Regional trade fairs have undergone a series of developments in recent years that have been influenced by technological innovations, changing customer preferences and global events such as the COVID-19 pandemic.
The key figures from the last trade fair year clearly show how important visitors consider their regional trade and speciality fairs, as well as leisure and hobby shows, to be. A total of 3.9 million people visited regional trade fairs last year – an impressive increase of 86%. According to the German trade fair association AUMA, these events occupied a stand area of almost 1.13 billion square metres. Following the trade fair bans during the pandemic, regional trade fairs have become much more important. Of the 298 trade fairs held in 2023, 132 had a regional character.
Regional trade fairs have many advantages for visitors, exhibiting companies and the entire local economy. By focussing on specific topics and sectors, regional trade fairs often emphasise local and regional characteristics in order to promote the local economy and set themselves apart from large, international events. They promote local networks and create platforms for dialogue and cooperation within the region. Furthermore, the local economy is promoted by stimulating tourism and using local service providers for the organisation.
One advantage of regional trade fairs for exhibitors is the considerable cost savings compared to leading international trade fairs at large exhibition centres. The aspect of sustainability also plays a major role: the short journey to the exhibition centre reduces emissions in particular. Furthermore, regional trade fairs tend to be more personal; they pick up on trends and consumer needs that are representative of the region. The further focus on emotionalisation and experience orientation can ensure visitor quality and an increase in visitor numbers, which is also reflected in the figures mentioned.
We also look after customers at regional trade fairs. At the beginning of the year, we built a 270 square metre stand for Stadtwerke at the ‘Haus Garten Tourismus Hochzeit Gesund + Fit’ trade fair in Bad Salzuflen. We are also active at many different job fairs in the region, as well as realising projects at regional consumer fairs such as the Stuhrer Frühjahrs- und Gewerbemarkt. For one of our long-standing clients, we are active at regional trade fairs for the automation industry throughout Germany.
We have observed an increase in the quality of construction at regionally orientated trade fairs, which also underlines the increased importance for exhibiting companies.
In general, regional trade fairs have evolved to meet the challenges and opportunities of the modern event industry. They now play an important role in the regional economy and offer both exhibitors and visitors real added value.
We look forward to being present at many regional trade fairs in the coming years and are very pleased with the large increase in visitors and exhibitors.
