Viewpoints
VIEWPOINTS: Trade fairs in transition: Is Glasstec still delivering for the glass industry?
As the global exhibition calendar slowly regains its rhythm after pandemic disruptions, glasstec, the flagship trade fair for the glass industry, is preparing for its 2026 return to Düsseldorf. But in a sector increasingly shaped by digitalisation, shifting market geographies, and cautious spending, a pressing question arises: is glasstec still connecting exhibitors with the right audience—and delivering measurable value?
For decades, glasstec has been more than just an exhibition—it has been the heartbeat of the international glass industry. Yet, with travel restrictions, leaner budgets and rising participation costs redefining the post-COVID business environment, the relevance of large-scale trade fairs is being re-evaluated. Against this backdrop, four industry leaders shared with glasstec their perspectives on whether the event still aligns with their strategic goals.
Tradition, innovation – and internal cohesion
For Christophe Schulz, Head of Marketing at Saint-Gobain Glass Germany, glasstec’s relevance lies as much in its tradition as its function: “glasstec has been one of our most important trade fairs for many years,” he notes. Beyond the external visibility and client engagement, Schulz underlines an often-overlooked benefit: the integrative effect on internal teams. “Employees from the global group come together… not only for customer meetings but also for internal networking.”
Despite lingering post-pandemic uncertainties, Schulz reports robust visitor interest—particularly from Asian markets—and praises the fair’s focus on future-oriented themes such as sustainable construction and circularity. While some industry voices warn of a drift toward a “machine show” atmosphere, Saint-Gobain sees commitment to sector-wide collaboration as central to glasstec’s enduring appeal.
Matching innovation cycles and market needs
Bucher Emhart Glass, a niche provider of technology for hollow glass container production, uses glasstec to align with its innovation rhythm. “We meet our customers every two years to have good discussions and present our developments,” says Group Communication Manager Marlen Debrot. While acknowledging a post-pandemic shift in attendee profiles—with fewer technicians and more decision-makers—Debrot reaffirms the fair’s global reach. Customers from Asia, America, Europe and Africa continue to rely on the company’s solutions for critical sectors such as food and medicine.
The company complements its presence at glasstec with smaller, regional events between editions, ensuring deeper engagement in local markets—an increasingly common hybrid strategy.
Competing globally through service and innovation
Bernhard Hötger, CEO of HEGLA, views glasstec through a geopolitical lens. With China building its own platform through China Glass, Hötger believes the Düsseldorf fair is now the definitive venue for Western manufacturers to assert leadership. “We have to counter this with our consulting and service expertise as well as continue to set trends with technical and innovative solutions,” he says.
HEGLA intends to use glasstec to showcase recent innovations and strengthen strategic ties. The fair, Hötger emphasises, remains a key forum for trust-building, where all decision-makers—from machinery manufacturers to suppliers—converge to connect and benchmark.
Digital age, targeted engagement
For the LiSEC Group, a specialist in glass processing solutions, the evolution of visitor behaviour is a crucial consideration. CFO Oliver Pichler observes that spontaneous visits have declined, replaced by targeted agendas and pre-scheduled appointments. “Visitors want to use their time more efficiently and no longer stay on site for as long as they used to.”
This behavioural shift has prompted LiSEC to reimagine its participation model. In-person machine demonstrations are now supported by digital content and virtual tools to communicate its full suite of offerings. Trade fairs, Pichler concedes, are no longer the sole or even primary source of information, but glasstec remains central to customer care, sales acquisition and innovation rollouts.
A changing platform with enduring purpose
The COVID-19 pandemic has prompted a recalibration across industries, with trade fairs among the most affected. Yet, glasstec’s ability to adapt—balancing physical and digital engagement, catering to decision-makers, and investing in forward-looking content—may explain why it continues to hold its ground.
With a clear focus for 2026 on artificial intelligence, digital technologies, decarbonisation and the circular economy, glasstec is positioning itself not just as an exhibition, but as a strategic hub for transformation within the glass sector.
glasstec 2026 will once again serve as a barometer for the glass industry’s direction. As exhibitors recalibrate expectations and refine how they engage with audiences, glasstec’s strength may lie in its ability to offer both a platform for innovation and a forum for genuine connection. In an increasingly digital world, the value of physical presence—targeted, purposeful and well-executed—remains clear.
Why This Matters: By the nature of the fenestration and glazing, the physical presence of the latest innovation is so important to the purchasing process. Trade exhibitions are so important to the sector, with glasstec and Fensterbau leading the line in the global market. It is important to embrace the changing shape of the economic landscape and the recognition of developments in digital innovation is really pleasing to see. The 2026 event will be a must for anyone operating in the glass and glazing sector. It is set to be a fantastic spectacle.
