New Research Reveals Uneven Growth for the Global Exhibition Industry

According to UFI’s latest research, trade show companies are generally in good shape, despite uneven growth and some region-specific challenges. CEO Chris Skeith described the results as “strong, steady growth, and a sector that continues to adapt at pace.”

The report is based on a December survey of 378 exhibition organizers, venues, and service providers from 57 countries and regions. On a global level almost half (47%) of companies surveyed have increased rented space by over 5% compares to last year, dropping slightly to 44% for 2026 projections. Operating profits grew by over 10% year-on-year for almost one-third of respondents (31%), and a third of firms expect this level of growth in 2026.

Global increases in staffing levels are encouraging. Thirty-nine percent of companies plan to increase staff numbers, and 57% plan to maintain current levels.

While signs of continued growth are encouraging — particularly after years of uncertainty from the Covid pandemic — the growth isn’t uniform. A closer look at the research reveals concerning signs for the U.S. and larger European markets.

U.S. Companies Forecast Difficult 2026

Rented space in the U.S. grew less than the global average, but respondents expect a recovery next year. However, operating profits are heading in the opposite direction. While U.S. companies expect to close 2025 in line with global averages, only 8% expect profits to increase by over 10% in 2026 — significantly below the global average of 33%. More than half U.S. exhibition companies reported their most important short-term business issue as global economic developments or geopolitical challenges — significantly above global averages, suggesting concern over the Trump administration’s policies is negatively impacting the sector.

One area where U.S. companies exceled was in revenue growth from sponsorship sales, indicating a highly leveraged market. In 2025, three-quarters of them reported increasing this line item by over 5% compared to the previous year. Globally, less than a quarter (24%) reported growing it by the same amount.

It’s worth noting that the research includes only a small sample size with 13 U.S. respondents, compared to 135 from Europe, 111 from Asia-Pacific, and 40 from the Middle East and Africa.

Mixed Outlooks for Major European Markets

Germany’s exhibition companies couldn’t match global operating profit increases. Only 20% reported over 10% growth for 2025, compared to 31% globally. The 2026 outlook is better, with 27% expecting to hit the 10%+ target. But rented space is a major concern with one quarter of those surveying expecting a decrease of over 5% next year, the worst forecast among all countries in the report baring Turkey (31%). It’s worth noting that several German organizers are affected by the “biennial effect” of organizing large shows every two or three years.

France’s figures are also worrying, but clearly impacted by the Paris 2024 Summer Olympics. In 2025, 18% of respondents reported that rented space decreased by over 5%, with the same portion expecting this in 2026. Only 9% of French companies grew their year-on-year operating profit by over 10% in 2025 and over a third (27%) indicated a reduction in operating profit of 11% or more. The projection for 2026 is much more positive, bringing the country in line with the global outlook.

In contrast, UK companies reported largely positive results across rented space, operating profits, and hiring prospects, all above the global average. The research also examined how exhibition companies are incorporating artificial intelligence (AI) into operations, an area where UK companies stood out. Half of UK respondents confirming they have tools integrated into their platforms or are working with algorithms trained on company data, a significant improvement over the global average of 23%.

Chasing AI Adoption and Fresh Show Formats

The UK’s figures are impressive, but AI adoption is steadily increasing globally. Currently, 87% of companies are using it, a 4% increase from six months earlier. Around half of respondents are testing or have implemented AI for “improving company and process efficiency” and “improving customer experience.” “Generating revenues using AI-powered products” is further down the line, with only 20% testing and 13% implementing.

The research examined the perceived need to update trade show formats. “The call for more engaging and interactive event formats highlights the industry’s ongoing focus on enhancing value for participants,” said Skeith.

Globally, 37% of respondents indicated a need for a format across all shows. However, 58% felt this need was show-dependent, implying some exhibitions are up-to-date while others are outdated. Only a small minority (6%) disagreed, suggesting a format change might “detract ‘serious’ business visitors.”