There's much to be optimistic about in this report. Trade shows continue to provide value to exhibitors, and their worth is generally recognized by senior leadership teams – perhaps more so than before the pandemic. However, there are some warning signs. Exhibitors are feeling squeezed by rising exhibit-related costs, and they are likely to attribute this to hikes in venue, organizer, and contractor fees – rather than factors beyond the industry's control, such as broader economic forces. All this is happening within a context of significant internal pressure – often from senior leadership teams – to cut back on budget, meaning that exhibitors are stuck between a rock and a hard place. Demonstrating exhibit ROI to senior leadership and other stakeholders is a sticking point. While colleagues are clear on the value of in-person events, the exact magnitude of that value is hard to define. This makes it difficult to advocate for exhibits over other marketing and sales channels that can offer robust evidence of their own ROI. Ultimately, exhibit-related costs take precedence above all other factors influencing an exhibitor's decision to attend a trade show, and it's clear that rising costs will force exhibitors to make some difficult decisions. The vast majority anticipate having to amend their events program in the coming years – typically by cutting back and focusing their efforts on high priority trade shows. This could create difficulties for exhibitors and trade show organizers alike. However, there are solutions available for those willing to collaborate: Much could be achieved through creating cost efficiencies for exhibitors and providing better event data to support exhibit ROI perception among senior leadership.
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