First published in Exhibition World Issue 4 - August / September 2025

fconnect MD Miranda Martin focuses in on how collaboration across two big European trade fair cultures can bring benefits to both sides

Germany has long been one of the cornerstones of the global exhibitions industry - alongside the UK and the US in legacy terms. But today, as some of the country’s largest shows wrestle with declining numbers and shifting relevance, the industry is entering a period of necessary evolution.

This is not a crisis - but a moment of transition and opportunity. And, increasingly, the solution is being found through international collaboration.

Last month, tfconnect Chairman Trevor Foley spoke at a London event bringing together British and German organisers. He then travelled to Germany to meet a group of independent organisers, where the appetite for deeper cooperation was striking. The message from both sides: now is the time to build stronger bridges between the two markets.

British organisers are already making serious inroads into Germany. Clarion, Easyfairs, CloserStill Media, and DCD have all made moves, with growing presence and successful events. Others have been active in the market for years - Smarter Shows and Tony Robinson’s UKI were early movers in what is now becoming a much broader trend.

tfconnect is facilitating conversations that go beyond simple market entry. We’re seeing serious interest in joint ventures, co-located events, and cross-border M&A activity. There’s a growing understanding that combining resources, market knowledge and different organisational cultures can create stronger, more resilient events.

With parts of Asia still unsettled and uncertainty in the US - particularly with the impact of ‘Trumpism’ - many UK organisers are looking closer to home. Germany, with its depth of industry, venue infrastructure and highly skilled professionals, is a logical place to focus.

At the same time, German organisers are recognising the benefits of new partnerships. UK organisers bring a level of pace, commercial focus and product development agility that can complement more traditional German approaches. It’s not about one being better than the other - it’s about blending different strengths to meet today’s market demands.

There’s clear opportunity here for organisers on both sides to accelerate growth, diversify portfolios, and build more future-proof event models. And this isn’t only about headline deals.

Behind the scenes, the roles we’re working on to support this collaboration require professionals with deep knowledge of both markets, who can operate fluently between the two cultures, manage cross-border teams, and align strategic priorities in a collaborative environment.

This wave of activity is more than just exploratory - it’s becoming structural. And with this momentum, expectations are rising. We’re not simply starting the conversation; we are in the midst of a new era of dialogue between two of Europe’s most important exhibition markets.

If that dialogue continues to deepen - with open minds, shared risk, and long-term vision - it could reshape the European exhibition landscape for the better.