AUMA Policy Brief Q4/2026: Trade Fair Industry Demands Reforms

<p>The German trade fair industry has long been regarded as a reliable economic engine – but the wind is getting rougher. With the new <strong>Trade Fair Policy Brief Q4/2026</strong>, AUMA, the association of the German trade fair industry, speaks out clearly and demands significant reforms from the federal government. The background is the newly released AUMA Organizer Outlook 2026/2027, which paints a sobering picture.</p>

<h2>Sentiment Among Trade Fair Organizers Turns</h2> <p>The figures from the current outlook speak a clear language: <strong>Over 90 percent of trade fair organizers in Germany</strong> rate cost increases across all areas of economic life and the economic situation of exhibiting companies as a major challenge. Only around <strong>20 percent of trade fair makers look optimistically</strong> at their own business development, just under <strong>40 percent are pessimistic</strong>. This is remarkable, as the trade fair industry was long considered more optimistic than other sectors.</p> <p>Despite this clouding, a spark of confidence remains: A majority of those surveyed still believe Germany's trade fair location can develop at least as well as its international competitors. In this context, AUMA speaks of a "new autumn of reforms" in which important decisions for Germany's economic future are at stake.</p>

<h2>Three Central Demands of AUMA</h2> <p>The policy brief identifies three specific areas in which the association sees a need for political action:</p> <ul> <li><strong>Less foreign trade fair programs, less Germany in the world</strong> – the association warns of the consequences of weaker export promotion for the international visibility of German companies.</li> <li><strong>Trade fairs are not public electricity suppliers</strong> – a reference to the burden on the industry from rising energy costs, which increasingly put organizers under pressure.</li> <li><strong>A strong German trade fair location supports German foreign trade</strong> – AUMA emphasizes the macroeconomic importance of the trade fair industry for foreign trade.</li> </ul> <p>Specifically, the association calls on the federal government to quickly translate its announcements into tangible improvements for the business location. According to AUMA, this includes lower energy and bureaucracy costs, better mobility infrastructure, and improved visa procedures – factors that have a direct impact on the attractiveness of Germany's trade fair location for international exhibitors and visitors.</p>

<h2>Trade Fair Industry as an Economic Heavyweight</h2> <p>There are good reasons why AUMA speaks forcefully: The German trade fair industry contributes over <strong>30 billion euros in economic effects</strong> to the country's prosperity year after year. Federal, state and local governments alone collect <strong>5.4 billion euros in taxes</strong> through trade fairs in Germany. According to current industry figures, there are also around <strong>280,000 jobs</strong> directly or indirectly connected to the trade fair business. Annually, the German trade fair market also attracts <strong>13 million visitors</strong> and <strong>over 180,000 exhibiting companies</strong> – figures that underline the continuing high importance of trade fairs for innovation, exchange and the economy.</p> <p>Against this background, the association argues that a strong German trade fair location benefits not only the industry itself but the entire German foreign trade sector. International trade fairs function as showcases for innovations "Made in Germany" and as bridges to new markets – a function that, according to AUMA, is increasingly endangered by inadequate political framework conditions.</p>

<h2>Translating Reform Will Into Action</h2> <p>The title of the policy brief – "Autumn of Reforms – Second Attempt: Translating Reform Will Into Action" – makes the association's expectations unmistakably clear. After years of repeated announcements, AUMA is now insisting on concrete implementation. The association also refers to earlier editions of its policy brief, such as the demand from Q1/2026 that problem-free business travel is a prerequisite for a strong German trade fair location.</p>

<h2>Conclusion and Outlook</h2> <p>The new Trade Fair Policy Brief Q4/2026 shows: The German trade fair industry remains high-performing despite difficult framework conditions, yet its resilience is not a given. With clear demands on export promotion, energy costs and foreign trade, AUMA positions itself as the voice of an industry that is economically significant but increasingly under pressure. Whether the federal government actually implements the requested reforms in a timely manner will likely be decisive for how Germany's trade fair location holds its own in international competition in the coming years. The autumn trade fair season 2026, with numerous leading trade fairs such as Aluminium in Düsseldorf or EuroBLECH in Hanover, shows that the industry continues to deliver despite all challenges – now it is up to politics to ensure the conditions for this success in the long term.</p>