In a time when sustainability is becoming increasingly important for everyone, companies are compelled to examine their mobility and travel habits. Trade fairs play a crucial role in this. Attending a trade fair not only offers the opportunity to establish numerous business contacts but also replaces countless individual business trips. This benefits not only the company’s wallet but also the environment.
In this blog post, we delve deeper into the unique advantages of trade fairs and their potential to make business travel patterns more sustainable (source: AUMA study).
Trade fairs consolidate business meetings
One of the greatest benefits of trade fairs is their function as a gathering point for the industry. Companies, suppliers, and customers come together in one location, enabling multiple business discussions and meetings within a short time frame. According to the recent AUMA study, trade fair attendees have an average of 13.1 business contacts per day. Without trade fairs, many of these meetings would require individual trips. On average, a trade fair visit eliminates as many as 5.1 individual trips per day. For international visitors, this number can rise to nearly 8 avoided trips per day.
This consolidation of meetings is especially valuable in a time when efficiency and cost savings are high on the agenda.
Trade fairs make it possible to meet clients, present new products, finalize contracts, and discuss innovations – all within a single event.
International visitors benefit the most
For international visitors, the advantages are even greater. The high concentration of business opportunities at trade fairs makes long journeys worthwhile. An international trade fair visitor has an average of 17.8 business contacts per day, compared to 10.8 contacts for national visitors. Additionally, visitors from more distant regions often have a more focused approach, using their time at the trade fair for essential activities such as product discussions and contract negotiations. This intensity and focus are hard to match in a series of individual trips.
This means that international visitors not only work more efficiently but also have a greater impact on their business. Avoiding individual trips is not only cost-saving but also significantly reduces the ecological footprint.
Trade fairs foster genuine human connections
Despite the rise of digital communication, the AUMA study emphasizes that personal meetings remain indispensable in business. More than 60% of the business contacts made at a trade fair cannot be achieved digitally with the same quality. In a time when artificial intelligence and the uncertainty of online interactions are increasing, trade fairs offer a unique opportunity to connect with real people. Unlike virtual meetings, where you might wonder if you’re speaking with a real person or a cleverly designed avatar, trade fairs provide the authenticity and trust that only face-to-face meetings can deliver.
Meeting face-to-face ensures genuine connections, body language, and that human contact that no digital interaction can replicate. This authenticity is invaluable for building strong and reliable business relationships, where you can be confident you are dealing with real partners.
Sustainability and efficiency go hand in hand
The role of trade fairs in reducing the ecological impact of business travel cannot be underestimated. The research shows that visitors often schedule additional meetings around their trade fair visit to further optimize their trip. Nearly 45% of visitors combine the trade fair with additional business appointments, and 17% extend their stay with a private getaway. This combined travel approach not only reduces the number of separate trips but also contributes to a more efficient use of resources.
Additionally, trade fairs play a key role in promoting sustainable travel. Companies and visitors increasingly opt for environmentally friendly transportation options such as public transit. More than half of trade fair visitors report consciously considering sustainability when planning their trip. For companies, this is an opportunity to achieve their CSR (corporate social responsibility) goals while also saving costs.
The economic impact of trade fairs
Trade fairs benefit not only individual companies but also contribute to the broader economy. In Germany, known as the trade fair hub of the world, more than 330 major trade fairs are held annually. These events attract millions of visitors and generate significant economic activity, from hotel stays to catering services and local transportation.
By enabling companies to limit their trips, trade fairs also help control costs in a time when companies are critically evaluating their budgets. This makes trade fairs a win-win situation: cost savings for companies and a boost for the local economy.
The future of trade fairs
As the world increasingly focuses on sustainability and digitalization, trade fairs remain an indispensable platform for business success. Innovations such as hybrid events can enhance accessibility, but the core value of trade fairs remains their physical character. The personal interactions and the consolidation of business meetings in one place are benefits that are not easily replicated. For companies looking to make their travel strategies more sustainable and work more efficiently, trade fairs offer a unique opportunity. By investing in well-planned trade fair visits, companies can reduce their ecological footprint while improving their business outcomes.
Trade fairs provide companies with a unique opportunity to consolidate business meetings and avoid separate trips. They combine efficiency, cost savings, and sustainability into one powerful platform. For companies seeking ways to optimize their travel behavior without compromising on quality, trade fairs are an indispensable part of their strategy. With their ability to facilitate personal interactions and achieve business goals, trade fairs remain a vital pillar of modern business – now and in the future.
