INDUSTRIES

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MARKETSTradeshowandeventmarketingCHAPTER

01GlobaloverviewMostimportantissuesfacingtheexhibitionindustryworldwideasofDecember2022Challengesoftheglobalexhibitionandtradeshowindustry2022Shareofrespondents0%5%10%15%20%25%Internalmanagementchallenges20%ImpactofdigitizationStateoftheeconomyinhomemarket16%15%15%14%GlobaleconomicdevelopmentsCompetitionwithothermedia(e.g.internet,virtualtradeshows,socialmedia)Competitionfromwithintheindustry8%Sustainability/Climate5%5%ImpactofCOVID-19pandemiconthebusinessStakeholders3%3Description:AccordingtoaDecember2022survey,theinternalmanagementwasthemostchallengingfacedbyexhibitorsandtradeshowcompaniesworldwide.Atthattime,twointenrespondentsreportedthistobetheirtopissue.Theimpactofdigitalizationfollowedsecond,with16percentofrespondents.ReadmoreNote(s):Worldwide;December2022;367companiesSource(s):UFIRevenueofselectedtradefairorganizersworldwidefrom2019to2022(inmillionU.S.dollars)Revenueofselectedtradefairorganizersworldwide2019-2022RevenueinmillionU.S.dollars2022202120202,00020192,50005001,0001,5003,0003,5004,0004,500InformaplcGLeventsRELXplc*MesseFrankfurtGmbHMesseMünchenGmbHMCHGroupLtd.**MesseBerlinGmbHMesseDüsseldorfGmbHEmeraldHolding,Inc.4Description:In2022,London-basedInformaplcgeneratedover2.89billionU.S.dollarsinrevenue,makingitthehighest-grossingtradefairorganizeramongthedisplayedcompanies.Despitethatresult,the2022figureamountedtoonlythree-quartersofthe3.83-billion-dollarrevenuerecordedin2019,beforethepandemic.GLevents-headquarteredinLyon,France-followedwithrevenuesofover1.4billiondollarsin2022.TheexhibitionoperationsofRELXplc,alsobasedinLondon,generated[...]

ReadmoreNote(s):Worldwide;2019to2022;*Exhibitionsrevenuesonly.**Netrevenues.***calculatedthe2021figure.convertedfigurestoU.S.dollarsusingtheexchangerateonDecember31ofeachyear.Figureswereretrievedfrom[...]

ReadmoreSource(s):VarioussourcesFormatsofeventsplannedforthefirsthalfof2023bymeetingprofessionalsworldwideasofOctober2022Eventformatsplannedworldwide202360%54%50%40%35%30%20%10%0%19%2%In-persononlyHybridDigital/onlineNone5Description:Morethanhalfofeventsplannedbymeetingprofessionalsworldwideforthefirstsemesterof2023werereportedlytakingplaceinperson,accordingtoasurveyconductedinlate2022.Atthattime,travelandbudgetpolicyrestrictionswerethe?mostimpactingfactorintheeventindustryfor2023.ReadmoreNote(s):UnitedStates;October2022;226meetingprofessionalsSource(s):ConveneLargestexhibitionhallsworldwideasofFebruary2022,bygrosshallcapacity(in1,000squaremeters)Largestexhibitionhallsworldwide2022,bygrosshallcapacityHallcapacityinthousandsquaremeters6Description:Asofearly2022,theNationalExhibitionandConventionCenter(NECC)inShanghai,China,wastheworld'slargestexhibitionhall,withagrosshallcapacityofover404thousandsquaremeters.TheShenzhenWorldExhibition&ConventionCentre,alsoinChina,followedwithapproximately400thousandsquaremeters.Thethird-andfourth-placedspaceswereinGermany:MesseHannoverandMesseFrankfurthadlittlemorethan392thousandand372thousandsquaremeters,[...]

ReadmoreNote(s):Worldwide;asofFebruary25,2022Source(s):UFICHAPTER

02U.S.overviewValueoftheB2BtradeshowmarketintheUnitedStatesfrom2018to2027(inbillionU.S.dollars)B2BtradeshowmarketsizeintheU.S.2018-20271815.5516141210814.9614.7214.2913.8313.0411.810.176.5163.86420201820192020202120222023*2024*2025*2026*2027*8Description:TheB2BtradeshowmarketintheUnitedStateswasforecasttoreach11.8billionU.S.dollarsin2023,anincreaseofroughly16percentcomparedtothepreviousyear.Duetotheimpactofthecoronavirusoutbreak,theindustrysawasharpdeclineto3.9billiondollarsin2020.Althoughitwillkeepgrowinginthenextyears,itisnotforecasttorecovertopre-pandemiclevelsuntil2027.ReadmoreNote(s):UnitedStates;2018to2022;*Forecast.ReadmoreSource(s):MarketingCharts;PwCAveragetradeshowbudgetaccordingtoindustryprofessionalsintheUnitedStatesfrom2020to2023(in1,000U.S.dollars)AveragetradeshowbudgetintheU.S.2020-20231,6001,368.941,4001,251.171,2001,000805.22766.58800600400200020202021202220239Description:Accordingtoastudyreleasedinearly2023,marketersandexhibitorssurveyedacrosstheUnitedStatesplannedtospend,onaverage,almost1.4millionU.S.dollarsontradeshowsthroughoutthatyear,up70percentfrom805milliondollarsayearearlier.The2023averagealsosurpassedthepre-pandemic2019figurebylittlemorethanninepercent.ReadmoreNote(s):UnitedStates;2020to2023;amongmarketers/exhibitorsSource(s):ExhibitorChangeintheexhibitionindustryrevenueintheUnitedStatesfrom1stquarter2011to1stquarter2023QuarterlychangeintheexhibitionindustryrevenueintheU.S.2011-202320%0%-20%-40%-60%-80%-100%-120%10Description:TheexhibitionindustryintheUnitedStatesstarted2023stillundertheimpactofthepandemic,withrevenuesinthefirstquarterofthatyearalmost12percentbelowtheresultsinthefirstquarterof2019.Still,thatwasthelowestdecreasesincethecoronavirusoutbreak.Accordingtoanothersource,theaverageannualbudgetfortradeshowsintheU.S.in2023exceededthe2020figure(plannedbeforeCOVID-19wascharacterizedasapandemic).

ReadmoreNote(s):UnitedStates;Q12011toQ12023;*Giventhespecificityoftheindustry,thefiguresforQ12020andonwardshavebeencomparedtothecorrespondingperiodsin2019,asopposedtoshowingyear-on-yeargrowth,toshowthedamage[...]

ReadmoreSource(s):CEIRChangeinexhibitionsindustrymetricsintheUnitedStatesin1stquarter2023ChangeinexhibitionsindustrymetricsintheU.S.Q120230%-2%-4%-6%-6.3%-8%-10%-12%-14%-10.3%-14.8%-15.1%Realrevenues-16%NumberofattendeesNetsquarefeet(NSF)Numberofexhibitors11Description:Duringthefirstquarterof2023,thenumberofattendeescalculatedfortheoverallexhibitionindustryintheUnitedStatesdeclinedbylittlemorethansixpercentcomparedtothepre-pandemicperiodinthefirstquarterof2019.Meanwhile,thenumberofexhibitorsdeclinedbyaround15percent,asdidtherealrevenues.ReadmoreNote(s):UnitedStates;Q120223Source(s):CEIRAveragenumberoftradeshowsindustryprofessionalsexhibitedatintheUnitedStatesfrom2015to2023,bytypeNumberoftradeshowsB2BprofessionalsexhibitedatintheU.S.2015-2023,bytypeRegionalNationalInternational6050403020100105.95.37.86.43.93.516.912.313.210.212.114.314.328.61.75.91.35.629.528.326.223.52222.67.88.2201520162017201820192020202120222023*12Description:Accordingtoastudyreleasedinearly2023,marketersandexhibitorssurveyedacrosstheUnitedStatesplannedtoexhibitatanaverageof29.5regionaltradeshowsthroughoutthatyear,upfrom28.6in2019,beforetheCOVID-19outbreak.Buttheaveragesfornationalandinternationaleventsremainedbelowpre-pandemicheightsat12.3and5.9,respectively.ReadmoreNote(s):UnitedStates;2015to2023;amongmarketers/exhibitors;*Planned.Datapreceding2019comesfromearlierreleases.Thesourcedoesnotspecifythesurvey'stype,date,ornumberofrespondents.

ReadmoreSource(s):ExhibitorLeadingconventioncentersintheUnitedStatesin2022,basedonqualityscoreBestU.S.exhibitionvenues2022,byqualityscoreTotalscore3001020405060708090100McCormickPlace(Chicago,IL)LasVegasConventionCenter(LasVegas,NV)OrangeCountyConventionCenter(Orlando,FL)PennsylvaniaConventionCenter(Philadelphia,PA)SanDiegoConventionCenter(SanDiego,CA)KayBaileyHutchisonConventionCenter(Dallas,TX)GeorgiaWorldCongressCenter(Atlanta,GA)MosconeCenter(SanFrancisco,CA)87.885.783.681.381.280.680.580.313/statistics/786961/best-convention-centers-united-statesMcCormickPlacerankedasthebestconventioncenterintheUnitedStatesin2022basedonaseriesofvariablesevaluatingitsoverallquality,achievingascoreof87.8outof100points.LasVegasConventionCenterfollowedsecondintheranking.

ReadmoreNote(s):UnitedStates;2022;onascaleof100pointsSource(s):QualityLogoProductsLeadingconventioncentersintheUnitedStatesasof2021,byexhibitionspace(insquarefeet)LargestU.S.conventioncenters2021Exhibitionspaceinsquarefeet0

500,000

1,000,0001,500,0002,000,0002,500,0003,000,000McCormickPlace(Chicago,IL)2,600,000OrangeCountyConventionCenter(Orlando,FL)LasVegasConventionCenter(LasVegas,NV)2,055,2221,940,631GeorgiaWorldCongressCenterAuthority(Atlanta,GA)SandsExpo&ConventionCenter/TheVenetian(LasVegas,NV)KentuckyExpositionCenter(Louisville,KY)1,500,0001,245,2621,100,000NewOrleansErnestN.MorialConventionCenter(NewOrleans,LA)NRGPark(Houston,TX)1,100,0001,056,2131,043,0301,013,607MandalayBayResort&Casino(LasVegas,NV)AnaheimConventionCenter(Anaheim,CA)14Description:Asof2021,McCormickPlaceinChicagowasthelargestconventioncenterinU.S.territory,offeringanexhibitionspaceof2.6millionsquarefeet.OutofthetoptenexistingconventionvenuesintheUnitedStatesthatyear,threewerelocatedinthecityofLasVegas.ReadmoreNote(s):UnitedStates;asofMay2021Source(s):TravelTomorrowCHAPTER

03EmploymentMedianannualwageofmeeting,convention,andeventplannersintheUnitedStatesinMay2022,bysegment(inU.S.dollars)U.S.meeting,convention,andeventplanners'medianannualwage2022,bysegmentMedianannualwageinU.S.dollars010,00020,00030,00040,00050,00060,00057,63070,000AdministrativeandsupportservicesReligious,grantmaking,civic,professional,andsimilarorganizationsAccommodationandfoodservices55,94048,27047,160Arts,entertainment,andrecreationMedianannualwage52,56016Description:Themeeting,convention,andeventplanningmarketintheUnitedStatesregisteredamedianannualwageofroughly52.6thousandU.S.dollarsinMay2022.Thatmonth,employeesofadministrativeandsupportservicesreportedamedianannualsalaryof57,630U.S.dollars-thehighestamongthelistedsegments.ReadmoreNote(s):UnitedStates;May2022Source(s):BureauofLaborStatisticsNumberofjobsinmeeting,convention,andeventplanningintheUnitedStatesin2022,withaforecastfor2032,bycategory(in1,000s)Meeting,convention,andeventplanningjobsintheU.S.2022-2032,bycategorySelf-employedworkersSalariedemployeesTotalemployment16014012010080141.9134.6132127.36040207.34.702022203217Description:Themeeting,convention,andeventplanningmarketemployedroughly132thousandpeopleintheUnitedStatesin2022.Inthatyear,mostworkersinthisindustryweresalariedemployees,whiletherewerearound4.7thousandself-employedworkersoverall.By2032,thenumberofself-employedworkersinthisU.S.marketisforecasttoreachanestimated7.3thousand.ReadmoreNote(s):UnitedStates;2022Source(s):BureauofLaborStatisticsLeadingemploymentsegmentsinmeeting,convention,andeventplanningintheUnitedStatesin2022,byshareoftotaljobsLargestemployersofmeeting,convention,andeventplannersintheU.S.2022Shareofjobs0%2%4%6%8%10%12%14%16%18%Religious,grantmaking,civic,professional,andsimilarorganizationsArts,entertainment,andrecreation17%12%Accommodationandfoodservices12%AdministrativeandsupportservicesSelf-employedworkers9%4%18Description:Themeeting,convention,andeventplanningmarketemployedroughly132thousandpeopleintheUnitedStatesin2022.Inthatyear,religious,grantmaking,civic,professional,andsimilarorganizationswerethelargestemployersinthisindustry,accountingfor17percentofallmeeting,convention,andeventplanningjobsinthecountry.Meanwhile,self-employedworkersrepresentedfourpercentofjobsinthismarket.ReadmoreNote(s):UnitedStates;2022Source(s):BureauofLaborStatisticsCHAPTER

04U.S.industry'sperspectivePlannedannualchangeintradeshowbudgetsamongmarketersandexhibitorsintheUnitedStatesasofMarch2023PlannedannualchangeintradeshowbudgetsintheU.S.202345%41%40%35%30%25%20%15%10%5%33%23%3%0%IncreaseMaintainDecreaseN/A20Description:Accordingtoastudyreleasedinearly2023,approximately41percentofrespondingmarketersandexhibitorsintheUnitedStatesplannedtoincreasetheirtradeshowbudgetsforthatyear.Aroundone-thirdintendedtomaintainit,while23percentsaidtheywouldreducethespending.ReadmoreNote(s):UnitedStates;asofMarch3,2023;amongmarketers/exhibitorsSource(s):ExhibitorMarketers'andexhibitors'confidenceintheirtradeshowsachievingbetterresultsthaninthepreviousyearintheUnitedStatesasofMarch2023Exhibitors'confidenceintradeshowsachievingbetterresultsintheU.S.2023Doubtful9%Extremelyconfident16%Confident75%21Description:Accordingtoastudyreleasedinearly2023,threeoutoffourmarketersandexhibitorssurveyedacrosstheUnitedStatesexpressedconfidenceintheirtradeshowsachievingbetterresultsthatyearthanin2022.Around16percentsaidtheywereextremelyconfidentaboutit,whileninepercentreportedbeingdoubtful.ReadmoreNote(s):UnitedStates;asofMarch3,2023;amongmarketers/exhibitorsSource(s):ExhibitorFeelingstowardstheeffectivenessoftradeshowmarketingamongindustryprofessionalsintheUnitedStatesasofMarch2023PerceivedeffectivenessoftradeshowmarketingintheU.S.202350%45%45%40%35%30%25%20%15%10%5%43%10%2%0%OptimisticHopefulCautiousPessimistic22Description:Accordingtoastudyreleasedinearly2023,approximately43percentofmarketersandexhibitorssurveyedacrosstheUnitedStatesreportedfeelingoptimisticabouttheeffectivenessoftradeshowmarketing.Around45percentsaidtheywerehopeful,while12percentwerecautiousorpessimistic.ReadmoreNote(s):UnitedStates;asofMarch3,2023;amongmarketers/exhibitorsSource(s):ExhibitorPlannedchangesinspendingoncorporateeventtypesaccordingtomarketersandexhibitorsintheUnitedStatesasofMarch2023ChangeinspendingoncorporatemarketingeventsintheU.S.2023ShareofrespondentsIncrease30%Maintain40%Decrease50%N/A0%10%20%20%60%70%80%90%100%VIPcustomereventsUserconferencesHospitalityeventsProductlaunches29%2%49%18%16%16%14%14%9%7%23%2%57%38%39%7%5%39%40%Dealer/distributormeetingsRoadshows18%18%2%5%5%2%66%63%MediaEvents21%25%11%65%66%PrivatetradeshowsVirtualevents

%14%75%23Description:Accordingtoastudyreleasedinearly2023,oneoutoffiverespondingmarketersandexhibitorsintheUnitedStatesplannedtoincreasetheirspendingonVIPcustomereventsthroughoutthatyear.Around18percentsaidtheywantedtoraisetheexpenditureonuserconferences.Meanwhile,noneoftherespondentsstatedplanningtoincreasetheirspendingonvirtualevents.ReadmoreNote(s):UnitedStates;asofMarch3,2023;amongmarketers/exhibitorsSource(s):ExhibitorPlannedchangeintradeshowspendingonselectedexhibit-relatedlineitemsaccordingtomarketersorexhibitorsintheUnitedStatesasofMarch2023Changeintradeshowspendingonselectedexhibit-relatedlineitemsintheU.S.2023ShareofrespondentsIncrease30%Maintain40%Decrease50%N/A0%10%20%60%70%80%90%100%Exhibitdesign/constructionSocialmedia30%26%23%22%19%51%11%6%8%12%56%Exhibitspace55%57%22%0%0%Showservices21%ExhibitpromotionsGraphicdesign/productionExhibitshippingContentcreationLodging/entertainmentOther54%15%29%12%17%19%18%64%0%48%65%69%5%12%12%10%11%12%17%21%2%61%8%Virtualexhibits/events

2%15%18%65%24Description:Accordingtoastudyreleasedinearly2023,threeoutof10respondingmarketersandexhibitorsintheUnitedStatesplannedtoincreasetheirspendingonexhibitdesignandconstruction.Approximately26percentsaidtheywantedtoraisetheexpenditureonsocialmedia.Meanwhile,almost30percentoftherespondentsstatedtheyplannedtoreducetheirspendingonexhibitshipping.ReadmoreNote(s):UnitedStates;asofMarch3,2023;amongmarketers/exhibitorsSource(s):ExhibitorCHAPTER

05GlobalchallengesBiggestfinancialchallengeswhenplanningabusinesseventin1sthalfof2023accordingtomeetingprofessionalsworldwideasofOctober2022Mainfinancialobstaclesforbusinesseventplanningworldwide2023Shareofrespondents0%5%10%15%14%20%25%HigherF&BcostsHigherAVandrelatedcosts13%12%Howtobudgetintermsofface-to-faceattendanceexpectationsHigherratesforspaceandrooms9%Budgeting/pricingforahybrid(in-person+digital)eventDecidingonregistrationpricingforface-to-faceparticipantsNavigatingregistrationtimelines/deadlinestobudgetforahybrideventExpensesrelatedtoeventmarketingandcommunicationsWhattochargedigitaleventexhibitors/sponsorsOther8%5%2%1%1%11%Noanswer24%26Description:Higherfoodandbeveragecostswereprojectedtobethebiggestfinancialchallengeswhenplanningabusinesseventforthefirsthalfof2023,accordingtoaglobalsurveyconductedinlate2022.Audiovisualcostswerethesecondmostcitedfinancialchallengebyparticipantsofthestudy.ReadmoreNote(s):Worldwide;October2022;226respondentsSource(s):ConveneHighest-impactingfactorsonevents-relatedbusinessesin2023accordingtomeetingprofessionalsworldwideasofOctober2022Mainaspectsinfluencingtheeventindustryworldwide2023Shareofrespondents0%5%10%15%20%25%TravelandbudgetpolicyrestrictionsPotentialforaneconomicrecessionWorkforce/staffing22%20%14%AudiencesustainabilityconcernsPotentialhealth-relatedissuesfromCOVID-19HostdestinationsocialpoliciesNoanswer5%4%2%2%Globalsecurity1%Other4%27Description:Accordingtoasurveyconduct