AUMA annual publication "Trends 2024/2025" with current figures, data and facts on Germany as a trade fair venue
Interview with Minister President Hendrik Wüst on the importance of trade fairs
Winner of the Trade Fair Impulse Award on Generation Z's expectations of trade fairs
Berlin, 4 July 2024 | Alliances are getting stronger, cooperation among trade fair organisers is on the rise. This is one of eight current trends in the trade fair industry in Germany, according to the recently published annual publication "AUMA Trends 2024/2025" by the Association of the German Trade Fair Industry AUMA. For example, trade fair formats are being incorporated into new joint ventures in order to position German organisers and trade fair brands well for the hotly contested global market.
Particularly worth reading is an interview with Minister President Hendrik Wüst, who talks about the importance of trade fairs. In its coalition agreement, the state government of North Rhine-Westphalia emphasises the enormous importance of the trade fair industry like no other federal state. In the interview, Wüst explains why trade fairs are an integral part of the economic policy strategy.
The annual publication also provides an all-round view of the issues facing the industry in the area of conflict between challenges, upheavals and opportunities. From surveys, observations and discussions, the AUMA team has distilled insights into the trends in the German trade fair industry.
- Jörn Holtmeier, Managing Director of the Association of the German Trade Fair Industry AUMA: "The recent geopolitical crises and conflicts in particular call for new ideas for trade and business. The trade fair industry is offering new marketplaces with impressive speed. Trade fair formats are evolving, addressing new target groups and focussing on the market. Change has always been and remains a constant companion of the trade fair industry."
In interviews, personalities from organising and exhibiting companies report on successful projects and pilot tests to meet new customer expectations and explore the use of artificial intelligence. Sarah Hunke, a graduate of the Baden-Württemberg Cooperative State University in Ravensburg, for example, explains the wishes and needs of the young, digital-savvy generation at trade fairs.
AUMA will provide facts and figures on the development of the German trade fair industry. There is also an update on the sustainable transformation of the industry. The report concludes with an article on the modernisation of the association.
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.
