The equine market converges in Hanover from 3 to 6 December 2026 for a four-day mix of trade expo, training and family shows. Passion Pferd 2026 combines an extensive exhibitor area with learning formats and headline performances for horse fans and visiting families.
Dates and venue for Passion Pferd 2026
The event runs 3–6 December 2026 at Deutsche Messe Hannover. The program pairs trade hours with public show schedules and ticket sales are available via Ticketmaster, including an early-bird window announced on the official site.
Key figures from the recent edition
Published figures show around 50,000 visitors and more than 470 exhibitors spread across seven halls. Visitor satisfaction was reported at 87 percent and nearly 90 percent of attendees made purchases or orders, with an average spend of €374.
Sectors and exhibitors on site
The exhibitor mix covers equipment, feed and stable systems. The Expo area features manufacturers and retailers for riding equipment, feed suppliers and providers of riding-surface and stable technology. Recent exhibitor names include HippoMix Pferdefutter, Reitsport Kreider, Horse-Equipe, Bohlmann Reitböden and CHEVAL LIBERTE, reflecting a supply chain that goes from daily care to travel and tack products.
Public program and headline shows
Passion Pferd structures its offerings around Expo, Education and Experience. Family and performance highlights include MiMaMo, a children and pony show, and Night of the Horses, a gala performance with a thematic production. The show schedule also includes live demonstrations, master classes and expert sessions aimed at practical skills and rider education.
Practical advice for B2B prospecting at Passion Pferd 2026
Focus on three actions. First, shortlist exhibitors and product categories before arrival to target meetings efficiently. Second, schedule on-stand demos and compact appointment blocks to combine showroom time with show attendance. Third, bring trade-ready materials and limited-time offers to convert walk-in interest into orders.
Given the high purchase rate reported, activating fair-only promotions and clear ordering channels can improve conversion during the event.
Closing note and official link
For companies in the equine sector Passion Pferd 2026 serves as a year-end indicator of retail demand and a practical showcase for new products. Prepare with a daily outreach plan and align show demonstrations with sales messaging. Full event details and ticketing are available at http://www.passionpferd.com/en.
