The diversification of business sectors and new opportunities to exhibit is propelling the growth of the European exhibition market.
Arizton’s recent market research report on the exhibition market in Europe provides comprehensive industry analysis, trend forecasts, and competitive analysis. The research study segments the market by exhibition type (B2B, B2C, and mixed exhibitions), by industry type (AFF & energy, automotive & transportation, consumer goods & retail, hospitality, industrial, and other), by revenue stream (exhibitor fees, services, sponsorship fees, and public admission charges), by key countries (France, Germany, Italy, Russia, Spain, Turkey, and UK), and offers detailed competitive analysis.
The exhibition market in Europe is expected to reach revenues of around $20 billion by 2023 and is projected to grow at a CAGR of around 5% during the forecast period. The increasing number of construction and technical trade fairs will have a positive impact on the growth of the market in Europe.
The top 3 drivers and trends augmenting the exhibition market in Europe are discussed below:
Exhibition Emerging as a Tool of Promotion for Elusive Industries
The growth of highly specialized sectors such as advanced manufacturing and mining is attributing to the growth of the exhibition market in Europe. The high-level decision-making process of these specialized trades depends on expert panels, trade associations, and research that offer details about products and services. Exhibitions are the perfect platform for these businesses that enable the flow of quality information among decision maker and business owners. The leading exhibitors are designing events that enable a higher level of thought leadership, interpersonal marketing, providing right exposure, and laser-target consumers that are otherwise very hard to reach. B2B events are specifically for these industries that serve as the best marketing tactics to break into exclusive markets. Well-develop exhibition programs help increase the conversation rates and sales among these exclusive industries. The new opportunities offered by these programs is increasing the number of financial sponsors and strategic purchasers for the exhibition market in Europe.
Digital Technologies Making Inroads in Tradeshows
The emergence of digital technologies is gaining prominence in tradeshows and boost the demand in the exhibition market in Europe. The implementation of highly sophisticated, digitally advanced channels of marketing will revolutionize the European market. The exhibitors and organizers are leveraging online, social, technological, and mobile solutions in a space abound with trading and networking in various trade shows to increase the attendance in these programs. The innovations in terms of multi-sensory storytelling, increasing monetization potential, implementing tools to monitor consumer behavior, and comprehensive brand information will transform the exhibition market in Europe. The launch of digitally-enriched seating space will increase the brand and product experience for end-users in the European market. The introduction of new technologies such as iBeacons, AR, eye tracking, VR, wearables, interactive walls, digital lounges, and gamification is transforming the market and creating lucrative opportunities for players in Europe.
Growing Adoption of Big Data
The implementation of big data analytics is driving the development of the exhibitions market in Europe. The extensive use of big data analytics helps provide valuable business intelligence that helps companies sustain the market competition, and exhibitors understand the ROI metrics of these events in Europe. The information used from this analysis will help drive better logistics planning, increase sponsorships, and participation contributing to the revenues in the European market. The companies such as SmartXpo are offering solutions centered around populating financial, operational, and customer data into a dashboard to provide actionable insights for exhibitors and companies for exhibitions in the European market. These innovative tools are also used to crunch numbers for CRM, marketing, e-mail marketing, sales, and event management. Data analytics will transform the promotional campaigns that will draw large crowds in these trade shows and conferences in the European market.
The leading vendors in the exhibition market in Europe are GL Events, Koelnmesse, MCH Group, Messe Düsseldorf, Messe Frankfurt, Messe Munchen, and RELX Group.
The complete overview of the latest market research report on exhibition market in Europe by Arizton is now available.
The report also offers a detailed study of major trends, drivers, challenges, and also provides the market size and forecast for major geographical regions and key countries.
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