AUMA Exhibitor Outlook: Trade show activities remain relevant

Even in economically challenging times, trade shows remain a central component of many companies’ sales and marketing strategies. AUMA, the Association of the German Trade Fair Industry, highlights this in its "AUMA Exhibitor Outlook 2026/2027." For this nationwide, representative survey, approximately 400 exhibiting companies were asked about their trade show plans and strategies. The result: About 59 percent of companies intend to maintain their trade show activities at a constant level in the coming years. 

Although the average number of trade show participations is declining slightly, from 5.4 to 5.1, AUMA notes that this indicates a stronger strategic focus rather than a retreat. Companies are selecting their trade show appearances more selectively and aligning them more consistently with impact, cost-effectiveness, and specific business goals.

Despite rising costs and increasing budget pressures, trade shows remain highly important: 97.5 percent of companies surveyed continue to view them as indispensable platforms for exchange, innovation, and business development. Trade show participation is especially important in industries with complex technical communication. At the same time, many companies are investing more heavily in the quality of their appearance and in targeting relevant audiences more precisely.

Against this backdrop, the importance of tailored trade fair offerings and international platforms is growing. NRW.Global Business helps companies from NRW stand out at major international trade fairs, break into new markets, and build valuable business connections. This support includes pavilions at home and abroad as well as individual assistance.