Trade fair strategies are being adapted faster and faster
Recession, inflation and political uncertainties lead to more caution
Trade fairs are the second most important marketing tool for companies
Half of respondents rate AI as crucial for upcoming trade fair appearances
Berlin, 17 February 2025 | Trade fair participation by companies from Germany remains stable - compared to the previous year, however, the ongoing mix of recession, inflation and political uncertainties is making the decision to participate in trade fairs increasingly dynamic. This is shown by the new AUMA Exhibitor Outlook 2025/2026, which takes the pulse of the exhibiting industry in Germany once a year.
According to the survey of the highest-ranking people responsible for marketing in 400 companies, trade fairs are the second most important marketing instrument - after their own website. A year ago, 71 per cent of exhibiting companies planned to keep the number of trade fair participations constant, whereas this figure currently stands at 57 per cent. At the same time, around 21 per cent of those surveyed are planning more trade fair appearances - last year this figure was just under 15 per cent. Large companies with more than 250 employees are planning an average of more than seven trade fair participations in Germany this year and next, while smaller companies with up to 250 employees are planning just under five trade fair appearances. Economic uncertainties and generally rising costs are key challenges for future trade fair participation.
- Jörn Holtmeier, Managing Director of the Association of the German Trade Fair Industry (AUMA): “Especially in these difficult economic times, four out of five companies are specifically focussing on increasing their participation in trade fairs. As a meeting place, trading centre and stage for the industries, trade fairs remain a mirror of overall economic development. Germany has recently lost some of its international competitiveness. High energy prices, rising non-wage labour costs and unfavorable tax policies in regards to international competition have reduced the attractiveness of Germany as a business location. The trade fair industry is feeling the increasing reluctance of domestic companies. It is time for the next federal government to decisively improve the conditions for business locations.”
The survey also shows that artificial intelligence (AI) plays a prominent role for exhibiting companies when organising their next trade fair participation. Almost half (around 48 per cent) rate AI as crucial for upcoming trade fair appearances. Large companies and companies focusing on trade and services are particularly keen on AI. Exhibiting companies with a turnover of over 125 million euros push AI significantly more than smaller companies with a turnover of up to 2.5 million euros. This shows that AI plays a role in broader and more complex marketing and sales strategies. Virtual reality or the Internet of Things (IoT) follow at a distance, while robotics and the metaverse have low priority.
The AUMA Exhibitor Outlook also shows a stable development of trade fair budgets in companies. Exhibitors at trade fairs focusing on consumer goods show a strong willingness to increase their spending, while companies from the service sector are planning more conservatively. Compared to previous years, the share of the trade fair budget in the overall marketing budget has risen from 38 per cent (2022/2023) to 45 per cent (2023/2024) and has thus reached pre-corona levels. However, a significant proportion of the companies surveyed (29 per cent) were not yet able to provide a precise figure for this season, as budgets are being set at increasingly short notice - a further indication of the economic uncertainties these days.
AUMA is the Association of the German Trade Fair Industry (Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V.), the umbrella organisation of the German trade fair industry. Both nationally and internationally, it represents the interests of all large and medium-sized trade fair companies in Germany, international organisers in Germany and the associations representing exhibitors, service companies and visitors.
Up to 230,000 jobs are secured by trade fairs in Germany. No fewer than 70 exhibition centres between the North Sea and Lake Constance make Germany a unique trade fair destination worldwide. Two thirds of all leading trade fairs in the global economy take place here. At peak times, international, national and regional trade fairs in Germany attract over 235,000 exhibiting companies and 16 million visitors. On average, 60 per cent of exhibitors and 35 per cent of trade visitors at all leading trade fairs come from abroad.
