At the Institute for the German Trade Fair Industry we are playing an important role in laying a solid scientific foundation for the trade fair sector. We monitor developments in the industry, analyse current trends and illuminate contexts and connections. We also pursue joint projects with leading research institutes and are superbly networked with institutions of higher learning throughout Germany.
Supplying ideas and support
We maintain close contact with professors and lecturers in Germany who study and teach trade fair-related subjects, serving as consultants and guides. With the help of direct contacts from our network of business experts in Germany, we initiate and support their research and field studies at companies. For seminars and lectures in Germany we provide specific ideas and the corresponding teaching materials.
We are also an important resource for students. We support them with expert advice on trade fair-related presentations, talks and papers, and offer them a comprehensive library on trade fair topics – both online and at our physical location. We place a special priority on providing support for theses and dissertations, with assistance in everything from finding topics to answering detailed questions.
A primary aim and integral part of our institute's work is to transfer knowledge and make research results available: valid data, facts and information for decision makers in the German trade fair industry, for professors, lecturers and students in academia, and for journalists and other media representatives. We bring science and business together – to the benefit of both.
At our trade fair institute we do both basic and applied research. We also collaborate on studies with universities, technical colleges and research institutes. Our last projects and publications are listed here. All of the publications can be downloaded – see the “Publications" section.
Scientific Report (PDF, German)
Management Review (PDF, German)
Trade fairs as a marketing instrument for companies also have a positive effect on the economies of the cities, regions and countries in which they take place. The study describes macroeconomic production and employment effects as well as the tax revenue (indirect return) from trade fairs. The study "Die gesamtwirtschaftliche Bedeutung von Messen und Ausstellungen in Deutschland" is in German. A management summary in English is available.
AUMA, Dokumentation 5
Overall Economic Relevance of Exhibitions in Germany Management Summary
AUMA, Edition 49 (German)die-gesamtwirtschaftliche-bedeutung-von-messen-und-ausstellungen-in-deutschland-2018
The nineteenth edition of this study provides representative statements on the behaviour of German trade fair exhibitors. On behalf of AUMA, the market research company Kantar TNS again selected 500 German exhibiting companies and asked them about their previous and future participation in trade visitor fairs. In addition, the population of German companies was redefined at trade fairs. The study is in German, charts in English available as Powerpoint presentation.
AUMA, Edition 50 auma-messetrend-2019
The project "The event industry and its personnel" was carried out by the University of Applied Sciences Hanover in cooperation with the AUMA. In six subprojects, it first defines the market of the events industry and describes the players in the events industry. The project systematizes the German training and further education offer for the event industry, identifies the actors and systematizes their offers. As part of an online survey (in cooperation with numerous industry associations) and expert interviews with players in the events industry, the project provides insights into which structures characterise personnel demand. In addition, graduates of training, further education and qualification programmes were asked in the context of guideline interviews about their experiences with regard to their qualification profile at their career entry. Two case studies shed light on the situation in Canada and Austria in contrast to the situation in Germany.
Publication (German) is available online from
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