Expanding the portfolio of HMC-organised events is the objective of the event incubator titled “New Business Development” which was launched in April 2024.
When is the best time to plant a tree? The answer: “20 years ago.” And when is the second-best time? The most frequent answer to this one is: “Now!” But there are a few prerequisites that should be met beforehand. Tender saplings are first planted in suitable soil and at just the right temperature at a tree nursery, where they are carefully tended to, nurtured and groomed so they will thrive and unfold their full beauty. Trade fairs are quite similar. They likewise need excellent starting conditions when they begin as tender “saplings”. How they develop, and whether they will grow to become international flagship fairs, is typically not evident until years or even decades later. The HMC incubator project “New Business Development” was launched last year as such a “nursery”. “We are working on bringing two or three saplings to the market every year,” says Meike Strauch who heads the five-strong incubator team. “We would consider a 20 per cent survival rate a success.” The strongest young plants will eventually become part of the HMC portfolio. Project teams then make sure they grow up to become strong, prolific trees that generate plenty of sales.
„We are working on bringing two or three ‘saplings’ to the market every year.“
Meike Strauch
Director Incubator Team
The work of the incubator team is highly dynamic, agile and risk-prone. “When we have an idea for a new event, we first perform a market analysis, then speak with potential cooperation partners and sponsors. This will tell us whether there is real potential to launch an event together, for example by implementing a smaller conference format with an accompanying exhibition,” explains Meike Strauch.
One initial “nursery plant” is the Global Security and Innovation Summit (GSIS) at the CCH – Congress Center Hamburg on 22 and 23 October 2025. In support, HMC and the International Institute for Strategic Studies (IISS) have established a strategic partnership. The new event will initially combine a top-flight conference with an accompanying exhibition to discuss the growing number of security challenges and develop innovative solution approaches. More such “saplings” are being prepared for 2026. Over the years, some of these tender plants may grow into proud trees that can grow alongside such robust HMC “oaks” as INTERNORGA, SMM, WindEnergy Hamburg or GET NORD.
