AUMA Trends 2023/2024

Eight current trends in the German trade fair industry

The German trade fair industry is changing: There won't be a single 2024 trade fair that resembles those of 2014. Change has always been a constant contributor to the industry.
The AUMA team intensively observes the German and international trade fair landscape by meeting with exhibitors, visitors and organisers from the event side of things, as well as political decision makers and the media. We have condensed down eight of the key findings from our surveys, observations and discussions - you will find the essence here.

Jörn Holtmeier, Managing Director, Association of the German Trade Fair Industry AUMA:

• Digitalisation...
  ... is not an 'either-or' to analogue presence, but a well-considered combination of the best elements from both worlds.
  
  
• More dynamic than ever...
  ...as decisions are being made to both exhibit and attend trade fairs again. Short-term decisions are on the rise. And with it, brings challenges.
  
  
• Globally...
  ... Germany is the number 1 trade fair country, but competition is increasing worldwide.
  
  
• Customer focus...
  ... customer focus, customer focus. It cannot be said often enough! Trade fairs are, and will remain, the marketplaces and the leading events for their industries.
  
  
• Sustainability...
  ... is increasingly becoming a decision criterion for visiting and exhibiting at trade fairs.
  
  
• Presence...
  ... remains unbeatable, in-person meetings have a whole new relevance.
  
  
• Talents...
  ... must be won. The quality, determination and inventiveness of new employees will determine the position of companies in the market.
  
  
• Upheavals...
  ... in economic development are manifesting at the corresponding trade fairs. Trade fairs are and will remain a mirror of their industries.