The results of the current year largely confirm the optimistic expectations of trade fair organisers in Germany, as surveyed by the German Economic Institute at the beginning of the year. Most organisers are reporting positive business developments this year. According to projections by the Association of the German Trade Fair Industry (AUMA), the number of exhibiting companies and exhibition space increased by seven per cent in the first half of the year. AUMA therefore anticipates an increase in annual turnover to just under 4 billion euros. This means that the trade fair industry will return to pre-coronavirus pandemic levels. At its peak, the industry achieved annual sales of EUR 4.1 billion (2019).
The positive results are remarkable against the backdrop of several strikes in local, rail and air transport in the first quarter, which affected no fewer than 50 trade fairs. According to AUMA projections, up to 250,000 fewer people travelled to trade fairs as a result, which is an average of eleven percent fewer guests than at the previous event.
In 2023, the trade fair companies from the AUMA membership generated sales of EUR 3.7 billion. Twelve out of 16 reported sales of over 50 million euros. Messe Frankfurt GmbH takes first place in the ranking with more than 600 million euros. The annual result for 2023 already represents a significant increase compared to the figures for the trade fair years 2020 to 2022 affected by coronavirus. The lowest annual turnover in this period was achieved with 1.2 billion euros (2021).
The biggest challenges for the industry are cost increases and attracting visitors and exhibitors, as well as the tense economic situation of some exhibiting companies, according to a survey conducted by AUMA in early summer. Some trade fair organisers are responding by shortening the duration of trade fairs and intensifying their all-round service for their customers. In turn, new technologies and artificial intelligence are helping to digitalise the transfer of information and important processes, thereby keeping cost increases to a minimum.
Just under 240 of the 330 trade fairs planned for 2024 took place in the first nine months, with around 90 planned for the fourth quarter.
