In 2026, German companies will feature less frequently at international trade fairs under the "Made in Germany" brand, with subsidised joint stands dropping by 10% from the previous year. The federal government has increased the budget marginally to €44 million, but rising costs in the industry, up to 40%, mean the increase fails to offset expenses.
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The Association of the German Trade Fair Industry (AUMA) warns the reduction threatens export opportunities for SMEs. Jörn Holtmeier, Managing Director, stressed that fewer joint stands could significantly limit market access and urged the budget be raised to €49 million to maintain quality and participation.
Despite the decline, Germany plans 236 joint ventures in over 50 countries, with a strong focus on Southeast Asia and the USA. Notable events include CES in Las Vegas, Chinaplas in Shanghai, and Germany's first joint stand at Vietnam's VIATT textile fair. The program typically covers around 50% of exhibitors' costs and is credited with high economic impact, generating €216 of added value per euro spent. Since 1949, the initiative has supported over 215,000 medium-sized enterprises in expanding internationally.
Source: www.moebelfertigung.com
