DALLAS — The Center for Exhibition Industry Research (CEIR) released benchmarking studies for small, midsize and healthcare B2B exhibitions.
These reports reveal engagement metrics, revenue drivers and the 2026 outlook for events under 50,000 net square feet (NSF) and between 50,000 and 200,000 NSF, and healthcare shows, respectively, and are available for free to members of the International Association of Exhibitions & Events.
Some findings from the studies include:
Small B2B Exhibitions
- 32% average net profit margin
- 75% report a profit
- $1.75 million median gross revenue
- 28% track exhibitor NPS
Midsize B2B Exhibitions
- 42% average net profit margin
- 76% report a positive net profit
- $3.70 million median gross revenue
- 34% track exhibitor NPS
Healthcare B2B Exhibitions
- 37% average net profit margin
- 76% report a positive net profit
- $6.25 million median gross revenue
- 35% track exhibitor NPS
Trade Show Executive (TSE) checked in with Nancy Drapeau, IPC, CEIR’s Vice President of Research, to discover what these reports say about the trade show industry — and where it’s headed.
ANDREW: Together, what do these reports say about the exhibitions industry?
NANCY: Findings point to slow, steady growth in 2025 despite macroeconomic headwinds, including tariffs and inflation that are driving higher travel costs.
The B2B exhibition channel remains resilient. Organizers are focused on maximizing outcomes regardless of external pressures, and this report series documents how they are doing so.
Performance benchmarks align with the CEIR Index, confirming incremental year-over-year gains and continued progress toward full recovery.
Related. CEIR’s 2026 Marketing Spend Decision Report Affirms the Power of B2B Exhibitions
ANDREW: How are small, midsize and healthcare exhibitions performing differently?
NANCY: These reports are segmented intentionally and performance varies meaningfully by event size.
The benchmarks reflect metrics that matter most in strategic planning and executive evaluation, including financial performance, revenue mix, staffing, content, digital tools, marketing support, pricing, and key attendee and exhibitor metrics.
Smaller events (under 50,000 NSF) serve niche markets, with more targeted education and networking. Their revenue mix differs accordingly, and while margins are typically lower than large events, three-quarters still generate profit, averaging 32% in 2025 — a strong indicator of disciplined cost management.
As events scale, exhibit sales become a larger share of revenue, supporting stronger profit performance. Larger events benefit from volume, surpassing fixed costs and generating incremental revenue at scale.
Booth rates reflect this dynamic: Smaller shows carry higher rates to cover fixed costs, while larger shows are able to distribute those costs in a way that offer lower booth space rates.
Larger events also invest more heavily in digital tools and marketing support to help exhibitors and attendees achieve their objectives.
It’s worthwhile noting that offering marketing support is associated with stronger net profit outcomes.
ANDREW: How are these three types of exhibitions performing similarly?
NANCY: Across events of all sizes, the majority of organizers reported that exhibit and space sales either held steady or improved year-over-year in 2025 though roughly 18% indicated some softness, likely tied to macroeconomic headwinds.
Sponsorship sales remained strong across events of all sizes.
Overall, attendance in 2025 matched or exceeded prior-edition results for the majority of events across all sizes. However, challenges were evident among mid-sized and large events, with roughly 24% reporting declines.
Contributing factors likely include visa and immigration policy enforcement and, in some sectors, reduced government funding for travel — particularly affecting medical and scientific events.
Larger, national and international events are more exposed to these pressures. Inflation and rising travel costs also appear to have played a role, potentially limiting the number of staff organizations send, especially for events requiring overnight stays or air travel.
Despite challenges in 2025, sentiment looking forward is positive. Organizers across all segments are bullish on 2026, with expectations for growth in exhibit sales, sponsorships and attendance.
ANDREW: Are there any other findings that you want to flag?
NANCY: A key strength of this series is its forward-looking perspective. The reports capture the headwinds and tailwinds organizers anticipate, which is critical for planning.
This insight supports more informed discussions about risk, opportunity and strategy as teams prepare for the next edition.
It reinforces the importance of setting clear targets across revenue, exhibit and sponsorship sales, and attendance while also establishing plans to monitor performance, respond to underperformance and capitalize on positive momentum.
ANDREW: What surprised you the most from these reports?
NANCY: “Surprised” may not be the right word. What stands out is the consistent resilience and forward-looking mindset of organizers.
Despite ongoing business environment challenges, the organizer outlook remains optimistic, with a clear focus on growth and performance improvement.
ANDREW: What do these reports say about the future of our industry?
NANCY: They point to continued steady progress: measured growth, ongoing recovery and sustained confidence in the channel.
CEIR’s report for large shows will be released in July and the final report in the series, releasing in August, will focus on benchmarks for independently organized events.
To learn more about this series, click here.
