AUMA发布德国展会观众需求研究：近八成认可线下体验不可替代，临期决策成常态

• First survey of its kind with more than 1,800 respondents

• Verdict: Trade fairs are innovative and professionally organised, but wayfinding could be improved

• Decisions to attend are increasingly being made at short notice

Berlin, 2 November 2026 | Around 13 million people visit the more than 300 trade fairs held in Germany each year. For the first time, a study by the Association of the German Trade Fair Industry (AUMA) has examined what makes an in-person visit to a trade fair worthwhile for both trade professionals and members of the public in an era of rapidly advancing digitalisation. Attracting visitors to exhibition stands has emerged as an increasing challenge in AUMA’s annual surveys of exhibitors and organisers. The study, ‘What visitors expect from trade fairs today: needs between chance and structure’, is now available.

The overall verdict of the 1,855 respondents: trade fairs are perceived as relevant and of high quality. For more than 71 per cent, trade fairs are regarded as a reliable source of information.Above all, trade fairs offer something that is difficult to replicate digitally: face-to-face encounters.Chance encounters are particularly important. This confirms the special role of trade fairs as places where contacts are not only planned, but also happen spontaneously.

Trade fairs enable experiences that are not possible online: almost 82 per cent of respondents agree with the statement that trade fairs allow them to experience things that are not possible in the same way in the digital space, the highest level of agreement recorded in the survey. Products become tangible at trade fairs; information is transformed into experiences. 72 per cent state that innovations are presented in a way that is easy to understand at trade fairs. Trade fairs are thus perceived not only as a showcase for new developments, but also as places for contextualisation and communication.

Overall, visitors perceive trade fairs as diverse, innovative and professionally organised. 73 per cent describe the atmosphere as open and relaxed. This high figure supports the image of an event format that combines information with a comparatively open social setting. Furthermore, good organisation is the most important quality criterion and receives similarly positive ratings across all visitor groups.

Surprisingly, digital offerings are not the main focus of visitors’ needs. Above all, trade fairs should provide a consolidated overview of the market, with products available to experience first-hand. A clear overview of what is on offer and good wayfinding around the exhibition venue are among visitors’ most important expectations. Visitors want better guidance when navigating the fair.

A key finding: the decision to attend a trade fair is often made at short notice. Almost 40 per cent make up their minds one to four weeks before the event begins, whilst just under 23 per cent are even more spontaneous. For organisers and exhibitors alike, this makes the final weeks a time of anticipation and uncertainty.

The survey shows that personal recommendations are the most common trigger for interest in attending a trade fair. Members of the public pay particular attention to admission prices and travel costs, and only then to the relevance of the exhibitors. Around 40 per cent of all trade fairs in Germany are aimed at end consumers, whilst 60 per cent are trade fairs for industry professionals. For trade visitors, the quality and relevance of what is on offer are the decisive factors: for around 60 per cent, the relevance of the exhibitors is the most important criterion, followed by travel arrangements and admission prices.

The survey covered German-speaking trade fair visitors aged 18 to 64 who had attended at least one trade fair in Germany between April 2025 and April 2026.