Innovation in Full Throttle at HANNOVER MESSE 2025
The Hannover Messe in 2025 served as a corporate fair, tech show, and forum for partners to discuss economic policies. This year, the most significant industrial trade show in the world has been sending out encouraging signals: automation, digitization, electrification, and artificial intelligence (AI) are propelling enormous increases in industry productivity. In the midst of uncertain times, Partner Country Canada is also aggressively extending its transatlantic collaboration and offering strong impulses.
“HANNOVER MESSE 2025 was a powerful commitment to the future viability of industry in Germany and Europe–in close cooperation with its international partners,” said Dr. Jochen Köckler, CEO of Deutsche Messe AG. “In a global situation characterized by uncertainty, it more than lived up to its role as a tech show, business exhibition, and platform for economic policy dialog and international cooperation. HANNOVER MESSE is the place where the analog world of machines is networked with digital intelligence – here, you can see how digitalization and AI are making industrial progress possible.”
The 4,000 exhibiting firms shared ideas with the approximately 127,000 visitors from 150 countries about how they may automate their factories, use AI profitably, or become more energy efficient. Over 40% of the guests were foreigners. Following Germany, China, the Netherlands, Canada, Poland, South Korea, and Japan were the most significant attendees.
“The exhibiting companies have impressively demonstrated that, technologically, we hold all the cards for competitive, sustainable and innovative production in Germany and Europe. The trade fair has provided industry with orientation and given it a boost–in what really are challenging times. In many conversations, exhibitors reported a burgeoning confidence that now needs to be consolidated,” said Köckler.
At the same time, HANNOVER MESSE was a week of clear political signals: “However, industry also needs positive signals from Berlin and Brussels by consistently eliminating red tape, setting out a strong and coordinated European industrial policy with new free trade agreements, and establishing reliable general conditions for investment, innovation, and energy supply. Only if politicians and industry act together can Europe secure and systematically expand its competitiveness,” stated Köckler.
The exhibiting companies and partner associations also drew a positive balance:
Dr. Gunther Kegel, president of the German Electrical and Electronic Manufacturers’ Association (ZVEI) and chairman of the HANNOVER MESSE Exhibitors’ Advisory Board: “HANNOVER MESSE has once again shown that it is the most important platform for industrial innovation. AI in industrial applications was of particular interest to visitors, especially those from abroad. This shows that German industry can continue to offer a global orientation in times of technological change. Our companies are leaders in Industrie 4.0, and we are convinced that we can further expand this very good starting position. Industrial AI is a new growth area that will continue to drive the automation and digitalization of industry. HANNOVER MESSE will reflect this development in the coming years.”
Thilo Brodtmann, managing director of the German Mechanical Engineering Industry Association (VDMA): “This year’s HANNOVER MESSE has shown in particular how important good partnerships and open markets are for an export and innovation-driven industry such as machine building and plant engineering. The willingness of host country Canada to deepen trade with Europe is welcome and encouraging news in a world increasingly characterized by trade disputes. In order to master the major tasks that lie ahead of us, we need innovations such as those impressively demonstrated in all halls at the event. This year, HANNOVER MESSE also sent a particularly strong economic policy signal to Berlin: The industrial sector urgently needs a location upgrade in order to continue demonstrating its innovative strength here in the country.”
AI: Number one topic in industry
The number one topic at this year’s trade fair concerned AI applications for industry. “AI has the potential to change industry more in just a few years than it has changed in the entire past decade,” says Köckler. The exhibiting companies used specific examples to show how manufacturing companies can benefit from artificial intelligence. “Through the targeted use of these technologies, small and medium-sized enterprises can also increase their efficiency, reduce costs and significantly increase their competitiveness,” said Köckler.
A new study presented at HANNOVER MESSE by the VDMA and the consulting firm Strategy& shows this in concrete terms. According to the study, the use of generative artificial intelligence can increase the profit margin in mechanical and plant engineering by up to 10.7 percentage points.
Hydrogen for a sustainable energy supply
In the energy halls at HANNOVER MESSE, everything revolved around efficiency and sustainability. Hydrogen played a prominent role in this. In Hall 13 alone, around 300 companies presented their latest developments and applications in the field of hydrogen and fuel cells at the “Hydrogen + Fuel Cells EUROPE” stands.
Partner Country Canada: A partner and driving force
Partner Country Canada presented itself impressively at HANNOVER MESSE. The innovative role of Canadian companies and institutions in key areas such as artificial intelligence, digitalization and renewable energies is particularly noteworthy. The close cooperation with international partners and the strong focus on sustainable technologies underline Canada’s importance as a dynamic player in the global markets of the future.
“Canada’s partner country year at HANNOVER MESSE 2025 was a resounding success and significantly advanced our market diversification goals, as Canada continues its efforts to grow its presence in the German and European markets. We have brought the most impressive Canadian delegation ever to attend an industrial fair. Over 500 Canadian exhibitors and delegates from startups to large corporations leveraged the access to German, European and international companies to expand their international footprint. In addition, Canadian innovators, researchers, academics and business development organizations showcased Canada’s talent and technology solutions for a global audience. Canada is excited to play a pivotal role, with Germans and Europeans, in shaping a future that is green, digital and resilient. We look forward to continued collaboration and growth across borders,” said Stéphane Dion, Special Envoy to the European Union and Europe and Canada’s Head of Delegation at HANNOVER MESSE 2025.
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