EW looks at some of the key developments and trends in the huge exhibition market that is Germany.
Germany’s events market continued to grow in 2025, according to figures from the German Convention Bureau (GCB), with the country also listing No.3 in the latest ICCA rankings. Globally, 11% of traditional business trips were to Germany, placing it first worldwide. Also 9% of global MICE travel in 2025 went to Germany.
“Around 80% of international guests come from Europe,” notes Matthias Schultze, managing director of the GCB.
Over 395m people chose to attend an event in Germany in person last year – a 4.6% increase compared with 2024.
With 31% returning clients (one to three bookings), German venues have a high proportion of loyal customers.
AUMA answers
EW asked Jörn Holtmeier, managing director of the Association of the German Trade Fair Industry (AUMA) and chair of the UFI Associations Committee, for his insights into what’s trending in Germany in 2026.
He says around two-thirds of trade fair organisers in Germany assess their business situation as ‘stable’ or ‘improved’ on the previous year – more positive than in many other sectors.
“This is being driven, first and foremost, by successful trade fair projects, new event formats and advances in digitalisation,” says Holtmeier. “At the same time, plans are in place to invest around one billion euros in infrastructure and digital projects by 2030.” He adds that around 320 trade fairs are scheduled for 2026 in the country.
Key USPs in Germany, Holtmeier says, are tradition, innovative strength and international appeal for organisers. Germany also boasts around 70 trade fair venues and approximately 3.25m sqm of exhibition space and four of the world’s ten largest exhibition centres.
Trade fair participation is being planned more strategically, the AUMA MD believes. Exhibiting is, he says, increasingly being assessed in terms of its impact and return on investment and trade fair formats are increasingly developing into curated business platforms that integrate physical presence with year-round digital touchpoints.
Technology is becoming an increasingly integral part of the German trade fair experience. “Artificial intelligence, data ecosystems and immersive formats enable greater personalisation, more targeted networking and more flexible content offerings,” Holtmeier notes.
By 2029, AUMA predicts the industry will have invested several hundred million euros into energy efficiency and sustainable exhibition venues and the association’s research shows that trade fair visits themselves contribute to sustainability: international visitors to Germany avoid around seven additional trips on average – and those travelling by air almost eight.
Widening the market
How does AUMA see the German trade fair model changing in light of recent co-operation agreements and joint ventures with international organisers?
Holtmeier says German organisers are actively developing new markets and attracting additional target groups to their leading trade fairs. He gives the example of the collaboration between Messe Frankfurt and Messe Friedrichshafen on Eurobike, and YONTEX, a joint venture between Messe München and NürnbergMesse aiming to further develop drinktec and BrauBeviale. “Efforts are being pooled more strongly in order to increase international reach, efficiency and market access,” he says.
“At the same time, international organisers are already firmly established in the German market. Operators such as the German subsidiary of RX or the Belgian organiser Easyfairs have been successfully active for several years.”
AI is, of course, affecting business, but cannot replace personal interactions, says Holtmeier, “but it can help prepare for them and serve as an extension to them”.
“Around 70% of trade fair organisers in Germany already use AI in their day-to-day work,” he adds, pointing out that usage tends to focus on areas such as text support, chatbots and virtual assistants.
AI is clearly viewed as an opportunity, with AUMA research highlighting the potential in personalised visitor guidance, intelligent success measurement and marketing automation.
AUMA also plays a key role in informing policymakers about the importance of trade fairs and Holtmeier says the focus here is on three key areas: economic impact, internationality and location factors.
“Trade fairs in Germany generate value of around €30bn annually, secure more than 280,000 jobs and generate approximately €5.4bn in tax revenue,” he says, noting they serve also as platforms for innovation, B2B communication and international business deals, particularly for SMEs.”
These strengths form the basis for concrete policy demands, including the expansion of transport infrastructure and faster and fully digital visa procedures.
Industry guru Tesi Baur, founder of research specialist consultancy MBB, believes the main advantages of the German market are modern infrastructure and very professional teams. “In Germany exhibitions are often a part of a cities’ DNA. That means the venue, the city authorities and other stakeholders have interlinked processes to plan and execute exhibitions – a great benefit to launch or to move shows,” he says.
“Furthermore, German exhibition organisers and venue owners are prepared to truly partner up with guest events. They understand the pain points to launch and grow an exhibition, and they have the mindset to enter a partnership that helps an exhibition in its different lifecycle phases.”
The biggest challenge for Germany in trends in exhibition design and delivery, Baur believes, is that the younger generation of exhibitor decision-makers demands much more than just some halls full of stands and enough density on the show floor. “We are in a transformation process in which we need to curate content on the show floor much more,” he notes.
“AI solutions,” he believes, “are often driven more by the supplier and not the organiser side. This means that organisers more look at what is available on the market instead of creating their own vision of how future exhibitions can be curated.”
In terms of solutions for matchmaking, AI is already a big enabler and game changer for our industry, Baur believes.
Baur points out that large scale portfolios of shows serving the same industry normally stimulate the flagship show on the headquarter venue.
Investing in venues will also be an ongoing task in Germany, he thinks, not least because the last decade has brought super modern venues in Asia and the Middle East. “The German venues need to keep up with these international standards,” says Baur.
Another keen differentiator in Germany, he notes, is that politicians use trade shows much more as a platform to promote the German economy than their counterparts in some other countries.
(Flag: original print reads “internationals standards” — read as a typo and corrected to “international standards” above.)
Estrel Berlin
EW took the trade fair temperature at some of Germany’s leading venues and the Estrel Berlin says that accessibility, affordability, and overall attractiveness of both the capital city and the venue are key to driving its business with organisers.
One of the Estrel’s returning, flagship exhibitions, World Money Fair, has reported record visitor numbers in 2026 and the adjacent 176m, Estrel Tower opening the end of this year, will add 3,800sqm of flexible event space to the main venue’s 30,000sqm capacity.
Diane Pentaleri-Otto, director international sales, marketing & PR, says the Estrel team is also testing the AI waters, with employees required to complete a two-phased, video AI training emphasising data privacy and company security.
The Estrel Berlin puts a priority on sustainability, too. From energy use to ethical food waste management and elimination of single use plastics, changes in operations have resulted in the venue achieving Leader Level status in the Berlin’s sustainability certification programme. The new Estrel Tower is striving for LEED® Platinum (Leadership in Energy and Environmental Design) certification and plans include green rooftops with photovoltaic systems, bicycle parking, and CO2-neutral district heating.
Messe Frankfurt
Over at Messe Frankfurt, president and CEO Wolfgang Marzin tells EW business is going well with many events hosted for the first time. “The guest event business is becoming increasingly international and Messe Frankfurt and IMEX have extended their co-operation agreement for another five years,” Marzin says.
Wolfgang Marzin, CEO Messe Frankfurt
Asked to list the Messe’s key strengths, his answers are similar to other leading venue-organisers in the country: planning reliability and professionalism, excellent international accessibility, and an event-friendly infrastructure.
Frankfurt’s strong economic network is an extra asset, he highlights, although notes customers are highly cost-conscious now.
[The venue’s halls] can be combined with outdoor areas and the Glass Hall to give a total of 111,900sqm, adaptable to a wide variety of event formats. The multi-purpose HALLE:EINS can host shows, sporting events and concerts for up to 15,000 visitors. The Congress Center Leipzig (CCL) and the KONGRESSHALLE am Zoo Leipzig provide quality settings for high-profile conferences.
The venue has held Green Globe certification since 2009, and operates on 100% renewable electricity and GreenSign-certified catering. There is in-house ticketing system and digitalised access management.
The site extends well beyond the exhibition halls. Trees, lawns and water features are woven throughout the grounds, giving the fairground a parkland feel.
Leipzig has a notable concentration of activity in life sciences, the digital economy and GreenTech. Research institutions, established companies and an active start-up scene, which can be useful for events looking to connect with local expertise.
The company stages events at 30 locations around the globe and continues to invest in infrastructure, sustainable concepts and digital services.
Proof of the Messe and city’s sustainability credentials is Frankfurt RheinMain becoming the World Design Capital 2026.
(Flag: this passage is a little tangled in the print layout — it opens talking about Messe Frankfurt’s halls, then segues into Leipzig venue detail (CCL, KONGRESSHALLE am Zoo Leipzig) without a clear transition, before circling back to “the company stages events at 30 locations” and Frankfurt RheinMain. I’ve transcribed it exactly as laid out in the magazine, but you may want to double check there wasn’t a column-order slip at the layout stage, since it reads as if a Leipzig paragraph got dropped into the middle of the Frankfurt section.)
Leipziger Messe
In 2026 Leipziger Messe is looking at a packed national and international events calendar. The venue ranks among the top ten German exhibition companies and its five exhibition halls can be combined with outdoor areas and the Glass Hall to give a total of 111,900sqm, adaptable to a wide variety of event formats. The multi-purpose HALLE:EINS can host shows, sporting events and concerts for up to 15,000 visitors. The Congress Center Leipzig (CCL) and the KONGRESSHALLE am Zoo Leipzig provide quality settings for high-profile conferences.
The venue has held Green Globe certification since 2009, and operates on 100% renewable electricity and GreenSign-certified catering. There is in-house ticketing system and digitalised access management.
The site extends well beyond the exhibition halls. Trees, lawns and water features are woven throughout the grounds, giving the fairground a parkland feel.
Leipzig has a notable concentration of activity in life sciences, the digital economy and GreenTech. Research institutions, established companies and an active start-up scene, which can be useful for events looking to connect with local expertise.
NürnbergMesse
Peter Ottmann, CEO NürnbergMesse Group tells EW the first half of 2026 shows stable demand for events, with security- and technology-driven sectors in the Electronics & Security Cluster performing particularly well, buoyed by geopolitical and regulatory tailwinds (Enforce Tac and embedded world).
Peter Ottmann, CEO NürnbergMesse Group
Highlights in the first half of 2026 included the Spielwarenmesse (guest event), which reported a 2.5% increase in visitor numbers for its 75th edition. “Among NürnbergMesse Group’s own and partner events, both BIOFACH and IWA OutdoorClassics met all expectations despite challenging market conditions in the Retail & Consumer Goods sector,” Ottmann notes, adding embedded world achieved visitor growth of more than 13%, driven by increased international demand.
“The combination of Holz-Handwerk and FENSTERBAU FRONTALE once again filled almost the entire exhibition site this year and drew 73,247 visitors. Enforce Tac, the trade fair for internal and external security, also recorded above-average growth. Due to the tense security situation, the event expanded to cover 60,000sqm across seven halls, welcoming over 1,400 exhibitors and around 26,500 trade visitors.
The Nuremberg exhibition ground is easily accessible via three international airports (NUE, MUC, FRA) and is well connected to the German rail network. From the main station, trade fair visitors can travel directly to the exhibition grounds by underground. Furthermore, three major European motorways (A3, A6, A9) intersect in Nuremberg.
With its historic old town, the city offers an attractive backdrop for networking.
Ottmann notes NürnbergMesse Group was able to close 2025 as the year with the highest revenue in an otherwise event-light odd-numbered year in its company history. This trend is expected to continue in 2026 featuring around 150 events worldwide for the group, 66 of which will take place in Nuremberg.
The CEO also says the company is investing in its defences against cybercrime, which has been a challenge.
AI is transforming the buying journey, financial setups and customer care, Ottmann adds.
“We do not view AI as an isolated IT project, but as a comprehensive change management issue that affects the entire organisation,” the CEO says, noting the aim is to use AI in a way that adds value for customers.
This year the Messe will complete the expansion of its own photovoltaic system, with 21,000 solar panels across six halls and a multi-storey car park roof. Additional battery storage systems will enable it to use the energy generated later, allowing the Messe to cover up to 30% of its annual electricity requirements.
Switching to 100% green electricity in 2020 has helped reduce CO2 emissions by more than 90%, Ottmann adds. “Similarly, the energy required to light the exhibition grounds has been reduced by approximately 80% thanks to the complete switch to LED lighting. These measures form part of an ISO-certified environmental and energy management system.”
The expansion of the trade fair portfolio through new partnerships and acquisitions, particularly abroad, remains a key driver of growth for the Group.
“Our Greek subsidiary FORUM’s new subsidiary, O.MIND Creatives, will organise the LOGISTICS & TRANSPORTS EXPO in Thessaloniki in October 2026. It marks FORUM S.A.’s first foray into Greece’s second-largest city,” says Ottmann.
“Similarly, the further development of the service offering is of central importance, as it already accounts for a quarter of total turnover.” A new e-commerce platform was launched in March 2026 at FENSTERBAU FRONTALE, he says, and will be gradually introduced at further events.
Investments of over €500m planned for the exhibition centre. The Frankenhalle (Franconia Hall, Hall 11), built in 1984, will be gradually modernised by the end of the decade.
Messe München
CEOs, Dr. Reinhard Pfeiffer and Stefan Rummel
For Messe München, 2025 was the most successful year in its history, according to joint CEOs Dr Reinhard Pfeiffer and Stefan Rummel. The growth, they say, is driven by three key pillars:
Global expansions: In January, the Messe launched the record-breaking premier of IFAT Saudi Arabia, while established event brands in Asia – especially in China and India – continue to show strong growth.
Strategic acquisitions: In North America, the recent acquisition of Tradeshow Logic serves as an operational platform to develop and execute the Messe’s leading trade fair brands directly in the region.
Strong home base: In Munich, major trade fairs are enjoying growing demand, with a strong pipeline, the CEOs report.
Messe München organises more than 60 events abroad, including 14 major trade fairs.
The CEOs say that companies are becoming more selective with their budgets. “Industries are transforming faster than ever, which means trade fairs must continuously evolve in terms of formats, content and value creation,” they note.
In terms of trends, they say they see a structural shift from square metres to content hubs. “Trade fairs are no longer just about selling booth space; they have evolved into high-density knowledge and networking platforms. Today’s exhibitors demand highly integrated spaces that seamlessly combine product presentations with live stages, interactive workshops, and dedicated networking areas. It’s about creating an ecosystem where business, education, and community happen together.”
Middle East tensions have caused some recalibration of development plans in Saudi Arabia for the Messe.
“The record-breaking launch of IFAT Saudi Arabia 2026 clearly confirms the strong level of interest in our formats,” the CEOs explain, although they have decided to postpone transport logistic Middle East from September 2026 to 2027. “A necessary decision, driven by restricted mobility and reduced planning security for our customers,” they say.
Preparations for key events in 2027, including bauma Saudi Arabia and IFAT Saudi Arabia, are continuing as planned, however.
Source: www.exhibitionworld.co.uk
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