Hannover Messe

What Hannover Messe does

Hannover Messe is the world's leading trade fair for industrial technology, organized annually by Deutsche Messe AG at the Messegelände exhibition grounds in Hannover, Germany. Founded in 1947, the event convenes industrial technology companies, professional decision-makers, and research institutions across eight integrated themed areas: Automation & Smart Manufacturing, Digital Solutions, Industrial AI (cross-cutting lead theme), Industrial Engineering & Supply, Motion & Drives, Compressed Air & Vacuum Technology, Industrial Energy, and Research & Innovation. The 2026 edition ran April 20–24 with Brazil as the official Partner Country, drawing 140 Brazilian exhibitors across six halls, while the 2027 edition is scheduled for April 5–8 with Spain as Partner Country.

The platform combines a physical trade fair with a digital services layer. Core products include the Hannover Messe trade fair itself, the HANNOVER MESSE App for iOS and Android with exhibitor search and smart routing, the Exhibitor & Product Search directory, Networking & Lead Management services with digital business cards, the Center Stage conference program, Solution Labs, Special Events, and the AI Experience Pavilion. Digital add-ons include the Dynamic Tours AI web app (augmented-reality-enabled self-guided AI highlights tour) and the KI für den Mittelstand (AI for SMEs) readiness program. The company features third-party innovations such as Siemens Industrial Copilot, Agile Robots' Agile ONE humanoid robot, and it's OWL Engineering Automation tools.

Hannover Messe's business model is event-driven and B2B. Revenue streams comprise exhibitor booth rentals and participation fees, visitor ticket sales (online shop with PDF and wallet delivery), conference and event sponsorship, digital advertising and lead-management services, and accommodation referrals through the get2fairs service. GTM is primarily event-driven, supplemented by the official website, mobile apps, email newsletters, social media, podcasts, and a global network of international subsidiaries and sales partners across Africa, Asia, Europe, and the Americas. Institutional partners include VDMA and ZVEI as ideological partners, with annual Partner Country relationships and recurring flagship anchors (Siemens, Agile Robots, it's OWL, IPH) anchoring enterprise participation. Pricing for booth space is quote-based and not publicly disclosed.

Name

Hannover Messe

Legal name

Deutsche Messe AG

Website

https://hannovermesse.de

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

251–500 employees

Short description

Hannover Messe operates the world's leading industrial innovation trade fair, hosted annually in Hannover, Germany by Deutsche Messe AG. The event connects global industrial technology exhibitors with professional decision-makers across automation, AI, digital solutions, energy, and engineering themes.

Ownership category

akta.pro rank

Product category

Industrial Trade Fair Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Manufacturing, Industrial Equipment & Automation Shows Organizers (THAHABAF)

akta.pro secondary industries

Industry-Specific B2B Trade Show Organizers (THAHABAB), Trade Shows & Industry Expos (B2B) (MPAGAHAB), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Industrial trade fair
• Trade fair services
• Industrial automation
• Factory automation
• Exhibition services

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibitor booth rentals and participation fees: Companies pay to exhibit at Hannover Messe, renting booth space in the exhibition halls. The revenue is event-driven and recurs annually.
2. Visitor ticket sales: Professional visitors purchase tickets to attend the trade fair. Tickets are sold through online shop with PDF and wallet ticket delivery.
3. Conference and event sponsorship: Companies sponsor conference sessions, keynotes, and special events at the trade fair.
4. Digital services and advertising: Revenue from digital advertising on the website, networking services, lead management tools, and exhibitor services.
5. Accommodation services: get2fairs provides accommodation services for exhibitors and visitors, including hotel bookings and alternative lodging options.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Hannover Messe operates the world's leading B2B industrial innovation trade fair held annually at the Messegelände exhibition grounds in Hannover, Germany. The core offering combines a physical exhibition platform spanning eight integrated themed areas (Automation & Smart Manufacturing, Digital Solutions, Industrial AI, Industrial Engineering & Supply, Industrial Energy, Motion & Drives, Compressed Air & Vacuum, Research & Innovation) with supporting digital services including mobile apps, exhibitor/product search, networking and lead management tools, self-guided AI tours, and conference programming. Revenue is generated primarily from exhibitor booth rentals, visitor ticket sales, conference sponsorships, and digital advertising.

Product overview

Hannover Messe is the world's leading industrial innovation trade fair, operated by Deutsche Messe AG in Hannover, Germany. The offering is a platform-plus-event architecture combining an annual physical trade fair with digital services. The core product is the trade fair itself, organized into themed exhibition areas covering Automation & Smart Manufacturing (Halls 13, 26, 27), Digital Solutions (Halls 14–17), Industrial AI (cross-cutting lead theme), Industrial Engineering & Supply, Motion & Drives (Hall 12), Compressed Air & Vacuum Technology (Hall 11), Industrial Energy (Halls 22, 23), and Research & Innovation. Supporting the physical exhibition are digital services including the Hannover Messe App, exhibitor and product search directory, networking and lead management services, Dynamic Tours AI (self-guided AI highlights tour), AI Experience Pavilion, Center Stage conference program, Solution Labs, and the exhibitor shop. Featured third-party products at the fair include Siemens Industrial Copilot, Agile Robots' Agile ONE humanoid robot, and it's OWL's Engineering Automation suite. The next editions are Hannover Messe 2026 (April 20–24, 2026, Partner Country: Brazil) and 2027 (April 5–8, 2027, Partner Country: Spain).

Differentiator

Problem solved

Functional benefit

Products and services

• Hannover Messe Trade Fair Platform
• HANNOVER MESSE App
• Dynamic Tours AI
• Networking & Lead Management Services
• AI Experience Pavilion
• KI für den Mittelstand (AI for SMEs)
• Online Ticket Shop
• Exhibitor & Product Search
• get2fairs Accommodation Service
• Center Stage Conference Program

Quantifiable outcome

• World's leading industrial innovation trade fair
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability15 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered flagship, core and major.

• Spain as Partner Country 2027flagshipStrategic or Co-development Partner · 1 January 2027Spain will be the partner country for Hannover Messe 2027 (April 5-8), continuing the tradition of annual partner country relationships.
• Brazil as Partner Country 2026flagshipStrategic or Co-development Partner · 20 April 2026Brazil was the official partner country of Hannover Messe 2026. Organized by Brazil Machinery Solutions (BMS) in partnership with ApexBrasil and ABIMAQ, with 140 exhibitors across six halls showcasing AI, automation, and sustainability technologies.
• German Chancellor and Brazilian PresidentflagshipStrategic or Co-development Partner · 20 April 2026Opening ceremony of Hannover Messe 2026 attended by German Chancellor Friedrich Merz and Brazilian President Luiz Inácio Lula da Silva, highlighting the Brazil partner country relationship.
• VDMA (Verband Deutscher Maschinen- und Anlagenbau)coreStrategic or Co-development PartnerIdeelle Partner (ideological partner) of Hannover Messe, representing German mechanical and plant engineering industry.
• ZVEI (Zentralverband Elektrotechnik- und Elektronikindustrie)coreStrategic or Co-development PartnerIdeelle Partner (ideological partner) of Hannover Messe, representing the German electrical and electronics industry.
• International Sales Partners NetworkcoreChannel Partner/ Reseller/ DistributorGlobal network of subsidiaries and sales partners covering Africa, Asia, Europe, and Americas (including China, India, USA, Brazil) for international exhibitor and visitor support.
• Siemens AGflagshipStrategic or Co-development PartnerSiemens was the key exhibitor at Hannover Messe 2026, hosting the Official Opening with German Chancellor Merz and Brazilian President Lula da Silva. Showcased industrial AI, digital twins, and automation solutions.
• Agile Robots AGmajorStrategic or Co-development PartnerPresented Agile ONE humanoid robot with Physical AI capabilities at Hannover Messe 2026, demonstrating the integration of robotics and AI in industrial applications.
• it's OWLmajorStrategic or Co-development PartnerCompetence network showcasing Engineering Automation live demonstrations including KI-Copilots, Cobot configuration, and sustainability solutions (GoProZero, Scheinwerfer with digital green twin).
• IPH - Institut für Integrierte Produktion HannovermajorStrategic or Co-development PartnerResearch institute demonstrating voice-controlled robotics with spider-like robot using AI for speech recognition and robot control at Niedersachsen Gemeinschaftsstand.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Messe München (Messe Munich): Operator of Bauma, automatica, and IFAT — Germany's other leading industrial trade fair group. Directly comparable as a German trade-fair organizer monetizing booth rentals, tickets, and sponsorship across industrial automation and capital-equipment themes.
• Messe Frankfurt: Operates ACHEMA, Ambiente, Light+Building, and a large international subsidiary network (e.g. in China). Comparable as a flagship German trade-fair organizer with a broad industrial and consumer-tech portfolio and global sales footprint.
• Messe Düsseldorf: Organizer of interpack, drupa, K, and wire/Tube — a peer German trade-fair operator with similar booth-rental and international-partner monetization, targeting industrial and capital-goods exhibitor bases.
• Koelnmesse: Operates Anuga, gamescom, ISM, and other industrial/consumer trade fairs in Cologne. Closely comparable in scale, German footprint, and B2B show portfolio mix relying on recurring annual event revenue.
• Messe Berlin: German trade fair organizer running IFA, ITB, and BOOT Berlin. Comparable as a privately held German trade-fair company with similar revenue drivers (booth rentals, ticketing, sponsorship) and digital extension strategies.
• SPS (Smart Production Solutions): European industrial-automation trade fair organized by Mesago (in the FrancoTurismo/Schall group). Directly comparable as a B2B automation trade show competing for industrial-automation exhibitor budgets Hannover Messe also targets.
• automatica: Munich-based trade fair for robotics and automation, run by Messe München. Directly comparable as a focused industrial-automation exhibition anchored in Germany and competing head-to-head for robotics and smart-manufacturing exhibitors.
• IMTS (International Manufacturing Technology Show): Held biennially in Chicago by AMT – The Association For Manufacturing Technology; comparable as a flagship industrial/manufacturing-technology trade show serving global exhibitors and professional visitors, though focused on metalworking and machine tools.
• Fiera Milano: Italy's largest trade-fair organizer, running industrial shows such as Milano Fashion & Jewels, Made in Steel, and Simei. Comparable as a publicly listed European trade-fair group with venue-based booth-rental economics and B2B focus.

Regional players

• VDMA / EMO organizer: EMO, the world-leading metalworking trade fair (last hosted in Hannover by VDW/VDMA). Temporally alternates with Hannover Messe and competes for the same industrial exhibitor base, making it a regional/niche peer for the metalworking track within Hannover Messe's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/hannover_messe
• Facebookfacebook.com/hannovermesse.fanpage
• LinkedInlinkedin.com/company/undefined

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hannover Messe