CHICAGO — On April 9, President Donald Trump announced a 90-day pause on reciprocal tariffs, with the exception of China, bringing them down to the universal 10% rate until July 9, 2025.
Notably, Mexico and Canada still face 25% tariffs on most goods going into the U.S., with only goods that are compliant with the US-Mexico-Canada Agreement seeing no tariffs, and China currently faces a 145% tariff.
However, markets and industries have already begun feeling the impacts of the economic uncertainty that lies ahead.
Trade Show Executive (TSE) connected with a variety of event organizers and suppliers to get a better idea of the tangible impact the introduced tariffs have had on the business events industry so far — and what they are anticipating is lying ahead.
Anti-American Sentiment Grows, Especially in Canada
Due to the high tariffs and talking points of making Canada a U.S. state, Canadians are showing a rise in anti-American sentiments when it comes to traveling and exhibiting in the U.S.
According to U.S. Customs and Border Protection data, there were 500,000 fewer travelers entering the U.S. from Canada via passenger vehicle in February 2025 compared to February 2024 — and that was before the Liberation Day tariff announcement. Forbes reports, “Now, based on new forward-booking data analyzed by OAG, a global travel data provider, summer flight bookings on Canada-U.S. routes are down more than 70% year-over-year.”
It’s not just inbound travel that’s feeling the impacts, as show organizers revealed to TSE that they are seeing Canadian exhibitors cancelling and boycotting U.S.-based events.
“We are starting to see the following in mid-Q2 and forecast for balance of the year, barring any change in trade policy: decreased exhibitor sales and attendee/buyer participation from Canada, and the Pacific Rim. Traditional, loyal exhibitors from Canada for many events are withholding commitments to participate at this time. Anti-American sentiment is high,” said one organizer.
Suppliers are taking notice too, with one sharing that they are seeing Canadians cancelling or scaling back their participation in U.S. events. And the tariffs on the country are also driving up costs for suppliers.
“Imports from Mexico and Canada are up 55%, and while they are not as drastic [as those against China] it still very painful for us to absorb,” they shared.
Another supplier shared that the tariffs on other nations are impacting their bottom line as well: “[We’re thinking about] the cost of hardgoods already sold. Our sales cycle is six months or more, and pre-tariff negotiated pricing does not take this into consideration.”
The American Society of Association Executives (ASAE) recently released an Insight Update revealing that association meeting attendance has been impacted by changing federal policies with an evident decline in participation from Canada, Europe and Central Asia.
Related. Tariffs, Taxes, Travel and Talent: A Conversation with Tommy Goodwin, VP of ECA
This is aligned with what an organizer told TSE they’re starting to see and expect more of — decreased participation, cancellation and cancellation-consideration from Chinese exhibitors and attendees.
Looking inward to the U.S., one organizer shared they’ve been focused on managing impacts of Executive Orders that have been influencing healthcare, scientific, academic and government communities to limit their participation, ability to speak or even attend.
“There is no question that Q2 is seeing a decline after an excellent Q1,” said SISO CEO Vinnie Polito. “International arrivals are showing year over year decline across the board but most acutely from Canada. Some organizers are working with the most affected international nations and are altering some terms and conditions in the hope/expectation that things will settle down to something a bit more manageable. We are increasing our information gathering resources to provide as up to date information as possible but thus far it’s been ever changing. In the short-term organizers should look to over-communicate to help avoid drastic actions by those affected. One positive but underreported note has been that the NIH travel ban was lifted on April 10 and returned to the prior processes.”
Cost Increases Impact Event Design
“Tariffs imposed on trade show products have become increasingly complex, affecting nearly every critical material needed for production and custom fabrication,” said Nicholas Cordaro, President of Las Vegas Expo (LVE). “As a comprehensive event solutions provider, we see firsthand how clients are caught between bold creative ambitions and the reality of budget constraints. Whether we’re crafting standout custom booths or overseeing large-scale events, the same tension exists: a desire to innovate colliding with rising costs. The current tariff situation makes this balancing act even tougher. We’re particularly concerned that sustainability and experiential goals — two key drivers of growth and engagement — are being pushed aside as clients scramble to control spending.”
Cordaro also shared that tariffs have a broader industry impact on things like tech-driven builds, modular systems, lighting, accessories, consumables and installation essentials, flooring and finishes, and sustainable solutions, all of which slows progress the industry has made to make events more technology- and experience-driven, and sustainable.
In the short term, Cordaro shared that he expects prices to keep climbing as inventories thin out and new shipments land with higher tariffs, In the long-term, he’s expecting tariffs to stabilize around 35% for most categories, with aluminum and steel closer to 60%.
Opportunity for Greater Domestic Exhibitor Acquisition
Another organizer, who shared they don’t have large international presences at the organization’s shows, said that while higher costs may cause some companies to tighten the belt on their marketing spend, it could be an opportune time for companies to participate in events.
“Our customers are subject to tariffs on their goods and this makes them have to make a decision on increasing prices or absorbing the extra costs and lowering profitability. If they choose to sell at higher prices, they may see less revenue — all of this causes uncertainty, and in uncertain times, customers tend to pause their spending on areas that are variable costs. Marketing in the short term is a variable cost, so, if they need to protect cash, they might cut back on events and media spend — I could also argue that now is the time they need to meet new buyers of their products and could increase event spend but it’s all surrounded by uncertainty,” the organizer explained.
An industry vendor shared that while international participation may see decreases in the following quarters, U.S.-based companies may be more inclined to participate now as they leverage the competitive advantage the tariffs are giving them over companies that would need to export products to U.S. buyers.
Industry Advocacy Opportunities
In times of uncertainty, it’s important to ensure your voice, and the collective industry’s voice is heard. That’s why the Exhibitions and Conferences Alliance, the B2B events industry’s advocacy organization, is providing professionals with a variety of resources and ways to get involved in advocacy efforts.
Professionals can check out deep analysis of tariff updates and developments through the ECA Tariff Resource Center, and for those looking to take their involvement a step further, ECA’s Legislative Action Day (ECALAD) is on May 29. ECALAD is a chance for industry professionals to get in front of their representatives to talk about the issues that matter most to the events business, with policy priorities ranging from workforce development and tax reform to opposing the adoption of U.S. inbound international travel restrictions.
“Now more than ever, it’s critical that business and professional events industry leaders and advocates make their voices heard with their elected officials in Washington, D.C.,” said Tommy Goodwin, Vice President of ECA. “Policymakers need to hear directly about the impacts that these tariffs will have on our collective ability to drive economic growth, spur job creation, and support our small business customers nationwide.”
Check out ECA’s Tariff Resource Center for more analysis on tariff developments.
This story was updated on May 12, 2025, with the addition of the sub-section Cost Increases Impact Event Design.
