To kick off the new year, TSNN spoke with some of our industry’s most respected executives to get a glimpse of what we can expect for trade shows in 2025. Even though none of them have Claimed to have a crystal ball in their back pocket, their extensive experience in producing high-quality, impactful events for growing audiences has convinced us that these accomplished professionals know what they are talking about.
In this first installment of our series running throughout the month of January, we spoke to RX North America President Fernando Fischer and Informa Markets North America President Nancy Walsh who shared their expectations for their events and the industry for the coming year.
Fernando Fischer, President, North America, RX
What are your forecasts for the North American trade show industry in 2025 in terms of attendance, exhibitors and revenue?
The North American trade show industry is on track for a strong 2025. Although visitor numbers remain relatively stable compared to pre-pandemic peaks, we are seeing a much more qualified and engaged audience. Companies are being more intentional about who they send to events, which improves the overall quality of attendance. For exhibitors, the “new” remains key; they prioritize innovative solutions and new ways to connect with their customers.
From a revenue perspective, we are optimistic. Costs of attendance, whether for attendees or exhibitors, remain a key value proposition. Events continue to generate unmatched ROE (return on experience) when it comes to connecting businesses with qualified prospects and driving sales success. At RX, we are confident that the coming year will be one of growth and opportunity for the industry.
What will be the main objectives of your organization next year?
Our strategy is clear and focused for 2025. First, we have a strong focus on talent development. Rather than focusing solely on specific business goals, we invest in developing the overall capabilities of our teams, ensuring they are equipped to innovate, lead and thrive in a rapidly changing industry.
We are also committed to improving the customer experience for exhibitors and attendees. One area we are investing heavily in is improving what we call the “exhibitor’s last mile,” those critical final 30 days when exhibitors often need support the most. We aim to improve our services and communication during this window to ensure they have a seamless and successful experience.
Another priority is helping exhibitors and attendees better connect before the event, on the show floor and once they return home. It is no longer enough to rely on long-standing relationships; We have created and will continue to create several digital solutions designed to unlock opportunities for growth and connection by helping our clients meet new buyers and emerging markets.
What are you most excited about and concerned about as we approach 2025?
What excites me most about 2025 is the opportunity to evolve and improve the attendee and fan experience at our events. Reinventing the attendee journey, from the moment they discover our brand or decide to register to the moment they leave the room, will be a game-changer for our shows. Personalization, streamlining travel and transforming our events into a must-see venue will all play an important role.
While there are many reasons to worry, the majority of our concerns are things we cannot control. Rather than worrying, we stay aware, but focus on what we can control: executing our strategy, developing our talent, and delivering value to our customers. Monitoring these external factors is of course necessary, but the foundation we have built at RX allows us to be well prepared to meet any challenges.
At the heart of everything we do, we want to enjoy the ride. The energy, connections, and collaboration that come from bringing people together in the B2B and B2X space are inspiring, and it’s a privilege to help drive this innovation forward for another year.
Nancy Walsh, President, Informa Markets, North America
What are your forecasts for the trade show sector in 2025 in terms of attendance, exhibitors and revenue?
In 2025, the trade show industry will continue to adapt to a rapidly changing landscape. I believe we are past the rebound phase and have arrived at a point where attendees and exhibitors will place increasing importance on ROI, with increased demand for curated experiences and measurable results.
Revenue is expected to grow steadily, fueled by targeted investments in technology, global expansion and enhanced customer experience. However, this growth will require our industry to focus on differentiation and alignment with changing customer needs.
What will be the main objectives of your organization next year?
We must place increasing value on achieving ROI for our exhibitors, which means prioritizing attendee acquisition and improving the attendee journey by delivering personalized, high-value engagements before, during and after the events. Buyer density and attendance quality are key drivers heading into 2025. This means taking a highly strategic approach to attendee acquisition, enhancing their experience through premium services, networking opportunities bespoke and personalized content, which I believe will become essential to drive loyalty and maximize ROI.
We will also focus on sponsorship and work closely with high-value sponsors on bespoke sponsorships that meet their needs. We will focus on analyzing and optimizing our sponsorship strategies, both endemic and non-endemic, and transitioning from a product-driven approach to a results-driven approach.
What are you most excited and concerned about as we approach 2025?
I’m excited about the growing adoption of curated customer experiences, creating more meaningful and impactful connections between buyers and exhibitors. Customer experience is essential to enable us to assess value and increase the value and relevance of our shows.
I am also encouraged by the prospect of global expansion and bringing established brands into new markets, unlocking new potential for our communities in key regions of the world, and by the interest in capitalizing on the progress of AI to improve marketing effectiveness, optimize sales processes and create tailor-made solutions. content.
There are currently many unknowns that we will face as we approach 2025. In addition to the growing expectations of our guests and the challenge of maintaining visitor growth and loyalty, there are economic and geopolitical factors that could really have a impact on the way we do business. From tariffs creating market access challenges to supply chain disruptions and the need for supply and workforce diversification, we face a complex array of issues that demand attention particularity and agility. However, I am confident in our industry’s ability to meet these challenges and continue to provide significant value to our communities and the economy as a whole.
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