What are the prospects for the industries of American and global exhibitions? The UFI, the World Exhibition Industry Association, has published the 34th edition of its flagship report of the Global Exhibition Barometer, which takes the industry pulse.
Zoom out: For the global exhibition industry, income in 2024 and 2025 should increase by 16% and 18% respective. Globally, 46% of companies say they plan to increase their workforce over the next six months, while an additional 51% say they will maintain current stable figures.
Context: “Research on UFI barometers has provided a comparative analysis of the type for key measures for 18 years, and this new edition shows positive indicators for the coming year in all markets, which is encouraging to see . However, at the same time, this shows a certain uncertainty in economic environments and geopolitical challenges, demonstrating that we operate in a constantly evolving world, “explained Chris Skeith, Managing Director and CEO of the UFI.
Methodology: The latest edition of the UFI biline industry report was concluded in January 2025 and includes data from 390 companies in 56 countries and regions. The study also includes perspectives and an analysis for 19 countries and regions of intervention – Argentina, Australia, Brazil, China, Colombia, France, Germany, Greece, India, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Thailand, UAE, the United Kingdom and the United States, as well as five additional aggregate areas.
Deeper diving: There is a clear consensus that industry uses AI, with 92% of companies declaring it, according to the barometer. For the first time since this question was introduced a year ago, the majority of companies report that they already use this technology in the functions of “sale, marketing and customer relations”, showing an adoption speed without previous.
What they say: “Many results validate the various projects on which UFI works during our centenary, seeking greater recognition for the decision -makers industry, helping our members to attract and keep the best talents and help in continuous accent on Sustainability and climate as all characteristic strongly in the report, “said Skeith.
TSNN analysis: top 8 trends for the American exhibition industry
1. positive perspectives in us In the 2nd half of 2024, 65% of respondents indicated that they increased industry operations and only 10% reported a drop. For the first half of 2025, 78% of respondents predict an increase in industry operations and none reports a reduction.
2. The exhibition space exceeds pre-cook levels in the United States Compared to 2019, respondents reported a 2% increase in the exposure space sold in 2024.
3. Growth of two-digit income planned for 2025 in the United States Compared to the revenues of 2023, 2024 increased by 4%. In 2025, respondents provided for an increase of 21% from one year to the next.
4. Operating benefits should increase with two figures. Compared to the previous year, all respondents declared an increase in operating profits by more than 10% in 2024 and provided for the same increase in 2025.
5. No reduction in staff to us Overall, 40% of American respondents will add staff in the next six months of 2025. No respondent will report that they will reduce staff in the next six months.
6. Top number faced by the US exhibition industry in the short term. Geopolitical challenges and competition from the exhibition industry, 19% of respondents citing these two commercial problems and the most important ones to which the exhibition industry in the next 12 to 18 months.
7. Top number faced by the mid-term American exhibition industry. State of the economy on the domestic market. In fact, 27% of respondents cited the state of the economy on the domestic markets as a commercial number 1 confronted with the exhibition industry over the next 3 to 5 years, against 12% of world respondents. The first issue for world respondents: 20% have cited world economic developments.
8. The majority of organizers use a generative AI for sales. Asked about the potential impact on exposures and current use of generative AI, such as chatgpt and others, 67% of American respondents report that they already use AI for sales, marketing and relations customers. Only 22% of American respondents are currently reporting that they are currently using AI for event production and research and development.
What is the next step
Complete results can be downloaded from www.ufi.org/research. The next survey on the UFI World Exhibition Barometer will take place in June 2025.