The trade fair industry is undergoing a transformation. Once again. I'm allowed to write that, I've been around long enough. In October it will be 26 years. That's why this is my first editorial in the tw tagungswirtschaft - and also my last for the m+a report. I will soon be ending my professional life and moving into retirement. Even then, I will not let go of the meeting. It is/was my USP No. 1: Trade fairs without personal contact? That simply doesn't work. USP no. 2: the haptic. Feeling, seeing, tasting, touching, grasping, the 360-degree experience, goosebump moments. And then there are points 3 to infinity: trade fairs are colourful and diverse, inspiring, international and intercultural, educational, cosmopolitan and simply exciting. Trade fairs are emotions, are experiences, stimulation and inspiration, are exchange and interaction, are the future, show the future, arouse curiosity and satisfy curiosity, offer solutions for current challenges, bring the economy to life, tell business stories, promote science, make politics, are sometimes political, send messages, offer a lot of know-how transfer, celebrate chance - and in the background they do a lot of work, even years and months before the actual event, which is a rather virtual product until it is realised. This applies not only to the organisers, but also to the exhibiting companies. Trade fairs are logistical tour de force that require a great deal of flexibility and a willingness to provide service, which is another reason why they are real marvels. The trade fair industry is incredibly diverse. This makes it incredibly complex, not easy to grasp and often enough in need of explanation. It is definitely worth taking a look inside and behind the scenes.

And because digital technology is now becoming more and more prevalent - working with AI is only just beginning - new opportunities are opening up: There is so much to try out, develop and experience. But above all to do, especially beyond the square metres. A completely new world is opening up here, and not just for the organising trade fair industry. For trade fairs, this is a new step forward in their significance, a further change in their 800-year history. It shouldn't be too long before the topic of "digital added value" (especially if it is linked to sales) increasingly dominates the agendas. There is so much potential in this. And the organisers have what it takes to develop their platforms into meta-levels, especially at the leading international trade fairs. Trade fairs are probably the oldest marketing instrument in the world for a reason; the "bringing to market" of products and services has always been a key sales tool - and as solid sales channels, they are essential pillars of the global economy. Financial investors have also realised this in the meantime: they are entering the trade fair and event industry intensively. In "my" 26 years, trade fairs have been declared dead several times: with the advent of the internet, the bursting of the internet bubble, the banking crisis and, most recently and still fresh in our minds, the coronavirus pandemic. And these crises, accompanied by strong consolidation, always signalled the start of new boom times. Thank you for your trust, your support and the consistently good cooperation, your suggestions and constructive criticism, the many positive encounters. I would be delighted if you would transfer this trust to my colleagues.

Christiane Appel