May 5th, 2026
Face-to-face interactions, trust, and genuine dialogue will continue to make trade shows indispensable in 2026. In an increasingly digital world, in-person experiences are gaining in importance. For ET GLOBAL, this is not just a trend, but a conviction.
In the current issue of Messe Stuttgart’s “MESSAGE” magazine (02 | 2026 | only available in German), Wolfgang Appelsmeier, Head of Business Development at ET GLOBAL, discusses the strategic power of trade shows, the perfect trade show booth, and Stuttgart as a home market.
Stuttgart: A Reference Market and a Living Partnership
For ET GLOBAL, Messe Stuttgart is much more than just a venue. According to Wolfgang Appelsmeier, Stuttgart is part of our DNA.
As the official trade show stand builder partner of Messe Stuttgart, we have been supporting exhibitors, organizers, and brands for over 20 years in Stuttgart and for over 55 years worldwide in precisely staging their content.
Think Globally and Deliver Operationally
Whether in Stuttgart, Hamburg, or Shanghai: brand aspirations know no geographical boundaries. At the same time, international presence is a key growth factor for the industry. While Germany is a competitive market, Wolfgang Appelsmeier sees expansion potential internationally: new industries, new investment cycles, and markets where brand building and infrastructure are still growing dynamically. Markets like China, for example, demonstrate how dynamically trade show design, technology, and data management are evolving.
