Germany is the world’s leading organizer of international trade fairs, as it organizes 2/3 of the most important international exhibitions, according to data from the German Economy Exhibition Committee (AUMA).
Of the total 42 million square meters of exhibition space worldwide, 3 million are located in Germany.
According to AUMA estimates, the total added value of the exhibition industry in the German economy, including collateral multiplier benefits, amounts to 28 billion euros annually, maintaining around 230 thousand jobs. In addition, the sector generates annual tax revenues of around 4 billion euros for the German tax authorities (federal and local).
The sector is trying to modernize itself and, according to the AUMA Organizer Outlook 2025, 56% of respondents are already using AI applications. AUMA estimates that by 2029, companies in the sector will invest over 770 million euros in their modernization. However, the issue of transformation and adaptation to new data is crucial for traditional organizers.
A typical case in Berlin is that of IFA, which from an international exhibition focused on consumer electronics and household appliances has been struggling in recent years to transform itself into a modern technology exhibition and reference point for AI and start-ups.
In 2024, trade fairs in Germany essentially returned to pre-pandemic levels. According to updated AUMA data, 322 exhibitions (of which 176 were international and national) were held last year with the participation of 200,000 companies (+9% compared to 2023) and 11.7 million visitors (+3%).
Of these, 2.5 million (i.e. 34% compared to 33% in 2023 of visitors to national/international exhibitions in Germany) were international visitors, while more than half of the exhibitors (107,000) were also international (foreign companies). 87% of German exhibitors are SMEs.
Among international exhibitors, China dominated in 2024 (20,630 companies), followed by Italy (10,690), the Netherlands (5,020), Turkey (4,920) and France (4,820). More than 310 exhibitions were planned for 2025, with around 12 new events, focusing on sectors such as energy, healthcare and construction.
(*) Information from the Office for Economic and Commercial Affairs in Berlin.
