Messe Frankfurt Targets Record Sales, But Frankfurt’s ‘Eyesore’ Station District Raises Concerns
FRANKFURT, Germany – December 5, 2025 – Messe Frankfurt, one of the world’s largest trade fair organizers, is setting its sights on a record-breaking 800 million euro sales figure for 2026, but a significant hurdle threatens to derail its ambitions: the increasingly negative impression created by the area surrounding Frankfurt Central Station. This breaking news comes as the fair navigates a shifting global landscape and invests heavily in future growth, including a controversial expansion into Saudi Arabia.
First Impressions Matter: The Station District Dilemma
According to Messe Frankfurt Chairman Wolfgang Marzin, the walk from the central station to the exhibition center along Düsseldorfer Straße is leaving a poor taste in the mouths of international visitors. “Unfortunately, you can’t undo the first impression,” Marzin stated at the annual final meeting. Customer feedback has been blunt: the area is perceived as an “eyesore.” This isn’t merely an aesthetic issue; it directly impacts the perception of Frankfurt as a premier business destination. For a fair that generates a staggering 3.7 billion euros in economic activity worldwide and supports over 30,000 jobs, maintaining a positive image is paramount.
Financial Performance & Global Expansion
Despite the station district concerns, Messe Frankfurt remains a financial powerhouse. The company reported a profit of 39 million euros in 2025, with total sales reaching 766 million euros. While down slightly from 2024’s 775 million euros, the organization anticipates a significant boost in even-numbered years, driven by key events like Automechanika. The fair’s economic impact on the Frankfurt region is substantial, contributing 2.1 billion euros in returns and supporting 17,200 local jobs, alongside 45 million euros in tax revenue for the city.
However, the real growth story lies abroad. Messe Frankfurt is aggressively expanding its presence in emerging markets, planning five new events in India and launching an Automechanika fair in Jakarta, Indonesia in 2026, accompanied by a new office opening. This strategic shift reflects a broader trend in the trade fair industry: steeper growth curves are now being achieved outside of Germany. The company currently boasts a 52/48 domestic/foreign sales ratio, a figure it expects to shift further in favor of international markets.
Eurobike Faces Headwinds, IAA’s Transformation
Not all of Messe Frankfurt’s ventures are thriving. The Eurobike bicycle trade fair is facing challenges, with Marzin acknowledging that its performance is directly tied to the health of the retail sector. Two major associations have already announced their withdrawal from the fair in 2026, prompting Messe Frankfurt, which holds a 49% stake through Fairnamic, to increase its involvement.
Marzin also took a pointed swipe at the International Motor Show (IAA) in Munich, describing it as “no longer a trade fair” due to its reduced scale and reliance on public spaces. This contrasts sharply with the IAA’s former glory, when it was the world’s largest car show and a cornerstone of Messe Frankfurt’s portfolio before relocating to Munich in 2019.
Investing in the Future: Sustainability & Technology
Looking ahead, Messe Frankfurt is committing significant resources to infrastructure and technology. A 16 million euro investment is planned for the Frankfurt location in 2026, focusing on sustainability initiatives like improved waste management, energy efficiency, and a greener vehicle fleet. Globally, the company is investing 70 million euros in new IT infrastructure, leveraging SAP technology to consolidate and analyze data from all its subsidiaries. This data-driven approach is crucial for optimizing operations and identifying new growth opportunities.
Geopolitical Considerations & A Long-Term Vision
Despite limited space for new events in 2026, with only 30-35 available days, Messe Frankfurt remains optimistic. Managing Director Detlef Braun emphasizes the company’s core strategy: “Frankfurt remains a fixed point, the world remains our marketplace.” He acknowledges the influence of geopolitical factors, such as the trade policies of figures like Donald Trump, but remains confident in the long-term prospects of the 800-year-old trade fair tradition. “The future of credibility is live,” Braun asserts, underscoring the enduring value of in-person events in a digital age.
The decision to open an office in Saudi Arabia, despite ongoing human rights concerns and death sentences being handed down, highlights the company’s willingness to pursue opportunities in challenging markets. This move, while controversial, underscores the global ambition and pragmatic approach of Messe Frankfurt as it navigates a complex and ever-changing world. The fair hosted almost five million people worldwide in 2025, with around 95,000 companies exhibiting – a testament to its continued relevance and influence.
Messe Frankfurt’s success isn’t just about numbers; it’s about fostering connections, driving innovation, and contributing to the global economy. Addressing the concerns surrounding the station district will be crucial to maintaining that success, ensuring that the first impression visitors receive reflects the quality and prestige of the events within.
