AUMA Outlook: Trade Fair Organizers Struggle with Costs & Demand

<p>The German trade fair industry is at a crossroads: While visitor numbers remain at a high level, rising costs and faltering economic conditions increasingly cause concerns among organizers. The current AUMA Organizer Outlook 2026/2027 paints a picture between confidence and economic pressure.</p>

<h2>AUMA Organizer Outlook 2026/2027: Cautious Optimism</h2> <p>According to the current <strong>AUMA Organizer Outlook 2026/2027</strong>, <strong>53 percent of respondents</strong> expect German trade fairs to develop at least as well as before in the coming years. This figure shows: The industry is back on a stable course after the challenging pandemic years, even though there is no sign of unbridled euphoria. Many organizers look at the coming months with a mix of confidence and caution, as economic conditions remain tense.</p>

<h3>Economic Slump Hits the Trade Fair Industry</h3> <p>Initial figures from the current year give cause for concern: According to current AUMA data, some events are seeing declining exhibitor numbers and booked floor space – a clear signal that Germany's economic weakness has not spared the trade fair industry. AUMA explicitly warns of the possible consequences of this development for Germany as a trade fair location. At the same time, an interesting counter-trend is emerging: Visitor numbers are continuing to rise in many segments, suggesting that the appeal of the trade fair format as such remains unbroken, even though companies are increasingly counting pennies when it comes to exhibition costs.</p>

<h2>Visitor Numbers at High Levels Despite Challenges</h2> <p>A look at the recent past supports this development: In 2024, according to AUMA figures, a total of around <strong>11.7 million visitors</strong> were counted at trade fairs in Germany. This figure impressively demonstrates that the market has recovered from pandemic-related declines and has reached a solid level again. For the coming years, industry experts expect visitor numbers to continue to rise or at least maintain this high level, as many companies are again placing greater emphasis on face-to-face meetings with customers and partners on-site.</p> <p>A differentiated picture emerges between different trade fair formats: Large consumer trade shows such as the International Green Week in Berlin or Gamescom in Cologne traditionally attract hundreds of thousands of visitors, while specialized trade fairs often record between tens of thousands and several hundred thousand professional visitors depending on the industry. This range makes it clear how diverse the German trade fair landscape is – from specialized B2B formats to large public events.</p>

<h2>Live Trade Fairs Remain Indispensable in the Marketing Mix</h2> <p>Despite advancing digitalization and the growing importance of virtual formats, current surveys show a clear result: Live trade fairs continue to be in high demand and retain a high value in companies' marketing mix. This insight is of central importance to the entire industry, as it confirms that physical presence and personal exchange at trade fairs cannot be replaced by digital alternatives. Especially at a time when companies are critically reviewing their marketing budgets, investment in trade fair appearances still seems to be considered worthwhile.</p> <p>The upcoming trade fair year 2026 offers numerous opportunities: From EuroShop in Düsseldorf to the Hannover Messe to the IFA in Berlin, numerous leading trade fairs are on the calendar that will serve as indicators of industry development. Particularly large industrial trade fairs such as Hannover Messe or IFAT in Munich are traditionally regarded as seismographs for the economic mood in the country.</p>

<h2>Conclusion: Between Cost Pressure and Future Opportunities</h2> <p>The German trade fair industry is in a phase of upheaval. On the one hand, rising costs and general economic weakness are noticeably burdening organizers, as evidenced by declining exhibitor and floor space numbers in parts of the industry. On the other hand, basic demand for the personal experience of trade fairs remains unbroken high, reflected in stable to rising visitor numbers. The AUMA Organizer Outlook 2026/2027 makes clear that the industry is looking to the future with cautious but justified optimism. What will be decisive is how organizers and exhibitors alike respond to increased costs and whether it will be possible to position the trade fair format as an indispensable part of the marketing mix even in economically challenging times. The coming months will show whether the industry's cautious optimism proves justified.</p>