind an industry. Even though the markets and consumers in Europe and Asia may seem very different, we naturally benefit from the wealth of experience of the CARAVAN SALON as the world’s most important innovation platform at the AIC in China and our trade fair participation in South Korea. Many good ideas and synergies have already emerged from this, particularly in the Technology & Components segment, which we will continue to develop further.

Aboutcamp BtoB − What is the actual status of the waiting list for the Technology & Components area? How big is the demand and how much space is currently available?
Stefan Koschke − The leading trade fair for the caravanning industry is still growing. We will be able to beat last year’s record figures in terms of the amount of space occupied, so we are looking forward to the biggest CARAVAN SALON ever in 2024. Unfortunately, we had to put some new companies that would have liked to be there on the waiting list, especially in the Technology & Components area, which is completely sold out.

Aboutcamp BtoB − Last year there were some motorhomes made in China and many motorhomes made in Turkey. What are the trends this year?
Stefan Koschke − Anyone walking through our halls at CARAVAN SALON will quickly realise that, in addition to the traditional manufacturers, there is also an enormous number of exhibitors from countries you might not expect to discover. This wide range and variety of brands, models and layouts are a special added value that visitors can rely on here in Düsseldorf. I don’t want to emphasise a single country here. I recommend a stroll through the halls where there are plenty of exciting vehicles from various manufacturing nations.
As far as general trends are concerned, the continuously growing demand for caravans and motorhomes has led many manufacturers to expand their product portfolios. There are also more and more layouts and configuration options for this increase in products. The variety of caravan models is growing from year to year and the choice of motorhome models has never been greater. The campervan is still the fastest-growing segment. One of the things customers appreciate about compact vehicles is that they are easy to drive and suitable for everyday use.