The biggest takeaways from the drupa print expo in 2024 with a 2028 preview
drupa 2024 returned to Düsseldorf after an eight-year gap with a smaller footprint than past editions but a denser focus on the technologies driving the industry forward. Here is what mattered and what to expect from drupa 2028.
drupa is the global print industry's flagship trade show, held in Düsseldorf approximately every four years (the 2020 edition was cancelled due to COVID-19, pushing the 2024 edition to an eight-year gap from drupa 2016). Manufacturers, software companies, paper and substrate producers, and the broader print value chain all converge for ten days of announcements, demonstrations, and customer conversations. drupa 2024 was a return to the format after the pandemic disruption — smaller in footprint than past editions but information-dense.
Eight major takeaways from drupa 2024
Digital production reaches near-offset quality
The visual gap between digital production print and offset has effectively closed for typical commercial work. Multiple vendor demos showed digital output indistinguishable from offset at normal viewing distance, with the workflow benefits (short runs, variable data, fast turnaround) digital uniquely provides.
Inkjet maturity across production tiers
Production inkjet has matured from a niche to a serious offset alternative across multiple format categories. HP PageWide, Canon ColorStream/varioPrint, Konica Minolta AccurioJet, and Ricoh ProJet variants all received significant updates at drupa with improved quality, speed, and substrate range.
Sustainability as competitive axis
Sustainability emerged as a primary competitive differentiator rather than supplementary feature. Vendors competed on energy efficiency claims, recyclable consumables, carbon footprint per page metrics, and EU Ecolabel certifications. The shift from "feature" to "differentiator" matters for procurement.
AI integration across the production stack
Generative AI appeared throughout the show — design assistance, prepress automation, colour management, predictive maintenance, fleet analytics. The integration is no longer a single demo booth; AI threads through nearly every major vendor's product lineup.
Packaging print as growth pocket
Packaging production grew substantially as a drupa focus. Multiple vendors emphasised packaging workflows, food-safe inks, and short-run packaging capabilities. The packaging segment is the highest-growth area in the broader print industry through 2030.
Cloud workflow platforms mature
Cloud-based workflow platforms from major vendors and third parties (Esko, Tilia, EFI, Kodak Sonora workflow products) showed substantially improved maturity. Production print operations can now run through cloud workflow with on-premise device control more reliably than in past editions.
Workforce shortages drive automation
Pressroom labour shortages across mature markets drive automation that reduces operator skill requirements. Multiple vendor demos focused on "operator-less" or "low-skill operator" workflows that produce quality output without the traditional press operator expertise.
Office MFP segment quieter than past
The office MFP segment had less prominent presence than at past drupa editions. The office segment innovation has shifted toward services and software rather than hardware show-pieces. drupa increasingly reflects commercial print rather than office equipment focus.
What Spanish print operators took home
For Spanish commercial print operators visiting drupa 2024, several practical takeaways shaped subsequent procurement and operations. Digital production color tier upgrades were a common 2024-2025 investment, with operators replacing older digital production devices with current-generation HP, Konica, Canon, or Ricoh production-class units. Inkjet evaluation moved from "future technology" to "evaluate for our 2026 fleet refresh" — multiple Spanish printers placed inkjet on the procurement roadmap. Sustainability commitments tightened with several Spanish operators adopting EU Ecolabel and carbon reporting as marketing differentiators.
Preview of drupa 2028
What to expect at drupa 2028
drupa 2028 is scheduled for May 2028 in Düsseldorf. The expected themes preview the direction the industry continues evolving: deeper AI integration across the production stack with generative AI now mature rather than experimental, fully autonomous press operation in specific applications, further packaging segment expansion, expanded inkjet tier with substrate range that competes with offset across most commercial work, sustainability and circular economy as primary competitive frames, and likely consolidation in vendor presence as the broader industry continues consolidating.
For Spanish operators planning the 2028-2032 capital cycle, drupa 2028 will provide the technology preview that shapes purchasing decisions through the end of the decade.
Trade show value in 2026
Trade shows like drupa face the question of whether physical attendance still produces value that justifies the time and travel investment. The 2024 edition's attendance suggests yes — 170,000 attendees represents a strong showing for a print industry event. The value comes from concentrated vendor conversations, peer industry networking, and demonstrations of complex equipment that does not transfer well through video or webinar formats. For Spanish operators evaluating major capital purchases, drupa attendance produces information density unavailable through other channels.
Adjacent events worth tracking
Beyond drupa, several adjacent events matter for Spanish print and office equipment operators: PRINT 19 / PRINTING United (Americas-focused, alternating years), Fespa (signage, screen print, wide format, annual), Hunkeler Innovationdays (production finishing focus, biennial), Print4All (Italian printing show, biennial), and various regional Spanish industry events. The collective calendar provides continuous industry intelligence between drupa editions.