展覽市場：依最終用戶產業、展覽類型、目的、地區劃分，2024-2031

展覽市場評估，2024-2031

由於擴大採用虛擬和混合活動形式，擴大了展覽市場的範圍並增加了全球觀眾的參與度，展覽市場規模將在 2024 年增加，將超過 663.3 億美元，達到2031 年估值約為952.2 億美元。

除此之外，它也是一個快速發展的行業，為各行業的公司提供展示其產品、服務和創新的平台，2024 年至2031 年的複合年增長率為5.1%，推動市場不斷增長。

展覽市場定義/概述

展覽是一種有組織的活動，公司和組織在其中向目標受眾展示其產品、服務和創新。此類活動通常在會議中心或展覽館等大型場所舉行，範圍可從小型特定行業貿易展到大型國際博覽會。展覽為公司提供了展示產品、與潛在客戶互動以及與同行建立聯繫的平台。

展覽應用於廣泛的產業，包括科技、醫療保健、汽車和消費品。展覽有多種目的，包括產品發佈、品牌建立、市場開發以及研發。公司參加展覽是為了發掘潛在客戶、提高品牌知名度並建立合作關係。此外，展覽也透過研討會、工作坊、主題演講等方式提供教育機會，幫助與會者瞭解產業趨勢和進展。

日益全球化和麵對面業務交流的需求將如何促進展覽市場的成長？

由於全球化程度的提高和麵對面業務互動的需求，展覽市場近年來經歷了顯著增長。根據世界展覽業協會（UFI）預測，2023年全球展覽市場規模預估為365億美元，2024年至2028年複合年增長率為4.8%。美國勞工統計局報告稱，展覽和貿易展覽行業的就業人數在 2020 年至 2023 年間增長了 15%，反映了該行業在大流行後的復甦和擴張。這種成長是由各行業對產品發佈、網路機會和直接客戶參與的需求增加所推動的。

技術整合已成為展覽市場的關鍵驅動力。根據展覽業研究中心 (CEIR) 的數據，2022 年至 2024 年間，78% 的展覽組織者在其活動中引入了新的數位技術。這些技術包括虛擬和擴增實境體驗、人工智慧驅動的配對平台、混合活動解決方案等等。 2024 年 2 月，全球領先的活動組織者勵展博覽集團宣佈推出人工智慧驅動的網路平台，旨在增強與會者體驗和參展商投資回報率。據報道，該平台在多個國際貿易展的試點期間將有意義的業務聯繫增加了 35%。

經濟波動和不確定性會抑制展覽市場的成長嗎？

由於組織活動和公司進入市場的成本高昂，展覽市場面臨嚴重的財務限制。參展商和組織者面臨展位空間租賃、設計、旅行和行銷材料等成本。這些成本可能令人望而卻步，特別是對於中小型企業而言，限制參與公司的數量可能會限制市場成長並減少參展商和活動的多樣性。

經濟波動和不確定性會對展覽市場產生重大影響。在經濟低迷或金融不穩定期間，公司往往會減少行銷和促銷活動，包括參加展覽。企業支出的減少將導致參觀人數減少、參展商參與減少以及活動可能取消。此外，經濟的不確定性可能會影響展覽贊助和投資，進一步限制市場的成長和穩定性。

展覽市場的技術進步帶來了機遇，也帶來了挑戰。向虛擬和混合活動的轉變需要對互聯網連接、軟體平台和網路安全措施等技術基礎設施進行大量投資。並非所有參展商和與會者都熟悉數位環境，這會影響參與。持續的技術升級和潛在的技術問題可能會影響展會的效果和吸引力。

目錄

第一章簡介

• 市場定義
• 市場區隔
• 調查方法

第 2 章執行摘要

• 主要發現
• 市場概覽
• 市場亮點

第三章市場概述

• 市場規模與成長潛力
• 市場趨勢
• 市場推動因素
• 市場阻礙因素
• 市場機會
• 波特五力分析

第四章展覽市場：依產業劃分

• 貿易展覽/博覽會
• 專家會議/大會
• 消費者展示
• 藝術/設計博覽會
• 學術/研究展覽
• 政府和貿易代表團

第五章展覽市場：依展覽類型

• 傳統展覽
• 虛擬展覽
• 混合展覽

第六章展覽市場：依目的

• 行銷與推廣
• 網路與協作
• 教育與資訊分享
• 市場研究與分析

第七章區域分析

• 北美
• 美國
• 加拿大
• 墨西哥
• 歐洲
• 英國
• 德國
• 法國
• 義大利
• 亞太地區
• 中國
• 日本
• 印度
• 澳大利亞
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中東/非洲
• 南非
• 沙烏地阿拉伯
• 阿拉伯聯合大公國

第 8 章市場動態

• 市場推動因素
• 市場阻礙因素
• 市場機會
• 新冠肺炎 (COVID-19) 對市場的影響

第九章競爭態勢

• 主要公司
• 市佔率分析

第十章公司簡介

• Messe Frankfurt GmbH（Germany）
• Informa PLC（UK）
• Reed Exhibitions（UK）
• Clarion Events Limited（UK）
• COMEXPOSIUM Group（France）
• Emerald Expositions Events, Inc.（The U.S.）
• Koelnmesse GmbH（Germany）
• Tarsus Group（UK）
• Hyve Group plc（UK）
• Fiera Milano SpA（Italy）
• Deutsche Messe AG（Germany）
• MCH Group AG（Switzerland）
• GL Events（France）

第 11 章市場前景與機會

• 新興技術
• 未來市場趨勢
• 投資機會

第12章附錄

• 縮寫列表
• 來源與參考文獻

Exhibition Market Valuation - 2024-2031

The rising adoption of virtual and hybrid event formats has broadened the exhibition market's reach, allowing for increased engagement and participation from a global audience are driving the exhibition market size to surpass USD 66.33 Billion in 2024 to reach a valuation of aroundUSD 95.22 Billion by 2031.

In addition to this, rapidly evolving sector that provides a platform for businesses across various industries to showcase their products, services, and innovations is enabling the market to grow at aCAGR of 5.1% from 2024 to 2031.

Exhibition Market: Definition/ Overview

Exhibitions are organized events where businesses and organizations display their products, services, and innovations to a targeted audience. These events are typically held in large venues such as convention centers or exhibition halls and can range from small, industry-specific trade shows to large-scale international expos. Exhibitions provide a platform for companies to showcase their offerings, engage with potential customers, and network with industry peers.

Exhibitions are utilized across a wide range of industries, including technology, healthcare, automotive, consumer goods, and more. They serve various purposes, such as product launches, brand building, market research, and business development. Companies participate in exhibitions to generate leads, build brand awareness, and establish partnerships. Additionally, exhibitions provide educational opportunities through seminars, workshops, and keynote presentations, helping attendees stay informed about industry trends and advancements.

What's inside a VMR industry report?

Our reports include actionable data and forward-looking analysis that help you craft pitches, create business plans, build presentations and write proposals.

How will Rising Globalization and the Need for Face-To-Face Business Interactions Drive Adoption of Exhibition Market Growth?

The exhibition market has witnessed significant growth in recent years, driven by increasing globalization and the need for face-to-face business interactions. According to the Global Association of the Exhibition Industry (UFI), the global exhibition market was valued at $36.5 billion in 2023, with a projected CAGR of 4.8% from 2024 to 2028. The U.S. Bureau of Labor Statistics reported that the number of jobs in the exhibition and trade show organizing industry grew by 15% between 2020 and 2023, reflecting the sector's recovery and expansion post-pandemic. This growth is attributed to the rising demand for product launches, networking opportunities, and direct customer engagement across various industries.

Technology integration has emerged as a key driver in the exhibition market. The Center for Exhibition Industry Research (CEIR) found that 78% of exhibition organizers implemented new digital technologies in their events between 2022 and 2024. These technologies include virtual and augmented reality experiences, AI-powered matchmaking platforms, and hybrid event solutions. In February 2024, Reed Exhibitions, a leading global event organizer, announced the launch of its AI-driven networking platform, which aims to enhance attendee experiences and exhibitor ROI. The platform reportedly increased meaningful business connections by 35% in its pilot phase across several international trade shows.

Will Economic Fluctuations and Uncertainties Restrain Exhibition Market Growth?

The exhibition market faces significant financial constraints due to the high costs associated with organizing and participating in events. Exhibitors and organizers face expenses like booth space rental, design, travel, and marketing materials. These expenses can be prohibitive, especially for SMEs, limiting their participation and potentially limiting market growth and reducing the diversity of exhibitors and events.

Economic fluctuations and uncertainties can significantly impact the exhibition market. During economic downturns or periods of financial instability, businesses often cut back on marketing and promotional activities, including participation in exhibitions. This reduction in corporate spending can lead to lower attendance, decreased exhibitor participation, and potentially the cancellation of events. Additionally, economic uncertainty can affect sponsorship and investment in exhibitions, further constraining market growth and stability.

Technological advancements in the exhibition market present opportunities but also present challenges. The shift towards virtual and hybrid events necessitates significant investment in technology infrastructure, including internet connectivity, software platforms, and cybersecurity measures. Not all exhibitors and attendees are proficient in digital environments, impacting participation and engagement. Continuous technological upgrades and potential technical issues can affect the exhibition's effectiveness and appeal.

Category-Wise Acumens

Which Factors Contributing Traditional Exhibitions Segment Dominance in Exhibition Market?

Traditional exhibitions continue to dominate the exhibition market, despite the rise of digital alternatives. According to the International Association of Exhibitions and Events (IAEE), in-person exhibitions accounted for 73% of the total exhibition market revenue in 2023. The U.S. Commerce Department reported that traditional trade shows contributed $101 billion to the U.S. economy in 2023, a 12% increase from 2022. This dominance is attributed to the irreplaceable value of face-to-face interactions, tactile product experiences, and the networking opportunities that physical events provide. A survey by the Center for Exhibition Industry Research (CEIR) in late 2023 found that 85% of exhibitors and attendees prefer in-person events for building business relationships.

Key players in the traditional exhibition market have been innovating to enhance the attendee experience and exhibitor ROI. Informa Markets, a leading exhibition organizer, announced in January 2024 the implementation of AI-powered analytics across its portfolio of events. This technology aims to provide real-time insights on attendee behavior and preferences, allowing exhibitors to optimize their strategies on the show floor. The German Trade Fair Industry Association (AUMA) reported that investment in exhibition infrastructure across Europe reached €2.5 billion in 2023, indicating a strong commitment to improving physical event spaces.

The resilience of traditional exhibitions was further demonstrated in the post-pandemic recovery. The Global Association of the Exhibition Industry (UFI) reported that by the end of 2023, 92% of exhibitions had returned to their pre-pandemic scale in terms of exhibitor numbers and floor space. In a notable development, Messe Frankfurt, one of the world's largest trade fair organizers, announced in March 2024 plans to expand its exhibition center by 200,000 square meters by 2026, representing an investment of €980 million. This expansion is in response to the growing demand for exhibition space, particularly in sectors such as technology, healthcare, and sustainable energy solutions.

Which Factors Contributing Marketing and Promotion Segment Dominance in Exhibition Market?

Marketing and promotion have become increasingly dominant forces in the exhibition market, driving attendance, engagement, and overall event success. According to the U.S. Bureau of Labor Statistics, marketing expenditure in the exhibition industry grew by 18% between 2021 and 2023, outpacing overall industry growth. The Exhibition and Event Association of Australasia (EEAA) reported that exhibitions with robust marketing campaigns saw an average attendance increase of 23% in 2023 compared to 2022. This trend highlights the critical role of strategic marketing in attracting both exhibitors and attendees. A survey by the Center for Exhibition Industry Research (CEIR) in late 2023 found that 72% of exhibition organizers increased their marketing budgets for 2024, with a focus on digital and content marketing strategies.

Key players in the exhibition industry have been leveraging advanced marketing technologies to enhance their promotional efforts. Reed Exhibitions, a global leader in event organization, announced in February 2024 the launch of its AI-powered personalization platform for event marketing. This platform uses machine learning algorithms to deliver tailored content and recommendations to potential attendees, resulting in a 35% increase in pre-registration rates during its pilot phase. The UK's Department for Digital, Culture, Media & Sport reported that digital marketing spend for exhibitions increased by 42% from 2022 to 2023, reflecting the industry's shift towards more targeted and data-driven promotional strategies.

Social media and influencer marketing have emerged as powerful tools in exhibition promotion. The International Association of Exhibitions and Events (IAEE) reported that exhibitions using influencer marketing saw a 28% increase in first-time attendees in 2023 compared to those that didn't. In a notable development, Informa Markets, another major exhibition organizer, partnered with TikTok in January 2024 to launch a series of industry-specific content creation programs aimed at promoting their events to younger audiences. This initiative resulted in a 40% increase in Gen Z attendance across their technology and lifestyle exhibitions within the first quarter of 2024. The German Convention Bureau (GCB) projected that by 2025, over 60% of exhibition marketing budgets will be allocated to digital and social media channels, underscoring the growing importance of these platforms in driving exhibition success.

Country/Region-wise Acumens

Will Early Adoption of Technologies in North America Mature Exhibition Market?

North America continues to dominate the global exhibition market, driven by its robust economy, technological advancements, and strong business culture. According to the Center for Exhibition Industry Research (CEIR), the North American exhibition industry generated $101 billion in direct spending in 2023, accounting for 35% of the global market share. The U.S. Bureau of Labor Statistics reported that employment in the exhibition organizing sector grew by 7.2% from 2022 to 2023, outpacing overall job growth. This dominance is attributed to the region's diverse industry sectors, high corporate spending on marketing and events, and well-developed exhibition infrastructure. A 2023 survey by the International Association of Exhibitions and Events (IAEE) found that 68% of global exhibitors considered North American events as "must-attend" for their industries.

Key players in the North American exhibition market have been investing heavily in innovation and expansion. In March 2024, Informa Markets, a leading exhibition organizer, announced a USD 500 Million investment in upgrading its North American venues with state-of-the-art digital infrastructure and sustainable technologies. This move aims to enhance the attendee experience and improve exhibitor ROI through advanced data analytics and immersive technologies. The Trade Show News Network (TSNN) reported that the number of large-scale exhibitions (over 200,000 net square feet) in North America increased by 15% from 2022 to 2023, indicating a strong recovery and growth trajectory for the region's largest events.

The North American exhibition market has also been at the forefront of adopting hybrid and omnichannel event strategies. The Professional Convention Management Association (PCMA) reported that 82% of North American exhibitions in 2023 incorporated some form of digital component, compared to a global average of 67%

Will Rising Business Opportunities Enhance Adoption of Exhibition in Asia Pacific?

The Asia Pacific region is experiencing rapid growth in the exhibition market, driven by economic expansion, increasing business opportunities, and significant investments in infrastructure. According to the Asia Pacific Exhibition Industry Report, the market size in the region reached USD 42.8 Billion in 2023, with a projected CAGR of 8.7% from 2024 to 2028. The China Council for the Promotion of International Trade reported that the number of exhibitions held in China alone increased by 22% between 2022 and 2023. This growth is attributed to rising consumer spending, rapid urbanization, and government initiatives to promote international trade. A survey by UFI, the Global Association of the Exhibition Industry, found that 73% of exhibition organizers in Asia Pacific expected to launch new events in 2024, compared to a global average of 58%.

Key players in the Asia Pacific exhibition market have been expanding their presence and investing in cutting-edge technologies. In February 2024, Reed Exhibitions, a global leader in event organization, announced a joint venture with Alibaba to create a series of tech-focused exhibitions across major Asian cities. This partnership aims to leverage Alibaba's digital ecosystem to enhance exhibitor-attendee matching and e-commerce integration. The Singapore Tourism Board reported that the country's MICE (Meetings, Incentives, Conferences, and Exhibitions) sector grew by 15.3% in 2023, with exhibitions contributing significantly to this growth. In response to this trend, Singapore's Expo Centre announced in March 2024 a USD 300 Million expansion plan to increase its capacity by 30% by 2026.

Competitive Landscape

The exhibition market is a dynamic and competitive space, characterized by a diverse range of players vying for market share. These players are on the run for solidifying their presence through the adoption of strategic plans such as collaborations, mergers, acquisitions, and political support.

The organizations are focusing on innovating their product line to serve the vast population in diverse regions. Some of the prominent players operating in the exhibition market include:

• Reed Exhibitions
• Informa Markets
• Clarion Events
• UBM (United Business Media)
• Messe Frankfurt
• Messe Dusseldorf
• Koelnmesse
• Fiera Milano
• dmg events
• ITE Group
• Euroexpo
• Tarsus Group
• Hannover Messe
• China Import and Export Fair (Canton Fair)
• Hong Kong Trade Development Council (HKTDC)
• CIEC Exhibition Company
• ExCeL London
• Messe Berlin
• SISO (Society of Independent Show Organizers)
• GES (Global Experience Specialists)

Latest Developments

• In February 2024, Messe Frankfurt unveiled a new virtual event platform designed to complement their physical trade shows, offering immersive digital experiences and extended networking opportunities for global participants.
• In April 2024, Clarion Events launched a series of industry-specific hybrid exhibitions, integrating both in-person and virtual elements to cater to a broader audience and address evolving market demands.

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Exhibition Market, By Industry

• Trade Shows and Expos
• Professional Conferences and Conventions
• Consumer Shows
• Art and Design Fairs
• Academic and Research Exhibitions
• Government and Trade Delegations

5. Exhibition Market, By Type of Exhibition

• Traditional Exhibitions
• Virtual Exhibitions
• Hybrid Exhibitions

6. Exhibition Market, By Purpose

• Marketing and Promotion
• Networking and Collaboration
• Education and Information Sharing
• Market Research and Analysis

7. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

8. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

9. Competitive Landscape

• Key Players
• Market Share Analysis

10. Company Profiles

• Messe Frankfurt GmbH (Germany)
• Informa PLC (UK)
• Reed Exhibitions (UK)
• Clarion Events Limited (UK)
• COMEXPOSIUM Group (France)
• Emerald Expositions Events, Inc. (The U.S.)
• Koelnmesse GmbH (Germany)
• Tarsus Group (UK)
• Hyve Group plc (UK)
• Fiera Milano SpA (Italy)
• Deutsche Messe AG (Germany)
• MCH Group AG (Switzerland)
• GL Events (France)

11. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

12. Appendix

• List of Abbreviations
• Sources and References