Why logistics fairs are ‘the place where things happen’

February has always struck me as a curious month: it lacks the epic start of January and its uphill climb, but it does have the clarity of someone who has returned to reality. It is the moment when, as managers, we stop talking about intentions and start measuring decisions. And in the supply chain, this is immediately noticeable: projects getting underway, budgets being adjusted, suppliers pushing for innovation, and teams needing a clear compass to navigate the year. In this context, there is something that continues to have enormous—and sometimes underestimated—value: trade fairs. Because a well-designed trade fair is not just an event, it is an accelerator. A place where knowledge, technology and relationships come together and where, if done right, things happen that ultimately lead to real decisions.

We sometimes forget that trade fairs were created precisely to bring together supply and demand in one place and for a limited time. Historically, large markets and fairs emerged to solve a very basic problem: distribution. They brought together merchants, artisans and buyers, facilitated the exchange of goods and ideas, and created a meeting point that made trade more efficient. This logic of concentrating value to speed up decisions is exactly the same as what we are looking for today, even though the product has changed: we no longer come to see goods, we come to understand trends, compare solutions, learn from real cases and, above all, connect with people who are solving similar problems. Ultimately, a modern trade fair is the natural evolution of those fairs that concentrated economic activity in order to move it forward.

That’s why, when I think about Logistics & Automation 2026, I don’t just see it as a date on the calendar, but as a barometer for the sector. The fair itself is already presented as the major meeting point for logistics and transport in Spain, and will be held again at IFEMA Madrid on 11 and 12 November 2026. And the interesting thing is that we are not talking about a new event, but rather a well-established one, with more than 15 editions behind it, which has become a benchmark for the sector.

If you look back, you can clearly see how it has evolved. The fair was launched in Madrid as Logistics in 2011, as the starting point for a new format in Spain. Over time, the event has broadened its focus and content to become Logistics & Automation, reflecting a change that we have all experienced in our companies: logistics is no longer just transport and warehousing, but has become intralogistics, automation, software, traceability, data and comprehensive efficiency. In addition, the event has been integrated with other complementary ecosystems: it is held alongside Empack (packaging) and, since 2024, also alongside Logistic & Industrial Build, connecting the world of logistics with intralogistics and industrial construction.

This evolution is no coincidence. It is a response to how the sector is transforming. A modern supply chain cannot focus solely on operations: it must consider network design, capacity, intelligent automation, systems integration, resilience, sustainability and customer experience. And if a trade fair wants to remain a benchmark, it must reflect this reality.

In this regard, the most recent edition set the bar high with more than 12,200 visitors and 426 exhibitors, with a clear focus on innovation and professional connections with an interesting international dimension, with 23% of exhibiting companies from abroad and an exhibition space of 25,000 m², clear signs that the event is seeking to play in an increasingly European league.

This is where, as a manager, I believe it is worth making a practical observation: a trade fair only meets expectations if exhibitors and visitors attend with a clear purpose. If the exhibitor is just going to be there and the visitor is just going to wander around, the value is lost. If the exhibitor goes with a clear proposal and grounded trends, data that shows impact, real cases, honest conversations, and the visitor goes with a mental map of priorities in terms of challenges, solutions to explore or people to meet, the trade fair becomes a turning point.

For exhibitors, preparing well for 2026 means understanding what the market will demand, which will undoubtedly be solutions for a more resilient, productive and intelligent supply chain: automation that makes operational sense, software that connects data and decisions, real traceability, network and capacity design, sustainability with return on investment, and tools that improve the customer experience without breaking the bank. It’s not about bringing everything, it’s about bringing what helps solve real problems in 2026.

For visitors, preparation is just as important. I always say that you get the most out of a trade fair when you go with the mindset of learning and comparing, not just gathering information or greeting people. You have to go with a desire to talk, ask difficult questions, ask for examples, understand limitations, compare approaches and, above all, connect with other visitors. Because often the greatest learning does not take place at the stand, but in that conversation in the corridor where someone says to you: ‘We tried it this way, it failed because of this, and we fixed it like this.’

And here I want to highlight something that I think is key: the fair also innovates to remain relevant. Integrating spaces, content and complementary areas, promoting lecture programmes and reinforcing the role of networking is not incidental: it is the way to turn an event into a benchmark. If Logistics & Automation wants to compete with other European fairs, and I sincerely believe it should, this is the way forward: raise the level of conversation, raise the level of content, attract more international profiles and turn Madrid into a natural meeting point for southern Europe. The data already published on the presence of foreign exhibitors and the emphasis on internationalisation clearly point in that direction.

My invitation for February is simple: let’s start preparing for the fair as if it were a strategic project, which is what it is. If you are an exhibitor, as we will be at Miebach Consulting, think about what conversation you want to provoke and what real problem you want to help solve. If you are a visitor, define what you need to learn, what decisions you want to accelerate and who is worth talking to. If we all do this well, Logistics & Automation 2026 will not only meet expectations, but will also reinforce its role as a benchmark for the sector in Spain and a growing attraction for professionals from abroad.

And, of course, I will be there, representing Miebach Consulting alongside other colleagues, and I would love to greet you at the fair, discuss your challenges, and replace conversations that currently only take place over the phone or by email with face-to-face chats. Stop by the Miebach stand and, if you can, attend one of our presentations and conferences. See you in November. I am already looking forward to it.