One of the fastest-growing segments of the trade show industry in 2024: international attendance and exhibitors. In fact, international travel to the U.S. is growing rapidly, with volume expected to reach 98% of 2019 levels in 2024 (compared to 84% recovered in 2023), according to the Latest data from the US Travel Association (USTA).
After international participation in U.S. trade shows stagnated during COVID, event organizers like Silver20/20 And Herbal World Expoare taking advantage of the rebound by investing to attract foreign companies to their American events with international pavilions.
But the world of international pavilions is evolving, with more countries developing innovative programs to support small and medium-sized businesses. By understanding these trends and challenges, organizers and participants can better navigate the complexities of global exhibitions.
TSNN takes a look at current trends and strategies surrounding international pavilions, drawing on insights from Cherif Moujabber, owner of Creative Expos and Conferences, a Walpole, Mass.-based company with a long history of consulting with trade shows, such as the Refined gastronomic shows, CONEXPO-CON/AGG and the National Restaurant Association Trade Showto attract international exhibitors and attendees. We explored success stories, challenges and strategic advice to ensure your business succeeds on the global stage.
Early planning, strategic networking, and flexibility in commitments and payments will be essential to maximizing the benefits of participating in international events. As the global marketplace continues to expand, these strategies will be essential to ensuring that businesses of all sizes can compete and succeed.
Understanding the key players
To successfully secure a pavilion, Moujabber said event organizers must focus on three main entities:
- Industry associations: These organizations represent your industry in a specific country. They are essential for networking and gaining industry support.
- Funding authorities: Typically government agencies, these authorities provide the financial support needed to support export promotion. However, they are not always affiliated with the government, so broaden your search accordingly.
- Commercial agents : These individuals specialize in coordinating between industry associations and funding authorities. They play a key role in negotiating agreements and ensuring alignment of all parties.
Focus on small and medium-sized enterprises
Many governments are creating effective programs for small and medium-sized businesses to export their products to new markets such as the lucrative United States. These companies often lack the resources to navigate international exhibitions independently, requiring dedicated support programs. Some countries, such as Brazil, have created specific initiatives aimed at these small businesses, ensuring their participation and ability to compete on the global stage, Moujabber said.
Emerging Trends in International Pavilions
One trend that is making organizers nervous is the fact that commitments from international participants are increasingly late. In the past, companies would confirm their participation months in advance. However, it is now common for decisions to be made only three months before an exhibition. This trend requires a high level of flexibility from trade show organizers who must keep prime spaces open and trust that international companies will eventually commit.
The challenges of first broadcasts
New trade shows face considerable challenges. They rarely attract international pavilions unless they address a niche market that offers a unique advantage to participating companies. Established trade shows in new countries also need to prove their credibility, as organizing these events involves a significant effort to promote them locally and internationally.
The Brazilian example
Brazil offers a remarkable example of innovation in supporting small and medium-sized enterprises.
“The country’s Apex funding authority launched a program two years ago to help companies that are just starting out in the market,” Moujabber explained. “The Plant Based World Expo was the first beneficiary of the program in the Western Hemisphere.” a five-year agreement with Plant Based World Expo and brought together 20 companies last year, he added.
The program offers subsidized participation, including covering costs such as space and basic decoration, while allowing these companies to be spread across the exhibition space rather than grouped in a pavilion.
Planning and budgeting
Preparation is crucial. Start your efforts 12 to 16 months before show dates, Moujabber advised. This time frame takes into account budget cycles and bureaucratic procedures, ensuring that all necessary approvals and funding are secured well in advance.
Governments typically decide by April which events they will support the following year, and consolidate their list by September or October. This timing underscores the importance of early engagement with local consulates and embassy authorities.
Budgetary constraints also play an important role. Different sectors experience varying levels of funding depending on annual priorities and available financial resources. Organizers must be aware of these deadlines and budgetary dependencies to engage effectively and ensure international participation.
Matchmaking and strategic meetings
An emerging focus is on matchmaking. International attendees, especially smaller companies, are looking for opportunities to meet distributors, retailers and other potential business partners. Organizers can facilitate this by arranging pre-show meetings and providing matchmaking services.
Flexibility and payment delays
Given the late commitments, show organizers must be prepared to handle payment delays. “It is crucial to maintain good floor space up to three months before the show, to accommodate international participants who may finalize their plans later than domestic exhibitors,” Moujabber said.
Beware of unsolicited requests
Pay special attention to unsolicited offers from abroad, especially from Asia. While expanding into international markets is beneficial, do your due diligence and verify the credibility of requests from external sales agents to avoid potential pitfalls.
Leveraging your sales network
A strong international sales network can significantly increase your show’s appeal to international exhibitors. It provides a competitive advantage by showcasing your ability to attract a diverse range of international pavilions.
Looking forward
Growth opportunities will continue in the near term as inbound international travel to the United States is still far from a full recovery before the pandemic. Volume is expected to reach a full recovery in 2025, but spending levels, once adjusted for inflation, are not expected to recover until 2026, according to the USTA’s forecast released in January 2024.