Trade Show Visits Proven to Reduce Business Travel

A comprehensive new study by AUMA – the Association of the German Trade Fair Industry – offers scientific proof for the first time of the measurable benefits trade show visits provide in reducing business travel. Based on a survey of nearly 3,000 trade fair participants, the study found that each visitor makes an average of 13.1 business contacts per day while avoiding 5.1 individual trips.

The data, collected between January and April 2024 at nine international trade fairs in Germany, revealed significant differences between domestic and international visitors. International attendees were found to be especially efficient, conducting an average of 17.8 business meetings per day and avoiding 7.9 trips — compared to 10.8 contacts and 3.8 avoided trips for German participants.

Air travelers were particularly effective, making 17.6 contacts per day and avoiding 7.7 trips. By comparison, public transit users reported 10.7 contacts and 3.6 avoided trips, while car users achieved 12.3 contacts and 4.7 avoided trips.

A key takeaway: 61 percent of trade show business interactions cannot be replicated digitally with the same quality. This is particularly true for networking (65.7%) and informal business initiation meetings (62.7%). Product discussions (60.9%) were also seen as less suitable for virtual formats.

The most common activities at trade shows were informal meetings to initiate business (42.2%), networking and relationship building (40.0%), and product discussions (36.1%). Contract negotiations were a focus for 20.3% of visitors.

Sustainability awareness is growing among trade show participants. 56% of visitors reported factoring environmental concerns into their travel plans, while 60% of companies have adopted sustainable strategies for trade fair participation. Among large enterprises with over 1,000 employees, this figure rises to 67.4%.

Combining multiple appointments into a single trip proved to be an effective sustainability strategy. 28% of respondents combined their trade show visit with additional business meetings, and 17% extended their trip for personal reasons. This was especially common among international attendees — 39% of non-European visitors reported combining their visit with further business engagements.

The study also found clear regional differences: Visitors from South America and the Middle East avoided the most business trips, with averages of 11.6 and 11.3 trips, respectively. This highlights the global reach and efficiency of German trade fairs, particularly for long-distance travelers.

In terms of transport modes, cars dominated at 42.6%, followed by public transit (30.9%) and air travel (25.2%). However, the data collection took place during a period of frequent strikes in the German rail and aviation sectors, which may have skewed these results.

The study also revealed a strong correlation between pre-scheduled meetings and travel efficiency. Participants with only one or two scheduled meetings avoided an average of four trips, while those with more than ten scheduled appointments avoided 14.1 — equal to 59% of their total contacts.

The findings underscore the strategic importance of Germany as a global trade fair hub. In 2023, 166 of the country’s 320 trade shows were classified as international or national-level events. About one-third of all visitors and two-thirds of exhibitors came from abroad.

"These results clearly show that trade fairs significantly reduce the number of individual business trips," said AUMA Managing Director Jörn Holtmeier. "They also support our industry’s goal of enabling low- and zero-emission travel to and from trade shows."

The study was conducted in partnership with Professor Dr. Harald Zeiss, Head of the Institute for Sustainable Tourism at Harz University of Applied Sciences, and is considered one of the most comprehensive studies in the German trade show industry in recent years.