Seven trade fair trends: From dynamism to optimism
In “Trends 2025/2026,” the trade fair industry association AUMA has identified seven aspects that will shape the German trade fair scene and, at the same time, makes concrete demands on politicians.
Under the title "Change is our constant companion," the fourth edition of AUMA Trends provides insights into many industry topics, ranging from challenges to upheavals and opportunities. Drawing on surveys, analyses, observations, and discussions, the 25-member AUMA team has distilled seven trends in the German trade fair industry.
Dynamics: The world is in motionConstant change characterizes trade fair planning in these times. According to the AUMA Exhibitor Outlook 2025/2026, 57 percent intend to maintain their trade fair presence, while only 18 percent plan to reduce it. 21 percent even want to increase their trade fair participation. Trade fairs remain relevant even in the third year without economic growth in Germany. However, in light of rising costs for accommodation, travel, and energy, exhibitors have adapted and are planning more flexibly and at shorter notice. Organizers are feeling the effects of this change – over 90 percent report their customers' strained economic situation. Geopolitical volatility also presents companies with the challenge of constantly evaluating and exploiting business potential in various markets.
Infrastructure: Only a functioning Germany remains world leaderA smooth infrastructure has long been a hallmark of Germany and one of the reasons why it is an internationally esteemed trade fair location. However, even years after the coronavirus pandemic, air connections are still not at the same level as before – one reason being high government taxes. Rail services regularly deliver travelers late to their destinations – and there is no improvement in sight for years. Bridges and roads are not fast-tracking – comprehensive modernization is needed more than ever. The German government must now swiftly implement the infrastructure investments it set out in the 2025 coalition agreement if Germany is to remain a global leader in trade fairs.
Internationality: Simple visa procedures, regional satellite trade fairsThe trade fair business of the future will remain international. Currently, the growth of Germany's leading trade fairs is primarily driven by exhibitors and trade visitors from abroad. Two-thirds of exhibitors and over a third of visitors now come to Germany from abroad. Efficient, digital, and unbureaucratic visa procedures are a prerequisite for this exchange – a concern that AUMA strongly advocates at the political level.
As ambassadors for German trade fair quality, German organizers have been active abroad for decades. To this end, they enter into collaborations with competitors, both national and international partners. Important markets include the growing trade fair centers in the Middle East, as well as China, India, Brazil, and some countries in Latin America. New regional satellites to the leading trade fairs in their home country, Germany, are often created. Organizers benefit from the local industry's economic situation – supported by government funding programs or strong domestic demand.
Artificial intelligence: Very important, but no substitute for face-to-face encountersAmong German trade fair organizers, 70 percent use AI applications in their work. This figure was recently down to 55 percent. At the same time, three-quarters of respondents see the integration of AI as a key challenge. 48 percent of exhibitors also consider it crucial. Virtual reality and the Internet of Things (IoT) complement this trend: VR plays a particularly important role in large companies and the retail sector, while IoT is used in capital goods trade fairs. AR headsets are used for product experiences and immersive brand worlds. At the same time, personal encounters and trustworthy, human-verified information are gaining massive importance. Direct exchange at trade fairs is becoming a valuable counterpoint to the digital perspective.
KPI: New values to measure successVisitor satisfaction and intention to revisit are becoming increasingly important as new key performance indicators (KPIs) for trade fair success. The focus is shifting toward the quality of the trade fair experience. Thus, quality is becoming more important than purely quantitative considerations. The basis for this is AI-supported analyses of visitor data. They enable deeper insights into the behavior and interests of target groups – and thus provide valuable input for the future trade fair strategy of exhibiting companies and trade fair organizers.
Sustainability: More climate and resource protectionBy continuously reducing greenhouse gas emissions by 2040, the industry is tackling numerous challenges – from the use of green electricity and reusable materials to the avoidance of food waste in catering. The mobility of trade fair guests and resource-efficient trade fair operations and stand construction are also increasingly gaining focus. To this end, the industry is investing a high three-digit million euro amount in infrastructure and energy efficiency at exhibition centers by 2029. The trade fair industry is drawing new impetus for its commitment to greater climate and resource protection from the concept of the circular economy. Overall, it is clear: sustainability is a core task – strategically, operationally, and collectively.
Optimism: Positively into the futureThe mood in the trade fair industry is optimistic. While many economic sectors in Germany are taking a wait-and-see approach in light of economic uncertainty, the trade fair industry is once again looking ahead, as the German Economic Institute (IW) has determined. The trade fair industry is one of the few sectors that continues to expect positive economic development. It is by no means indifferent to the skepticism of other sectors – on the contrary: As a service provider for the exhibiting industry, it is closely linked to their success.
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