The findings point to sustained growth in domestic markets, with 47% of respondents reporting an increase in activity of more than 5% in 2025, while 42% indicate stable activity levels. Only 10% report a decrease of more than 5%
Looking ahead to 2026, expectations remain broadly consistent. A further
44% of respondents anticipate activity growth exceeding 5%, 41% expect
stability, and 8% forecast a decline of more than 5%, while 7% remain
uncertain.
In terms of operating performance, 31% of companies report annual operating profit growth of more than 10% in 2025. For 2026, 33% of respondents forecast similar profit growth, while the majority expect stable results.
Revenue outlooks indicate that 34% of companies expect revenues from
renting exhibition space to increase by more than 5% in 2025, while 39% forecast
similar growth for selling services. Sponsorship revenues are expected to
remain broadly stable for most respondents, and half of companies report that
subsidies are not relevant to their business model.
Artificial Intelligence adoption continues to expand across the exhibition
industry. Globally, 87% of respondents report using AI in some form,
representing a four-percentage-point increase compared with six months earlier.
Of these, 68% use standard AI tools, 15% have AI integrated into existing systems,
and 4% have developed proprietary AI solutions.
Despite widespread adoption, most companies report that they remain in research or testing phases when applying AI to improving operational efficiency, enhancing customer experience, or developing AI-driven revenue streams.
The report also highlights workforce trends, with 39% of companies planning
to increase staff numbers and 57% expecting headcount to remain stable.
Regarding business challenges, the most significant short-term concern
remains the state of the economy in companies’ home markets, followed by global
economic developments and geopolitical challenges. For the mid-term, global
economic developments rank as the primary issue, followed by geopolitical
challenges and domestic economic conditions.
Event formats continue to be an area of active reassessment. While 37% of respondents believe exhibitions require overall format improvements, a further 58% say the need for change depends on the type of event. Only 6% consider that no changes are necessary.
When identifying priorities for format evolution, respondents most frequently highlight increased interactivity and engagement. Leading areas include enabling visitor participation through demonstrations, competitions and gamification, as well as more interactive learning formats. Social events, updated show design, revised layouts and themed event days are also cited as important enhancement areas.
This edition of the Global Exhibition Barometer was completed in December
2025 and is based on responses from 378 companies across 57 countries and
regions. The report includes dedicated profiles for 19 key markets and regions,
as well as segmented analysis for organisers, venues and service providers.
“This edition of the Global Exhibition Barometer confirms what we are
seeing across the industry: strong, steady growth and a sector that continues
to adapt at pace,” said Chris Skeith OBE, Managing Director and Chief Executive
Officer at UFI. “The call for more engaging and interactive
event formats highlights the industry’s ongoing focus on enhancing value for
participants.”
Tags:Chris Skeith OBE, UFI