Despite economic uncertainties, trade shows remain an indispensable meeting place for companies, industries, and international markets. This is underscored by AUMA, the Association of the German Trade Fair Industry, in its latest industry assessment for 2026.
The German trade fair industry looks back on a successful 2025. According to AUMA, approximately 192,000 exhibiting companies were counted at 304 trade fairs—a slight increase of 0.7 percent compared to the respective previous editions. The amount of booth space rented and visitor numbers also showed positive trends. In total, more than 12.7 million people attended the events in Germany.
The international trend is particularly noteworthy: More than 99,000 exhibitors from abroad showcased their products and services at German trade fairs. At the same time, the number of international visitors rose to around 2.8 million. This once again confirms Germany’s position as the world’s leading trade fair destination.
Initial Effects of the Economic Slowdown
However, a slight slowdown is on the horizon for the current trade fair year 2026. The latest AUMA forecast shows a decline in the number of exhibitors and the amount of booth space rented. Visitor numbers, on the other hand, continue to trend upward.
In his latest industry statement, AUMA Managing Director Jörn Holtmeier emphasizes the special role that trade shows play during economically challenging times. He notes that trade shows are not only marketplaces but increasingly also “anchors” that provide direction, build trust, and connect companies with one another.
Personal interaction remains essential
This trend confirms what many companies are already experiencing: Especially in times of global uncertainty, in-person interactions and direct business contacts are becoming increasingly important. Trade shows provide a platform for new partnerships, innovations, and sustainable business relationships.
This year’s Global Exhibitions Day theme, “Exhibitions Drive Opportunities,” highlights the role that trade shows play worldwide: They open up opportunities, bring people together, and promote economic development across national borders.
Investments in Germany’s Future as a Trade Show Destination
Despite the current challenges, German trade fair venues continue to invest in their future. By 2030, approximately one billion euros are expected to be invested in the modernization of existing venues and in new infrastructure projects. In addition, new event formats continue to emerge, particularly in the capital goods industry.
Trade Shows as an Important Component of Modern Corporate Communications
For companies, trade show participation remains a central component of their sales, marketing, and communication strategies. The latest figures show that in-person encounters, live experiences, and direct conversations continue to play a crucial role even in the digital age.
As a partner for trade show design, brand presentation, and live communication, we are observing this development with great interest. The latest AUMA figures confirm once again that trade shows remain a key driver of visibility, business success, and international networking.
You have an idea; we’ll build the stage for it. Let’s work together to bring innovation to life.
Source: AUMA
