Exhibition Market Size
The exhibition market was worth $39.4 billion in 2023 and is expected to grow at a rate of more over 7% per year from 2024 to 2032. Combining Augmented Reality (AR) and Virtual Reality (VR) technologies is changing the way people experience events by allowing them to see products and take virtual tours. These new ideas make people more interested, reach more people, and give exhibitors and organizers useful data insights.
For example, in December 2023, Tomorrowland opened "The Great Library of Tomorrow," an immersive VR audiovisual show in Barcelona. This was made with help from Xtended Reality Music Hub and included Blanco y Negro Music and Layers of Reality, which let people explore different parts of the Tomorrowland environment. People who come can try out VR experiences like the Realm of Melodia and the World of the Great Tree.
| Report Attribute | Details |
|---|---|
| Base Year | 2023 |
| Exhibition Market Size in 2023 | USD 39.4 Billion |
| Forecast Period | 2024-2032 |
| Forecast Period 2024-2032 CAGR | 7% |
| 032 Value Projection | USD 69 Billion |
| Historical Data for | 2021-2023 |
| No. of Pages | 250 |
| Tables, Charts & Figures | 300 |
| Segments covered | Type, Enterprise Size, Industry |
| Growth Drivers |
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| Pitfalls & Challenges |
|
Globalization makes it easier for businesses to do business across borders, which helps them reach worldwide markets more successfully. Exhibitions are a great way for businesses to show off their goods and services to a large audience as they look for new prospects and partners outside of their own country. This increased exposure not only makes it easier to share ideas and new technologies, but it also stimulates partnerships that help the sector flourish. As a result, there is a growing need for international trade exhibitions and expos, which help the economy grow and become more integrated.
Geopolitical tensions can have a big effect on how many people come to an event because people from other countries may have trouble getting visas, travel restrictions, or safety concerns. These problems make it less likely that people will want to exhibit or attend, which lowers the number of people who do and makes the event less productive. Also, when politics are unstable, firms may be less willing to invest in international exhibitions since they don't know what's going to happen. The drop in attendance and participation might hurt the event's success by making it harder to network and find new business partners.
Exhibition Market Trends
The emergence of hybrid events is changing the business by integrating real-life and online features to reach more people and be more flexible. This style lets more people join in, meets the needs of different types of attendees, and is more resistant to disruptions, which keeps people interested and delivering value.
For example, in November 2023, Google Arts & Culture put up a virtual display at the International Film Festival of India (IFFI) that showed off the rich history of Hindi film. The show uses Google's Street View and AR, two cutting-edge technologies, to make it feel real.
Sustainability is becoming a big problem in the worldwide exhibition sector. Organizers are using more eco-friendly methods to lessen their influence on the environment. Some of these efforts are to reduce waste, cut carbon footprints, and encourage the adoption of green materials and technologies. Exhibitions are also choosing venues and transportation solutions that are good for the environment.
This move toward sustainability not only helps the environment, but it also draws in people and groups who care about the environment. Organizers may make events more appealing and ethical by making a stronger commitment to social responsibility. This will lead to good change in the business.
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
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
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