Exhibition Market Size - By Type (Trade Shows, Consumer Shows, Art and Culture Exhibitions), By Enterprise Size (Large Enterprise, SMEs), By Industry (Technology, Automotive, Healthcare, Consumer Goods) & Forecast, 2024 - 2032

Exhibition Market Size

Exhibition Market size was valued at USD 39.4 billion in 2023 and is estimated to register a CAGR of over 7% between 2024 and 2032. The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies is transforming attendee experiences, offering immersive product demonstrations and virtual tours. These innovations enhance engagement, expand reach, and provide valuable data insights for exhibitors and organizers alike.
 

For instance, in December 2023, Tomorrowland launched "The Great Library of Tomorrow," an immersive VR audiovisual exhibition in Barcelona. This was developed in collaboration with Xtended Reality Music Hub and incorporated Blanco y Negro Music and Layers of Reality, inviting visitors into various realms of the Tomorrowland universe. Attendees can explore VR experiences such as the Realm of Melodia and the World of the Great Tree.
 

Globalization fosters increased cross-border business interactions, enabling companies to reach international markets more effectively. Exhibitions provide a crucial platform for showcasing products & services to a audience as businesses seek new opportunities and partnerships beyond their domestic borders. This heightened exposure not only facilitates the exchange of ideas and innovations but also encourages collaborations that drive industry growth. Consequently, the demand for international trade shows and expos continues to rise, supporting economic integration and expansion.

Geopolitical tensions can significantly impact event attendance, as international participants may face travel restrictions, visa complications, or safety concerns. These challenges deter potential exhibitors and attendees, reducing overall participation and diminishing the event's effectiveness. Additionally, heightened political instability can lead to uncertainty and reluctance from businesses to invest in international exhibitions. The resulting decline in attendance and engagement can adversely affect the event's success, limiting networking opportunities and the potential for new business partnerships.
 

Exhibition Market Trends

The rise of hybrid events is reshaping the industry, combining in-person and virtual elements to maximize reach and flexibility. This format allows for broader participation, accommodates diverse attendee preferences, and provides a more resilient model against disruptions, ensuring continued engagement and value delivery.
 

For instance, in November 2023, during the International Film Festival of India (IFFI), Google Arts & Culture presented a virtual display that highlighted the illustrious past of Hindi film. The exhibition used cutting-edge technology, including Google's Street View and AR, to provide an immersive experience.
 

Sustainability is becoming a major focus in the global exhibition market, with organizers increasingly implementing eco-friendly practices to reduce environmental impact. These efforts include minimizing waste, lowering carbon footprints, and promoting the use of green technologies and materials. Exhibitions are also adopting sustainable venue choices and transportation options.
 

This shift toward sustainability not only aligns with environmental goals but also attracts eco-conscious participants and stakeholders. By enhancing their commitment to social responsibility, organizers can create more appealing and ethically sound events, driving positive change within the industry.
 

Exhibition Market Analysis

Based on type, the market is divided into trade shows, consumer shows, art and culture exhibitions, and others. The trade shows segment accounted for a market share of over 57% in 2023. Trade shows are increasingly incorporating advanced data analytics to enhance exhibitor and attendee experiences. By leveraging real-time data, organizers can personalize interactions, optimize layouts, and improve matchmaking between participants. This data-driven approach ensures more targeted networking opportunities and maximizes the return on investment for all stakeholders.
 

Additionally, the use of AI in trade shows is on the rise. AI-powered tools are being utilized for tasks such as automating registration, providing personalized recommendations, and facilitating efficient lead generation. This integration of AI enhances operational efficiency and elevates the overall event experience for attendees and exhibitors alike.
 

Based on enterprise size, the exhibition market is categorized into large enterprise and SMEs. The large enterprise segment accounted for around 73% of the market share in 2023. Large enterprises are increasingly investing in exhibition experiences tailored to their brand identities and strategic goals. These customized showcases incorporate interactive technologies, immersive displays, and exclusive networking opportunities. Such tailored approaches not only enhance brand visibility but also attract high-value partnerships and stakeholders.
 

For instance, in February 2024, Messe Frankfurt, an international trade show organizer, planned to enhance its presence in Central Asia by launching seven new brand events in Tashkent, Uzbekistan. These gatherings will focus on crucial sectors including automotive, logistics, transportation, textiles and clothing, and cosmetics. 
 

North America dominated the exhibition market, with a major share of around 35% in 2023. In North America, there is a notable shift toward hybrid exhibition formats blending physical and virtual elements. This growth allows broader audience engagement, accommodating both local attendees and participants. Hybrid events offer flexibility, lower costs, and increased accessibility, catering to diverse preferences and maximizing reach across the continent. For instance, in September 2023, Engage Works, a creative technology agency, unveiled Flux Innovation Lounge 2.0, an innovative event space tailored for in-person gatherings, hybrid events, collaboration workshops, and client sessions.

In Europe, countries such as France, Italy, Germany, and the UK are witnessing a surge in sustainability-focused exhibitions. Organizers are prioritizing eco-friendly practices, from venue selection and waste reduction strategies to promoting renewable energy and sustainable materials. These efforts align with regional environmental policies and consumer demands for greener events. Sustainability-driven exhibitions not only attract environmentally conscious exhibitors and attendees but also position Europe as a leader in responsible event management within the global exhibition market.
 

Asia Pacific is experiencing rapid growth in virtual and hybrid exhibition formats, driven by technological advancements and increasing digital connectivity. These formats enable broader participation from across the region and globally, accommodating diverse cultural and business needs. The shift toward virtual platforms offers cost-effective solutions and enhances accessibility, particularly in markets, such as China, Japan, India, and Southeast Asia, where traditional and digital engagement are merging to optimize attendee experiences.
 

Exhibition Market Share

Reed Exhibitions, Informa PLC, and Messe Frankfurt hold a significant market share of 8% in exhibition industry. The market is characterized by intense competition among diverse players, ranging from large-scale event organizers to niche specialists. Key factors influencing competition include innovation in event formats, technological integration such as virtual and hybrid solutions, and strategic partnerships with industry stakeholders. Companies vie to differentiate through unique attendee experiences, effective marketing strategies, and the ability to cater to specific industry demands.
 

Market leaders often leverage extensive networks, reach, and comprehensive service offerings to maintain competitive advantage. Emerging players focus on niche markets or emerging technologies, aiming to disrupt traditional models and capture new segments within the dynamic exhibition industry.
 

Exhibition Market Companies

Major players operating in the exhibition industry are:

• Reed Exhibitions
• Informa PLC
• Messe Frankfurt
• Messe Düsseldorf
• Fiera Milano
• Emerald Expositions Events, Inc.
• Koelnmesse GmbH
   

Exhibition Industry News

• In November 2023, RingCentral introduced RingCentral Events, a comprehensive solution catering to virtual, onsite, and hybrid events. The platform aims to deliver tailored and immersive experiences while streamlining event organization and administration.
   
• In August 2023, Chati, a top-tier provider of virtual and hybrid event solutions, introduced a cutting-edge platform aimed at revolutionizing the online event landscape. This platform incorporated a variety of features and sophisticated analytics to empower event planners and ensure outstanding experiences for participants.
   

The exhibition market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue ($Bn) and no. of visitors from 2021 to 2032, for the following segments:

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Market, By Type

• Trade shows
• Consumer shows
• Art and culture exhibitions
• Others

Market, By Enterprise Size

• Large enterprise
• SMEs

Market, By Industry

• Technology
• Automotive
• Healthcare
• Consumer goods
• Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Nordics
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • ANZ
  • Southeast Asia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America
• MEA
  • South Africa
  • UAE
  • Saudi Arabia
  • Rest of MEA