Theo Reilly looks at the data behind Germany’s trade show recovery. Despite major challenges, the country remains the world’s top destination for major exhibitions
The German exhibition industry is facing serious challenges. The sector is faced with high energy prices, rising labour costs and challenging tax policies. And yet, Germany remains the number one trade fair location in the world.
Two thirds of major trade fairs are held in Germany. Numbers aren’t quite back to pre-Covid levels, but they’re close. Visitor numbers are up; exhibitor numbers are up. But let’s look at the specifics.
According to AUMA, the German Trade Show Association, budgets are tight and decisions are increasingly last-minute. The industry wants help from the government to continue growth and stay at the top of the global market.
Back to pre-pandemic levels
In 2024, the country’s trade fair companies are expected to have generated nearly €4bn in revenue. That is close to the pre-pandemic peak of €4.1bn in 2019.
In 2024, organisers reported a significant pattern of growth.
Visitor numbers rose 9% to 11.7m
Exhibitor numbers increased 10% to 205,000
Stand space grew 7% to 7.1m sqm
This growth came despite major transport strikes in the first quarter. Fifty trade fairs were affected and, according to AUMA, up to 250,000 attendees may have been lost as a result.
CEO of Messe Frankfurt, Wolfgang Marzin tells EW: “We can confirm that our trade fairs, congresses and events at our locations have grown significantly in terms of exhibitor and visitor numbers since the pandemic. We are at pre-pandemic levels and above for Messe Frankfurt events.”
Marzin adds there has been no decline in the total number of events.
Changing exhibitor base
Companies are still investing in Germany’s trade fairs, but they’re doing so with more caution.
According to the AUMA Exhibitor Outlook 2025/2026, trade fairs remain the second most important marketing tool for German companies, after their own websites. But exhibitor plans are shifting.
In 2024, 71% of companies planned to participate in a similar number of trade fairs but, in 2025, that number has dropped to 57%. At the same time, 21% now plan to increase their trade fair appearances – up from 15% last year.
Large companies with over 250 employees are planning an average of more than seven trade fair appearances in Germany this year and next. Small and medium-sized firms are planning just under five.
The trend is also uneven by sector. Exhibitors in consumer goods sectors are more willing to increase spending, while service-sector companies are more cautious.
Many companies are planning at the last minute. Nearly 30% of the AUMA survey respondents said they had not yet set a budget for trade fair participation. “Recession, inflation and political uncertainties lead to more caution,” the report states.
Who is implementing AI?
Artificial intelligence is becoming a central focus for larger exhibitors. Nearly half of companies (48%) say AI is crucial to their next trade fair appearances and implementation is strongest in companies with over €125m in annual turnover.
AI usage is also higher in the service and trade sectors where companies are more likely to integrate AI into wider sales and marketing strategies. “AI plays a role in broader and more complex marketing and sales strategies,” the AUMA report notes.
Other digital tools lag behind. Virtual reality and the Internet of Things are mentioned, but are reportedly less prominent. Robotics and the ‘metaverse’ are currently low priorities for most exhibitors.
Frustration around government policy
Industry leaders are calling on the next German government for urgent support. Organisers warn that Germany is losing competitiveness as a trade fair location.
“Germany has recently lost some of its international competitiveness,” says Jörn Holtmeier, managing director of AUMA. “High energy prices, rising non-wage labour costs and unfavourable tax policies … have reduced the attractiveness of Germany as a business location.
“It is time for the next federal government to decisively improve the conditions for business locations,” Holtmeier concludes.
German exhibitors are showing more caution than international ones. Philip Harting, chairman of AUMA, adds: “We are increasingly feeling the restraint of German companies because their economic prospects here in Germany are bleak.”
The industry is asking for three main changes:
- Expansion of the Foreign Trade Fair Programme
- Strengthening of the Young Innovators start-up programme
- Digitalisation of visa processes for international exhibitors and visitors
Organisers also want to reduce reporting and documentation requirements for German firms.
The calendar ahead
The 2025 trade fair calendar is packed. More than 310 trade fairs will take place in Germany this year, totalling 1,107 days of exhibition activity. March is the busiest month, with 53 trade fairs. July is the quietest, with just one.
March saw Hamburg host Internorga, the major fair for foodservice and hospitality sectors, while Bauma, one of the world’s largest trade fairs for construction machinery and mining, held every three years, returned in April to Munich.
In May, Hannover hosted Ligna, a leading woodworking trade fair. It celebrated 50 years in 2025 and 60% of its visitors came from abroad.
Looking ahead, 15–19 September, Essen’s Schweissen & Schneiden, a leading global event for welding and cutting tech, catches the eye. Held every four years it is expected to generate €2.5bn in visitor investment this year.
There are also signs of more international deals with DECHEMA, which organises ACHEMA, the trade show for the global process industry that takes place in Frankfurt every three years, launching ACHEMA Middle East in Saudi Arabia together with Messe Frankfurt.
The inaugural event will be held in Riyadh in 2026, and then every three years after that. ACHEMA Middle East is supported by the Ministry of Industry and Mineral Resources of the Kingdom of Saudi Arabia.
Dr Björn Mathes, CEO of DECHEMA Exhibitions, says:
“With Messe Frankfurt, we have found a strong partner who shares our vision of further expanding ACHEMA internationally, moving into new markets and adding new, future-oriented elements to our programme.”
Germany is still the world’s exhibition leader, but the mood is cautious. The full results of 2025 will be crucial in deciding the future trajectory of German exhibitions.
Source: www.exhibitionworld.co.uk
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