In an era where AI can answer questions in seconds, product demonstrations can be viewed online, and meetings can be held from almost anywhere in the world, you might expect industry trade shows to be losing relevance.
My experience at interpack 2026 suggests the opposite.
Despite visitor numbers being down on previous editions – influenced by global uncertainty, conflict in the Middle East and the rising cost of international travel – the halls in Düsseldorf were still buzzing with activity, ideas and opportunity.
Along with colleagues from Foodmach and Automation & Robotic Technologies (A&RT), I spent a week meeting customers, technology partners and industry peers from around the world. Looking back, what struck me most was not just the technology on display, but the value created through the conversations taking place around it.
We introduced customers to new developments from our international supply partners. We strengthened relationships with key technology suppliers. We established two new distribution partnerships that were not even on our agenda before arriving. We connected with potential export partners across Europe. Our engineering team identified new automation and safety technologies that will ultimately benefit Australian manufacturers.
And yes, we saw plenty of discussion around AI.
Advanced vision systems, autonomous drones and even humanoid robots featured prominently across the exhibition. Yet one of the strongest takeaways from the week was that technology continues to reinforce the importance of human relationships, not replace them.
As APPEX approaches in 2027, it is worth reflecting on why trade shows remain one of the most valuable investments a business can make.
For exhibitors
- Customers are more receptive
Trade shows create a unique environment where prospective customers are actively looking for ideas, solutions and new ways to improve their operations. Conversations happen more naturally and often reveal challenges the customer has not yet fully identified.
- Existing relationships become stronger
Exhibitions provide an opportunity to reconnect with current customers, share new developments and gain valuable feedback. For many business leaders, it is one of the few chances each year to meet a large number of customers face-to-face.
- Your team develops as well
Trade shows are intensive learning environments. Employees across sales, engineering, service and management are exposed to new technologies, customer challenges and industry trends, helping sharpen both their knowledge and confidence.
- Partnerships become more valuable
For distributors and agents, exhibitions provide an ideal platform to bring together overseas suppliers, local teams and customers in the same place. These interactions often strengthen relationships in ways that months of virtual meetings cannot.
- You gain perspective
Industry events offer a valuable reality check. You see where the market is heading, what competitors are doing, where new opportunities are emerging and how your own business is positioned within the broader landscape.
For visitors
- Nothing replaces seeing technology in action
Online research is useful, but there is still no substitute for seeing equipment operate, asking detailed questions and comparing multiple solutions side by side.
- Existing investments often have more to offer
Trade shows are not only about finding new suppliers. They are also an opportunity to explore how current technology investments can deliver greater value through upgrades, software enhancements or improved support services.
- Education matters
Most major trade exhibitions include conference and seminar programs that provide access to industry expertise, market insights and emerging trends in a non-sales environment.
- Serendipity is real
Some of the most valuable conversations happen unexpectedly. A chance meeting can uncover a new technology, solve a long-standing challenge or lead to an entirely new business opportunity.
- Trade shows are an investment in people
Encouraging employees from different departments and levels of seniority to attend an exhibition broadens their perspective, builds engagement and ultimately strengthens the organisation.
More than machinery
Interpack reminded me that while technology continues to evolve at an extraordinary pace, business remains fundamentally about people.
The machinery matters. The automation matters. The AI matters.
But relationships, trust and shared experience still drive many of the industry's biggest opportunities.
That's why trade shows continue to matter – and why events such as APPEX remain so important to the future of our industry
