"Who even needs trade fairs anymore?" It's a question that has echoed through the industry for decades. From the early days of the internet to the surge of virtual events during Covid, trade fairs have faced repeated predictions of obsolescence. Yet, the latest editions of Ambiente, Christmasworld, and Creativeworld prove the opposite: people don't just need to meet, they want to meet. Crowded halls, buzzing stands, and face-to-face conversations make it clear that trade fairs remain indispensable in the consumer goods world.
© Messe Frankfurt GmbH
Pictured (top right): Philipp Ferger, Vice President at Messe Frankfurt GmbH.
"But one thing is also clear: trade fairs must change."
The industry cannot rely on tradition alone. As Philipp Ferger, Vice President at Messe Frankfurt GmbH, emphasises, "Classic fair concepts no longer work automatically." The key to relevance today lies in harnessing digital tools, AI, and data-driven networking. Exhibitors no longer compete solely for stand space; they compete for meaningful connections, before, during, and after the event.
Through intelligent digital solutions, trade fair preparation and participation become smoother and more efficient. Messe Frankfurt's optimised networking platform automatically registers visitors and exhibitors, offering AI-based recommendations and smart filters to connect the right people. This digital layer extends engagement far beyond the event, keeping the network alive 365 days a year.
Ferger points out that this transformation is not limited to organisers. Trade publications and industry media face similar challenges: reinventing formats, expanding digital channels, and staying relevant while continuing to provide authoritative content and genuine human interaction. "At the end of the day," he says, "those who don't evolve will eventually be left behind."
The message is clear: trade fairs are not only surviving, they are evolving. By blending physical presence with digital innovation, the industry is creating experiences that are richer, more connected, and more valuable than ever.
For exhibitors and visitors alike, the opportunities are endless. AI-driven networking, real-time data insights, and digital follow-ups ensure that every interaction counts. In an age dominated by leads, likes, and online content, the value of in-person engagement has never been clearer. Many more digital features for extending trade fair participation throughout the year can be found here.
"YES, trade fairs are still needed. And our trade fairs will not be replaced by digitalisation – they will be even better!"
Source: Philipp Ferger, Vice President at Messe Frankfurt GmbH.
