Die Hohe Jagd & Fischerei
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About this event
Die Hohe Jagd & Fischerei (Internationale Messe für Jagd, Fischerei, Abenteuer, Natur & Reisen)
Die Hohe Jagd & Fischerei is an international trade and visitor fair dedicated to the worlds of hunting, fishing, nature experiences, adventure tourism, and travel. Held at the Messezentrum Salzburg, the event brings together tradition and modern trends for all who live hunting, fishing, nature, adventure, and off-road culture. Over the years, it has developed into a well-known meeting point in the Alpen-Adria-Donau region for visitors looking for inspiration, hands-on expertise, and products from across the industry.
The fair takes place from 18 to 21 February 2027 in Salzburg, Austria, and it transforms the exhibition grounds into an active “hunting landscape” through its themed areas and program highlights.
Dates & venue
- Event: Die Hohe Jagd & Fischerei
- Dates: 18. - 21. Februar 2027
- Venue: Messezentrum Salzburg
- City & country: Salzburg, Austria
What the fair is about
The event combines two core thematic worlds—Jagd (hunting) and Fischerei (fishing)—with additional attention on adventure, nature, and travel. It is positioned as a place where visitors can discover products, learn new techniques, attend expert content, and experience action-oriented show elements.
Key sections: Jagdbereich & Fischereibereich
Jagdbereich (Hunting area)
The Jagdbereich is described as a themed zone where the Messezentrum Salzburg becomes a “living hunting terrain.” The fair draws thousands of purchasing visitors from Austria and abroad to explore hunting-related offers and experiences.
Fischereibereich (Fishing area)
The Fischereibereich focuses on practice, precision, and passion. Visitors can expect:
- current specialist lectures (including “wissensdrill.spezial”)
- insights into modern angling techniques
- action highlights such as a Wurfpool (casting pool), Fliegenbinden (fly tying), and a Drillsimulator
- content tailored to both beginners and experienced anglers, making fishery knowledge tangible and the fishing experience vivid
Scale and reach (as stated by the event)
According to the event’s official information, the fair highlights the following scale:
- Exhibitors: 500
- Visitors: 44,000
- Hall space: 33,000 m²
Who the event is for
Die Hohe Jagd & Fischerei is intended for people who actively engage in hunting and fishing, and for those interested in nature, adventure, and outdoor travel. It attracts an audience that is described as international and purchasing, including visitors from within and outside Austria.
Contact details (as listed on the official site)
Messezentrum Salzburg GmbH
Tel: +43 662 24 04 94
Email: hohejagd@mzs.at
Address: Am Messezentrum 1, 5020 Salzburg, Österreich
Data sheet
Die Hohe Jagd & Fischerei – Event Attendee & Buyer Profile Analysis
Event Date: 18–21 February 2027
Location: Salzburg, Austria
Event Status: Upcoming
Research Date: 1 July 2026
Event Overview
| Field | Details |
|---|---|
| Event Name | Die Hohe Jagd & Fischerei |
| Event Date | 18–21 February 2027 |
| Event Status | Upcoming |
| Venue | Messezentrum Salzburg |
| City | Salzburg |
| State / Region | Salzburg |
| Country | Austria |
| Organizer | Messezentrum Salzburg GmbH |
| Official Event Website | hohejagd.at |
| Event Type | International trade fair / consumer-B2B hybrid exhibition |
| Primary Category | Animals & Pets |
| Secondary Applicable Categories | Travel & Tourism; Sports; Retail; Logistics & Transportation |
| Audience Reach | International, with strong DACH and Alpine-region reach |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. Historical evidence shows 44,000 visitors in 2026. |
| Attendance Data Reliability | High for venue/date and 2026 historical figures; low for 2027 attendance forecast |
| Main Purpose of Event | Industry showcase and retail marketplace for hunting, fishing, outdoor adventure, nature, travel, and related equipment and services |
About the Event
Die Hohe Jagd & Fischerei is a long-running international fair in Salzburg focused on hunting, fishing, outdoor adventure, nature, and travel. The official website positions it as one of the largest events in the Alpine-Adriatic-Danube region, bringing together suppliers, brands, retailers, enthusiasts, and trade visitors in a high-traffic exhibition environment.
The event matters because it combines consumer demand with commercially relevant purchasing behavior across outdoor equipment, optics, firearms-related accessories, angling products, travel services, and specialist retail. It is useful for B2B lead generation where suppliers want to reach distributors, retailers, importers, tourism operators, and category decision-makers in a concentrated regional and cross-border market.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Specialty retail buyers | Outdoor, hunting, fishing, and sports retailers | Category and assortment selection | Primary audience for product sourcing, line reviews, and wholesale orders |
| Distributors / wholesalers | Regional importers, wholesalers, and trade distributors | Channel expansion and purchase decisions | Important for brands seeking dealer networks and cross-border coverage |
| Importers | Outdoor goods importers and national agents | Product selection and market access | Relevant for suppliers seeking local representation and distribution |
| Tourism and travel buyers | Adventure travel operators, lodges, tour companies, destination marketers | Package design and partner sourcing | Useful for travel, outdoor experience, and hospitality suppliers |
| Fishing clubs and associations | Angling associations, clubs, and federations | Program influence and member purchasing | Relevant for education, equipment demonstrations, and sponsorships |
| Hunting organizations | Hunting associations, land management groups, gamekeepers | Influence on equipment preferences and training | Relevant for optics, apparel, field gear, and safety products |
| Government / public-sector stakeholders | Regional forestry, fishery, conservation, and tourism bodies | Policy, permits, education, and procurement | Relevant where public programs, park services, or training are involved |
| Outdoor media and content creators | Trade media, magazines, publishers, creators | Awareness and influence | Supports product launches, press coverage, and brand amplification |
| Small business owners | Independent outfitters, guides, retailers, and service operators | Owner-led purchasing | High-value prospects for niche products, equipment bundles, and financing |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Salzburg city | Local consumers, retailers, clubs, and service providers | Medium | Host-city attendance supports high footfall and walk-in conversion |
| Salzburg region / western Austria | Regional buyers, clubs, distributors, and tourism operators | High | Strong proximity effect from regional trade corridors |
| Austria nationwide | National retailers, importers, associations, and enthusiasts | High | Likely broad domestic participation due to event reputation |
| Germany / Bavaria | Cross-border visitors, dealers, and outdoor retailers | High | One of the most relevant buyer pools for Salzburg-based fairs |
| Switzerland / South Tyrol / Northern Italy | Specialist retail and alpine-region buyers | Medium | Relevant for premium outdoor, travel, and hunting gear suppliers |
| Central and Eastern Europe | Importers, distributors, and category specialists | Medium | More limited than DACH but strategically useful for expansion |
| International long-haul | Niche brands, media, and specialized buyers | Low to Medium | Possible, but event is primarily Europe-focused |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Primary Reach | Global | The event markets itself internationally and attracts cross-border visitors, though the strongest buyer concentration is in Europe. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Blaser Group | Manufacturer / brand owner | High-fit hunting and shooting brand with strong dealer-channel relevance | blaser-group.com | Head of Sales, Export Manager, Channel Manager, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| J.G. Anschütz GmbH & Co. KG | Manufacturer / brand owner | Relevant supplier for hunting and sport shooting retail channels | anschuetz-sport.com | Sales Director, Export Director, Dealer Development Manager | Strong Market Fit, Attendance Not Confirmed |
| Merkel Jagd- und Sportwaffen GmbH | Manufacturer / brand owner | Specialist hunting manufacturer with dealer and export relevance | merkel-die-jagd.de | Managing Director, Sales Manager, Export Manager | Strong Market Fit, Attendance Not Confirmed |
| Härkila | Outdoor apparel brand | Premium hunting apparel and accessories brand aligned to event audience | harkila.com | International Sales Manager, Category Manager, Merchandising Manager | Strong Market Fit, Attendance Not Confirmed |
| Seeland | Outdoor apparel brand | Relevant for hunting clothing, footwear, and retail distribution | seeland.com | Sales Director, Key Account Manager, Trade Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Fjällräven | Outdoor goods brand | Strong fit for nature, adventure, and outdoor retail buying profiles | fjallraven.com | Wholesale Manager, Regional Sales Manager, Retail Buyer | Strong Market Fit, Attendance Not Confirmed |
| Pure Fishing | Fishing products brand group | Directly aligned to fishing retail, distribution, and category management | purefishing.com | Category Director, Sales Manager, Distributor Manager | Strong Market Fit, Attendance Not Confirmed |
| Rapala VMC Corporation | Fishing products manufacturer | Core fishing buyer and distributor target | rapala.com | Global Sales Director, Channel Sales Manager, Product Director | Strong Market Fit, Attendance Not Confirmed |
| Daiwa | Fishing tackle brand | Relevant to fishing specialty buyers and importers | daiwa.com | Export Manager, Sales Director, Retail Partnerships Manager | Strong Market Fit, Attendance Not Confirmed |
| Shimano | Fishing and outdoor equipment brand | High-value fishing and outdoor retail target | shimano.com | Regional Sales Manager, Distributor Development Manager | Strong Market Fit, Attendance Not Confirmed |
| PARD International | Optics / night-vision brand | Relevant for hunting optics and specialist channel sales | pard.com | Business Development Manager, Sales Director, EU Channel Manager | Strong Market Fit, Attendance Not Confirmed |
| LEICA Sport Optics | Premium optics brand | Targets hunters, outdoor retailers, and high-end distributors | leica-sportoptics.com | Sales Manager, Key Account Manager, Product Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Viking Outdoor Footwear | Outdoor footwear brand | Relevant for hunting, fishing, and nature retail buyers | vikingfootwear.com | Sales Director, Distributor Manager, Buying Manager | Strong Market Fit, Attendance Not Confirmed |
| Austrian Hunting Association / regional hunting associations | Association / community organization | Likely attendee influence for education, advocacy, and member purchasing | Regional association websites | Secretary General, President, Event Coordinator | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Buying Manager / Category Manager | Merchandising / Procurement | Manager | Owns assortment and supplier selection for retail channels |
| 2 | Sales Director / Export Manager | Sales / International Sales | Director / Senior Manager | Important for channel development, distribution, and market expansion |
| 3 | Procurement Manager / Purchasing Manager | Procurement | Manager | Evaluates suppliers, pricing, logistics, and commercial terms |
| 4 | Retail Buyer / Merchandise Planner | Retail Operations | Buyer / Manager | Direct buying role for consumer-facing product categories |
| 5 | Distributor / Channel Manager | Channel Sales | Manager | Controls downstream market access and reseller relationships |
| 6 | Operations Director | Operations | Director | Relevant for retail chains, event operators, and service businesses |
| 7 | Tourism Product Manager / Partnerships Manager | Partnerships / Tourism | Manager | Connects travel, outdoor experiences, and destination marketing |
| 8 | Association Director / Secretary General | Leadership / Membership | Director / Executive | Influences education, advocacy, event participation, and sponsorship |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Retail | Core channel for hunting, fishing, and outdoor product purchases | Retail buyers, category managers, merchandising teams |
| 2 | Wholesale | Distributor and wholesale buying is highly relevant to the event | Channel managers, importers, wholesale buyers |
| 3 | Import & Export | Cross-border sourcing and export distribution are central to this market | International sales, trade, and sourcing teams |
| 4 | Consumer Goods | Many exhibitors sell branded consumer products and accessories | Product managers, brand managers, sales leaders |
| 5 | Sporting Goods | Strong overlap with outdoor, fishing, and field equipment | Category buyers, distributors, brand managers |
| 6 | Leisure, Travel & Tourism | Adventure travel, lodges, and destination marketing are relevant | Tourism product, partnership, and marketing teams |
| 7 | Environmental Services | Conservation, land management, and ecosystem services are adjacent buyers | Public-sector and NGO stakeholder outreach |
| 8 | Government Administration | Relevant for fishery, forestry, parks, and public recreation stakeholders | Agency managers, procurement, program leaders |
| 9 | Hospitality | Outdoor travel, lodging, and experience packages intersect with event themes | Hotel, lodge, and experience operators |
| 10 | Business Supplies & Equipment | Relevant for commercial gear, optics, storage, and display solutions | Operations and purchasing teams |
| 11 | Logistics & Supply Chain | Distribution, import, and inventory flow are critical for exhibitors | Supply chain, warehousing, and fulfillment leads |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 44,000 | Historical / prior-year evidence | Official website highlights for 2026 | Not a confirmed 2027 figure |
| Exhibitor count | 500 | Historical / prior-year evidence | Official website highlights for 2026 | Useful for prospecting expectations |
| Buyer count | Not publicly confirmed | Unavailable | No official buyer count published | Use exhibitor and visitor metrics instead |
| Speaker count | Not publicly confirmed | Unavailable | Agenda exists, but no consolidated count verified in source text | May be updated closer to event |
| Sponsor count | Not publicly confirmed | Unavailable | Not clearly listed in provided source text | Treat as unverified |
| Historical attendance | 44,000 visitors | Confirmed historical | Official website 2026 highlights | Best available official benchmark |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Retail sourcing | New products, margin control, and assortment refresh | Line reviews, bundled offers, and distributor meetings | Outdoor goods, apparel, optics, accessories |
| Distribution expansion | Regional dealer coverage and market access | Meet importers, wholesalers, and channel managers | Exclusive distribution, reseller programs |
| Fishing innovation | Practical, performance-driven tackle and gear | Demonstrations, hands-on trials, and technical briefings | Rods, reels, lures, accessories |
| Hunting equipment | Reliable performance, safety, and specialist fit | Product demos and dealer onboarding | Optics, apparel, field gear, accessories |
| Adventure travel | Packages, destinations, guided experiences | Partnerships with lodges, operators, and destinations | Travel products, experiences, hospitality services |
| Education and training | Practical knowledge, safety, and best practice | Seminars, workshops, and association engagement | Training content, certification, field guidance |
| Sustainability / conservation | Responsible use, habitat protection, and compliance | Engage NGOs, agencies, and associations | Environmental services, education, stewardship tools |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event attracts retail, distribution, and specialty outdoor buyers closely aligned to the showcased categories. |
| Decision-maker availability | High | Category managers, owners, sales directors, and importers are likely to be present or reachable. |
| Data collection potential | High | Exhibitor directory, agenda, highlights, and historical traffic data support list building and profiling. |
| Apollo targeting potential | High | Retail, wholesale, import/export, consumer goods, and sporting goods filters are strong fits. |
| Geographic targeting potential | High | DACH and neighboring alpine markets can be targeted with precision. |
| Best outreach approach | High-touch email and LinkedIn | Use category-based messaging, distributor language, and event-specific timing. |
| Overall lead quality | High | Strong for niche retail, wholesale, and cross-border business development. |
| Best use case | B2B prospecting and attendee list building | Well-suited for lead gen agencies, event marketers, and supplier sales teams. |
| Limitations / risks | Medium | Current-year attendee list is not confirmed publicly, so company-level attendance must not be assumed. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Retail; Wholesale; Import & Export; Consumer Goods; Sporting Goods; Leisure, Travel & Tourism; Government Administration; Environmental Services; Hospitality; Logistics & Supply Chain | Align company search to the event’s buyer base |
| Departments | Procurement; Sales; Business Development; Merchandising; Operations; Partnerships; Product | Focus on decision-makers and commercial influencers |
| Seniority | Owner; Partner; C-Level; VP; Director; Head; Manager | Capture both strategic and operational buyers |
| Job titles | Buying Manager, Category Manager, Procurement Manager, Purchasing Manager, Sales Director, Export Manager, Channel Manager, Merchandising Manager, Product Manager, Operations Director, Partnerships Manager | Prioritize titles most likely to attend or influence purchasing |
| Geography | Austria; Germany; Switzerland; Northern Italy; Slovenia; Czech Republic; Slovakia; Hungary | Target the strongest regional buyer corridors |
| Employee size | 1–10; 11–50; 51–200; 201–500; 501–1,000; 1,001–5,000 | Capture independent retailers through established brands and distributors |
| Keywords | hunting, fishing, outdoor, angling, optics, dealer, distributor, wholesale, import, category, retailer, adventure travel | Refine lists to event-relevant commercial accounts |
| Company type | Privately held; Public company; Family-owned retail; Multi-location distributor | Useful for channel-specific prospecting |
| Revenue range | Any relevant range, with emphasis on SMB to mid-market and selected enterprise brands | Broad event audience requires flexible revenue filtering |
| Technologies | E-commerce, ERP, retail POS, distributor CRM, inventory management | Identify companies with modern buying and channel operations |
Suggested Apollo Search Logic: Use combinations such as (Retail OR Wholesale OR Import & Export OR Sporting Goods) AND (Buying Manager OR Category Manager OR Procurement Manager OR Sales Director OR Export Manager) AND (hunting OR fishing OR outdoor OR optics OR dealer OR distributor). Add Austria, Germany, Switzerland, and Northern Italy for the highest-fit regional cohort.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Die Hohe Jagd & Fischerei official website | Official organizer source | Event name, dates, venue, city, organizer, category positioning, 2026 historical highlights, exhibitor and visitor totals | Very High |
| Messezentrum Salzburg official website | Venue source | Venue identity and Salzburg location context | High |
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