2.5 million foreign visitors in 2024

Germany remains a global hotspot for trade fairs in 2024. Around 2.46 million people from abroad visited one of the 176 national or international events. This once again confirms Germany’s strong international impact as a trade fair location. The proportion of international guests was 34 percent—a new record high according to AUMA (Association of the German Trade Fair Industry).

Internationality remains a factor for success

According to AUMA, Germany’s importance as a trade fair location continues to grow. This is mainly due to its high attractiveness for visitors from abroad. Most guests came from the Netherlands (211,000), Italy (176,000), Austria (152,000), Switzerland (148,000), and China (120,000).

At the same time, Europe remains the center of the global trade fair business: over 100 million people attended events on the continent in 2024 – a third of global trade fair participants.

Infographic entitled “International significance of Germany as a trade fair location (2024)”. On the left, a pie chart shows the proportion of international visitors to German trade fairs: 2.46 million international visitors (34%) and 9.24 million national visitors (66%). To the right is a bar chart showing the five most important countries of origin of international trade fair visitors: the Netherlands (211,000), Italy (176,000), Austria (152,000), Switzerland (148,000), and China (120,000), each represented by their respective country flags.

Growth on the exhibitor side – China in the lead

Germany also ranks highly internationally in terms of exhibitors: 107,370 companies from abroad presented themselves at German trade fairs in 2024. China tops the ranking (20,630 companies), followed by Italy (10,690), the Netherlands (5,020), Turkey (4,920), and France (4,820).

Strong trade fair calendar – despite challenges

In 2024, a total of 322 trade fairs took place in Germany. Eight of these were new. Despite strikes in rail, local, and air transport, which affected more than 50 events, the trade fair market recorded significant growth. The estimated decline in visitor numbers was up to 250,000 people—yet the positive trend continued.

Infographic entitled “2024 Performance Report for the Trade Fair Industry.” It shows key figures for the German trade fair year 2024. A total of 204,000 exhibitors were counted, including 107,370 international ones. The total number of visitors was 11.7 million (+3.2%), of which 2.46 million were international visitors (+1%). The exhibition space occupied was 7.2 million square meters (+7.2%). A total of 322 trade fairs took place, including 8 new trade fair formats. Investments totaling 770 million euros are planned by 2029. Arrows and percentages indicate growth compared to the previous year.

AUMA Chairman Philip Harting emphasized Germany’s importance as a “meeting place for the global economy” and called on the federal government to provide economic stimulus—for example, through less bureaucracy and faster digitization of administration, particularly in the area of visa issuance.

Looking to the future: investment and innovation

In 2025, more than 310 trade fairs will take place in Germany – including numerous new formats on topics such as care, energy, and construction. The exhibition centers are planning investments of over €770 million by 2029 to modernize their infrastructure in order to further improve digital standards, sustainability, and service quality.

You have an idea, we build the stage for it. Let’s make innovation visible together.

Source: 2,5 Millionen ausländische Gäste: Messeplatz Deutschland weltweit vorne | AUMA