GERMANY –According to the results of the “AUMA MesseTrend 2018”, more than a quarter (28 percent) of German exhibiting companies intend to invest more money in trade fair participations in Germany and abroad in 2018 and 2019.

57 percent plan investing the same and only 14% to invest less. On average, companies want to increase their trade show budgets by 4 percent for the next two years compared to 2016/2017.

This was the result of the “AUMA MesseTrend 2018”, a study carried out by Kantar TNS in November 2017 on behalf of AUMA, the Association of the German Trade Fair Industry, surveyed 500 representatively selected companies that primarily exhibit at B-to-B trade fairs.

According to the study’s findings, companies that want to spend more money on trade fairs invest primarily in the quality of the presentations, especially in the stand construction and stand size. Overall, fairs have further expanded their leading role in B-to-B marketing in recent years. At present, German exhibiting companies are investing 48 percent of their B-to-B budgets in trade fairs, compared to just 40 percent ten years ago.