BEA Bern – public exhibition featuring agriculture and diversity

BEA in Bern is one of Switzerland's most traditional public exhibitions, combining urban life with agriculture, trade and leisure culture. It has been an integral part of Bern's calendar of events for decades. The format is deliberately aimed at a broad audience and combines information, entertainment and a marketplace in a way that goes beyond traditional trade fairs. As the federal capital, Bern offers a suitable setting for such a public exhibition. The region is strongly influenced by agriculture, but is also a political and economic centre. This dual role is reflected in the profile of the BEA: agricultural topics are given equal weight alongside consumer goods, innovations and regional craftsmanship.

Agriculture as an identity-forming element

Agriculture is not a marginal topic, but a core component of the event. Agricultural businesses and producers show how food is produced and the challenges that modern agricultural businesses have to overcome. This gives urban audiences in particular direct access to agricultural practice. Typical programme areas are:

• Presentations by regional producers
• Information on sustainable farming
• Insights into agricultural technology and feeding concepts

The proximity between producers and consumers is a key feature. Conversations at the stand replace anonymous supply chains. Visitors learn first-hand about the importance of quality, animal welfare and origin. Agriculture is not discussed in abstract terms here, but is presented in a vivid way.

Industry diversity at a public exhibition

As a public exhibition, BEA covers much more than just agricultural topics. Companies from various industries use the platform to showcase their products and services. The spectrum ranges from construction and housing to mobility and leisure activities. The segments regularly represented include:

• House construction, renovation and energy technology
• Garden and outdoor products
• Vehicles and mobility solutions
• Crafts and regional manufacturers
• Gastronomy and specialities

This mix is what gives BEA its character. Unlike specialised trade fairs, it is not aimed at a narrowly defined audience, but at families, individuals and interested parties from different walks of life. Information and direct purchasing opportunities go hand in hand.

Economic significance for the Bern region

Bern and its surrounding area benefit economically from the event. Regional businesses gain visibility, while streams of visitors boost trade and gastronomy. For many companies, participation is an integral part of their annual planning. BEA acts as a marketplace where local economic power becomes visible. Small and medium-sized enterprises present themselves alongside larger providers. This structure reflects the economic reality of many Swiss regions, which are characterised by small and medium-sized businesses. At the same time, the event fulfils a social function. It brings people from urban and rural areas together and creates spaces for encounters that have become rare in everyday life. Agricultural producers meet urban consumers, craft businesses meet potential customers.

Experience, education and entertainment

In addition to economic topics, the experience plays an important role. Animal presentations, demonstrations and culinary offerings make the BEA a meeting place for different generations. Education and entertainment are deliberately combined. Workshops, information stands and hands-on activities impart knowledge about nutrition, sustainability and craft techniques. For children, the event offers insights into agricultural processes that are otherwise difficult to access. This educational dimension strengthens understanding of production processes and regional value creation.

Bern as a location with tradition

Bern has a modern exhibition infrastructure and good transport links. Its central location within Switzerland makes it easy for visitors to travel there from different cantons. At the same time, its regional character is preserved, as many exhibitors come from the canton of Bern and neighbouring areas. In a national comparison, the BEA occupies a special position. It is neither a pure agricultural fair nor exclusively a trade fair. travel from different cantons. At the same time, the regional character is retained, as many exhibitors come from the canton of Bern and neighbouring areas. The BEA occupies a special position in the national comparison. It is neither a pure agricultural fair nor an exclusively consumer event, but combines both levels in a balanced concept. This complexity distinguishes it from specialised formats.

Positioning in the Swiss trade fair calendar

BEA is a fixture in the Swiss trade fair calendar. While international trade fairs present industry-specific innovations, this public fair focuses on breadth and regional roots. Agriculture remains an identity-forming element without overshadowing other topics. The combination of marketplace, information and experience creates a format that adapts to changing consumption and communication habits. In an age of increasing digitalisation, direct encounters remain a core value. BEA in Bern is therefore a public exhibition that brings together agriculture, trade and social diversity. It reflects economic reality as well as cultural tradition and creates a space in which regional identity becomes visible.

Further information can be found on the organiser's website: www.bea-messe.ch