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The story of Messe Augsburg

The story of our origins and our success in milestones

Here at Messe Augsburg we have been offering space and infrastructure for a wide range of events for over 35 years—at all times combined with a focus on professionalism, quality and service, while constantly striving to improve and develop further.


We are celebrating our anniversary! 35 years of Messe Augsburg are 35 years of exciting, thrilling, diverse events. We have welcomed numerous visitors during this time, organized, designed and experienced numerous events. Many more will follow in the coming years - we are looking forward to it!


The AMERICANA event in September when Messe Augsburg re-opened was a great success: Europe's cult event for Western riders attracted almost 39,000 visitors who, with an effective hygiene concept, enjoyed a safe and relaxed visit to the fair and also thrilled the over 250 exhibitors with their high willingness to purchase.

The extensive protection and hygiene measures enable Messe Augsburg to ensure the safe participation for all trade fair visitors during the period of the Covid-19 pandemic.

Lorenz A. Rau, Geschäftsführer der Messe Augsburg
Lorenz A. Rau, Geschäftsführer der Messe Augsburg


Lorenz A. Rau becomes the new Managing Director in March—at a turbulent time: the entire trade fair sector was badly hit from the fallout of the Covid-19 pandemic, and the economic impact for all those concerned was catastrophic.

However, Messe Augsburg is taking advantage of the time to show an immediate reaction in the form of fundamental strategic, operational and organizational adjustments. In summer 2021, the company will adopt the WIR strategy, a forward-looking efficiency and strategy concept.

Messe Augsburg also assisted the Augsburger Tafel (a food charity) in its logistics handling during this time by making Hall 2 available. People who depended on the services of the Tafel charity therefore also received the essential supplies they required during that challenging time.


After the ‘ground-breaking’ new build of Hall 2 on September 28, 2018, Hall 2 was formally inaugurated during interlift—the world’s leading trade fair for the elevator / lift industry which was held on October 15, 2019. The most recent hall at Messe Augsburg impresses with its state-of-the-art technical equipment and energy-saving design. Hall 2 uses state-of-the-art ventilation technology, and the building, which has no pillars, also offers air exchange using integrated heat recovery.

In addition, this year events were held for the first time that had been organized by Messe Augsburg itself EXPERIENCE ADDITIVE MANUFACTURING, OFF-GRID Expo + Conference and the CLEAN AIR Experts Day.

Die Experience Composites feiert 2016 Premiere auf dem Augsburger Messegelände


Experience Composites—a trade fair for fiber composite materials, lightweight construction and carbon—took place for the first time from September 21 to 23, 2016. The trade fair is a further step in the implementation of the progress strategy of Messe Augsburg to act as a trade fair organizer beyond the region in the future.

This year also held a surprise in store for Messe Augsburg; an aerial bomb from the Second World War was found in Jakoberwallstraße in Augsburg. The unexploded bomb had to be defused and the residents who were affected were evacuated. Messe Augsburg offered Schwabenhalle (Hall 1) to the residents as emergency accommodation until the all-clear was announced and the residents could return to their own homes.


The inauguration of the newly built Hall 4 took place on October 13, 2015. The contemporary exhibition hall was a hit with its pillar-free construction, plenty of natural light, modern technology and its low energy consumption. It’s modern equipment and facilities made it a perfect venue for trade fairs and events of all kinds.


Messe Augsburg was starting to invest more in innovation and the development of a portfolio of trade fairs and congresses that aligned with the region’s specific areas of expertise. Messe Augsburg was therefore already hosting the following events, among others, by 2012:


  • JAGEN UND FISCHEN—in Augsburg for the first time, previously in Munich (from January 19 to 22)
  • Messe Gloria (from May 10 to 12)
  • Golf Europe (from September 16 to 18)


In 2010 Messe Augsburg decided to create a new department for exhibitions organized by Messe Augsburg itself. This department handled the design, planning and implementation of exhibitions. The department is tasked with monitoring trends, organizing events and supporting programs and also focuses on acquiring new exhibitors and visitors.

This commitment and the power of the economic area of Augsburg as one of the top high-tech regions in Europe gave rise to later successful in-house events, including EXPERIENCE ADDITIVE MANUFACTURING, OFF-GRID Expo + Conference and CLEAN AIR Experts Day.

2010 also saw Gerhard Reiter become CEO of Messe Augsburg.

Grundsteinlegung der Halle 5


The foundation stone was laid on December 1, 2008 and the inauguration of Hall 5 followed in 2009. The multi-purpose hall structure had no pillars and a totally self-supporting hall roof. It was a stunning space with modern equipment and facilities, state-of-the-art technology and low energy consumption along with natural light and air conditioning.


The Messe Augsburg trade fair grounds were formally opened on April 9, 1988. Messe Augsburg would now provide the perfect locations and the suitable framework conditions for trade fairs and events. The many and varied opportunities gave rise to numerous successful guest events over the coming decades—from high-profile trade fairs to innovative congresses and conferences, to memorable concert experiences.



Messe Augsburg was founded under the name “Augsburger Schwabenhallen und Veranstaltungsgesellschaft mbH” on June 12, 1986. The foundation for the successful future of the Augsburg trade fair company was laid.

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