The latest Performance Benchmark Playbook for Small B2B Exhibitions  offers valuable insights from small exhibition organizers across North America. It uncovers an industry segment that has not only adapted to post-pandemic realities but is growing, thanks to a strategic mix of compelling content, digital integration and enhanced show services. To find out what offerings align with higher net profit margins, you are encouraged to download the report.

The playbook provides essential performance benchmarks, enabling small event organizers to compare their results with peers. It also highlights specific offerings and key metrics that correlate with stronger outcomes in net profit, growth in attendance, exhibit and space sales, showcasing innovative ways small exhibitions are delivering exceptional value to both exhibitors and attendees.  It discusses the importance of location selection for events that rotate locations, its impact on overall event performance outcomes. Teaser alert: results urge caution, urging factoring in attendee interests and needs when considering prospective locations. It also details the profitability of international events versus those whose geographic scope are domestic.

Financial Performance Defies Expectations

Perhaps the most striking finding from the research is the financial resilience of small exhibitions. Despite operating with significantly smaller budgets and attendee bases than their mega-show counterparts, two-thirds of small B2B exhibitions are maintaining positive net profits through strategic resource allocation and financial discipline. Benchmarks breakdown the distribution of gross revenues by exhibit sales, sponsorship/advertising, attendee fees, hotel commissions and other sources. This detailed breakdown of gross revenues by category is new, not available via other sources.

Recovery and Growth Momentum

While the exhibition industry’s pandemic recovery has been uneven, the study provides encouraging evidence that small B2B events are finding their footing. The trajectory is clearly positive, with organizers reporting year-over-year improvements in attendance, exhibitor participation and financial performance.

Though the Outlook is Positive, Storm Clouds Are Forming Prompting a Need for Organizers to Have a Game Plan for Real-Time Monitoring of Key Metrics to Maximize Outcome Results for 2025 Events

Though the majority of organizers are optimistic, they also register concern about a range of macroeconomic factors that might drag down performance of 2025 events. Four out of 10 or more small event organizers indicated concern that negative headwinds from inflation, travel costs and U.S. trade tariffs may negatively impact their events. The CEIR Q1 2025 Index Quarterly Report documents that these factors have negatively impacted events that took place from January to March. These headwinds are a call-to-action to organizers to have the right metrics in place to monitor in real-time. Pivoting while sales and marketing campaigns are in play may be a must have to maximize success in 2025. This is true for events of any size and be a more pressing need depending upon the sectors served by an event.

Unlocking the Complete Picture for Small B2B Exhibition Organizers – First-Ever Offering

The complete Performance Benchmark Playbook for Small B2B Exhibitions contains detailed financial benchmarks, specific performance metrics, operational insights and actionable recommendations drawn from comprehensive survey data. Exhibition organizers and industry professionals seeking to understand this dynamic sector will find invaluable guidance for strategic planning and performance optimization.

The playbook provides complementary insights and benchmarks to the CEIR Index. This particular report is likely a first-time ever analysis for small event organizers. For organizations looking to launch new exhibitions, optimize existing events or understand the competitive landscape, this research provides essential foundation for informed decision-making.

Click here to access the Performance Benchmark Playbook for Small B2B Exhibitions, available as a complimentary download for IAEE members and $249 USD for non-members.

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The eighth and final report in CEIR’s Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor series, How Organizers Evaluate Outcomes and Future Outlook, looks at how exhibition organizers measure success and envision the future of attendee-exhibitor engagement.

At the heart of any successful B2B exhibition lies meaningful engagement between attendees and exhibitors. This report reveals that organizers are acutely aware of assuring their events deliver on this fundamental expectation, with an overwhelming majority actively evaluating the outcomes of their engagement efforts. Most conduct post-show evaluations, while approximately half monitor activity in real-time during events. These evaluations encompass both quantitative measures of participation volume and qualitative assessments of attendee sentiment.

A noteworthy finding is organizers’ commitment to continuous improvement with nearly all respondents identifying specific areas they aim to enhance in future exhibitions. Many are exploring innovative approaches including the integration of digital tools, analytics to help guide how to enhance personalization of experiences. There is also growing interest in adopting year-round engagement strategies that extend beyond the confines of the exhibition floor.

In an experience-driven economy, attendees increasingly expect memorable interactions that transcend traditional business objectives. How Organizers Evaluate Outcomes and Future Outlook indicates that a significant portion of organizers recognize this shift and are working to enhance the entertainment aspects of floor engagement while simultaneously supporting networking, product interactions and learning opportunities.

When seeking fresh ideas, organizers draw inspiration from multiple sources. To learn which sources are used, read this new report.

By understanding how organizers evaluate success and plan for the future, stakeholders across the exhibition ecosystem can better position themselves for continued relevance and growth in a rapidly evolving business environment.

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for IAEE members, and cost $49 USD for non-members.

Gain deeper insights into current best practices and future trends in attendee-exhibitor engagement by downloading Part Eight: How Organizers Evaluate Outcomes and Future Outlook here!

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This strategic approach serves multiple purposes by keeping attendees engaged on the floor between booth visits, providing additional value to participants and offering exhibitors new sponsorship opportunities that align with their marketing objectives.

The research shows that exhibition floor learning has evolved in recent years. Where traditional education sessions were once relegated to meeting rooms outside the exhibition area, today’s exhibition organizers are bringing learning directly to the exhibition floor action. This shift recognizes the fundamental needs of attendees who seek not just products and networking, but meaningful learning experiences that enhance their professional development.

Exhibition Learning Activities Outside Exhibit Booths examines which learning formats generate the highest attendee engagement. Interactive sessions that address professional development, industry trends and new product innovations appear to resonate strongly with participants. The report explores various session formats, optimal lengths, and ideal participant sizes to provide organizers and exhibitors with practical guidance for implementation.

For exhibitors considering sponsorship of these learning opportunities, this report offers strategic insights into aligning these investments with specific marketing goals. Whether seeking to enhance brand visibility, generate qualified leads, or position as an industry thought leader, the data suggests certain approaches may yield better results than others.

The research is based on comprehensive surveys of both exhibition organizers and exhibitors active in the North American B2B exhibition market, providing a balanced perspective from both sides of the equation. This dual viewpoint strengthens the reliability of the findings and ensures the recommendations are grounded in practical experience.

In an industry constantly seeking innovation while maintaining core value propositions, this research provides timely guidance for creating exhibition experiences that truly deliver on the promise of people, product and learning engagement.

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for IAEE members, and cost $49 USD for non-members.

Optimize your exhibition floor learning strategies by downloading Part Seven: Exhibition Learning Activities Outside Exhibit Booths here!

The post Reimagining Education: How Learning Spaces are Transforming Exhibition Floors appeared first on IAEE.

The report identifies engagement strategies that are proving effective in the post-pandemic environment. As the B2B exhibition industry continues its strong recovery, understanding these dynamics is important for both organizers and exhibitors to monitor.

Results indicate a majority of organizers are actively providing product engagement opportunities in common areas. These spaces are strategically designed to complement, rather than compete with, traditional exhibit booths. The research shows that exhibitors who take advantage of these opportunities are seeing meaningful results in terms of attendee engagement.

The study also highlights the emergence of interactive and experiential engagement strategies. While traditional product showcases remain important, the report indicates that hands-on demonstrations and interactive experiences are gaining significant traction among attendees. The research also explores an emerging trend in the use of social media and brand influencers to enhance product promotion and attendee engagement.

New product showcases and competitions continue to play a vital role in the exhibition ecosystem, with the report providing fresh insights into their effectiveness and implementation. The research examines various formats for these showcases and offers guidance on maximizing their impact for both organizers and exhibitors.

Exhibition Floor Product Opportunities Outside Exhibit Booths also delves into the strategic use of pavilions and various amplification techniques that can help maximize buzz on an exhibition floor and help extend the reach of exhibition floor activities to the larger industry audience that may monitoring an event’s activities via social media. These findings are particularly relevant as exhibitions adapt to changing attendee expectations and communications preferences.

For organizations looking to enhance their exhibition strategies, this report offers evidence-based insights that can help inform decision-making about product engagement investments. The full report includes detailed data on attendee usage patterns, exhibitor participation rates and organizer offerings across various engagement formats.

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for IAEE members, and cost $49 USD for non-members.

Dive into the strategies that maximize interaction opportunities between attendees and exhibitors beyond the exhibit booth by downloading Part Six: Exhibition Floor Product Opportunities Outside Exhibit Booths here!

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This study reflects that nearly all exhibition organizers (97%) offer networking opportunities in common areas, with 55% of exhibitors sponsoring these spaces in the past two years, further transforming exhibition floors into dynamic engagement zones.

Savvy exhibition organizers are exploring how strategic networking opportunities in common areas can transform the exhibition experience. Food and beverage areas are particularly potent, with both organizers and exhibitors agreeing that these spaces generate high attendee engagement and create natural networking environments.

Lounges have emerged as critical spaces, with about half of organizers reporting high attendee use in areas designed for impromptu meetups, relaxation and specialized networking. From key buyer lounges to areas with WiFi and relaxation spaces, these strategic zones are reimagining how professionals connect.

Exhibition Floor Networking Opportunities Outside Exhibit Booths highlights that attendees expect personalized experiences. While only a minority of shows offer specialized experiences like matchmaking or fan-based interactions, these options see surprisingly high attendee engagement. Live concerts, picture-taking areas and one-to-one appointment settings are also becoming innovative tools for creating memorable networking moments.

Are you curious about how top exhibitions are leveraging networking spaces? How are organizers balancing attendee experiences with exhibitor objectives? Exhibition Floor Networking Opportunities Outside Exhibit Booths offers comprehensive insights that could revolutionize your approach to exhibition engagement. For professionals in events, marketing and B2B sales, this report offers a strategic roadmap for the future of exhibition networking.

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for IAEE members, and cost $49 USD for non-members.

Get the complete picture of curating next-generation exhibition networking experiences by downloading Part Five: Exhibition Floor Networking Opportunities Outside Exhibit Booths here!

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CEIR’s latest research on exhibition engagement comes in the form of the fourth report in its Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series, Exhibitor Future Outlook – Areas to Improve and Interest in New Models. This report reveals that most B2B exhibitors are actively looking to enhance their approach to in-person events, signaling a strong commitment to the exhibition model while also exploring ways to embrace innovations.

Primary interest lies in enhancing in-person experiences first, with a secondary focus on leveraging digital tactics to amplify these experiences. The study reveals several key areas where exhibitors are focusing their enhancement efforts on booth traffic and engagement tactics that create more compelling booth experiences; digital integration tools that capture detailed visitor information and analytics; and using that data to create more personalized attendee experiences.

The future of B2B exhibitions appears to be firmly grounded in physical events, but with a modern twist. Exhibitors are expressing interest in new models and layouts, with their primary focus on alternative in-person formats rather than digital alternatives.

For organizations involved in B2B exhibitions, the message is clear: invest in your in-person presence, but do so smartly by leveraging data, technology and innovative engagement strategies to maximize your impact on the show floor.

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.

Get into the specifics of the engagement strategies exhibitors are eager to develop and sources they use for new ideas by downloading Part Four: Exhibitor Future Outlook – Areas to Improve and Interest in New Models here!

The post Exhibitors Double Down on In-Person Engagement appeared first on IAEE.

A striking finding is that 81% of exhibitors evaluate the effectiveness of their attendee engagement activities. This high percentage underscores the critical nature of measuring performance at exhibitions. If you are part of the 19% who do not evaluate, it is time to start!

Key Evaluation Methods

1. Real-time monitoring (63% of exhibitors)
2. Post-show evaluation (53% of exhibitors)

CEIR INSIDER TIP: Implement both real-time and post-show evaluation methods to get a comprehensive view of your exhibition performance.

A whopping 96% of exhibitors use attendee engagement tactics to influence their top-ranked exhibition objectives. This demonstrates the critical role that engagement plays in achieving exhibition goals.

The Top Three Primary Objectives for Exhibiting

1. Sales lead generation
2. Branding
3. Relationship management

CEIR INSIDER TIP: Clearly define exhibition objectives and design engagement tactics that directly support these goals.

The report reveals that for 15 out of 20 specific key performance metrics for overall goals for exhibiting, over 50% of exhibitors rate their engagement tactics as highly effective in influencing results. This is encouraging news for exhibitors investing in engagement strategies.

CEIR INSIDER TIP: Focus on quality over quantity when it comes to lead generation and prioritize face-to-face interactions with customers and prospects.

Interestingly, the report notes a shift in how exhibitors measure branding impact. For details on what that shift is, download the full report.

The 2024 CEIR report provides valuable insights for exhibitors looking to maximize their outcomes. By implementing robust evaluation methods, aligning engagement tactics with objectives, and focusing on high-impact metrics, exhibitors can significantly improve their exhibition ROI.

Remember, the key to success lies not just in participating in exhibitions, but in strategically engaging attendees and meticulously measuring the results. Start implementing these insights today and watch your exhibition performance soar!

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.

Drill down even further into how exhibitors are maximizing their time on the exhibition floor by downloading Part Three: How Exhibitors Evaluate Outcomes here!

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Balancing Digital Tactics, Show Services, and DIY Marketing for Exhibitor Success is the second report in CEIR’s Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series, and evaluates how exhibitors are using a combination of an event’s digital tactics and show services to achieve their attendee engagement goals. It also reveals extensive DIY marketing undertaken by exhibitors to help maximize outcomes.

Organizer Services and Digital Tactics

Key findings in this report reveal a range of exhibition/event organizer offerings that aid exhibitors in leveraging digital tactics and show services to enhance attendee engagement. Mobile apps, for example, offer more interactive features compared to show websites, which makes sense as mobile apps are the primary resource to navigate a show when it is happening. However, organizers and exhibitors disagree on which enjoys high attendee use.

Complementary services such as lead retrieval, onsite brand exposure, and video recording services are found effective in boosting exhibitor engagement with attendees. When it comes to direct attendee interaction, exhibitors who integrate offerings such as way finders, QR codes, and other tactics into their engagement strategies report them as effective tools in enhancing attendee engagement.

This report identifies which show services best support different exhibitor goals. Specifically, which work well for generating traffic, leads, brand exposure and other popular exhibitor objectives.

DIY Marketing Tactics

This report notes that exhibitors who engage in additional pre-event and onsite marketing activities such as influencer marketing, targeted outreach via phone and email, live streaming, and other tactics experienced enhanced outcomes in their attendee engagement efforts.

Insights for Brand Marketers and Organizers

Brand marketers and exhibition/event organizers can apply the insights from this report to amplify attendee and exhibitor engagement on the exhibition floor by implementing a holistic approach that incorporates digital tactics, show services, and DIY marketing efforts. Exhibitors can leverage the report’s data to boost their presence on the exhibition floor, create meaningful connections with attendees, and drive their return-on-investment (ROI).

Take a deep dive into driving exhibitor and attendee engagement by downloading Part Two: Balancing Digital Tactics, Show Services, and DIY Marketing for Exhibitor Success here!

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.

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Part One: Exhibitor In-booth Tactics: People, Product, Learning and Other Strategies outlines a range of effective engagement strategies for exhibitors that includes fostering meaningful interactions between attendees and booth staff, facilitating peer-to-peer networking, and enhancing product engagement. The analysis extends to creating environments that cater to attendees’ learning needs, incorporating digital tactics to boost engagement and implementing emotional strategies to create lasting connections.

This report also explores emerging trends in sustainability practices and diversity initiatives within the exhibition space, providing a comprehensive view of modern exhibition best practices.

The Power of Personal Interaction

One of the primary motivations for attendees to participate in business-to-business (B2B) exhibitions is the opportunity for face-to-face interactions. Recognizing this, exhibitors are investing heavily in personal engagement strategies. From welcoming booth staff to interactive product demonstrations, the human element remains a crucial component of successful exhibition experiences.

Product Engagement: Hands-On Experiences

In today’s digital age, the ability to physically interact with products is more valuable than ever. Exhibitors are leveraging this by creating interactive product displays and offering hands-on demonstrations. These tactics not only attract attendees but also provide a tangible experience that can drive sales and foster lasting connections.

Learning Opportunities: A Key Attraction

Attendees are often drawn to exhibitions for the learning opportunities they provide. Savvy exhibitors are capitalizing on this by incorporating educational elements into their booth experiences. This can range from informal product tutorials to more structured mini-seminars or workshops, catering to the attendees’ desire for knowledge and professional development.

Digital Integration: Role is to Support In-person Engagement Tactics

One post-pandemic trend is a hyper focus on all things physical. Digital’s role today aims to support those in-person engagements – not replace them – via touchscreens, generating buzz about show floor activities via social media, video walls and more.

Engagement Tactics: From Giveaways to Games

To boost booth traffic and engagement, exhibitors employ a variety of tactics. Popular approaches include offering branded giveaways, organizing games or contests, and encouraging social media sharing. These strategies not only attract attendees but also create memorable experiences that can lead to longer-term engagement.

How it All Comes Together

As the B2B exhibition industry continues to evolve, the importance of effective in-booth engagement tactics cannot be overstated. By focusing on personal interactions, product experiences, learning opportunities and innovative engagement strategies, exhibitors can create compelling booth experiences that resonate with attendees and drive business outcomes. As we look to the future, the integration of sustainability and DEI initiatives presents new opportunities for exhibitors to align their booth experiences with broader corporate values and attendee expectations.

Get the full picture with detailed statistics and recommendations by downloading Part One: Exhibitor In-booth Tactics: People, Product, Learning and Other Strategies here!

Reports in the Maximizing Attendee and Exhibitor Engagement on the Exhibition Floor Series are available as a complimentary download for CEIR subscribers and IAEE members, and cost $49 USD for non-subscribers/non-members.

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What is the 2024 CEIR Index Report?

The 2024 CEIR Index Report is an established and trusted tool for exhibition industry professionals.

It is designed to be representative of the entire universe of business-to-business exhibitions in North America and includes geometrical averaging of the four component values – Net Square Feet (NSF), Exhibitor, Attendance and Revenue, predictions through 2026 and data tables that provide actual numbers for each metric in each sector.

Additionally, each of the further-defined 14 industry sectors allows organizers to compare their own show data to others in the same industry sector. Tourism Economics, an Oxford Economics Company provided the data analysis for the Index.

Industry sectors represented in the Index include:

• Business Services (BZ)
• Consumer Goods and Services (CG)
• Discretionary Consumer Goods and Services (CS)
• Education (ED)
• Food (FD)
• Financial, Legal and Real Estate (FN)
• Government (GV)
• Building, Construction, Home and Repair (HM)
• Industrial/Heavy Machinery and Finished Business Inputs (ID)
• Communications and Information Technology (IT)
• Medical and Health Care (MD)
• Raw Materials and Science (RM)
• Sporting Goods, Travel and Entertainment (ST)
• Transportation (TX)

Show Me the Data

Based on 2023 data and powered by Oxford Economics, the all-new 2024 CEIR Index unveils fascinating trends.

1. Larger shows are rebounding faster than smaller ones, with the entire industry poised for full recovery by 2026. This is not just optimism; it’s hard, unbiased data.
2. Exhibition performance isn’t just on the rise; it’s skyrocketing. We’re talking a 4.3% boost from last year, with over 40% of events outperforming pre-pandemic levels – a comeback story worth celebrating.
3. Net Square Feet (NSF) sold has surged ahead of 2019 benchmarks. YES, we can breathe again!
4. Best of all, 8% of events have exceeded pre-pandemic CEIR Total Index performance. Congratulations to all for your hard work and resilience.

Grab My Copy Now

For your full data fix, dive into the 2024 CEIR Index Report for detailed exhibitor stats, attendance figures, event revenues and more.

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I have been fortunate to work in the trade show industry for 25 years. My approach to selling sponsorships and exhibit spaces has been shaped by years of experience, challenges, and successes. CEIR’s Exhibit and Sponsorship Sales Approaches Driving Revenue Growth Report One: Planning, Offerings, Outcomes, Outlook Moving Forward focuses on exhibit and sponsorship sales approaches and offers valuable insights into industry trends.

CEIR’s report underscores the importance of a consultative, value-based selling approach, which is the cornerstone of successful sales and business development endeavors. Understanding clients’ goals, pain points, and motivations is paramount. By asking thought-provoking questions, we can tailor solutions that address specific needs and deliver a tangible return on investment. Indeed, providing measurable ROI to our clients has been moved from a nice-to-have to a must-have.

The report highlights some of the more popular offerings available today to potential sponsors and exhibitors at trade shows. The nature of sponsorships has changed, and you can thank COVID for the wake-up call the industry received to re-evaluate what it offers exhibitors and sponsors.

Networking fosters serendipity, and those who can articulate the value of such encounters have a significant advantage in selling sponsorships around activities involving it. CEIR’s research highlights the importance of interactive experiences in driving revenue growth. Even though “experience” and “experiential” have become overused, they remain critical, as CEIR suggests. CEIR’s report emphasizes the importance of comprehensive digital marketing packages, which can offer significant opportunities for driving revenue.

CEIR’s data highlights the significance of strategic pricing and sponsorship options in maximizing revenue. While they provide flexibility and value to sponsors and exhibitors, determining optimal pricing strategies requires thorough market research and analysis. The key word here is thorough. Decisions based on isolated snippets or autobiographical interpretations of data are dangerous. One cannot take generalized industry growth and then directly relate this generalized information as the “Gospel” to specific events. A deep dive into the research is essential.

CEIR’s research underscores the importance of offering compelling exhibit and sponsorship opportunities aligned with attendee preferences and market trends. For that reason, customization, and flexibility to accommodate varying budgets and objectives increase your chances of success.

I have learned that success in the trade show industry hinges on our ability to understand evolving trends, adapt our strategies, and deliver value. Listed above are just a very few thoughts. If you have not already, take a moment to read the report in its entirety to help build and adapt to deliver value as a salesperson. After all, you’re asking your clients to invest their money, and you can do the same by investing your time to better serve them.

Learn more about CEIR’s Exhibit and Sponsorship Sales Approaches Driving Revenue Growth study here.

About the Author

Dan Cole carries some 35 years of professional sales and leadership experience, the vast majority spent in the trade show and events industry. He is a highly sought-after writer and speaker. Dan previously served as Vice President of Business Development for the Consumer Electronics Show (CES) and the organization that produces it, the Consumer Technologies Association, for 15 years.

The views and opinions expressed by blog authors are those of the authors and do not necessarily reflect the official policy or position of the Center for Exhibition Industry Research. Any content provided by our bloggers or authors are of their opinion. All content provided on this blog is for informational purposes only. CEIR makes no representations as to the accuracy or completeness of any information on this site or found by following any link on this site. CEIR will not be liable for any errors or omissions in this information nor for the availability of this information.

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The 2024 CEIR Index Report is now out, published April 24. The outcome for 2023 is pretty close to last year’s forecast. It grew from a value of 74.4 to 89.0 from 2022 to 2023, recording a 19.6% year-over-year gain. An outstanding improvement though still trailing 2019 by 11.0%.

The outlook is strong moving forward, though the horizon to fully recover has been extended. Some sectors will surpass 2019 this year and others next year. Though for most of the remaining other sectors, full recovery is expected in 2026.

Why is this the case?

Answer: economic headwinds which place more stress on some sectors than others. Though the U.S. economy has consistently shown positive growth, countervailing forces such as inflation, interest rate hikes, and other macroeconomic factors have held back recovery.

Despite the drag the economy has placed on the industry’s recovery, what is exciting is continued, impressive growth. Remember, it wasn’t that long ago that our industry was brought to a virtual halt. In Q1 of 2021, performance was 95.4% below 2019. So that in 2023, performance is only 11% below 2019 is amazing. And that positive momentum is expected to continue.

This achievement is an affirmation of the resiliency of the B2B exhibition industry channel. CEIR’s Omnichannel Study series documented in 2021 that most exhibitors, 94%, and 87% of attendees that participated in exhibitions in 2019 would return. And the reasons for returning that are detailed in this report series speak to the high value they assign to participating in the channel to meet their multiple business needs.

Am a big fan of Adam Sacks and the TE Oxford Economics team. They are leaders in economic forecasting, with deep experience in destination and travel research. I am grateful they have taken over Dr. Shaw’s excellent work and are now conducting the analyses and reporting for the CEIR Index.

In a webinar held on April 24, Adam shared key findings from their inaugural Index report. He discussed results for 2023, the forecast outlook through 2026, and macroeconomic, business environment reasons for the outcome for 2023 and what is apt to influence performance moving forward.

In the session, he also goes beyond macroeconomic factors and asserts the underlying factors that have supported the rapid recovery of our industry, its resiliency. Here’s what he said:

“I don’t think this is hyperbole…to say that we’ve experienced a dramatic recovery.”

“What we’ve learned once again, is that exhibitions, meeting in-person, is indispensable. It’s absolutely vital to business operations, it’s vital for the exhibitors, it’s vital for the organizers, and it’s vital for every single attendee and every single company that is participating in an exhibition; [to support] building partnerships, buying product and innovating, and career development and partnerships. All of the things that come out of exhibitions are what have been driving its recovery. And it’s that combined with the economic outlook that informs our view of the forecast for 2024, 2025 and 2026 [and results for] 2023.”

Well said, Adam. I fully agree!

Click here to purchase the 2024 CEIR Index Report or access the on-demand webinar recording of the CEIR webinar featuring Tourism Economics President Adam Sacks.

If you are a B2B exhibition organizer that has held a U.S. event in 2024, submit your event data and in exchange you will get the 2024 Index sector report at no cost. Click here to participate.

About the Author

Nancy Drapeau, IPC, is a 30-year market research veteran with more than 20 years in the business-to-business exhibitions industry. As CEIR’s Vice President of Research, Nancy conducts industry wide studies and reports on current trends in the exhibition industry. In 2019, she was named to BizBash’s 1,000 Most Influential People in Events list. She holds a BA in Government from Georgetown University and a Master’s in Advanced European and International Studies from l’Institut Européen des Hautes Études Internationales. She is an AC Nielsen Burke Institute trained focus group moderator. Nancy is a well-respected industry speaker and an active member of the Industry Insights Association, and has served as a member of the Events Industry Council’s (EIC) Research & Advocacy Task Force. She lives in Maine, with her husband and a border collie named Moxie.

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