PHOTOPIA Hamburg: A success story with enormous appeal

Around 20,000 people attended the third PHOTOPIA in Hamburg. The innovative live event is already recognized by the industry as the leading format for photo and video. But what do the visitors say? We asked them.

The most important result of the representative visitor survey commissioned by Hamburg Messe und Congress (HMC) first: nine out of ten people we surveyed after their visit to PHOTOPIA 2023 rated the event as very positive (93 percent) and would recommend us to others (92 percent). 42 percent even gave PHOTOPIA top marks in their overall assessment.

From nature photography to "new tech"

Visitors are particularly interested in photo and video recording (64 percent). No wonder: PHOTOPIA is, after all, the place to find out about cameras, lenses and accessories. And this message obviously got through to the target groups.

The desire for photo trips and nature photography is also high, as is the enjoyment of the outdoor equipment required for this. 43 percent of respondents showed great interest in this. Other topics that visitors were particularly interested in were the editing and processing of photos and videos (39%), analog photography (29%) and drone photography (22%). Almost a third of the audience followed the program on the stages with particular interest (32%). But specialist knowledge is also in demand: just under one in five wanted to find out more about "new tech" and sought knowledge and exchange on artificial intelligence, NFTs and VR/AR applications.

Exhibitors: Acquiring new customers is the top priority

A total of 125 manufacturers, brands and start-ups from 14 countries presented their innovations in the fields of cameras, lenses, smartphones, lighting/lighting technology, accessories, print products, drones, AI and software. These included 2023 well-known brands such as Canon, Cewe, Fujifilm, Hahnemühle, Leica, Nikon, Panasonic, Sigma, Sony, OM Digital Solutions, Tamron, Voigtländer, Whitewall and ZEISS.

We are particularly pleased that the exhibitors were also consistently satisfied with their participation in PHOTOPIA. Nine out of ten (93 percent) rated the photo and video festival as very positive. Almost as many would recommend participation to other companies (92 percent).

The majority of exhibitors use PHOTOPIA to successfully acquire new customers (89 percent) as well as to cultivate their image and raise their own profile (81 percent). Other primary objectives are customer care and direct communication with customers (70 and 60 percent respectively) as well as sales support (51 percent).

By far the most interesting target groups for exhibiting companies are photographers and videographers, both professionals (81%) and amateurs (78%). However, a good one in two companies also pays particular attention to addressing retailers directly (54%).

Together with partners, exhibitors and the enthusiastic community, the success story will continue: at the fourth PHOTOPIA from October 10 to 13, 2024 at the Hamburg exhibition grounds.