Section 2 – The industry
Size and growth
On a global basis, the trade shows/events/conference organizing industry represents
approximately $100 billion in revenue. About two-thirds is comprised of various types
of conferences; the remaining one-third – approximately $34 billion – represents
exhibitions. Within exhibitions, B2B events dominate the market, accounting for 87%
of value.
In 2007, the U.S. exhibition industry represented well over one-third, or $13 billion, of
the $34 billion market, as shown in Figure 1.
Figure 1: Global exhibition organizing market by territory, 2007
B2B exhibitions B2C exhibitions
Other 3.3
Rest of Europe 6.2
India 0.1
Brazil 0.7
Middle East 0.9
China 1.0
Russia 1.0
UK 2.0
France 2.3
Germany 3.8
US 13.0
0 2 4 6 8 10 12 14
US $ bn
Source: AMR International, VSS, AUMA, CEIR Index, BSG Asia Report, UFI, Fondazione Fierra Milano, Salon et Foires
In recent years, the events industry has continued to flourish even as traditional print
dollars have migrated to digital media. The global exhibition organizing industry grew
at an average of 6.2% from 2003 through 2007. This is a higher growth rate than any
“traditional” medium, all of which have lost ground to their Internet competitors.
Every indication suggests that this growth will continue. AMR International forecasts
the global exhibition organizing industry to grow at 5.5% CAGR through 2011. In the
more mature U.S. market, growth will be slightly lower at 4.2%. In international
markets where the events markets remain relatively immature, all projections point to
very strong growth, the highest growth rate being 20% in the Middle East.
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