Germany’s Trade Fair and Exhibition Sector Reopens for Business

• A new start for the trade fair and exhibition sector
• Sector hard hit by pandemic measures
• Federal and regional governments underwrite restart
• International visitors welcome
• Germany Trade & Invest to provide services at upcoming events

A new start for the trade fair and exhibition sector

Trade fairs and exhibitions reopened for business in Germany in September, with events again possible in all 16 federal states. There were around 30 events in September alone, including prestigious events including Husum Wind and IAA Mobility in Munich. More than 110 trade shows are planned for the end of the year in accordance with strict hygiene concepts.

Sector hard hit by pandemic measures

As the world’s leadings trade fair and exhibition nation, Germany was particularly hard hit by the coronavirus pandemic. In 2020, around 75 percent of the planned 380 trade fairs in the country were cancelled according to AUMA, the association of the German trade fair industry. The economic damage wrought by the pandemic amounts to EUR 42 billion since March 2020, with trade fair organizers left with up to 70 percent in lost revenue. Some 160 to 180 international and national trade fairs normally take place, accommodating around 180 thousand exhibitors and 10 million visitors.

Federal and regional governments underwrite restart

To help trade fair organizers cope with the risks associated with staging large events, Germany’s Ministry for Economic Affairs and Energy and the regional states have created an insurance program to cover up to EUR 600 million in costs from potential pandemic disruptions. Minister Peter Altmaier has called it “an important instrument for strengthening the trade fair sector.” The program will be administered by regional economics ministries. The national ministry has also allocated up to EUR 20 million in subsidies to help small and medium-sized businesses attend trade fairs.

International visitors welcome

International visitors – including those who are from high-risk areas or remain unvaccinated – are welcome to enter the country subject to satisfaction of rules implemented to contain Covid-19 infection. All guests must provide proof of either Covid-19 vaccination, recovery or negative test upon entry, with digital registration required prior to entry from high-risk areas. No quarantine requirements apply to vaccinated trade show attendees and exhibitors (who must be vaccinated with one of the four vaccines currently recognized in Germany).

Germany Trade & Invest to provide services at upcoming events

Germany Trade & Invest’s Head of Investor Consulting, Achim Hartig, has welcomed the resumption of event and trade fair activites in the country. “We are delighted that the sector has reopened for business after an incredibly challenging year. Exhibitions and trade fairs play a significant role in the national economy – generating around EUR 14.5 billion in exhibitor and visitor revenue annually. All told, the overall effect on economic production is equivalent to EUR 28 billion. The resumption of activities – in accordance with strict hygiene concepts – is to be welcomed.”

Germany Trade & Invest has already resumed its exhibition and trade fair activities, with the agency being present at a number of important national and international trade events including ITS World Congress in Hamburg and Automotive Logistics & Supply Chain Global in Detroit. Attendance at further events including Bio Europe Digital, Medica and Web Summit are planned until the end of the year. “We look forward to meeting international companies in Germany and around the globe and providing them with our free investor consultancy services for their market expansion activities in Europe” said Hartig.