The current AUMA study, "AUMA Exhibitor Outlook 2025/2026," shows that despite economic uncertainties, trade fairs remain a key marketing tool for German companies. While 57 percent are maintaining their trade fair participation, 21 percent are planning more appearances than last year. Larger companies, in particular, are investing more heavily in trade fairs, while rising costs and the economic climate continue to pose challenges.
- Trade fairs as a success factor: They are the second most important marketing tool after a company website.
- Technology trends: 48 percent of companies are increasingly relying on AI for future trade fair appearances.
- Trade fair budgets are rising: The share of the marketing budget is growing to 45 percent – reaching pre-COVID levels again.*
Especially in uncertain times, trade fairs serve as networking platforms, marketplaces, and stages for brands. But how do you create a trade fair appearance that stands out?
Our solution: We design trade fair appearances that not only generate attention but also bring brands to life – from design and production to perfect execution.
Trade fair budgets are rising: The share of the marketing budget is growing to 45 percent – reaching pre-COVID levels again. How are you planning your trade fair participation for 2025 and 2026? Feel free to contact us!
Source: AUMA - Anyone interested in further information on the Auma study can download the entire study in PDF format from the Auma website under the Publications section.