International Trade Fair Promotion 2026: Fewer German Pavilions Worldwide

<p>German small and medium-sized enterprises are losing presence at leading international trade fairs: Although the Federal Ministry for Economic Affairs has slightly increased the budget for the International Trade Fair Program (AMP), the number of supported German joint stands is declining noticeably in 2026. The German Association of the Trade Fair Industry (AUMA) is sounding the alarm and calling on politicians to provide substantial financial support.</p>

<h2>More Money, Fewer Stands</h2> <p>For the current year, the federal government is providing 44 million euros to support German companies at international trade fairs – an increase of just under one percent compared to the previous year, when 43.5 million euros were available. At first glance, this sounds like a strengthening of export promotion. However, the reality is different: The number of so-called German Pavilions, i.e., German joint participations at trade fairs abroad, is declining by ten percent compared to the previous year. Overall, 236 joint participations in over 50 countries are planned for 2026, with around 120 of these already scheduled for the first half of the year.</p> <p>The reason for this contradiction lies in the industry's rising costs. According to AUMA, the costs of trade fair participations have recently increased by up to 40 percent – from stand rental to logistics to personnel and travel costs. The moderate budget increase is far from sufficient to compensate for these cost increases, meaning that fewer joint stands can be financed in the final analysis.</p>

<h2>Association's Warning: Export Opportunities at Risk</h2> <p>For AUMA, this development is an alarming signal. "Twenty fewer German joint stands at trade fairs worldwide means one hundred times fewer export opportunities for German small and medium-sized enterprises," criticizes the AUMA managing director. The association therefore calls for a budget increase of five million euros to at least 49 million euros to ensure the quality and quantity of the program in the long term.</p> <p>The International Trade Fair Program has long been considered one of the most effective instruments of German foreign trade promotion. At the supported trade fairs, the federal government covers around 50 percent of direct trade fair costs, with the respective exhibiting company bearing the rest. Small and medium-sized enterprises (SMEs) in particular benefit from this, as they are given an easier entry into often costly and risky international markets.</p>

<h3>Strong Leverage for Value Creation and Jobs</h3> <p>Studies cited by AUMA demonstrate that this investment pays off economically: accordingly, one euro of tax revenue flowing into the program generates around 216 euros in value creation. Every year, up to 5,000 German companies use the funding to develop new sales and procurement markets. Since the program's inception in 1949, over 215,000 small and medium-sized enterprises have been supported in taking the leap abroad through this mechanism – an impressive track record that underscores the structural value of the AMP for German small and medium-sized businesses.</p> <p>Particularly in economically fragile times, when global supply chains are shifting and new markets are gaining importance, industry representatives see the International Trade Fair Program as a central instrument for keeping German companies internationally competitive. A gradual reduction in supported stand areas could weaken this position in the long term – especially for companies that cannot afford independent trade fair participation abroad on their own.</p>

<h2>Outlook: Further Cuts Loom</h2> <p>The situation could worsen in the coming years. According to AUMA, a further budget cut to 41.4 million euros is already being discussed for 2027 – a move the association strongly criticizes. In the assessment of AUMA's chairman, this contradicts the goal of strengthening foreign trade promotion outlined in the coalition agreement. Additionally concerning: The Young Innovators program, which supports young start-ups in entering international markets, also appears to be facing cuts.</p> <p>For the German trade fair industry and export-oriented small and medium-sized enterprises, the situation thus remains tense. Whether the German Bundestag will follow the call for an increase to at least 49 million euros will be seen in the coming budget deliberations. One thing is certain: Without reliable and adequate funding for the International Trade Fair Program, German companies risk losing further ground in international competition – at a time when access to new markets is more important than ever.</p>