Forecasts for reliable trade fair trends
AUMA regularly prepares trade fair forecasts to provide exhibitors and organisers with reliable data and trends for the strategic planning of their trade fair participations. These forecasts are a valuable tool for analysing developments in the trade fair market and estimating future trends. AUMA's Exhibitor Outlook is based on well-founded surveys and analyses and provides a comprehensive overview of companies' trade fair participation and expenditure.
A survey of around 400 exhibiting German companies forms a central basis for these forecasts. Important key figures are collected, such as the number of trade fair participations, the total costs per trade fair and the share of the trade fair budget in total marketing expenditure. This data not only helps to recognise trends, but also provides valuable insights into the importance of trade fairs as a marketing instrument. The exhibitor outlook enables companies to better plan their trade fair activities and embed them in their marketing strategies in a targeted manner.
AUMA Exhibitor Outlook
The AUMA Exhibitor Outlook provides comprehensive insights into the trade fair participation plans and strategies of exhibiting companies. As a regular survey conducted by AUMA, this report provides valuable information on how companies' trade fair activities are developing. It highlights key figures such as the number of trade fair participations, the associated costs and the share of the trade fair budget in total marketing expenditure.
The Exhibitor Outlook helps companies to better plan their trade fair participation and recognise trends in the trade fair market at an early stage. It shows what expectations and goals companies are pursuing with their participation in trade fairs and which sectors are particularly active. In addition, the report provides important information for organisers to better understand the needs of exhibitors and adapt their trade fair concepts accordingly. The AUMA Exhibitor Outlook is therefore a valuable tool for the strategic orientation of trade fair planning.
Background & data situation
The aim of the AUMA Exhibitor Outlook is to collect information once a year on German companies that participate in trade fairs in Germany and abroad. The survey focuses on the number of trade fair participations, the total costs for trade fair appearances and the share of these costs in the total marketing investment. These and other data on planned trade fair activities were determined for the years 2025/2026. The comparison period was 2023/2024.
The sample reflects the structure of exhibiting companies at trade fairs in Germany, i.e. mainly small and medium-sized companies are represented in the survey. Methodologically, the study was based on a telephone survey (Computer Assisted Telephone Interviewing, C.A.T.I.), which was conducted by the research institute Bonsai Research (Bremen). 400 companies were surveyed in October and November 2024. The population consisted of domestic companies that had participated in a trade fair in Germany at least once in 2023 or 2024.
AUMA Organiser Outlook
The AUMA Organiser Outlook offers a detailed forecast on the development of the trade fair market in the coming years and is aimed specifically at trade fair organisers, exhibitors and interested parties from the industry. This forecast is based on extensive market analyses and trends prepared by AUMA. The outlook shows which economic, technological and social developments will characterise the trade fair industry in 2024 and 2025.
Important topics in the outlook include the expected number of participants and exhibitors, trends in the digital transformation of trade fairs and their impact on hybrid formats as well as new market opportunities in Germany and abroad. The AUMA Organiser Outlook thus provides valuable orientation for organisers to optimally align their strategies with the future requirements of the industry and prepare for upcoming challenges at an early stage.
Background & data situation
The AUMA Organiser Outlook is the only survey that reflects the mood of the entire German trade fair industry for 2024/2025. The results in this Organiser Outlook are based on 172 responses from a survey of German trade fair companies in April 2024 and include responses from organisers with a wide range of trade fairs, including international trade fairs (58.8 percent), regional trade fairs (19.4 percent), international public fairs (8.8 percent) and regional public fairs (12.9 percent).
AUMA trends
AUMA trends regularly shed light on the changes in the trade fair industry, which are driven by technological innovations, changing customer expectations and sustainability. Current developments and trends in the trade fair and exhibition sector are summarised annually. These include the increasing digitalisation of trade fairs, the increased use of hybrid trade fair formats that combine physical and virtual elements and the focus on sustainability. The internationalisation of trade fairs is also playing an increasingly important role.