The year 2024 will go into the history books as the best year the global exhibition industry has ever recorded, measured by revenues—topping out an astonishing comeback after the global pandemic. Investors remain eager to put money into our industry’s core business model of connecting people for trade and innovation, but the future will see challenges escalate, existing developments pick up speed, and complexities grow.
So, what lies in store for 2025? Once again, the UFI team has been listening to and talking with UFI members and industry leaders worldwide to get their views on what lies ahead next year. Here, short but not always sweet, is our view on the trends that will shape the next 12 to 18 months.
Better – but good enough?
Customer focus has been – well – in focus, driven by additional data insights into exhibitors’ and visitors’ needs and wants. Post-pandemic average NPS scores for events remain stable and well above earlier levels, showing that we have made progress. Advances in technology speed up additional opportunities. As an industry, we benefit from the skills many managers have brought from other industries to drive this evolution. It changes how we think and work. To anyone looking for a real-life example of the tried and tested “you have to keep running to stand still” – here it is.
The changing climate’s impact on operations
2025 will see much more structured reporting on decarbonization processes as measurement protocols are rolled out and the pressure grows to show tangible progress. In some markets, the climate challenge will take a back seat – others will seek to seize this opportunity to advance the march toward net zero carbon events. In addition, we see one worrying trend that will intensify: Business operations will increasingly be impacted by severe weather events. These will impact running costs, attendee travel, and infrastructure availability, all of which will hit the organizer’s bottom line.
Accelerating AI
GenAI has become widely used within just 18 months, and it continues to advance extremely fast. On the one hand, this strengthens the role of authentic face-to-face events as one of the remaining channels for trusted exchange. On the other hand, it changes sourcing processes as well as marketing and sales activities. One example: AI-generated content has already become a commodity, and it is growing to become a wave of epic size. Until recently, content was king. Not anymore. Now, “contact is king.” Real contact and exchange. We must promote and market this fact much more in the future.
The Battle for Identity and Awareness
Our industry builds marketplaces and meeting places for every sector. A growing number of governments understand our industry’s strategic value, while for others, trade show attendees are mainly (business) tourists who are there to spend money on hotels and restaurants. So, while we see some success in changing our industry’s perception and positioning – especially in fast-growing countries with ambitious governments – much more remains to be done.
Stay ready for disruption
While our industry thrives on stability for scheduling and planning, external disruptions are becoming increasingly common. From “black swan” shocks like the pandemic to political tensions and severe weather events, our sector’s skills of agility and adaptation will become even more important. Organizations and stakeholders across our industry must review and expand their capabilities to monitor and quickly respond to fast-changing situations.
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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.