This market research report on the global exhibitions market offers analysis on market size and forecast, market share, industry trends, growth drivers, and vendor analysis. The market study also includes insights on segmentation by economic development (mature economies and emerging economies) and by geography (APAC, Europe, North America, and ROW).
An exhibition is an impressive marketing tool, and it helps organizations to showcase skills and works of art, demonstrate products, drive innovations, fine-tune strategy, and gather data. The concentration of the traditional and online channels of marketing is increasing the preference for exhibitions as a marketing channel for many businesses. The integration of exhibitions as complementing content marketing opportunities helps organization to fill the void left by online activities, with face-to-face conversations and authenticity. The uncertain business environment and frequent policy changes are encouraging exhibitions organizers to face the challenges with creativity, crafting new condensed show formats and enabling digital environments at show floors. New opportunities in developing and emerging economies will fuel rapid growth in the global exhibitions market.
Business owners are shifting their focus to exhibitions as they offer opportunities to create meaning at multiple touch points via face-to-face interactions and hands-on experiences. The leading vendors are leveraging technology to make exhibitions more personal and interactive by providing compelling, salient, and relevant experience for visitors. The global exhibitions market is projected to generate revenues of around $36.35 billion, growing at a CAGR of 4.88% by 2023.
The use of big data analytics will enable exhibitors to make strategic marketing programs and digital campaigns
The integration of exhibitions and big data analytics will help organizers develop effective strategies that will drive the growth of the global exhibitions market. Exhibition organizers are using Big Data to provide valuable business intelligence that can help them stay on top of the game. The data gathered from these analytics helps drive better logistics planning, increases sponsorship opportunities, and boosts exhibition participation. Analytics aids in improving revenues, and companies use big data to increase the attendance rate at exhibitions. Moreover, big data analytics offers solutions that are used to crunch numbers for CRM, marketing, e-mail marketing, sales, and event management. The increasing presence of big data analytics will propel the growth of the global exhibitions market during the forecast period.
This market research report includes a comprehensive segmentation of the market by economic development and by geography.
Segmentation of Global Exhibitions Market
Mature economies to lead the global exhibitions market by 2023
The global exhibitions market is categorized into the following channels: mature economies and emerging economies. The mature economies dominated the economic development segment, occupying more than 77% of the total market share. In mature economies, the impact of exhibitions directly affects the takeaway experience and brand awareness. Exhibitions in mature economies impact the success of the business year around and help track consumer moments.
In emerging markets, exhibitions help stimulate commercial and industrial development through technology transfer, advancing national and regional industries, and increasing foreign investments in infrastructure and the industry. These programs also aid in boosting the revenues and support SME development in the market.
Exhibitors in North America hold exhibitions outside the region to gain international exposure
The global exhibitions market is divided into four major geographical regions such as North America, Europe, APAC, and ROW. The exhibitions market in North America is expected to grow at a CAGR of more than 4% during the forecast period. The increasing number of partnerships among tech companies with service providers to offer bundles of digital technologies to exhibition organizers will propel the growth in the North American market.
APAC is the fastest growing region in the global exhibitions market at a CAGR of around 7% by 2023. The increase in investments in Hong Kong, China, and India will drive the market for exhibitions in the region. The importance of face-to-face conversations will propel the need for B2B exhibitions in the APAC market to promote industrial development.
The key countries profiled in the report are:
The global exhibitions market is highly fragmented, and leading ten vendors control around 20% of the total market share. Other prominent vendors also have a sizeable international and local presence with some of the leading players in the exhibition market. The market players are primarily focusing on effective strategies to maintain their market share. Increased mergers and acquisitions will lead to the consolidation of the market. Additionally, the market is also witnessing a trend of acquiring niche exhibitions for diversification of portfolios and increasing profitability among leading vendors.
The major vendors in the global market are:
Other prominent vendors include Emerald Expositions, Deutsche Messe, HKTDC, Informa Exhibitions, Koelnmesse, Messe Dusseldorf, Messe Munchen, and Viparis.
Key market insights include
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