The Europe events and exhibitions market was valued at USD 12.86 billion in 2022 and is projected to reach USD 15.67 billion by 2028, growing at a CAGR of 3.35% during the forecast period. There is growth in the market due to increased demand for entertainment events post-pandemic, high disposable income, adoption of Big Data analytics, development of digital technology, increased number of venues, availability of large size spaces, focus on insurance & security, and business expansion & marketing activities in Europe. Further, Europe's demand for new technology and advanced equipment to increase production and operations in various industries is rising. Thus, many large companies from various industries participate in events & exhibitions and collaborate with companies offering such technologies and products to sustain the market. There are many new trends in the Europe events and exhibitions market, which helps attract exhibitors and visitors. The trend of suspended and high structures and intersecting angles and shapes is in demand in the industry. The trend of personalized designs with a provision for technologies is on the rise in the industry.
WHY THIS REPORT?
This report provides
- A thorough insight into the structure and size of each industry segment.
- An Analysis of several micro-market indicators considering growth factors, industry prospects, and strategic contribution to the industry.
- Overviews of top manufacturers/marketed products, pipeline analysis, clinical trial analysis, competitive landscape, vendor profiles, mergers & acquisitions.
- Provide strategic planning, such as comprehensively understanding consumer behavior, competitors, new product development, geographic market expansion, and merger & acquisition pipelines.
- Insights to formulate effective sales and marketing strategies by understanding the competitive landscape and analyzing various competitors' performance.
- Identifies emerging players with potentially strong product portfolios and creates effective counter strategies to gain a competitive advantage.
MARKET TRENDS & DRIVERS
Increased Focus on Insurance & Security
The event or exhibition cancellation causes huge losses for organizing and participating companies. This is one of the major threats to companies. Currently, many companies offer event and exhibition insurance. They also provide security to organizers and visitors. Insurances cover stage, stand, set, equipment, personal accident, broadcast failure, and general adversity. Moreover, the number of participants and visitors have increased in the last few years. Most companies take insurance for events and exhibitions. These factors will drive the European events and exhibitions market during the forecast period.
Redesigning Models of Exhibitions
The trend of making a unique model for exhibitions in Europe has increased in the last few years. Companies offer attractive and large exhibition models to customers. The rise in digital advertising and 3D models of marketing products and services changed the look of exhibitions. Even companies adopt the latest technologies in exhibitions for various purposes, such as catering, cleaning, etc. Companies offer a wide range of 3D stands with virtual walls and floors for small to large events and exhibitions in the European market, which attracts visitors and participants to exhibitions.
Demand for Entertainment Events & Adoption of Digital Technology
Music events, carnivals, concerts, movie events, and festivals increased post the COVID-19 pandemic. The demand for refreshment activities during the pandemic increased the demand for music and movie events in Europe. Moreover, the region's popularity and number of sports events increased. Social media platforms increase awareness among visitors, and the availability of online ticket booking facilities fuels the Europe events and exhibitions market growth during the projected period.
INSIGHTS BY EXHIBITION TYPE
The Europe events and exhibitions market by exhibition type is segmented into B2B, mixed, and B2C. The B2B segment is a powerful marketing, sales, and information platform. Most companies organize events and exhibitions for B2B segments in Europe, which gives more profits to exhibitors, organizers, the local economy, service providers, and visitors and helps the B2B segment dominate the exhibition type segment. Companies participate in exhibitions to market their services and products and expand their business across Europe. Companies can establish their network, which may be helpful in the future. Moreover, the demand for B2B exhibitions is rising due to technological developments and the demand for AI-based products and services across industries.
INSIGHTS BY REVENUE STREAM
The Europe events and exhibitions market by revenue stream is segmented into exhibitor fees, services, sponsorship fees, and entrance fees. Exhibitor fees is the leading segment of the revenue stream segmentation. It includes the space and registration fees for exhibition booths or stalls. The increased number of exhibitions in Europe drives the segment's growth. Exhibitors must pay more, and organizations can charge interest per the legal norms in case of delays in paying the fees. This can help generate more revenue from exhibitions. Moreover, increased competition among many markets and a rise in the size of venues will drive the exhibitor fees segment during the forecast period.
INSIGHTS BY INDUSTRY TYPE
The consumer goods & retail sector industry type segment holds the most prominent share of the Europe events and exhibitions market in 2022. The consumer goods & retail sector proliferated during the COVID-19 pandemic, and the consumer goods sector is diversified in many industries. As of 2022, around 5 million enterprises were present in Europe. Moreover, exhibitions help to show product uniqueness, which helps to increase the popularity of products in the industry. Such factor drives the growth of the Europe events and exhibitions market. Post-pandemic, the demand for packaged goods is rising, and companies gain more revenue from packaged goods. Companies continuously launch new packaged goods in the industry due to the rise in demand for packaged goods. Thus, there is a significant demand for exhibitions to promote and advertise packaged goods.
Germany holds the most prominent share of the Europe events and exhibitions market, accounting for over 21% in 2022. Germany is known for being one of the best places and platforms for maintaining the glamorous reputation of exhibitions. Trade fairs are a main part of the exhibition business and an instrument for B2B communication, which drives the market in Germany. The demand for events and exhibitions is rising in Germany as most industry segments, such as automotive & transportation, food industry, metalworking, electrical, etc., grew post the COVID-19 pandemic.
The U.K. events and exhibitions market holds a significant position in the European market and is projected to witness the fastest growth rate in the regional market. With a strong global presence, many corporate players, such as Oracle, Adobe, Microsoft, Amazon Web Services, Google, and Salesforce, host various events in London. It increases the business of event-organizing companies. Moreover, the U.K. is a destination with global flight connectivity and a strong network of high-speed trains. Thus, it is a suitable place for visitors and exhibitors, which drives its events & exhibitions market.
The Europe events and exhibitions market is characterized by several international players offering large spaces and a wide range of services for events and exhibitions. Informa LLP, RELX Group plc, GL Events, and Messe Frankfurt are some players that dominate the market. Further, vendors adopt and improve their unique value propositions to maintain a strong industry presence due to the current scenario. Vendors focus on certain competencies, such as publicity, venue management, exhibition services, new exhibitions, and technical services. Informa LLP is one of the leading events, academic knowledge, and digital services groups in the Europe events and exhibitions market. The company connects with the businesses to understand their requirements and offer services to them. The company has a wide service portfolio in event & exhibition services. The company offers services to all industries and sectors and accelerates digitization across all its businesses.