The trade fair industry in Germany has left the coronavirus crisis behind. For 2023 as a whole, the industry recorded more than just a big increase compared to 2022, according to a recent study by the Association of the German Trade Fair Industry (AUMA). The vast majority of industry trade fairs celebrated their post-coronavirus comeback with great success. Almost 320 trade fairs took place in 2023.
Around 183,000 companies exhibited at around 70 exhibition centres in Germany in 2023. All trade fairs attracted around 11.4 million visitors, over 3.8 million (+50%) more than in 2022. Stand space increased from 5.7 to 6.34 million square metres (+11%).
Almost two dozen trade fairs celebrated a premiere in 2023. Themes included the construction and energy industries with a focus on sustainability and digitalisation, as well as the hospitality industry. No more trade fairs were purely digital.
147,000 exhibiting companies and 7.5 million visitors came together at the 166 outstanding trade fairs of international or national importance in Germany. The leading international or national trade fairs in Germany alone accounted for 5.2 million square metres of the total stand area of 6.34 million square metres.
International visitors returned to Germany as a trade fair venue with an impressively large presence. 96,000 exhibiting companies came from abroad; in 2022, this figure was a good third lower. With a share of over 15 per cent, China regained its top position among the exhibiting nations from 2019 (14 per cent), following the coronavirus-related shifts of the two previous years. The second strongest exhibitor country is Italy (12 per cent) ahead of Turkey (5.2 per cent), which is in the top group for the first time.
Outlook for 2024
More than 200 trade fairs will take place in the first half of the year. These include flagship events such as IFAT, the world's leading trade fair for water, sewage, waste and raw materials management in Munich (13-17 May), the ILA aerospace trade fair in Berlin (5-9 June) and drupa, the leading trade fair for printing technology in Düsseldorf (28 May-7 June). drupa, which only takes place every four years, was last held in 2016 due to the pandemic and is now one of the last trade fairs to return to its regular rhythm. A total of over 330 trade fairs are planned for 2024.
The first look at the upcoming AUMA Organiser Outlook also shows that almost 50 per cent of trade fair organisers want to further strengthen their leading international trade fairs in Germany. Over 35 per cent want to expand their business abroad. Three quarters estimate that German trade fairs will perform equally well or better in international competition over the next 12 months. For the vast majority of German trade fairs, competition takes place in their own country and in the European Union. Other important competitive markets are North America, South, East and Central Asia and the Near and Middle East. The entire study will be published in the summer.
