CHICAGO — Next year looks like more of the same when it comes to the impact of tariffs on rising costs and government policies on visa delays and inbound travel. However, there is a silver lining — a sharper understanding of attendee behavior and tech advances that are changing the face of trade shows for organizers and exhibitors alike.
Here are 10 trends that will shape the trade show industry in the coming year:
1. Rising Costs
The rising costs that consumers are experiencing will also affect trade shows in 2026. It’s a perfect storm of continued inflation, higher travel and accommodation expenses, and the impact of tariffs on goods and materials.
After the last few years of rising prices and high volatility, in 2026 the industry will see a more modest overall increase of about 2.4%, according to the 2025 Industry Trends report from Maritz.
When looking at the pricing broken down, it is expected that:
- Hotel pricing will be up 1-3%
- Air pricing will be up 0-1%
- F&B pricing will be up 3-6%
- Wages for event staff will be up 3-4%
Steve O’Malley, Chief Operating Officer at Maritz
“We’re closing out the year, and we’ve survived the turbulence that took place in the springtime, and I think the marketplace is very strong now,” Steve O’Malley, Chief Operating Officer at Maritz, told Trade Show Executive.
2. Geopolitical Instability
The 2025 International Association of Professional Congress Organisers Global Socio-Political Impact Survey found that nearly 60% of non-U.S. event organizers say political conflict or policy changes in their regions have already affected their ability to plan or host events. For one in four, the impact has meant canceling, relocating or postponing key gatherings.
In the U.S., reports of international travelers, including from Canada and France, being detained or denied entry have created hesitation among exhibitors and attendees of business events. Several countries have posted travel advisories for the U.S., exacerbating the situation.
3. Continuing Visa Delays
Next year, wait times are expected to remain long and variable, depending on visa type, country and specific embassy or consulate.
Add to that the new $250 visa integrity fee for applicants from countries not in the visa waiver program (including China, India, Brazil and Mexico), effective Oct. 1. This fee is in addition to existing visa application fees and applies to both the business and tourism categories.
4. Immersive Digital Experiences
In 2026, digital experiences are no longer optional — they’re expected, says trade show exhibit company InterGlobal Exhibits. Booths are transforming into mini-theaters. Augmented and virtual reality will allow attendees to explore products, spaces or services despite physical limitations, such as a virtual factory tour or a product demonstration for equipment too large to ship.
5. Spatial Storytelling
Trade show booths are no longer just structures — they’re narratives brought to life, say the exhibit experts at DisplayCraft. Thoughtful spatial designs will be used to guide attendees through a brand’s story, creating immersive environments that connect on an emotional level and illustrate how products have evolved over time.
6. Attendee Personalization
According to a recent Freeman trends report, organizers will tap into registration data, past session attendance data, interest tags and app behavior to personalize the elements that make the biggest impact on attendees’ experiences.
Most important to attendees, according to the survey: the expo hall areas they are interested in, the exhibitors they want to visit and the sessions they should attend.
7. Use of AI for Data Analytics
AI-powered tools will continue to inform show organizers about their strategies. Among these are heat mapping, which shows where people actually go on the show floor, and post-show analytics, which show which conversations actually turned into sales.
8. Ancillary Events
It seems that 2026 will be the year that meetings become a strategic investment, especially as people’s attention becomes a scarce resource, according to BCD Meetings and Events’ 2026 Trends Report. The report also found that as companies struggle to manage costs, they are more likely to use large congresses to add on ancillary meetings. For instance, bringing together the global C-Suite to meet the day after a major congress or adding on key sales meetings to a global trade show.
9. Suitcasing and Outboarding
At the same time, “suitcasing,” the practice of salespeople attending a trade show as a visitor instead of an exhibitor, is on the rise, as is outboarding, hosting satellite gatherings outside of the exhibit hall, such as at hotel hospitality suites or nearby restaurants, that encourage show attendees to leave the show floor. Many shows, such as the National Association of Government Guaranteed Lenders, have set up policies to address the issue.
10. Sustainability Going Mainstream
Sustainability is no longer optional, says recently released American Express Global Business Travel research. Attendees, especially the younger generations, expect events to reflect this as a baseline.
The top steps being taken, according to the survey:
- Creating a sustainability policy
- Offering sustainable F&B (local, seasonal and plant-based)
- Minimizing disposables and prioritizing sustainable materials and production
- Prioritizing sustainable venues
- Waste avoidance practices (e.g. food donation)
To get a 2025 Year in Review and more 2026 trends, check out TSE’s December issue!
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