DÜSSELDORF, Germany — CARAVAN SALON Düsseldorf, Messe Düsseldorf’s mobile travel trade show, reported a record number of 810 exhibitors from 41 countries this year.
Held Aug. 29-Sept. 7, the event also saw more than 269,000 visitors, which is about 15,000 more participants compared to last year, with 36% being first-timers.
Trade Show Executive spoke with Stefan Koschke, Director Caravan Salon 2025 at Messe Düsseldorf, about this event’s growth — and bright future.
ANDREW: What do you think led to the show’s record number of exhibitors?
STEFAN: As the largest and most important caravanning trade fair, CARAVAN SALON is indispensable for many exhibitors. As the undisputed industry meeting place, the world’s leading trade fair presents the largest selection of motorhomes, caravans and campervans, as well as accessories, services and destinations.
Especially in economically challenging times, the invaluable importance of CARAVAN SALON for the caravanning industry is clearly evident. This trade fair is the place to be — only in Düsseldorf are all the renowned national and international manufacturers gathered together, allowing visitors to see the entire spectrum of the market in one place.
CARAVAN SALON showcases the premieres for the coming season — top products, innovations and world firsts available to the public for the first time, complemented by numerous exciting new exhibitors who have further expanded the variety of models on offer. Many exhibitors are aware of this unique selling point of CARAVAN SALON — and therefore want to be there with a trade fair presence.
ANDREW: How does this show draw in first-time attendees?
STEFAN: Caravanning continues to enjoy enormous popularity as a form of vacation. Many of these newcomers specifically sought out the Starter World in the outdoor area to get advice on vehicle types, how to use accessories, and the right choice of travel routes and campsites.
A broad-based and carefully coordinated media strategy made it possible to reach these newcomers on all relevant channels. Traditional media such as print and TV were specifically linked with digital platforms such as social media, websites, newsletters and influencer collaborations. This cross-media presence ensured that a wide variety of target groups were reached at the right time and in the right environment.
In addition, attention-grabbing campaigns and interactive content ensured that not only a large number of people were addressed, but also that a lasting impact was achieved.
ANDREW: Were there any new features this year? How did they impact the event?
STEFAN: This year saw a number of important changes at the exhibition center. In view of the upcoming modernization of the fairgrounds in the coming years, we have already created a new hall structure that will provide visitors with consistent orientation in the long term. Our aim was to establish a sustainable layout that will remain in place for years to come and ensure a clear, reliable structure.
This is particularly relevant for end consumers. Many exhibitors used the new halls to tailor their presentations even more closely to their target groups.
With eye-catching stand designs, open communication areas, and interactive elements, they created worlds of experience that appeal to end customers on an emotional level and provide trade visitors with targeted information.
Creative designs, innovative forms of presentation, and high-quality staging gave the event a fresh, modern look. These impulses noticeably increased the attractiveness of CARAVAN SALON and made the trade fair visit even more varied, inspiring, and inviting for all target groups.
ANDREW: How have your organizing strategies changed for this event?
STEFAN: We are continuously developing CARAVAN SALON further — with a clear focus on the different needs of our visitor groups. For end consumers, we create inspiring worlds of experience in which they can not only discover products, but also experience caravanning with all their senses.
For trade visitors, we design targeted networking and information formats that promote exchange on a professional level and generate business opportunities. Today, a modern trade fair is a meeting place, a showcase and an experience all in one — and our goal is to offer the greatest possible added value for each target group.
With formats such as the “Destination Future” conference series, which is specifically tailored to the needs of camping and tourism regions, we offer a platform for direct exchange with political decision-makers, tourism organizations, and industry experts. In this way, we strengthen CARAVAN SALON not only as a sales and experience event, but also as a strategic forum for the future of the industry.
Preparing for a leading international trade fair today requires a high degree of precision, market knowledge and a willingness to innovate. Success comes to those who are aware of current developments — in exhibitor and visitor trends, in traditional media and in interaction with influencers. We rely above all on our many years of trade fair and industry expertise to identify trends early on, evaluate them strategically, and implement them precisely. Supported by a well-coordinated, professional team, we thus lay the foundation for smooth organization and an event that sets standards in all areas.
ANDREW: Were there any new sustainability strategies?
STEFAN: Sustainability is playing an increasingly important role in caravanning — and compared to many other forms of travel, it already has a very good environmental balance sheet, which is constantly being improved. E-mobility is still in its infancy, as the heavy weight of motorhomes and caravans places special demands on batteries, range and charging infrastructure, but manufacturers are working hard to find solutions.
At CARAVAN SALON, Dethleffs presented the e.home study, a forward-looking concept for climate-friendly operation and sustainable manufacturing. In addition to alternative drive systems, resource-saving materials, efficient lightweight construction, and self-sufficient energy supply through powerful solar systems and modern battery storage are also helping to make caravanning more environmentally friendly step by step.
ANDREW: Is there anything else that you would like to add?
STEFAN: The boom in mobile travel continues unabated — and CARAVAN SALON is the industry’s central meeting place. This is where trade visitors and end consumers, manufacturers and dealers come together to experience innovations and trends up close.
The large number of visitors is a clear signal of the attractiveness of our trade fair and an impressive confirmation of the successful cooperation between exhibitors, the Caravaning Industry Association, and our trade fair company.
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