13.09.2026

Herbstmesse draws first conclusions from the realignment

Stable visitor numbers and clear prospects for further development

After five days of the fair, the 78th Herbstmesse at Messequartier Dornbirn has come to an end. Over 30,000 visitors took advantage of the offerings from 220 exhibitors. This year’s edition marked the beginning of a multi-year realignment. To this end, Messe Dornbirn concentrated the event on around 30,000 square meters of hall space, reorganized the thematic areas, and lowered the admission price. The results provide concrete approaches for further development.

With over 30,000 visitors, the Herbstmesse achieved stable resonance and confirmed its role as an important meeting point for the region. Messe Dornbirn evaluates this result against the backdrop of the smaller event space and new structure as an important foundation for further realignment.

“Over 30,000 visitors demonstrate the continued significance of the Herbstmesse as a meeting place for the region. At the same time, this first phase clearly showed which offerings are well received

and where we need to fine-tune. These insights will be directly incorporated into the planning for 2027,” says Managing Director Nilly Nail.

Strong attachment to the Herbstmesse

The results of the visitor survey show a strong connection to the event. More than three quarters of respondents would recommend the Herbstmesse, and 84 percent are already planning to visit again next year. Around 58 percent gave the top ratings “Very good” or “Good.” 92 percent of respondents come from Vorarlberg.

For many respondents, the Herbstmesse also fulfills a social function. Around 58 percent come mainly to stroll, discover, and linger. Personal encounters and shared experiences play as much a role as information and shopping.

“We are not simply continuing the former Herbstmesse on a smaller scale. We are developing a format that offers visitors relevant content and remains economically attractive for exhibitors. The Herbstmesse is meant to be a regional marketplace, meeting point, and experience space all at once,” says Nail.

New themes set initial accents

The Wood Worlds and the exhibition on the development of agricultural technology complemented the Herbstmesse 2026 with new thematic focuses. In the visitor survey, the Wood Worlds were among the most frequently mentioned highlights.

The more compact hall structure also provided initial insights. Related topics were brought closer together. Early feedback from exhibitors indicates more contacts and more targeted conversations at the booths.

Leisure and evening program appeal to new target groups

In addition to the classic fair offerings, the children’s funfair, culinary delights, and leisure and evening programs shaped the event experience. Concerts, DJs, and the beach bar attracted more younger visitors. This confirms a central goal of the realignment: The Herbstmesse remains relevant for its core audience while also reaching many younger people.

Clear insights for the next development steps

The evaluation provides concrete indications for further orientation. Visitors spend between two and four hours at the Herbstmesse. Additional potential is shown in the assessments of stay quality, gastronomy, further experience offerings, and the use of the outdoor area. These areas will be the focus of the next planning steps.

“A more compact Herbstmesse places different demands on the visitor experience. We have to

create additional reasons to stay longer – through strong themes, programs, encounters,

and quality of stay. This year’s fair has given us many concrete insights for this,

which we are now incorporating into the planning for 2027,” says project manager Kathrina Treinen.

Next steps for the Herbstmesse

In the coming weeks, Messe Dornbirn will combine the results of the visitor survey, feedback from exhibitors, and economic figures into a comprehensive analysis. From this, the next measures for the following Herbstmesse editions will be developed. “2026 was the first step. Now we bring together visitor feedback, exhibitor responses, and economic results to make decisions for 2027. What works, we will continue to develop. What doesn’t work, we will change,” explains Nail.

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Herbstmesse draws first conclusions on its realignment

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