From person to person: AUMA publishes a study on the needs of trade fair visitors

Around 13 million people attend the more than 300 trade fairs held in Germany each year. For the first time, a study by AUMA, the Association of the German Trade Fair Industry, has examined what makes attending a trade fair in person worthwhile for both trade visitors and members of the public in an era of rapidly advancing digitalisation. Attracting visitors to exhibition stands is increasingly emerging as a 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: people meeting people. Chance encounters are the most significant aspect here. This confirms the special role of trade fairs as places where contacts are not only planned but also arise 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 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.

Essentially, visitors experience trade fairs as varied, innovative and professionally organised. 73 per cent describe the atmosphere as open and relaxed. This high figure reinforces the image of an event format that combines information with a comparatively open social setting. Furthermore, good organisation is the most important quality feature and is rated similarly positively across all visitor groups.

Surprisingly, digital offerings are not the main focus of visitors’ needs. Above all, trade fairs are expected to provide a consolidated overview of the market, with products available to experience first-hand. The clarity of the offering and good wayfinding on the exhibition grounds are among the most important expectations. Visitors want better guidance around 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 is a period of both hope and anxiety.

The survey shows that a personal recommendation is most often what sparks 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 the trade audience, the quality of what is on offer is the decisive factor: for around 60 per cent, the relevance of the exhibitors is the most important criterion, followed by travel arrangements and admission prices.

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