The German trade fair industry is one of the mainstays of the national economy. This is impressively demonstrated by the latest findings of a comprehensive study conducted by the economic research institute Prognos on behalf of the Association of the German Trade Fair Industry (AUMA).
According to the study, the industry generates around 30 billion euros in total economic value added annually, secures at least 280,000 jobs and contributes significantly to public finances with around 5.4 billion euros in tax revenue. These figures make it clear that trade fairs are much more than just industry meeting places – they are an important growth engine for Germany as a business location.
For exhibiting companies, trade fairs are indispensable platforms for bringing products and solutions to life, strengthening brands, establishing personal business relationships and opening up new markets. Direct exchange remains a decisive factor for success, especially in international competition. Philip Harting, Chairman of AUMA, emphasises that around two-thirds of the world's leading trade fairs take place in Germany – proof of the key role played by the country as a trade fair location and the opportunities this presents, particularly for small and medium-sized enterprises.
The figures from Frankfurt, which are part of the overall survey, illustrate the economic impact of trade fairs. Here alone, the trade fair secures over 30,000 jobs and generates 667 million euros in tax revenue – an impressive example of how closely trade fairs are linked to regional value creation, logistics, the hotel industry, trade and industry. But to fully exploit this potential, more than just presence is needed. Strategy, design and professional implementation are crucial for success. Only when messages are clearly defined, target groups are precisely addressed and brand worlds are consistently staged can a trade fair appearance with a lasting effect be created.
As a full-service trade fair constructor based near Frankfurt, ISINGERMERZ Messebau provides companies with comprehensive support – from the initial idea to conception and design to production, logistics and on-site support. The aim is to create trade fair appearances that make brands visible and tangible, activate visitors and deliver measurable added value.
Every trade fair concept begins with the question: What goals should be achieved – and how does the stand specifically contribute to the brand and business?
Conclusion: The AUMA figures underline the relevance of trade fairs for the economy and companies. A well-thought-out trade fair concept in collaboration with a strong partner transforms every trade fair participation into a lasting competitive advantage. (More information on the AUMA Prognos study)
