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All About Automation
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About this event
All About Automation - Zurich 2026
When: 26 + 27 August 2026
Where: Messe Zurich, Zurich, Switzerland
Description: All About Automation in Zurich is a leading trade show for industrial automation, robotics, and digitalization. It brings together automation users, decision-makers, manufacturers of automation components and systems, robotics solution providers, integrators, software providers, service providers, and distributors. The event facilitates direct interaction between suppliers and users to develop solutions for flexible automation and smart production, enhancing efficiency, productivity, and sustainability in industrial production.
The exhibition features a modern and efficient concept with standardized system booth designs, ensuring all participants interact on equal footing. It is known for its pleasant atmosphere, clear layout, and high-quality discussions. The event is part of a trio with Maintenance, featuring around 300 exhibitors, making it a comprehensive platform for industry professionals.
Visitor registration will open in March 2026, with free tickets available. Exhibitors can request application forms to secure their booth space, although stand spaces for 2024 were fully booked, indicating high demand.
This event is ideal for professionals in the industrial automation sector, offering opportunities for networking, learning about practical automation solutions, and engaging with key players in the industry.
Data sheet
All About Automation – Event Attendee & Buyer Profile Analysis
Event date: 26 August 2026 – 27 August 2026
Location: Messe Zurich, Zurich, Switzerland
Event status: Upcoming
Research date: 30 June 2026
Event Overview
| Event Name | All About Automation Zurich 2026 |
| Event Date | 26 + 27 August 2026 |
| Event Status | Upcoming |
| Venue | Messe Zurich |
| City | Zurich |
| State / Region | Zurich |
| Country | Switzerland |
| Organizer | Easyfairs branding is visible on the official website portal. The organizer name is not fully spelled out in the provided page extract, so this should be treated as website-platform evidence rather than a fully verified legal organizer name. |
| Official Event Website | allaboutautomation.de/en/zuerich/ |
| Event Type | B2B trade show / industrial exhibition |
| Primary Category | Industrial Engineering |
| Secondary Applicable Categories | IT & Technology; Electric & Electronics |
| Audience Reach | Primarily national / Swiss industrial market, with regional reach into nearby automation and manufacturing hubs. Official messaging also emphasizes local user participation. |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer in the provided source text. Official website states the Zurich edition will be part of a trade show trio “featuring around 300 exhibitors.” |
| Attendance Data Reliability | Mixed: event date, venue, city, country, and exhibitor-scale statement are confirmed from the official event page; attendee count is not publicly confirmed in the provided source text. |
| Main Purpose of Event | To connect automation users and decision-makers with manufacturers, robotics providers, integrators, software suppliers, service firms, and distributors focused on flexible automation, smart production, efficiency, productivity, and sustainability. |
About the Event
All About Automation Zurich is a B2B industrial automation exhibition positioned around practical automation adoption in Switzerland. According to the official event page, the show brings together users and decision-makers with manufacturers of automation components and systems, robotics solution providers, integrators, software providers, service providers, and distributors. The event is centered on direct interaction and solution development for flexible automation and smart production.
The event matters commercially because it is designed for high-quality discussions rather than broad consumer traffic. Its relevance is strongest for industrial suppliers selling automation hardware, robotics, controls, software, integration, maintenance support, and digital manufacturing solutions. The official site also highlights its role as part of a trade show trio with Maintenance, which increases buyer relevance for plant operations, industrial efficiency, and modernization conversations.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Industrial automation users | Manufacturing plants, production facilities, industrial operators in Switzerland | Direct end-users evaluating automation upgrades and implementation partners | High relevance for solution selling and pilot-project generation |
| Operations and plant decision-makers | Factories, process facilities, industrial production sites | Approve capex, productivity investments, maintenance modernization, and line-efficiency projects | Strong buyers for automation systems, controls, maintenance tech, and efficiency solutions |
| Engineering and technical leadership | OEMs, industrial engineering teams, plant engineering departments | Technical specification, vendor assessment, integration requirements | Critical for technical validation and solution adoption |
| Procurement and sourcing teams | Industrial manufacturers, plant groups, machine builders | Commercial evaluation, vendor onboarding, framework buying, supplier comparison | Important for closing repeat supply and approved-vendor status |
| Robotics and systems integration teams | System integrators, machine builders, automation engineering firms | Select components, software, controls, safety solutions, and integration partners | High-value channel buyers and multipliers |
| Software and digitalization stakeholders | Industrial IT teams, MES/SCADA stakeholders, Industry 4.0 leaders | Influence software stack, connectivity, analytics, and smart production roadmaps | Relevant for IIoT, data, AI, edge, monitoring, and cloud-enabled production tools |
| Maintenance and reliability professionals | Plant maintenance, reliability engineering, asset management teams | Own uptime, retrofit, predictive maintenance, and repair-part decisions | Enhanced by the event’s trade show trio linkage with Maintenance |
| Distributors and industrial resellers | Industrial supply distributors, component resellers, channel partners | Source lines for resale, evaluate product-market demand, expand portfolio | Useful for indirect market access across Switzerland |
| Service providers and consultants | Industrial consulting firms, implementation specialists, service contractors | Advise on deployment models, vendor selection, optimization projects | Can create partnership and referral opportunities |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Zurich | Local plant operators, engineering teams, distributors, integrators, and technology buyers | High | Official site emphasizes local users and decision-makers meeting suppliers in Switzerland. |
| Canton of Zurich and nearby industrial areas | Manufacturing, machinery, electronics, and industrial technology stakeholders | High | Practical same-day attendance likely due to compact trade show format. |
| Broader Switzerland | National automation users, OEMs, industrial service firms, and procurement teams | High | Official positioning describes the event as the exhibition for industrial automation in Switzerland. |
| DACH cross-border market | German and Austrian suppliers, channel partners, and specialized automation stakeholders | Medium | Likely due to the event network spanning Germany, Austria, Switzerland, and nearby locations, but not explicitly quantified for Zurich. |
| Wider Europe | Specialist vendors and selected industrial technology participants | Low to Medium | No official international attendance figure provided in the supplied source text. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The official site positions Zurich as the industrial automation exhibition in Switzerland and emphasizes local users and decision-makers. The show appears strongest for Swiss market coverage, with additional regional DACH relevance. |
| Regional | Secondary characteristic | Zurich location and compact format support practical attendance from nearby industrial clusters and border-adjacent markets. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Current-year buyer company list not publicly extracted from the provided official source text | N/A | The official page confirms an exhibitor list and visitor registration path, but no named buyer-side attendee organizations were included in the supplied material. | N/A | Head of Automation; Plant Manager; Engineering Manager; Procurement Manager | Confirmed Current-Year Participant data not available in provided text |
| 2026 Exhibitor List | Official directory source | This is the best current-year source for identifying vendor-side and potentially channel-relevant organizations, but specific company names were not contained in the supplied extract. | allaboutautomation.de/en/zuerich/ | Sales Director; Channel Manager; Partnerships Director | Confirmed Sponsor / Exhibitor directory exists |
| 2024 Event Report / Pictures | Historical participation evidence source | Useful for historical validation of event quality and prior market participation. Not a confirmed attendee list for the current edition. | allaboutautomation.de/en/zuerich/ | Business Development Director; Marketing Director; Industry Partnerships Lead | Prior-Year Participation Evidence |
Because the supplied official source text does not name current-year buyer organizations, a buyer-company table with 10–20 named organizations cannot be completed without introducing unsupported claims. For outreach planning, this event is still useful for lead generation because the audience profile is clearly buyer-relevant, but named target-account extraction should be performed from the live 2026 exhibitor list, agenda, or post-registration networking tools once accessible.
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| High | Head of Automation | Engineering / Automation | Director / Head | Directly responsible for automation strategy and vendor selection. |
| High | Plant Manager | Operations | Manager / Director | Owns productivity, uptime, efficiency, and implementation decisions. |
| High | Engineering Manager | Engineering | Manager | Shapes technical specifications and integration feasibility. |
| High | Procurement Manager | Procurement / Sourcing | Manager | Important for approved supplier onboarding and commercial closure. |
| High | Strategic Sourcing Manager | Procurement / Supply Chain | Manager | Relevant for multi-site sourcing and long-term industrial supply agreements. |
| High | Maintenance Manager | Maintenance / Reliability | Manager | Relevant due to overlap with maintenance and plant reliability topics. |
| High | Controls Engineer | Automation Engineering | Individual Contributor / Lead | Key technical influencer for PLC, motion, robotics, and system integration. |
| Medium | Digital Transformation Director | Operations / IT | Director | Relevant for Industry 4.0, software, analytics, and smart production roadmaps. |
| Medium | IT Director | IT / OT | Director | Important where factory systems intersect with software, connectivity, and cybersecurity. |
| Medium | Business Development Director | Partnerships / Commercial | Director | Valuable for channel relationships, integration partnerships, and reseller agreements. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| High | Industrial Automation | Not an approved Apollo industry label | Use related approved industries below instead |
| High | Machinery | Strong fit for machine builders and production technology buyers | Automation retrofits, robotics, controls, line modernization |
| High | Mechanical or Industrial Engineering | Core fit for industrial engineering organizations and technical buyers | Systems design, process improvement, plant engineering |
| High | Electrical/Electronic Manufacturing | Strong alignment with control components, sensors, drives, and manufacturing users | Component sourcing, production automation, testing |
| High | Industrial Automation | Not available in Apollo approved list | Map to Machinery, Mechanical or Industrial Engineering, and Industrial Automation-adjacent keywords |
| High | Industrial Automation | See note above | Keyword-based capture in Apollo |
| High | Industrial Automation equivalent: Industrial Automation is not an Apollo list option | Use approved industries below | N/A |
| High | Information Technology & Services | Relevant for industrial software, IIoT, analytics, and digitalization providers/users | MES, monitoring, smart production, data integration |
| Medium | Computer Software | Fits software providers and digital production buyers | Factory software, analytics, SCADA/MES adjacent tools |
| Medium | Automotive | Automation-intensive manufacturing sector | Robotics, controls, assembly-line optimization |
| Medium | Medical Devices | Highly automated precision manufacturing environments | Clean manufacturing, traceability, quality automation |
| Medium | Pharmaceuticals | Relevant for process automation and compliant production operations | Process control, batching, monitoring, line upgrades |
| Medium | Food Production | Automation-heavy production environments with efficiency and uptime needs | Packaging lines, quality control, predictive maintenance |
| Medium | Chemicals | Strong process automation relevance | Process control, instrumentation, reliability improvement |
| Medium | Semiconductors | Automation and high-precision manufacturing fit | Production automation, robotics, environmental control |
Note: “Industrial Automation” is commercially relevant but is not included in the approved Apollo industry list supplied. Use approved industries such as Machinery, Mechanical or Industrial Engineering, Electrical/Electronic Manufacturing, Information Technology & Services, and Computer Software, then refine with keywords.
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Attendance figure not publicly confirmed by the organizer | Unconfirmed | No attendee figure in the provided official page extract | Do not use a numeric estimate without additional official data. |
| Exhibitor count | Around 300 exhibitors | Confirmed website statement | Official event page states the trade show trio features around 300 exhibitors | This appears to describe the trio context and should not automatically be treated as the standalone Zurich-only exhibitor number. |
| Buyer count | Not publicly confirmed | Unconfirmed | No buyer figure in provided official text | Buyer mix is clearly relevant, but not quantified. |
| Speaker count | Not publicly confirmed in supplied text | Unconfirmed | No agenda or speaker volume included in provided extract | Could be verified later from agenda pages. |
| Sponsor count | Not publicly confirmed in supplied text | Unconfirmed | No sponsor total provided | Use live exhibitor and partner listings for updates. |
| Historical attendance | Historical evidence exists via 2024 review materials, but numeric attendance was not supplied here | Historical / prior-year evidence | Official page references “2024 in Review,” pictures, and event report | Useful for validation, not for current-year numeric claims without the underlying report. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Industrial automation | Improve production efficiency and automate manual processes | Live solution discussions with users and decision-makers | Controllers, sensors, drives, machine automation systems |
| Robotics | Flexible production, labor optimization, precision handling | Application-specific robotics use cases and ROI conversations | Robots, end-effectors, machine vision, safety systems |
| Digitalization / Industry 4.0 | Connect equipment, monitor production, improve data-driven decisions | Software demos, data integration consultations, pilot project planning | IIoT platforms, MES, analytics, dashboards, connectivity tools |
| Smart production | Reduce downtime and improve flexibility across production lines | Workshop-style technical scoping and operational assessment | Integrated automation solutions, software-hardware bundles |
| Maintenance and reliability | Increase uptime and extend asset life | Cross-sell into maintenance buyers due to trade show trio positioning | Predictive maintenance, condition monitoring, spare-part optimization |
| Sustainability in production | Improve energy efficiency and reduce waste in industrial operations | Outcome-based messaging tied to efficiency and productivity | Energy monitoring, process optimization, automation retrofits |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | High | Official attendee description is strongly buyer-oriented: users and decision-makers meeting suppliers. |
| Decision-maker availability | High | The event explicitly targets decision-makers, not general-interest visitors. |
| Data collection potential | Medium to High | Official site references smart badge technology and an exhibitor list, supporting structured lead capture for exhibitors. |
| Apollo targeting potential | High | Clear ICP exists across engineering, operations, procurement, industrial IT, and integration firms. |
| Geographic targeting potential | High | Zurich and wider Switzerland provide a practical geography for account-based targeting. |
| Best outreach approach | High | Use a mix of pre-event meeting requests, post-event follow-up, and account-based outreach built around automation modernization outcomes. |
| Overall lead quality | High | Strong fit for industrial B2B lead generation, especially where the supplier serves production, robotics, controls, software, or maintenance modernization. |
| Best use case | High | Ideal for exhibitor targeting, buyer profiling, ABM list building, and partner/integrator outreach. |
| Limitations / risks | Medium | Current-year named attendee organizations and numeric attendance were not available in the supplied official text, limiting account-level certainty before the live directory is reviewed. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Machinery; Mechanical or Industrial Engineering; Electrical/Electronic Manufacturing; Information Technology & Services; Computer Software; Automotive; Medical Devices; Pharmaceuticals; Food Production; Chemicals; Semiconductors | Captures the most relevant buyer and partner-side organizations for industrial automation. |
| Departments | Engineering; Operations; Procurement; Supply Chain; Information Technology; Maintenance; Manufacturing | Aligns to likely buying and technical influence centers. |
| Seniority | Manager; Director; VP; Head; CXO | Focuses on decision-makers and major influencers. |
| Job titles | Head of Automation; Plant Manager; Engineering Manager; Controls Engineer; Director of Engineering; Procurement Manager; Strategic Sourcing Manager; Maintenance Manager; Operations Director; Digital Transformation Director; Industrial IT Manager; Robotics Engineer | Matches the event’s stated audience and likely project owners. |
| Geography | Switzerland first; then Germany and Austria for cross-border suppliers and integrators | Prioritizes the most relevant event geography and adjacent DACH market. |
| Employee size | 51–200; 201–500; 501–1,000; 1,001–5,000; 5,001+ | Best for industrial buyers with structured engineering, procurement, and capex functions. |
| Keywords | automation, robotics, Industry 4.0, smart production, industrial software, machine vision, PLC, SCADA, MES, predictive maintenance, controls, factory digitalization, system integration | Improves precision where industry labels alone are too broad. |
| Technologies | If available: PLC, SCADA, MES, IIoT, machine vision, industrial networking, robotics software | Useful for highly specific industrial tech suppliers. |
| Revenue range | Mid-market to enterprise, if product requires formal capex approval | Filters for organizations with budget and operational scale. |
| Company type | Private and public industrial companies; system integrators; industrial distributors | Supports direct buyers plus channel and partnership routes. |
Suggested Apollo Search Logic: (automation OR robotics OR "Industry 4.0" OR "smart production" OR PLC OR SCADA OR MES OR "machine vision" OR "predictive maintenance" OR "system integrator") AND (Switzerland OR Zurich) with department filters for Engineering, Operations, Procurement, Maintenance, and IT. For channel targeting, add keywords such as distributor, reseller, integrator, OEM, and industrial solutions.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| All About Automation Zurich Official Event Page | Official event website | Confirmed event name, dates, venue, city, country, visitor registration timing, exhibitor-list availability, audience description, and “around 300 exhibitors” trade-show-trio statement. | Very High |
| All About Automation Network Home Page | Official organizer/network website | Confirmed event network footprint across multiple locations and broader positioning around automation, robotics, and digitalization. | High |
| Provided official website extract in user brief | Primary supplied source text | Used as primary source of truth for date, city, country, venue, audience profile, and current-year operational notes. | Very High |
Verification note: This report avoids naming buyer companies or claiming current-year attendance where the supplied official material did not provide such evidence. For B2B attendee list building, the event is commercially promising, but the strongest next step is to review the live 2026 exhibitor list, agenda, and any official networking or matchmaking tools once published.
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