The IAW is located in the dynamic heart of one of Germany’s strongest regional economies. The important trading partners of the Benelux countries are just over the border, while the populous host region of North Rhine-Westphalia is a centre of business and industry. Consumer purchasing power is above average here, as can be expected from a location that is home to many companies registered on the stock exchange, including major enterprises in the trade and distribution sectors, as well as the media. Half of Germany’s biggest traders are based in North Rhine-Westphalia, e.g. Metro AG, the Rewe Group, Aldi, Tengelmann and Karstadt. Due to the central location and excellent transport links the region is perfect for accessing European markets. The Koelnmesse exhibition halls are situated in the middle of the city, at the heart of Europe’s biggest economic region. Cologne is no more than an hour’s flight away from 180 million Europeans.