“A healthy dose of optimism and sound skills will see us through these times, too”

For the trade fair industry – comprising exhibitors, organisers and visitors – resilience means more than simply persevering. Resilience means recognising changes early on, developing strategically and, at the same time, offering a high degree of stability. This is the power of our industry: professional reliability interacting with a high degree of innovation and with international networks. And the trade fair industry in Germany is well equipped to demonstrate this power in the future too – provided we set the right priorities.

Three considerations are particularly crucial in this regard:

Ensuring reliability

At a time of lately rising geopolitical tensions and new economic uncertainties, reliability is becoming a core advantage in competition. It is no coincidence that Germany is home to two-thirds of all the world’s leading trade fairs. We must safeguard this position – and, better still, strengthen it – through stability, but also through greater speed and a stronger commitment to continuous development.

The German trade fair industry is a stabilising force: it accounts for more than 280,000 jobs, around 30 billion euros in added value and 5.4 billion euros in tax revenue for the federal government, the Länder and municipalities each year. That is a truly significant contribution – for hundreds of thousands of exhibiting companies, hundreds of industry platforms each year, as well as for vibrant urban communities and a sound economic policy.

Resilience arises precisely from this interplay. We have to become faster and even more reliable so that Germany is recognised as an economically powerful country and jurisdiction, and as a worldwide trusted trade fair and trading hub.

Economic policy must be tangible

We, as the German trade fair industry, have articulated our demands to politicians ahead of the 2025 federal election. Implementation in the first year has fallen well short of expectations. A significant cutback of red tape, augmented digital processes and a support for foreign trade activities befitting a leading export nation are key prerequisites for a powerful business l hub, yet they are being pursued far too hesitantly.

We are criticizing in particular that the previously very successful funding programme for participation in international trade fairs is gradually coming under pressure, whilst our neighbours are specifically expanding their support programmes. Yet its benefits are undisputed: since 1949, the overseas trade fair programme has strengthened export opportunities for German companies, clearly safeguarded jobs at home and generated a multiple of added value.

The challenges can be overcome – because they are largely self-inflicted. Speed is crucial: whether it’s the trade fair support programme, the expansion of infrastructure or the digitalisation of visa processing, speed is a key factor these days. Many Asian countries have been leading the way for a long time.

Spotlight on exhibitors

Trade fairs are and will remain an indispensable tool in the marketing mix of exhibiting companies, as our regular surveys show. However, particularly in challenging times, the following applies more than ever: participation in trade fairs must pay off. Organisers and exhibitors share this responsibility.

With the new “M1 – Future Trade Fair Congress”, we have created a forum where exhibiting companies may learn from one another and may gain a better understanding of how to achieve successful trade fair appearances. Such best practices support strategic decisions. It is equally important to communicate the added value of trade fairs more effectively and in a way that reflects the times.

We are living in challenging times. Confidence has carried us through the COVID-19 pandemic. High-quality skills, powerful networks and a keen sense of opportunity characterise our industry – and are the very essence of its resilience.

A healthy dose of confidence and sound skills will see us through these times, too. Of that I am certain. We are used to upheaval. They won’t knock us off course.

Yours,

Philip Harting

July 2026