PARIS — Chris Skeith, OBE, Managing Director and CEO at UFI, The Global Association of the Exhibition Industry, refers to the results of the 35th edition of its Global Exhibition Barometer as “a nice surprise.”
The research showed growth in various markets in 2025; On average, 34% of global respondents anticipate the space rented in their country to increase by more than 5% and 36% expect this for their companies. The report showed stable growth in two of the three largest markets (U.S. and Germany), with a decrease in China.
The countries with growth expectations higher than 5% include Brazil, India, Malaysia, Mexico, Saudi Arabia and the UAE. Respondents reported increases of more than 5% in other revenue channels — 39% for services and 26% for sponsorships.
This is despite a climate of geopolitical and economic uncertainty, which was listed by respondents as a top concern for both the short and long term.
“Our industry is always adapting and we are used to this, but it remains a nice surprise to realize that the power of face-to-face overcomes all crises,” Skeith said.
Related. Inside the 2025 UFI Awards with Chris Skeith, OBE
That said, this last edition also shows, for the first time, a rather contrasted outlook within most regions. North America serves as one example; Around six out of 10 respondents forecast an increase of more than 5% in Mexico, while the same proportion foresaw a stable situation (plus or minus 5%) in the U.S.
Also, around seven out of 10 respondents forecast an increase of more than 5% in Brazil, while five out of 10 in Argentina and six out of 10 in Colombia foresaw a stable situation.
In Asia/Pacific, Skeith said, the contrast is even wider. Out of the five markets detailed in the report, there are two where a majority of respondents foresaw an increase of activity of more than 5%, India and Malaysia; one with a stable status forecast (Australia); and two where the majority of respondents expected a decrease of more than 5%, China and Thailand.
According to Skeith, the future is all about the economy. Combined, “global economic developments” and “the state of the economy in the home market,” is the top short-term issue.
“Unfortunately, it looks like this will remain the case for the foreseeable future in most places around the world,” Skeith said.
As far as the current geopolitical challenges, he remains positive that the exhibition industry will continue to focus on the future.
“Our industry will remain confronted with challenges that all industries face, whether internal (competition from within the exhibition industry or internal management challenges) or external (impact of digitalization and competition with other media, sustainability/climate and other stakeholders’ issues),” Skeith explained. “Right now, AI and sustainability are high on the agenda of most companies, and I think this will remain the case for the coming years.”
To get more events industry news, subscribe to TSE’s free e-newsletter on LinkedIn or through your email.
