Six months ahead of the trade fair, visitor interest in AGRITECHNICA 2022 continues to grow. Around 94% of visitors surveyed are considering visiting the world's leading trade fair for agricultural machinery in Hanover, Germany. Fifty-eight percent are already certain that they will visit the trade fair that takes place in Hanover next year. Some 36% will decide within the next few months. These results are the outcome of the August survey, AGRITECHNICA Tracker, which regularly captures the international agricultural industry’s visitor intentions and their interests. Around 1,370 potential AGRITECHNICA visitors from Germany, Europe and other international agricultural regions, who had also taken part in the first round of the survey conducted in June, took part in this second online survey.
AGRITECHNICA will take place in Hanover from February 27 to March 5, 2022. For optimal preparation for the world's leading trade fair, “AGRITECHNICA digital” will kick-off in November 2021.
"The positive trend in visitor intentions was confirmed in the second round of this running survey. The result shows how important it is for our visitors both to resume meetings with exhibitors in-person and to network in the industry face-to-face. Some 76% of visitors want to use AGRITECHNICA to discuss new products and trends directly with companies, while 68% are looking for personal discussions to plan investments. These figures impressively demonstrate AGRITECHNICA's status as the world's showcase for innovations and leading ‘in-person’ industry venue," says Freya von Czettritz, AGRITECHNICA Project Manager.
“The results of the survey clearly show the importance of AGRITECHNICA for international agriculture. The world's leading trade fair not only drives innovation and is a platform for investment decisions, but is also the leading international venue to discuss future topics in the industry personally on site. The current developments fill us with confidence and we are looking forward to a successful AGRITECHNICA 2022," said Arild Gjerde, Executive Vice President Sales & Marketing, Kverneland Group.
Farmers want to visit AGRITECHNICA 2022 in Hanover:
- Asked about their current intentions to visit AGRITECHNICA 2022, 94% of respondents are considering visiting the trade fair. Comparing favorably to the June survey (55%), 58% are already certain as of August 2021 that they will visit the event next year. Thirty-six percent (June survey: 41%) will decide within the next 4-6 months. While 3% did not want to give any information at this time, just 3% ruled out a visit to the trade fair next year.
- From Germany, Austria and Switzerland, 59% (June survey: 59%) of respondents are already planning their trip. From the rest of Western Europe the figures are: 61% (June survey: 54%) and from Eastern Europe, 66% (June survey: 60%) of respondents respectively.
- Visitor intentions outside Europe continue to depend strongly on the development of the coronavirus pandemic. Currently, 46% (June survey: 45%) are planning to travel to Hanover. Within the next 4 months, however, a further 42% intend to decide whether to visit AGRITECHNICA.
Safe Business concept meets visitors’ expectations:
- The 3G rule, which in German means “vaccinated, tested or recovered”, and the hygiene concept that is planned for Agritechnica and regularly updated meet the expectations of the respondents. Some 85% of the respondents support the wearing of badges for contact tracing, 74% agree with wearing a face covering, while 72% support having rapid tests as required on the premises at the entrance of the exhibition grounds.
- Important prerequisites for visiting the fair are travel without quarantine regulations, a high number of people who are vaccinated or have recovered from the disease, as well as a strong hygiene concept.
- The further positive developments in the immunization program and the associated facilitation of international travel are decisive for visitors from other European countries and international agricultural regions.
Great interest in the industry topics of the future
The AGRITECHNICA Tracker also regularly monitors visitor interests in professional and exhibitor topics.
The respondents in this survey expressed interest in the following: Tractors (67%), harvesting technology (49%) technology for soil cultivation and tillage (48%), crop protection (32%) and fertilization (49%), systems and components (38%), and software solutions (29%).
However, there is also great interest in the major topics of the future in the agricultural sector. For example, visitors would like to discuss strategies and solutions on the topics of precision farming (54%), automation (50%) and sustainability/environmental protection (40%). Further topics that are becoming increasingly important for the future are electrification, autonomous driving and further developments in the field of robotics.
AGRITECHNICA Tracker - regular visitor survey
Around 1,370 respondents from Germany and abroad took part in the second online survey of the AGRITECHICA Tracker in August 2021. The respondents had already taken part in the first AGRITECHNICA Tracker survey in June. In addition to the intention to visit the world's leading trade fair in Hanover, the surveys focus on the relevance of hygiene measures as well as reasons for and interests in visiting the trade fair. The next round of surveys is planned for October.
Agricultural industry manufacturers ready to exhibit at Agritechnica
Leading international agricultural manufacturers are gearing up for Agritechnica. In view of the current challenges in international agriculture and the resulting pressure to innovate and invest, the importance of Agritechnica as the world's leading information and business platform and its indispensable role in international agribusiness cannot be overstated, according to Agritechnica’s exhibitor advisory board of VDMA Agricultural Machinery and DLG (German Agricultural Society). Around 2,000 exhibitors are expected at Agritechnica in Hanover and 90% of the exhibition space has already been booked.
"Together with the exhibitors without whom this success would not have been possible, DLG has made Agritechnica into the world's leading trade fair for agricultural machinery that it is today. In hardly any other industry are companies, customers and organizations so closely networked as in agriculture. Agritechnica is therefore an indispensable event for agribusiness companies. We are inviting our national and international customers, dealers and partners to Hanover to meet them in person. The in-person communication is essential for us," said Anthony van der Ley, Chairman of the Agritechnica advisory board and CEO of Lemken GmbH & Co. KG.
"When the agricultural machinery world looks to Hanover, we know it's once again Agritechnica time! As a globally operating family enterprise, we appreciate the charisma and professionalism that emanate from Agritechnica. 'The World's No. 1' is a brand – for us and our customers all over the world. We are ready for a successful trade show in 2022," said Christian Dreyer, Board of Director, Amazonen-Werke H. Dreyer GmbH & Co. KG.
"The international markets for arable crops are currently developing with remarkable dynamism. To ensure that the seeds are sown reliably and the harvest can be reaped successfully, agricultural professionals rely on powerful, connected smart machinery. And at Agritechnica – the world's largest innovation platform for agricultural machinery, tractors and digital tools. We are already looking forward to an inspiring trade show experience in Hanover in February and March – with exciting technology ideas and interesting encounters," said Dr. Heribert Reiter, Vice President, Engineering Tractors Global, AGCO Corporation.
"If you want to keep your finger on the pulse of the times, you need a sensible navigation aid. All the more so in agricultural machinery, whose innovation output regularly fills around two dozen exhibition halls. The focus of current technology developments is primarily on high-precision sensors and actuators, automated processes along the entire value chain, and a wide range of efficient digital services. All of this will find a forum at Agritechnica 2022 and bring numerous practitioners from the agribusiness sector to Hanover. We as agricultural engineers look forward to a lively exchange of information next winter," said Dr. Bernd Scherer, Managing Director, VDMA Agricultural Machinery.
"The current challenges facing agriculture worldwide are great. In view of changing social, economic and climatic conditions, innovations in agricultural technology are crucial for future viability. Agritechnica furnishes farmers with answers to the pressing future issues facing agriculture worldwide," said Hubertus Paetow, President of the DLG and practicing arable farmer in Mecklenburg-Western Pomerania, Germany.
“Safe Business” for meetings at the highest level
The professional concept of Agritechnica 2022, which has been adapted to the new framework in which trade fairs can take place again, has been rated as very good by Agritechnica’s exhibition advisory board. The event offers an optimal environment for the global business platform for international visitors.
"A clear and flexible framework for exhibitors along with self-explanatory steps for visitors - from buying tickets to visiting the trade fair - will enable exhibitors and visitors from both Germany and abroad to meet up live in Hanover again. In this way, we are enabling top-level international meetings to take place once more in 2022," said Freya von Czettritz, Agritechnica Project Manager.
Companies registered for Agritechnica 2022 include: AGCO International, AMAZONEN-WERKE, ARGO TRACTORS, CLAAS, CNH Industrial, Fliegl Agrartechnik, Grimme Landmaschinenfabrik, HORSCH Maschinen, Köckerling, KUBOTA, KUHN, Kverneland Group, LEMKEN, Maschinenfabrik Bernard Krone, PÖTTINGER Landtechnik, ROPA, SAME DEUTZ-FAHR, and VÄDERSTAD among many more.