The exhibitions industry is experiencing a strong recovery, with major international tradeshows continuing to grow despite earlier predictions of a shift towards regional events.
Post-Covid exhibitor surveys are now showing positive net promoter scores, marking a significant turnaround from pre-pandemic negative sentiment. This is according to Matt Pearce, CEO of Talk2 Media & Events which manages AIME, and a board member of UFI, the international association for exhibitions.
The shift indicates renewed confidence in the value of face-to-face exhibitions. However, the industry is evolving beyond traditional space-selling models.
“What used to be a ‘build and they will come’ approach has become much more bespoke,” Pearce told TTGmice ahead of the UFI Asia-Pacific Conference, which is co-located with AIME at the Melbourne Convention and Exhibition Centre.
“The exhibition in itself isn’t enough. You’ve got to have the right content, networking, and use data analytics to get the right people there,” he said.
A key trend that has been emerging is the “festivalisation” of events, with newer players successfully incorporating multiple stages, entertainment zones, and enhanced atmosphere to drive engagement. Pearce cited the example of the Sydney Build Expo, which enjoyed success by adding eight different stages and four bars, creating an environment where “tradies wanted to be there”.
The industry is also seeing increased focus on curated experiences and measurable returns. “People want to have more certainty of an outcome. Travelling a long way is an investment in time and cost, and they want to know they’re going to get something out of it,” Pearce explained.
While the exhibition sector remains healthy, Pearce estimates 10 to 20 per cent of shows may need revitalisation. A notable challenge is the rising cost of entry for entrepreneurs looking to launch new shows, potentially creating barriers to innovation in the sector.
Looking ahead, Pearce predicts continued business events growth in the Asia-Pacific region, although competition from the Middle East, particularly Saudi Arabia’s aggressive investment in the meetings industry, will be “one to watch”.
Melbourne is hosting AIME and UFI events in the same week, in an effort to consolidate international attendance and provide a multifaceted experience for attendees in the business events sector.
