DALLAS — The U.S. exhibition industry closed 2024 on a high note, with a robust fourth quarter driven by increased exhibitor participation and revenue growth, according to the latest data from the Center for Exhibition Industry Research (CEIR). After a subdued third quarter, the industry rebounded significantly in Q4. CEIR’s Total Index, a key performance benchmark, climbed to 95.6, the highest level recorded since the COVID pandemic.
This marked improvement from the Q3 index of 89.3, which had been weighed down by lower attendance. Compared to pre-pandemic levels, Q4 2024 was just 4.4% below the same period in 2019, narrowing the gap from a 10.9% shortfall in Q4 2023. Year-over-year, the index gained 6.5 percentage points from Q4 2023 and 6.3 points from Q3 2024.
“Recent results confirm the continued recovery in trade show activity through the end of last year,” Adam Sacks, President of Tourism Economics, stated. “This year our baseline outlook remains positive, though we expect economic and policy uncertainty and weaker sentiment among international participants will weigh on business decisions and the ongoing recovery in trade show activity.”
Economic and Policy Considerations
Despite a strong close to 2024, industry stakeholders are monitoring recent economic developments. President Donald Trump’s administration has imposed tariffs on China, Mexico and Canada. These trade policies, coupled with ongoing concerns about inflation, immigration restrictions, and global travel sentiment, could introduce volatility in 2025.
Nevertheless, industry leaders remain confident in the resilience of the exhibition sector.
“Our industry’s journey through recent challenges is a testament to the enduring power of the B2B exhibition industry,” said International Association of Exhibitions & Events President and CEO Marsha Flanagan, M.Ed., CEM. “Q4 2024 isn’t just about numbers — it’s about resilience, adaptation and the irreplaceable value of face-to-face business interactions. We will lean into the important role our industry plays in the overall economy as we face uncertainty and continue moving forward in our progress.””
Related. Positive Movement in Fourth Quarter
Trade Show Executive’s Q4 2024 Performance Insights
Trade Show Executive’s (TSE) quarterly analysis of trade show performance also indicates steady growth in the last quarter of 2024.
Solid increases in three key metrics from the TSE Dashboard were tallied for 71 gatherings held during the last three months of 2024. In total, this equates to 13,064,057 net square feet of exhibit space; 42,529 exhibitors; and 1,116,923 attendees of which 501,302 were professional attendees.
The overall percentages for Q4 2024 reflect consistent growth, according to TSE. Exhibit space grew by 2.5%, the number of exhibitors at these shows increased by 2.8%, total attendance grew by 0.7%, but professional attendance dipped a bit by 1.1%.
Reach Marsha Flanagan at mflanagan@iaee.com; Adam Sacks at asacks@oxfordeconomics.com
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