According to Koelnmesse, the new date matches exactly the requirements of the exhibitors. In a survey after photokina 2008, the majority of the exhibitors favored a time span between the midth and end of September for photokina 2010.
According to to the organizer, Hamburg Messe + Congress (HMC), major imaging brands will be represented at Photopia Hamburg, which will take place in the Hanseatic city from September 23 to 26 as a festival for the entire digital imaging industry. These include camera and lens manufacturers such as Canon, Sony, Nikon, Leica and Panasonic as well as Sigma and Tamron, but also the monitor manufacturers BenQ and Eizo, print service providers such as WhiteWall and the paper manufacturers Ilford and Hahnemühle. Several retailing companies and distributors, including Calumet, Foto Erhardt, IPS, HapaTeam and Probis will also exhibit.