CHICAGO — UFI, the Global Association of the Exhibition Industry, released the 33rd Global Exhibition Barometer report, outlining the profiles of 19 markets and regions with the optimistic outlook that 2024 will be a record year for the industry.
In 2024, global revenues are expected to grow by 17% on average YOY, with variations from country to country. Expected revenues from 2024 compared to 2023 vary from 148% in Colombia, 138% in Brazil, 123% in UAE, 106% in Germany, 105% in China and 98% in France.
“This edition of UFI’s flagship Barometer research confirms our early data from January that 2024 will be a record year for industry revenues globally,” UFI CEO Kai Hattendorf said. “This edition shows how this growth translates into new jobs in our sector as well as in expansion plans from the majority of businesses — aiming both at new business activities as well as new geographies. Against a complex global backdrop, the global exhibition industry is bullish about its short and mid-term prospects.”
Global Performance
- 54% expect increased industry operations in the second half of 2024, while 34% expect normal operations and 10% expect reduced.
- In the first half of 2025, 46% expect increased industry operations, 35% expect normal and 6% expect reduced.
- Revenues are expected to grow by 17% on average year over year, with variations from country to country.
- 47% expect an increase of more than 10% in operating profits compared to 2023, while 39% expect stable operating profits (between –10% and +10%).
- In the first half of 2025, 46% expect increased industry operations, 35% expect normal levels and 6% expect reduced levels of industry operations.
Industry Performance by Region
North America
- 66% expect increased industry operations in the second half of 2024, with 27% expecting normal levels and 5% expecting reduced operations.
- In the first half of 2025, 52% expect increased industry operations, 15% expect normal and 8% expect reduced.
- Revenues are expected to grow by 13% year over year in the region (14% in Mexico, 9% in the U.S.)
- 49% expect an increase of more than 10% in operating profits compared to 2023 (48% in Mexico and 55% in the U.S.), and 44% expect them to be stable (42% in Mexico and 45% in the U.S.).
“The barometer covers all the relevant global markets and is the only research that allows you to compare your market like-by-like with others,” Hattendorf said. “This reveals some interesting trends. For the U.S. for instance, it shows that — indexed on 2022 revenues, 2023 has been extremely strong in growth, and 2024 continues this trend. With an expected average growth on revenues of 9% the U.S. will sit below the projected average global growth of 17%, but from a high base.
“We are also seeing an interesting differentiation when we look at the core strategic issues: The state of the domestic economy and geopolitical challenges are rated significantly higher compared to the global average, while internal management challenges and sustainability issues are seen as much less important in the U.S. The U.S. country profile shows these and other trends.”
Central and South America
- 56% expect increased industry operations in the second half of 2024, with 37% expecting normal levels and 8% expecting them to be reduced.
- In the first half of 2025, 40% expect increased industry operations, 35% expect normal and 12% expect reduced.
- Revenues are expected to grow by 28% year over year in the region (13% in Argentina, 38% in Brazil, 48% in Colombia).
- 57% expect an increase of more than 10% in operating profits compared to 2023, and 31% expect them to be stable.
Europe
- 50% expect increased industry operations in the second half of 2024, with 36% expecting normal levels and 11% expecting them to be reduced.
- In the first half of 2025, 45% expect increased industry operations, 44% expect normal and 3% expect reduced.
- Revenues are expected to grow by 12% year over year in the region (-2% in France, 6% in Germany, 13% in Greece, 9% in Italy, 16% in Spain, 12% in the UK).
- 47% expect an increase of more than 10% in operating profits compared to 2023, and 42% expect them to be stable.
Middle East and Africa
- 51% expect increased industry operations in the second half of 2024, with 32% expecting normal levels and 13% expecting them to be reduced.
- In the first half of 2025, 47% expect increased industry operations, 29% expect normal and 5% expect reduced.
- Revenues are expected to grow by 23% year over year in the region (17% in Saudi Arabia, 23% in UAE, 19% in South Africa).
- 53% expect an increase of more than 10% in operating profits compared to 2023, and 26% expect them to be stable.
Asia-Pacific
- 54% expect increased industry operations in the second half of 2024, with 35% expecting normal levels and 10% expecting them to be reduced.
- In the first half of 2025, 46% expect increased industry operations, 34% expect normal and 7% expect reduced.
- Revenues are expected to grow by 16% year over year in the region (14% in Australia, 4% in China, 13% in India, 17% in Malaysia, 7% in Thailand).
- 38% expect an increase of more than 10% in operating profits compared to 2023, and 43% expect them to be stable.
Related. Recent ASM Global Study Reveals Insights into Millennial and Gen Z Preferences at Events
Industry Trends
Across all regions, 77% of companies are reporting that they plan to develop new activities, whether that be considered in the classic range of exhibition industry activities, outside of current product portfolios or both.
According to the report, the percentage of companies intending to do this varies by region with 69% in Asia-Pacific, 74% in North America, 83% in Europe, 84% in the Middle East and Africa and 75% in Central and South America.
Forty-three percent of companies also indicated they intend to develop operations internationally in new countries and regions.
When looking at workforce development in the coming six months, 48% of companies said they plan to increase their staff numbers and another 48% said they’d keep staff numbers stable in 2024.
According to the report, the most pressing business issues are the state of the economy in home market (22%), global economic developments (15%), geopolitical challenges (14%), competition from within the exhibition industry (14%), internal management challenges (11%), sustainability/climate (9%) and impact of digitalization (6%).
The Global Exhibition Barometer also collected insights on how the industry is using and planning to use AI. According to respondents, 90% of companies stated that AI will affect the industry.
Sales, marketing and customer relations are expected to be the most impacted (indicated by 83% globally), followed by research and development (82%) and event production (69%). The report states that these areas are already where the technology is mostly used.
Find the full UFI Global Exhibition Barometer report here.
Reach Kai Hattendorf at kh@ufi.org
