Germany: Always open to new ideas

The world is turning faster and faster, and industries are subject to rapid change. Messe Stuttgart focuses on developing events with new themes as well as its existing event formats.

For Roland Bleinroth, managing director of Messe Stuttgart, the trade fair industry is in a state of constant flux: “It is our task to respond to changes in the market.” The trade fair company’s database contains almost 600 ideas for new trade fairs or conventions that are ready for development and implementation. Moreover, there is a dedicated team for new product development. Not only do they create completely new trade fairs; they also revise existing formats and bring new events to the trade fair centre. Messe Stuttgart analyses market trends, the competition and fields of industry that offer the potential for new events. “We also talk to the state of Baden-Württemberg and develop new themes for events that tie in with the economic policy agenda,” explains Bleinroth. “Based on this, ideas emerge that suit the region’s strengths.” Good examples of this are the trade fairs Quantum Effects, which was held for the first time in 2024, and Selbstausbau. The latter is a new exhibition held as part of CMT and aimed at people who want to enhance or convert their caravanning vehicle.

Right from the outset, nothing is excluded. “We examine each idea to ascertain whether it has potential in principle,” adds Stefan Lohnert, who is one of four joint managing directors of Messe Stuttgart. The whole process, which can take over a year, starts with the search for a theme for an event and ends with actually staging the event. And not every idea becomes a successful trade fair. “In four out of five cases, it just doesn’t work out. But that makes it all the more pleasing when something does.” One surprising example was “Bravo”, a trade fair revolving around the theme of brass band music. “It works really well,” says Lohnert. He is keen to stress that Messe Stuttgart launches a large number of new products compared to other German trade fair companies. “We add an average of one new trade fair to the portfolio each year.” Guest events such as Comic Con Stuttgart are also part of the trade fair company’s strategy – as are the organisation and staging of events at external venues like Touristik & Caravaning Leipzig in Saxony.

The trade fair business always involves a combination of creativity, observation of the market and partnership, believes Bleinroth. “Our staff are constantly on the go, looking for new inspiration,” he says. “The success of a trade fair is ultimately dependent on many factors.” It requires the approval of leading figures, financial stability and sometimes also the right political context. But the important thing is “that we are always open to new ideas and believe in them,” argues Bleinroth. He gives the example of the next event Messe Stuttgart will be launching: Efx, the Expo for Electronics Manufacturing (Efx), which will provide a forum for the electronics manufacturing industry. The event will be held for the first time in October 2026. Stuttgart is a very important location for innovation – not least due to the global players, SMEs and leading research institutes and universities that are present locally: “Efx offers the perfect showcase for presenting the latest technologies to a high-quality trade audience and highlighting the region’s strengths when it comes to innovation,” asserts Bleinroth (www.messe-stuttgart.de).