Germany as a trade fair mecca: 25 million international guests are expected!

Germany as a trade fair mecca: 25 million international guests are expected!

Germany continues to assert itself as the leading exhibition center worldwide, thanks to remarkably high internationality among exhibitors and visitors. According to [ots.at] (https://www.ots.at/presseaus-sung/ots_20250620_ots0063/25-Mausla- Gaestische-Messeplatz-Deutschland-Weltwan-Vorne) in 2024 impressive 2.46 million international visitors spent their time at 176 trade fairs in Germany, which corresponds to a share of 34 percent, an increase in the previous year With 33 percent. The central role of Germany in trade fair economy is demonstrated by the fact that over 100 million people visited trade fairs across Europe.

The most important international trade fair visitors came from the Netherlands (211,000), Italy (176,000), Austria (152,000), Switzerland (148,000) and China (120,000). In addition, in 2024 there were a total of 107,370 foreign companies in Germany, with China being at the top with 20,630 companies, followed by Italy (10,690) and the Netherlands (approx. 5.020).

numbers and trends of trade fair economy

according to auma the German economy is heavily dependent at trade fairs. German companies use foreign trade fair programs of the Federal Ministry of Economics to strengthen their presence in the international market. On average, German companies take part in ten trade fairs within two years, with six events in Germany and four take place abroad.

The trade fairs organized in the Auma take place every year over 300 of their own trade fairs on all continents. Auma has also developed standardized trade fair concepts that are often transferred abroad. These concepts are vessels of the "Made in Germany" quality labels and have contributed to strengthening the German trade fair industry internationally.

relaxation and future prospects

The trade fair economy in Germany is gradually recovering from the effects of the Corona years, as Statista. In 2023, 166 national trade fairs were counted in Germany, which corresponds to the same number in the previous year. The number of exhibitors rose to 147,000 in 2023. Nevertheless, there are challenges through inflation and increased costs for energy and services.

For 2025, more than 310 trade fairs are already planned, including a variety of new events that deal with topics such as care, energy and construction. It is also impressive that extensive investments of over 770 million euros are planned in the modernization and further development of the measurement infrastructure in Germany by 2029.

At peak times, trade fair economy attracts more than 235,000 exhibiting companies and 16 million visitors. Over 230,000 jobs are secured directly by the trade fairs, while 60 percent of the exhibitors and 35 percent of trade visitors come from abroad.

The success of the trade fair economy is not only a sign of the strength of the German economy, but also for the unbroken attraction of the German trade fair places at the international level. Germany thus remains an undisputed market leader in the global trade fair system.