The 36th World Trade Fair Barometer was published on 29 January by theUFIthe Global Association of the Exhibition Industry. It is marked by an upward trend: 47 % of companies report an increase in activity of more than 5 % for 2025. What's more, as far as operating profits are concerned, 31 % of companies declare annual growth of more than 10 % for 2025. And 33 % expect similar increases this year.
" This edition of the Global Tradeshow Barometer confirms what we are seeing across the sector as a whole: strong, steady growth and a sector that continues to adapt rapidly. "says Chris Skeith, Managing Director and CEO of UFI.
Despite these good results, the ecosystem is not satisfied. According to the UFI 37% Barometer of respondents, all events require overall improvement.
" The call for more engaging and interactive event formats underlines the industry's continued focus on improving value for attendees. This information will help organisations to update their strategies and continue to navigate an environment that remains dynamic and diverse across regions. "notes Chris Skeith.
Unsurprisingly, the barometer tackles the subject of AI, a vector for market transformation. The adoption of artificial intelligence has increased by 4% in the space of six months. Today, according to the UFI, 87 % of companies claim to be using AI in the exhibition sector. In detail, the study estimates that
In terms of maturity level, 79 % of companies are still researching or testing solutions to improve business and process efficiency. 70 % are doing so to improve customer experience, and 57 % to generate revenue using AI-powered products. For all that, the use of digital does not seem to mean the decline of the human element. According to the UFI barometer, 39 % of companies plan to increase their workforce, and 57 % are expected to maintain their teams at a stable level.
