As Caravan Salon celebrates its 65th edition, Director Stefan Koschke reflects on the show’s evolution, international growth and future challenges in an increasingly diverse caravanning market

Words Antonio Mazzucchelli

For 65 years, Caravan Salon has been a reference point for the global caravanning industry. What started as a specialist exhibition has grown into the world’s leading event for recreational vehicles, components, accessories and outdoor tourism.
Ahead of the 2026 edition, Aboutcamp BtoB spoke with Stefan Koschke, Director Caravan Salon / Portfolio Caravaning & Outdoor at Messe Düsseldorf, about the factors behind the show’s long-term success, the changing profile of its visitors, the growing role of suppliers and innovation, and the challenges of maintaining leadership in a rapidly evolving market.

Aboutcamp BtoB − This year marks the 65th edition of Caravan Salon. Looking back, what have been the key factors that allowed the show to achieve and maintain its leading position in Europe?
Stefan Koschke − The success of Caravan Salon is based on several factors that have consistently reinforced one another over the past 65 years. First and foremost, Düsseldorf offers an outstanding location at the heart of one of Europe’s most densely populated regions. The show is easily accessible not only for visitors from Germany, but also from key neighbouring markets such as the Netherlands, Belgium and Luxembourg. At the same time, the exhibition grounds provide the ideal setting to showcase the full diversity of the caravanning lifestyle. The combination of modern exhibition halls, extensive outdoor areas and the unique Caravan Center creates an atmosphere where visitors, exhibitors and media professionals can experience caravanning firsthand rather than simply viewing products on display.
Another key factor behind Caravan Salon’s leading position is its clear and consistent focus on caravanning. The event brings together the entire industry in one place – from motorhomes and caravans to accessories, technology, equipment and travel destinations. This comprehensive representation of the market makes Caravan Salon the most important platform for both consumers and industry professionals.
Equally important is the close and trusting partnership we have built with manufacturers, exhibitors and the German Caravanning Industry Association (CIVD). We do not see ourselves solely as an organiser, but as a long-term partner of the industry. Together, we continuously develop the event, respond to changing market conditions and create new opportunities that support the sustainable growth of caravanning. This combination of a strong location, a unique event concept, comprehensive market coverage and genuine partnership with the industry has enabled Caravan Salon to achieve and maintain its position as Europe’s leading caravanning exhibition for 65 years.

Aboutcamp BtoB − Looking back over the past decade, what would you say has been the most significant change – both in the exhibition itself and in the industry it represents?
Stefan Koschke − The most significant change over the past decade has been the growing appeal of caravanning across society as a whole. Caravanning has always been an established and successful form of holiday travel. What has changed is the scale and diversity of its audience. Today, people from different generations, lifestyles and backgrounds are embracing caravanning as a flexible and independent way to travel.
This development is reflected throughout the industry. Manufacturers have significantly broadened their product portfolios, offering a greater variety of vehicles and concepts than ever before. At the same time, Caravan Salon has evolved alongside the market, attracting an increasingly diverse audience and showcasing the full spectrum of the caravanning world.

Aboutcamp BtoB − Today, Caravan Salon serves simultaneously as a B2B platform, a consumer event and a major commercial marketplace. How challenging is it to balance these different roles while continuing to meet the expectations of all stakeholders?
Stefan Koschke − It is certainly a challenge, because each target group has its own expectations. Manufacturers, dealers, suppliers, media representatives and consumers all come to Caravan Salon with different objectives. That is why we invest a great deal of effort in understanding these audiences and addressing them individually. We have dedicated teams that focus on the needs of the different stakeholder groups and work closely with our partners throughout the year. At the same time, these roles complement each other. A strong consumer audience makes the show attractive for exhibitors, while the presence of the leading brands and industry players creates value for visitors and the media.

Aboutcamp BtoB − Germany remains the largest and most influential caravanning market in Europe. How does this position strengthen the role of Caravan Salon on the international stage?
Stefan Koschke − Germany’s position as Europe’s largest caravanning market is certainly an important advantage for Caravan Salon. A large proportion of our visitors come from Germany, and Düsseldorf is located in the country’s most populous region, with easy access to key neighbouring markets such as the Netherlands and Belgium.
However, the international significance of Caravan Salon goes far beyond the German market. Today, the event brings together industry stakeholders from across Europe as well as from North America, Australia and Asia. Manufacturers, suppliers, dealers, media representatives and industry experts come to Düsseldorf to discover new products, exchange ideas and develop business relationships. What makes Caravan Salon unique is the combination of business and community.

Aboutcamp BtoB − Messe Düsseldorf already runs a sister event in China, All In Caravaning in Beijing, which has grown steadily in recent years. What’s the strategic thinking behind this direct presence in China, and how is it shaping the relationship between Chinese manufacturers and the European market – including Caravan Salon itself?
Stefan Koschke − The original idea behind All in Caravaning was to help European companies access the enormous potential of the Chinese market. That objective remains highly relevant today. At the same time, the Chinese caravanning industry has developed significantly in recent years and is becoming increasingly active across Asia and Oceania. As a result, All in Caravaning has also evolved into an important sourcing and networking platform for the international industry. For us, this creates valuable connections between markets and strengthens the dialogue between manufacturers, suppliers and industry stakeholders worldwide. Ultimately, both All in Caravaning and Caravan Salon benefit from this international exchange.

Aboutcamp BtoB − The 2026 edition introduces two new thematic areas – an Offroad zone in Halls 16 and 17, and a dedicated “Dachzelt-Hub” for roof tents in Hall 7a. What’s the thinking behind these new sections, and what do they tell you about where visitor interest is heading?
Stefan Koschke − The introduction of these new areas is a direct reflection of developments we are seeing in the market. One of our responsibilities as the leading industry platform is to ensure that important trends and growing segments are clearly visible at the exhibition.
Both offroad vehicles and roof tents have been represented at Caravan Salon for some time. What has changed is the level of interest and the growing diversity of products within these segments. By creating dedicated areas, we make it easier for visitors to discover and compare the relevant brands, products and concepts. At the same time, these new sections send a clear signal to the industry and to our visitors: we see these segments as important parts of the caravanning market and want to provide them with a strong platform for further growth.

Aboutcamp BtoB − In the past, demand for exhibition space often exceeded availability. What is the situation today? Are there still waiting lists for companies wishing to exhibit at Caravan Salon?
Stefan Koschke − Strong demand for exhibition space is, of course, a positive sign. At the same time, it is never our goal to turn companies away because we cannot accommodate them. The situation today is more differentiated than it was a few years ago. In some segments, particularly among vehicle manufacturers, we currently have greater flexibility than during the peak demand years. At the same time, overall exhibition space has increased compared to last year, and we continue to see strong interest from many areas of the industry.
Demand remains particularly high in segments where international suppliers and new market entrants are looking to establish a presence. Naturally, we cannot accommodate every request or fulfil every exhibitor’s preferred placement. When evaluating applications, we always look at how a company or product contributes to the overall exhibition and whether it brings innovation, new ideas or additional value for our visitors. Our objective is not simply to maximise space, but to ensure that Caravan Salon continues to present the most comprehensive and forward-looking picture of the caravanning industry.
At the same time, we aim to maintain a healthy balance between established industry leaders and new market entrants. Visitors expect Caravan Salon to reflect both the current state of the industry and its future direction.

Aboutcamp BtoB − Component suppliers and technology providers are playing an increasingly important role in driving innovation within the caravanning industry. How has the importance of this exhibitor category evolved at Caravan Salon over the past ten years?
Stefan Koschke − The growing importance of suppliers and technology providers is clearly reflected in the development of Caravan Salon itself. Over the past ten years, this exhibitor segment has expanded significantly. Today, suppliers and component manufacturers occupy two fully booked halls, and it remains one of the areas where we continue to see particularly strong demand from companies wishing to exhibit.
This growth highlights the increasingly important role suppliers play within the caravanning industry. Many of the innovations that shape today’s vehicles – whether in connectivity, energy systems, lightweight construction, comfort or sustainability – are developed through close cooperation between suppliers and OEMs before finding their way into the market.
For Caravan Salon, this segment is therefore much more than a supporting part of the exhibition. It is one of the industry’s key innovation drivers and an area that continues to attract new companies, new ideas and new technologies. Based on the demand we are seeing, I am convinced that this development is far from over.

Aboutcamp BtoB − The self-conversion sector has experienced remarkable growth, and Caravan Salon now dedicates a special show to it – “Abenteuer Selbstausbau” – with live build demonstrations. How do you see this segment evolving within the show in the years ahead?
Stefan Koschke − We recognised the growing interest in self-conversion projects at an early stage, which is why we introduced “Abenteuer Selbstausbau” in 2023. Since then, it has become an important addition to the overall Caravan Salon experience. What is particularly important to us is the close connection between inspiration, expert advice and the products themselves. Visitors can learn about different conversion concepts, materials and techniques within the special show and then immediately connect with the manufacturers and suppliers in Halls 13 and 14. There is no other place where they can find such a broad range of products and expertise for self-conversion projects under one roof.
To make the subject even more tangible, we have acquired a vehicle that serves as a live demonstration project. Throughout the show, visitors can see different stages and aspects of the conversion process presented directly on site by experts.
Looking ahead, I see self-conversion remaining an important part of the caravanning landscape. Whether visitors ultimately build a vehicle themselves or simply want to better understand the technology and possibilities available today, the interest in this topic continues to grow, and Caravan Salon will continue to provide a platform for it.

Aboutcamp BtoB − You’ve noted in the past that the show’s audience is getting noticeably younger. Who are the new visitors arriving at Caravan Salon today – younger travellers, families, digital nomads – and how is that changing the way you design the visitor experience?
Stefan Koschke − One of the most important developments in recent years has been the growing diversity of our audience. Caravanning today appeals to a much broader range of people than it did in the past, attracting different generations, lifestyles and travel preferences. Reaching these audiences requires a different approach. That is why we have significantly evolved our marketing activities over the past few years. We continuously analyse how people gather information, which channels they use and what motivates them to engage with caravanning and with Caravan Salon. This is an ongoing process and an important part of our long-term strategy.
A particular focus is the creator community, which has become increasingly influential in inspiring travel choices and introducing new audiences to caravanning. We have therefore become much more active in working with creators who engage authentically with these communities and help showcase the many different ways people can experience caravanning today. This broader audience is also reflected in the exhibition itself. Our goal is to present the full diversity of caravanning and to create an event experience that is relevant and inspiring for both long-time enthusiasts and people discovering this form of travel for the first time.

Aboutcamp BtoB − This year’s edition includes a dedicated area developed with CIVD showcasing solutions for motorhome parking infrastructure. How important is this kind of institutional dialogue – with municipalities, destinations and policymakers – to the future of caravanning tourism in Europe?
Stefan Koschke − As this is a CIVD initiative, I would not want to speak on behalf of the association. However, I can certainly share my perspective on its importance. Together with the German Motorhome Pitch Day, the model motorhome site has become a very successful point of contact for municipalities, destinations and anyone involved in developing motorhome infrastructure. For several years now, it has demonstrated in a practical way how modern and economically viable motorhome facilities can be planned and operated.
In my view, this dialogue is of fundamental importance for the future development of caravanning tourism. Motorhome and caravan travellers need a wide range of attractive destinations and overnight options, while operators and local authorities require concepts that are sustainable and economically viable. The model site provides exactly this bridge between the caravanning industry, tourism stakeholders and public authorities. It helps turn ideas into practical solutions, and that is essential if we want to continue supporting the growth of caravanning across Europe in the years ahead.

Aboutcamp BtoB − After more than a decade leading Caravan Salon, is there a particular moment – a specific edition, a conversation with a visitor, simply walking the halls on opening day – that still stays with you?
Stefan Koschke − There have been many memorable moments over the years, but if I had to choose one, it would probably be the opening day of Caravan Salon 2020. The months leading up to the event were marked by enormous uncertainty, and there was no guarantee that the exhibition would be able to take place at all. That is why seeing the first visitors walk through the turnstiles on opening morning remains such a special memory for me.
Of course, attendance was lower than in a normal year, but that was not what mattered most at that moment. What made it so meaningful was the sense of achievement and partnership. The Caravan Salon team, our exhibitors and our industry partners had worked together under extraordinary circumstances to make the event possible. Looking back, that edition demonstrated the strength and resilience of the caravanning community. It was a challenging time, but it also brought people closer together, and that is something I still remember very clearly today.

Aboutcamp BtoB − Looking towards 2030, how do you envision the future of Caravan Salon, and what will be the key challenges in maintaining its position as the world’s leading caravanning exhibition?
Stefan Koschke − Looking towards 2030, I believe the core mission of Caravan Salon will remain unchanged: to bring the entire caravanning world together in one place. The caravanning industry will continue to change, driven by new customer expectations, new technologies and new ways of travelling. Our responsibility as organisers is to ensure that Caravan Salon reflects these developments and remains relevant for all stakeholders. We must continue to identify emerging trends early, provide space for innovation and create value for both established industry leaders and new market entrants.
One of the key challenges will be keeping pace with an increasingly diverse audience. Visitors expect more than just a product showcase; they are looking for inspiration, information, experiences and opportunities to connect with others who share their passion for caravanning. At the same time, we must continue to strengthen what has always made Caravan Salon unique: the combination of business and community. As long as manufacturers, suppliers, dealers, destinations, media and consumers see Düsseldorf as the place where the industry meets, exchanges ideas and shapes the future together, I am confident that Caravan Salon will maintain its position as the world’s leading caravanning exhibition.