AUMA-WebTalk: Trade Fair Industry Remains Resilient in Turbulent Times

<p>Geopolitical tensions, volatile markets and growing international competition – the German trade fair industry faces considerable challenges. How robust the industry is nonetheless positioned is demonstrated by the Association of German Trade Fair Industry AUMA in its regular WebTalk format as well as in the current annual publication <strong>"AUMA-Trends 2026/2027: German Trade Fair Industry – Resilient in Turbulent Times"</strong>.</p><h2>AUMA-WebTalk #aufgeMessen: Compact Industry Check on a Quarterly Basis</h2><p>With the WebTalk #aufgeMessen, AUMA offers a 30-minute format once per quarter in which current developments in the trade fair industry are put into perspective. Regular participants in the discussion are Hendrik Hochheim and Anne Böhl, who present current figures, trends and strategic assessments of the German trade fair industry. The next appointment is scheduled for <strong>September 25, 2026</strong> and once again provides an opportunity to quickly and comprehensively learn about the state of the industry.</p><p>The format complements the more comprehensive annual publication of the association and is aimed in particular at specialist audiences from exhibiting companies, trade fair operators and service providers who want to quickly and reliably gain an overview.</p><h2>AUMA-Trends 2026/2027: Eight Central Industry Developments</h2><p>On July 13, 2026, AUMA published its annual publication in Berlin, which analyzes eight trends currently shaping the trade fair industry. The central finding is that the high internationality of German trade fairs is a central competitive feature and core advantage of the location.</p><h3>Internationality as Competitive Advantage Under Pressure</h3><p>According to AUMA, the strong interest of international visitors and exhibitors in the German trade fair market is at the intersection of highly volatile geopolitics, necessary infrastructure investments and domestic growth constraints. The association emphasizes that modern visa procedures, efficient infrastructure and tailor-made trade fair promotion programs are crucial for the competitiveness of the world-leading trade fair location Germany.</p><h3>Artificial Intelligence as a Resilience Factor</h3><p>Another focus of the publication addresses the role of artificial intelligence in the industry's resilience. Dr. Jan Trenczek from the economic research institute Prognos explains in the publication what contribution AI-supported processes and applications can make to provide exhibition companies and exhibitors with greater stability and planning certainty in uncertain times.</p><h2>Competition and Sustainability in Focus</h2><p>In addition to international competitiveness and the resilience factor of AI, the AUMA-Trends 2026/2027 also address the themes of competition and sustainability. In this way, the association takes up central future questions that are equally relevant for trade fair operators, exhibitors and service providers – from positioning in international comparison to ecological requirements for trade fair structures and event logistics.</p><p>That the industry remains optimistic about the future despite all challenges was also evident at the recent AUMA-MesseTreff in Berlin. Around 330 guests there honored the trade fair industry as a central economic factor. Clear demands were raised from industry and political circles: more export promotion, reliable framework conditions and targeted relief to secure the international strength of the location in the long term.</p><h2>Outlook: New Momentum Through M1 – Future Congress for Trade Fairs</h2><p>Those who wish to engage more intensively with the future of trade fair marketing beyond the publication and the WebTalk will find a new flagship event with the <strong>M1 – Future Congress for Trade Fairs</strong> on September 28 and 29, 2026 in Cologne. It brings together exhibiting companies from various industries and demonstrates practically how trade fair appearances can be designed for the future.</p><h2>Conclusion</h2><p>The current AUMA publication makes clear: The German trade fair industry asserts itself as an internationally leading location despite geopolitical uncertainties and structural challenges. In the coming years, reliable political framework conditions, targeted investments in infrastructure and intelligent use of new technologies will be decisive. With formats such as the WebTalk #aufgeMessen and events such as the M1 – Future Congress for Trade Fairs, AUMA creates additional platforms to keep industry and politics in continuous dialogue – an important building block to ensure the resilience of Germany's trade fair location in the long term.</p>