Figure 2 below sets out the nominal growth rates for the major country markets
across the globe.
Figure 2: Exhibition market forecast growth rate by territory 2008-2011
Germany 2.9%
France 4.0%
UK 4.0%
USA 4.2%
Other 4.7%
Rest of Europe 4.7%
Market forecast 5.5%Brazil 8.3%
Russia 10.7%
India 13.5%
China 15.1%
Middle East 20.0%
0.0% 5.0% 10.0% 15.0% 20.0%
Grow th rate (nominal)
Source: AMR International, VSS, AUMA, CEIR Index, BSG Asia Report, UFI, Fondazione Fiera Milano, Salon et Foires
The industry’s continued growth will be underpinned by the sustained importance of
events within marketing budgets and by the continued thirst of attendees for
information and insight through personal contact and networking.
Growth will be driven by the launch of new events by pure play organizers and by the
further addition of events to B2B portfolios. Increased sponsorship sales and
exhibitor and attendee pricing initiatives will also enhance growth. Growth constraints
will include the struggle to maintain attendee numbers and exhibitor loyalty at mature,
major events.
In less mature country markets, above-GDP growth is being driven by the
professionalization of the industry both by international and domestic organizers. It is
also supported by the opening of new venues, particularly in the Middle East.
Veronis Suhler Stevenson has recently published its forecast for the U.S. trade show
and exhibition market. This is reproduced, with their permission, in figure 3 on the
following page.
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