The exhibition industry has made a significant recovery in 2023 and has reached pre-pandemic levels in many parts of the world, according to UFI, the Global Association of the Exhibition Industry’s 2023 Global Exhibition Barometer. The biannual research report offers comprehensive insights into the current state of the industry, including its post-pandemic recovery and emerging trends and challenges. 

In 2023, exhibition industry revenues are expected to reach 97% of 2019 levels on average globally, according to the report. In the first half of 2023, 79% of companies reported “normal activity,” which increased to almost 90% for most months in the second half of the year. 

In 2022, revenues reached 78% of 2019 levels, indicating a significant bounce back of business. This recovery has exceeded expectations from six months ago, when exhibition companies projected reaching only 91% of 2019 levels.

“After China’s reopening early this year, the pandemic is now completely in our industry’s rearview mirror, as we are tracking levels of business activities already higher than in 2019 in a growing number of markets,” said Kai Hattendorf, managing director and CEO at UFI. “Creating a ‘new normal’ in front of us, the industry is evolving both on digital products and services and on sustainability. New technologies like generative artificial intelligence applications are being explored, while staffing remains a key concern.”

Featuring statistical data gathered via survey, concluded in July 2023, the 31^st edition of the report includes insights from 351 companies in 61 countries and regions, offering a comprehensive view of the global exhibition landscape. The study provides dedicated profiles for 19 markets and regions, including Argentina, Australia, Brazil, China, Colombia, France, Germany, Greece, India, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Thailand, the UAE, the UK, and the USA, as well as five additional aggregated regional zones. 

 UFI Global Barometer: Key Takeaways for Exhibitors 

• Worldwide event recovery is nearly complete. The recovery of the global exhibition industry now appears faster than expected six months ago, when companies were expecting to reach 91% of 2019 levels. In this latest report, exhibition organizers report that revenues for 2023 represent 97% of 2019 levels.
   
• Fastest growth in H2 2023. According to the report, the countries expected to experience the highest levels of normal activity in the second half of 2023 include: Australia (97%), UK (95%), Italy and the U.S. (94%), Brazil (92%), Argentina (90%). Notably, China has seen a significant uptick in expectations, with 74% of companies anticipating normal activity compared to only 29% six months ago.
• Show organizers face internal management challenges. The most pressing business issue declared in this edition are “internal management challenges.”
   
• Customer expectations predicted to affect shows. Globally, “changing customer expectations” are expected to have the highest impact in the next five years, with 68% of respondents considering it significant.
   
• More digital products at events. Overall, 64% of show organizer respondents have added digital services/products (such as apps, digital advertising and digital signage) to their existing exhibition offerings.
   
• Artificial intelligence (AI) predicted to impact sales and marketing. Globally, the areas expected to be most affected by the development of AI are: “sales, marketing and customer relations” (62%).

The 31st Global Exhibition Barometer sought insights into possible trends that will drive the future format of exhibitions by asking companies to assess four different statements. By using the same question asked in previous editions of the barometer, some useful comparisons can be drawn.

The global results, which give insight into trade show trends for exhibitors, indicate that:

• Face to face has come roaring back. 91% of respondents (compared to 87% a year ago and 78% two years ago) agree that “COVID-19 confirms the value of face-to-face events” (with 68% stating “Yes, for sure” and 23% stating “Most probably”).
   
• Most organizers aren’t predicting fewer international in-person exhibitions or less participants. 21% (compared to 31% and 46% previously) believe there will be “[Fewer] international ‘physical’ exhibitions and, overall, less participants” (with 2% stating “Yes, for sure,” 19% stating “Most probably” and 24% remaining unsure).
   
• More than half of show organizers are pushing toward hybrid events and digital elements at events. 56% (compared to 61% and 76% previously) believe there is “A push towards hybrid events, more digital elements at events” (with 12% stating “Yes, for sure,” 44% stating “Most probably” and 21% remaining unsure).
   
• Organizers report virtual is not replacing in person. 6% (compared to 6% and 11% previously) agree that “Virtual events are replacing physical events,” while 10% are unsure and 84% state “Not sure at all” or “Definitely not”.

The next UFI Global Exhibition Barometer survey will be conducted in January 2024. To download the full 2023 report, go here.

Lisa Savas and Danica Tormohlen contributed to the article

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