Germany is the undisputed global centre of the trade fair industry: around two thirds of the world's leading trade fairs take place here. For small and medium-sized businesses, a German trade fair is one of the quickest ways to win large international and local B2B contracts.

Choosing the right fair and booking early

The main exhibition venues are in Frankfurt, Hanover, Düsseldorf, Munich, Berlin, Cologne and Nuremberg. Exhibition space is usually allocated 9–12 months before the event. Early booking often brings discounts and lets you choose a better position near the main aisles.

Costs and support for young companies

The budget covers renting the floor space, stand construction (Standbau), electricity and internet, the organiser's mandatory media fee, logistics for exhibits, accommodation for staff and hospitality. Young innovative companies can receive government support for taking part in joint stands at international trade fairs in Germany (a federal programme run by BAFA); check the conditions and the amount of funding on the BAFA website before booking.

Stand equipment and the legal framework

Trade fairs approved under Title IV of the Trade Regulation Act (Gewerbeordnung, Sections 64–71b) benefit from special trading rules (Marktprivileg). Organisers strictly check the fire rating of stand materials (class B1), wall heights and noise levels. Give full and up-to-date company details in your stand materials.

Digital lead capture and follow-up

Collecting paper business cards in a box is a thing of the past. Contacts are now captured using the organiser's badge scanners or lead retrieval apps. When scanning, the team records the customer's interest and any agreements and obtains consent for further communication, so that offers can be sent within 48 hours of the fair closing.

What to check

  • Book exhibition space at least 8–10 months before the event.
  • Check whether your company qualifies for BAFA's trade fair support programme.
  • Agree the stand design and fire safety certificates for materials with the trade fair organiser.
  • Set up a digital lead capture system so that offers go out within 48 hours.

Example situation

An industrial software manufacturer rented a compact stand at the Hanover fair, captured 120 relevant contacts with a badge scanner and signed two implementation contracts worth more than €180,000.

Next step

Exhibiting at German trade fairs pays off many times over with early stand preparation, disciplined lead capture and fast follow-up.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.