AMERICANA Returns to Augsburg, Germany, in 2017

The countdown is on for Europe’s leading exhibition on western riding and western horses.


More than 52,000 western horse enthusiasts travel to visit Americana in Augsburg, Germany.

Expectations for 2015 AMERICANA had been very great, and like almost always, reality proved to be even better. With 52,400 visitors and 360 exhibitors, the 2015 event set two new records for organizer AFAG. Exhibitors told of sensational business success as became obvious in the representative survey made by the Dortmund Market Research Institute Gelszus: three of four exhibitors (76 percent) said their sale had been “very good” or “good,” 19 percent said they were content with their sale results – this was better than ever!

But 2015 AMERICANA also set new standards in sports. 350 riders from 21 nations competed in Augsburg, among them, for the first time, riders from Hungary, Russia and Finland. The quality of horses and riders has always been high at AMERICANA, but never before like this. Just think of the $55,000-added Bronze Trophy Reining Open – eight National Reining Horse Association world champions showed their horses in this class!

Good for the Augsburg area: Range of AMERICANA grows

Once more the number of visitors coming from far away has increased. Tvelve per cent came from out of Germany, a quarter of the visitors drive at least 300 km to visit the event. The average visitors stays for one and a half days at AMERICANA – which is great regarding the local gastronomy and hotels. Another interesting aspect: 85 per cent of the visitors are active riders, 75 per cent own at least one horse. 96 percent loved the event and plan to come back. 98 per cent recommend visiting AMERICANA.

Documents for exhibitors will be available from October 2016

For exhibitors, the documents for participation at 2017 AMERICANA (September 6 – 10, 2017) will be available for download on the website in October. Exhibitors that were already present at AMERICANA, will get their documents via mail. With the ever growing demand, project manager Karlheinz Knobl advises companies to book early for 2017 AMERICANA: „In 2015, AMERICANA was completely booked months before the start of the event. The sooner we get an application, the faster we can take care of the exhibitor’s wishes.“

For those who can’t wait for 2017 AMERICANA, there are plenty of video diaries on the website:

For further information please contact:

AFAG Messen und Ausstellungen GmbH

Winfried Forster

phone +49  821 - 5 89 82 – 143  /  fax +49 821 - 5 89 82– 243  /