From surveys, analyses, observations and conversations, the 25-member Auma team has distilled lessons regarding trends in the German trade fair business. Jörn Holtmeier, Managing Director of Auma, summarises it thus: “In spite of crises, cost pressures and competition, and in the midst of global upheaval, the industry is demonstrating that trade fairs can continue in future to be central points for commercial discussion and for collectively shaping markets. In a world full of turmoil, trade fairs offer stability, trust and innovation. True encounters, openness and global exchange are the keys to the future of Germany as a trade fair location.”

Changes in Germany’s trade fair sector

In his article ‘Trade fairs in the ascendant: growth, transformation and foresight’, Hendrik Hochheim, German Trade Fair Manager at Auma, looks back on 2024 in the sector and sets out his expectations for 2025 and 2026. In total, he says, the key performance numbers show significant growth over corresponding previous fairs.

In 2024, for example, 322 trade fairs were held, eight of which were celebrating their premiere. 204,000 exhibitors and 11.7 million visitors were recorded, 2.46 million of them from abroad. His outlook for 2025/2026 is positive, as Auma notes that the majority of businesses exhibiting are not seeking to cut down on fairs – on the contrary, according to its website they represent the companies’ most important marketing tools. For 2026, says the expert, most businesses are planning to keep their trade fair budget constant. Broken down by company size and sector, however, major differences are apparent: exhibitors at consumer goods fairs are more willing than average to increase their expenditure, while businesses in the services sector are more cautious.

Confidence, despite recession

The enduring economic recession in Germany, says Hendrik Hochheim, is leaving its mark in spite of all the positive news. For 2024/2025, 71% of businesses maintained a consistent level of trade fair activity in Germany. That figure is now just 57%. Almost 21% of companies are planning an increased level of trade fair activity, whereas 18% envisage a reduction. Nonetheless, Hochheim believes that the trade fair sector is one of the few that can look to 2025 with confidence, as demonstrated by the findings of a survey of German industry associations conducted by the German Economic Institute. According to this survey, over 310 fairs are planned in the current year, more than a dozen of them being new events. The message, according to Hendrik Hochheim: fairs are needed!