The 34th edition of the UFI Global Exhibition Barometer reveals continued global growth in the exhibition industry, with revenues projected to increase by 16% in 2024 and 18% in 2025 year-on-year.
The bi-annual report, which tracks key industry trends, also indicates strong workforce expansion, with 46% of companies planning to increase staff and 51% maintaining current levels over the next six months.
Key Challenges and Industry Trends
The top mid-term concern remains global economic developments (20%), followed by geopolitical challenges (15%) and sustainability/climate concerns (15%). Additionally, 92% of companies confirm they are actively integrating AI into their operations, highlighting the industry’s rapid adoption of technology.
“This edition of the UFI Barometer presents encouraging indicators for the year ahead across all markets. However, economic uncertainty and geopolitical risks continue to be factors we must navigate,” said Chris Skeith OBE, UFI’s Managing Director and CEO.
Global Market Overview: Revenue, Operations, and Profits
The report, based on data from 390 companies across 56 countries, provides insights into regional performance and outlooks for 19 focus markets.
Exhibition Space and Operations
- Operations expanded for six out of 10 companies globally in late 2024, with North America (70%) and Europe (60%) leading the trend.
- Exhibition space rental increased by 9% compared to 2019, with India (+40%), Argentina (+34%), and Malaysia (+22%) among the top-performing markets.
Revenue and Profit Growth
- 2024 revenues increased by 16% on average, with a further 18% rise expected in 2025.
- 82% of companies saw an annual profit increase of more than 10% in 2024, with similar figures projected for 2025.
- Markets showing the strongest profit growth include the UAE, USA, UK, Spain, and Italy.
Workforce Expansion & Business Priorities
- 46% of companies plan to hire new staff, particularly in Saudi Arabia (100%), the UAE (86%), and the UK (60%).
- The top short-term business concerns are:
- Economic conditions in home markets (23%)
- Geopolitical challenges (16%)
- Global economic developments (15%)
AI Integration & Future Outlook
With 92% of companies recognizing AI’s impact, adoption rates are rapidly increasing, particularly in:
- Sales, Marketing & Customer Relations (54%) (+15% from mid-2023)
- Research & Development (49%) (+11% from mid-2023)
- Event Production (62%) and HR (57%) are also seeing increased AI integration.
The 34th UFI Global Exhibition Barometer, conducted in collaboration with 32 industry associations, confirms a strong recovery and future growth trajectory for the global exhibition sector in 2024 and beyond.