Even with a significantly deteriorated economic situation in many industries trade fairs and related cost-cutting measures trade fairs remain the leading B-to-B communication tool: The German exhibiting companies will invest 43% of their communication budgets in trade shows in this and next year, almost as much as was realized in the two previous years (44%). This is the result of the AUMA_MesseTrend 2010, which now has been published in the series of the Institute of the German trade fair industry.
   
83% of the trade fair budgets will still remain in Germany, small and medium-sized enterprises will even invest as much as 87% domestically. The total number of participations will only decrease slightly from 5.7 in the previous year's survey to a current 5.5. Measured by the number of participations, the foreign presence will be more strongly decreased back from 3.2 to 2.8. In particular, the European trade fair sites are more likely to lose while the non-European sites remain stable.

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