Originally published September 30, 2020 | Updated August 2026
It’s been a hard year for all businesses, especially for those that rely heavily on trade fair marketing. Thankfully, things have slowly changed and expos are once again being held around the world.
Several years after the COVID-19 pandemic brought the international exhibition industry to an almost complete standstill, the trade fair sector has moved well beyond the initial recovery phase. In-person exhibitions have returned as an important part of international business, networking and marketing, while many of the digital solutions introduced during the pandemic have become permanent additions to the way events are organised and experienced.
The pandemic changed the way trade fairs operate. Organisers introduced new technologies, more flexible event formats and new ways of connecting exhibitors with visitors. While some of these measures were temporary, others have become an established part of the modern exhibition industry.
Today, the industry is no longer simply focused on returning to pre-pandemic levels. Trade fairs are adapting to changing business needs, new technologies, sustainability expectations and increasingly international audiences.
From COVID Recovery to Long-Term Growth
The trade fair industry faced an unprecedented disruption during the COVID-19 pandemic. Events were cancelled or postponed, international business travel was severely restricted, and many organisers had to move their programmes online.
However, the years that followed demonstrated the continued value of face-to-face events. Businesses returned to exhibition halls because personal meetings, product demonstrations, networking and direct customer contact remain difficult to replicate completely online.
The latest industry data confirms that the exhibition sector has entered a new phase. According to UFI’s 2026 Global Exhibition Barometer, 26% of exhibition companies expected activity in their home market to increase by more than 5% in 2026, while 38% expected activity to remain stable. The figures show an industry that continues to grow, although economic and geopolitical uncertainty remain important challenges.
Technology is also changing the sector rapidly. UFI reported in 2026 that 91% of exhibition companies were using artificial intelligence in some form. AI is increasingly being explored for operational efficiency, customer experience, marketing, data analysis, and new revenue opportunities.
The result is an industry that looks very different from the one that existed in early 2020, but its central purpose remains the same: bringing people and businesses together to discover new products, build relationships, exchange ideas and create opportunities.
How the European Trade Fair Market Initially Responded to the Pandemic
The following section provides historical context on the first phase of the industry's recovery in 2020. The travel restrictions, health measures and event formats described below are no longer representative of the current European trade fair market.
In 2020, organisers had to introduce significant changes to the way exhibitions were planned and operated. Many events were held online or in hybrid formats, while physical events introduced new measures designed to protect visitors and exhibitors.
Online registration, digital ticketing, virtual presentations and hybrid event platforms became particularly important during this period. These solutions allowed organisers to continue connecting businesses and audiences when international travel and large gatherings were restricted.
Although digital events provided an important alternative, the experience also highlighted the continuing value of physical exhibitions. Trade fairs provide opportunities for personal conversations, live product demonstrations and spontaneous business connections that are difficult to reproduce through video conferences alone.
Fairs and Expos Held During the First Recovery Phase in 2020
During September 2020, a number of European trade fairs demonstrated that physical exhibitions could begin operating again under the conditions that existed at the time.
IFA Berlin – September 2020
Founded in 1924, IFA Berlin is one of the world's best-known consumer electronics trade fairs. In 2020, the event combined physical participation with new digital possibilities. Due to the health requirements at the time, access to the physical event was limited, while the IFA Xtended Space provided digital access to exhibitors, product presentations and other content.
IFA 2020 became one of the examples of how established trade fairs experimented with new event formats during the first phase of the industry's recovery.
CADEAUX and MIDORA Leipzig – September 2020
The trade fair for gifts and lifestyle trends CADEAUX and the watch and jewellery expo MIDORA were among the events that took place in Leipzig during the initial recovery period. Together, they demonstrated the importance of providing businesses with opportunities to meet customers and partners even during a highly uncertain period.
Caravan Salon Düsseldorf – September 2020
The 59th edition of Caravan Salon attracted more than 107,000 visitors and became an important example of how a major physical exhibition could operate during the pandemic.
The event demonstrated that careful planning, controlled visitor numbers and clearly defined procedures could allow real-life events to take place even under difficult circumstances.
TrendSet München – September 2020
The international trade fair for interior and lifestyle attracted more than 600 exhibitors and thousands of visitors in 2020. The event was particularly important for businesses that depended on physical meetings and direct access to customers.
TrendSet was another example of the industry's early attempts to create a safe environment while maintaining opportunities for business networking and product discovery.
How Trade Fairs Adapted During the Pandemic
The trade fairs held during the second half of 2020 were only the beginning of a much broader transformation. Organisers experimented with hybrid events, digital platforms and new approaches to connecting exhibitors with international audiences.
Many of the technologies introduced during this period have remained relevant. Digital registration, online matchmaking, livestreaming, virtual content and data-driven visitor experiences are now commonly used to complement physical exhibitions.
EXPO REAL Hybrid Summit München – 2020
The EXPO REAL Hybrid Summit was an early example of combining physical participation with digital access. The event used a hybrid format to connect participants who could attend in person with those who were unable to travel.
The format demonstrated how digital platforms could extend the reach of an exhibition and provide additional opportunities for networking and content distribution.
Frankfurt Book Fair – 2020
The Frankfurt Book Fair also experimented with a combination of physical and digital activities in 2020. Digital exhibitors, online programmes, meetings and discussions allowed international participants to remain involved despite travel restrictions.
The experience showed how digital content could supplement a physical event and reach audiences beyond the exhibition venue.
BrauBeviale Special Edition Nürnberg – 2020
BrauBeviale introduced a modified event concept during the pandemic, combining physical activities with digital content. The approach demonstrated how exhibition organisers could adapt traditional trade fair programmes to changing circumstances while continuing to support business networking.
MEDICA Düsseldorf – 2020
MEDICA was another important example of the industry's move towards digital event formats. During the pandemic, the medical technology sector needed platforms where professionals could exchange information and discover new solutions.
The digital format provided access to presentations, exhibitors and networking opportunities while physical international participation remained heavily restricted.
Other European Trade Fairs in 2020
Other major events, including Fi Europe, Wire Düsseldorf and GrindTec Augsburg, also adapted their plans in response to the pandemic. Some introduced hybrid or digital elements, while others postponed their events until conditions allowed them to take place.
Together, these examples demonstrated the resilience of the exhibition industry and its ability to adapt when traditional event models were no longer possible.
The First Signs of a Broader Recovery in 2021
The following examples reflect the expectations and plans of the exhibition industry at the beginning of 2021 and are included as historical context.
The beginning of 2021 brought renewed optimism to the trade fair industry. A number of major European exhibitions were scheduled to return, while organisers continued to experiment with hybrid and digital formats.
BAU München – 2021
BAU, the international trade fair for architecture, materials and systems, was one of the major events expected to help restart business activity in the sector. The event highlighted the importance of face-to-face meetings and the continuing demand for opportunities to connect with customers and business partners.
ISPO München – 2021 (Now ISPO Amsterdam)
ISPO provided another example of the sports industry's return to trade fairs. Alongside physical activities, digital content and livestreaming were used to increase the reach of the event and its awards programme.
EuroTier Hanover – 2021
EuroTier was another major international event expected to support the recovery of the agricultural and animal production sectors. The exhibition provided a platform for businesses to present new technologies and discuss developments affecting the industry.
ProWein Düsseldorf – 2021
ProWein was among the major exhibitions affected by the pandemic and its postponements. Its eventual return highlighted the importance of physical meetings for international companies and buyers in the wine and spirits sector.
The Trade Fair Industry Today
The pandemic changed the trade fair industry permanently, but it did not eliminate the need for physical exhibitions. Instead, it accelerated the adoption of technology and encouraged organisers to rethink how events create value for exhibitors and visitors.
Today, successful trade fairs combine many of the lessons learned during the pandemic with the traditional strengths of face-to-face events. Digital registration, online matchmaking, livestreamed sessions and virtual content can extend an event's reach, while physical meetings remain central to networking, demonstrations and relationship building.
Artificial intelligence is now becoming another important part of this transformation. UFI's latest Global Exhibition Barometer found that 91% of exhibition companies were using AI in some form in 2026. The technology is being explored to improve operational efficiency, customer experience, marketing and other areas of exhibition management.
The focus on sustainability has also increased. Exhibition organisers and venues are increasingly looking at ways to reduce waste, improve energy efficiency and create more responsible approaches to international events.
At the same time, exhibitors are placing greater emphasis on the overall visitor experience. Modern trade fairs are increasingly expected to provide more than exhibition stands: they need to offer valuable content, networking opportunities, demonstrations, meetings and experiences that justify the time and investment required to attend.
Why Face-to-Face Trade Fairs Still Matter
One of the clearest lessons from the pandemic is that digital communication can support business relationships, but it does not completely replace face-to-face interaction.
Trade fairs give companies the opportunity to meet existing customers, discover new prospects, demonstrate products, research competitors and develop international partnerships in a concentrated period of time.
For many industries, the exhibition itself is only one part of the experience. The meetings, conversations and business relationships developed around the event can be just as valuable.
This is one of the reasons why international trade fairs continue to attract exhibitors and professional visitors from around the world.
What the Recovery Means for Business Travel
The return and continued growth of international trade fairs has also brought back demand for business travel. Major exhibitions can attract thousands of exhibitors and visitors, creating significant demand for hotels and other accommodation in host cities.
For companies attending trade fairs, booking accommodation early can be particularly important for popular international events. Hotels close to exhibition centres can become difficult to book during major shows, especially when companies are travelling with several employees or business partners.
Professional accommodation planning can therefore be an important part of successful trade fair participation. Companies need to consider not only availability and price, but also location, transport connections, flexibility and the needs of their travelling teams.
Conclusion: A New Chapter for the Trade Fair Industry
The COVID-19 crisis changed the way the exhibition industry operates, but the recovery has demonstrated the lasting importance of personal business connections.
Trade fairs have adapted, digital tools have become more sophisticated, and exhibitors and visitors have returned to exhibition halls around the world. The industry is now moving into a new phase shaped by technology, sustainability, changing visitor expectations and international business travel.
The next chapter of the trade fair industry is therefore not simply about returning to the past. It is about combining the strengths of physical events with the flexibility, technology and new expectations that emerged during the pandemic.
For businesses, trade fairs remain an important opportunity to meet customers, develop partnerships, discover innovations and grow internationally.
And for companies planning their next trade fair visit, accommodation should be part of the planning process from the beginning. Fair Point GmbH can help businesses find suitable hotel accommodation for trade fairs and business events, whether they are travelling individually or with a larger team.
Planning your next trade fair visit? Contact Fair Point for help with hotel accommodation and business travel arrangements.
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