German Trade Fair: €6.2 Million Spent on Consultants

<p>Deutsche Messe AG is once again in the focus of public discussion: According to the Hannoversche Allgemeine Zeitung (HAZ), the Hanover-based company has spent <strong>€6.2 million on external consultants</strong>. The news is causing discussion – particularly against the backdrop that Deutsche Messe simultaneously reports on a successful execution of HANNOVER MESSE 2026 as well as profits despite difficult economic conditions.</p>

<h2>Consultant Costs in the Context of Corporate Strategy</h2> <p>The expenses of €6.2 million for consulting services raise questions about the strategic direction of Deutsche Messe AG. As operator of one of the world's largest trade fair grounds, the company is undergoing a continuous transformation process: digitalization of trade fair formats, international expansion, and portfolio realignment require specialized external expertise according to the company. At the same time, a look at the operating balance sheet shows that Deutsche Messe AG was able to generate a profit in 2025 despite the difficult situation. In addition to established flagship trade fairs such as HANNOVER MESSE, LIGNA, and AGRITECHNICA, the company is increasingly focusing on new formats and international markets. For example, the specialist trade fair Pro Care 2025 celebrated its premiere in Hanover, while internationally the company is expanding with events such as Industrial Transformation Saudi Arabia. An Industrial Transformation Africa in Morocco is also in the planning stages. In total, eleven new trade fairs were organized worldwide in 2025 – an indication of the international growth strategy, within which consulting services are likely to play a role.</p>

<h3>Hanover as a Strong Trade Fair Location</h3> <p>Despite the discussion about consultant costs, Hanover remains a sought-after trade fair location. Event organizers continue to rely on the Lower Saxony state capital: didacta returns in 2027, AGRITECHNICA recently recorded record numbers, and EMO, the world's leading trade fair for production technology, also remains in Hanover. Company management Köckler emphasizes that Hanover continues to play in the top league of international trade fair locations.</p>

<h2>HANNOVER MESSE 2026: Balance Sheet of a Leading Event</h2> <p>A central pillar of Deutsche Messe's strategy remains the HANNOVER MESSE, which took place from April 20-24, 2026 on the trade fair grounds in Hanover. As the world's leading specialist trade fair for manufacturing industry, the event brought together approximately 3,000 exhibiting companies from the fields of electrical engineering, mechanical engineering, digitalization, and energy. The main exhibition areas included Automation & Digitalization, Energy & Industrial Infrastructure, and Research & Technology Transfer, with the topic of artificial intelligence serving as a common thread through all exhibition areas.</p> <p>Exhibitors included renowned companies such as Amazon, Emerson, Microsoft, and Siemens. Brazil served as the partner country of the trade fair in 2026. In total, <strong>110,000 specialist visitors</strong> from around the world attended the event – a decline compared to the previous year, when 123,000 visitors were counted. The decline in visitor numbers is attributed to strikes in air and public transport, which made travel more difficult. Nevertheless, according to the organizer, the quality of encounters and the dynamic atmosphere in the halls remained consistently high.</p>

<h3>New Formats and Thematic Focal Points</h3> <p>HANNOVER MESSE 2026 impressed not only in content but also with a revised trade fair concept. A new hall plan provided clear orientation and enabled visitors to use their time more efficiently. New networking formats such as the Masterclasses were also well received: In compact, practice-oriented sessions, companies strategically presented their expertise and engaged directly with potential customers.</p> <p>Content-wise, topics such as autonomous robotics, industrial AI, and generative AI were in focus. The program was complemented by conferences, forums, and interactive formats – including the Industrial Security Circus Stage on cybersecurity and the awarding of the prestigious HERMES AWARD for the most innovative industrial developments. The next HANNOVER MESSE will take place from April 5-8, 2027, with Spain as the partner country.</p>

<h2>Conclusion and Outlook</h2> <p>The report on the €6.2 million consultant costs sheds light on the complex demands that Deutsche Messe AG must face in a changing market environment. International expansion, digital transformation, and the realignment of the event portfolio require strategic consulting – even though the level of spending is publicly debated. At the same time, the figures for HANNOVER MESSE 2026 and the profits generated demonstrate that the company remains economically stable despite difficult external conditions. Looking ahead to 2027, when HANNOVER MESSE takes place again in Hanover with Spain as the partner country, as well as the return of didacta, the Hanover trade fair location remains a central hub in the international trade fair landscape.</p>