It’s easy to forget that for at least two years following the Covid-19 pandemic, trade shows and in-person events looked to be under threat.

First came the lockdowns, then a question: Why spend all that time, effort, and money to be physically present at an event when digital technology provides the means to communicate so easily online?

Stefan Rummel, joint CEO of Messe München has a simple answer for Construction Briefing at the event’s pre-show at an icy cold Munich, Germany, in February.

“You wouldn’t buy a �1 million excavator online, at least not for the next few years,� he says.

“I believe the more digitally you work, the more important it is to meet face to face. Especially if it’s products like capital goods, which are very complex, expensive products.

“It’s also this feeling of trust; is that product really good? Is it worth the price? I think creating meaningful handshakes with people is very important and it only works face to face.�

The last Bauma was held in October 2022 rather than its traditional April slot due to the disruption caused by the Covid pandemic. It was a success: following the pandemic and some events either cancelling entirely or going online, approximately 495,000 visitors from around the world converged on Munich.

Strong numbers expected

Fast forward three years and Rummel expects approximately 550,000 visitors, as well as an exhibitor line up that is more international than ever.

“Overall, we’re talking about 3,500 exhibitors this year from 57 countries. If you compare it to 2019, we have almost around 20% less from Germany. It’s a very international show. We have strong growth from Asia, especially exhibitors from India, Japan, China, and Korea. And we even have some first-time exhibitors from Argentina and the Philippines,� says the joint CEO.

Stefan Rummel, joint CEO of Messe München (Image courtesy of Messe München)

Rummel says that the show doesn’t set specific targets for the number of exhibitors that come from each country, but they do strive to ensure that it reflects current market conditions. “For the strategic layout of the show we take a look at the market shares of the companies and look at who are the key players of the market and who are the most important suppliers. Based on that, you try to acquire them for the show. And usually all of them are coming. So, it’s not, ‘we need more exhibitors from China�, but we take a look at the market shares of the big brands, and these are the first ones that need to be there. Then we look at the mid-size companies and the small companies that are especially innovative. In this way we create the show floor.�

How best to illustrate the sheer size of the event that is Bauma Munich? The show is 614,000 square metres in size, which is equivalent to 86 soccer fields. The police and fire brigade are involved in helping to steer traffic in Munich both to the showground and around it, and it even has its own dedicated Lufthansa baggage drop centre.

The show is a “living organism�, according to Rummel.

The event runs in a three-year cycle, but Rummel says that this doesn’t mean that they have three years to plan. The planning actually happens right after Bauma has finished. “We take some time to analyse the last show and say, what went very well? What segments are more interesting than others? What should we, for the next time, strategically push forward? What should we disinvest?

“There are some strategic questions and operational questions that we analyse and discuss with our key customers and with the associations. Out of that, we create the way forward for Bauma in three years, and then the team starts right away working.�

This year’s Bauma is fully booked and Rummel, who appears to be full of energy � something that no doubt stands him in good stead during show week � is obviously pleased at the large OEMs that are returning to the 2025 event, such as Volvo Construction Equipment, Deutz, CNH, and LiuGong.

Key trends and themes

Two of the biggest trends in the industry are sustainability and digitalisation so it’s no surprise that they will be a focus of the show. An interesting point that Rummel makes is that there will be an increasing focus on the infrastructure needed for these alternative powered machines.

“I don’t know about you, but I haven’t seen any Tesla charging stations so far for any excavator. So, the question is: what does the infrastructure look like? If you have electric excavators, how does the infrastructure look like to charge? I think there are interesting points on that,� he says.

The show itself is looking to be more sustainable � an entry ticket now allows its holder to access public transport to attend the show and Rummel says that they are working on a “sophisticated� waste management system that can increase the amount of materials that can be recycled.

Bauma is a busy week for everyone there; what’s it like for one of those in charge of the whole event? “It’s completely crazy,� he says with a hearty laugh. “It means very long working hours. The day usually starts at 7.30am and we have a show meeting with the whole team where all the work streams are discussed: social media, security, traffic, projects, marketing, press.

“Especially in the beginning, I have a lot of political appointments. There will be our prime minister from Bavaria, the Lord Mayor of Munich, the minister of construction in Germany. We are trying to get the attention of German politics, increase media attention and to make them aware of what’s happening here in Europe with Bauma.

“I have a lot of discussions with key exhibitors. I ask them how: How’s business going? Did you get any leads? Did you sell machinery? We’re trying to get a feeling of how the business value of Bauma. How is the experience and what do we need to improve? And then there are, of course, a lot of evening events. It’s a pretty busy week,� he concludes, with admirable understatement.

With over half a million visitors to cater for, 3,500 exhibitors to ensure they are happy, stands so big they have working elevators, and goodness knows how many pints of beers to be served, it is important for all concerned with organising the behemoth that is Bauma Munich to focus on what they are doing it for.

For Rummel, this is, “When you see the big crowd waiting to come in: that’s the goosebump moment. When it starts and everybody’s waiting and the turnstiles are starting to turn, and then they turn, and everyone streams in.� The clock is ticking until the turnstiles, once more, turn and the biggest trade show on earth begins.