Trade fairs are visionaries and adaptation artists – or they should be, provided they want to remain relevant for the long term. They must command the art of always staying one step ahead of their time, anticipating or even defining the next trend or hot topic, and constantly adapting to new situations.
Hamburg Messe und Congress has been especially successful in enacting this transformation with two of its own events, the leading international maritime trade fair, SMM, and the international flagship fair of the food and hospitality industry, INTERNORGA. At the proud age of over 60 and 100 years respectively, HMC’s most time-honoured events are still neck-and-neck at the top of the game when it comes to business success.
Their mottos clearly express the underlying programmes: For example, when INTERNORGA began using the phrase “Where Trends Learn To Walk” in 2025, it put the spotlight on the latest developments for its international audience; and SMM has underlined its ambition using the motto “Driving the maritime transition”. Both statements are confirmed true at each returning fair.
In the new trend section “Future Food” at the most recent INTERNORGA, visionary companies demonstrated in impressive ways how plant-based products, alternative proteins, food tech and fermentation will re-define tomorrow’s meals in the out-of-home segment. This forward-looking area for sustainable nutritional concepts complemented the well-established Newcomers Area, alongside the digital and AI-based solutions offered at the AI CENTER, highlighting the innovative spirit of INTERNORGA.
Artificial Intelligence? Indeed, and the AI CENTER at SMM likewise showcased numerous state-of-the-art solutions. Plus, of course the maritime flagship fair provided young companies with an opportunity to present their inspiring products in the Start-ups@SMM section. With decarbonisation, digitalisation, recruiting as well as maritime security and defence on the agenda, SMM once more covered all the industry’s key topics.
But content isn’t all that counts. Increasingly, presentation makes a major difference, as well. Today, digital platforms help guests establish new business relationships or strike up conversations. At HMC’s major trade events, open conference formats have been enhancing knowledge transfer in recent years: instead of meeting behind closed doors, experts now discuss the sector’s urgent issues on open, freely accessible stages placed right in the middle of the exhibition space. In the evenings, open networking events titled “Wine o’clock” or “OFF THE RECORD” provide a relaxed environment for further discussions and a harmonious conclusion of the eventful trade fair day.
All these formats introduced in recent years demonstrate how trade fair culture keeps changing at Hamburg Messe und Congress. It will continue to do so in future!
