Global Exhibition Market Value Predicted To Surpass 2019 Levels By 2024

October 3, 2023

Following the global shutdown of the exhibition industry due to the COVID pandemic, 19 of the world’s largest exhibitions markets are experiencing a robust recovery and are poised to surpass their 2019 size by 7% by 2024, according to the latest projections from Globex 2023, the exhibition industry’s annual report published by Stax.

Now in its 15th edition, Globex – the global exhibition organizing market: assessment and forecast to 2025 – analyzed 19 markets, including the U.S., China, U.K., Germany, France, Italy, Brazil, the Gulf Cooperation Council (GCC), Hong Kong, Turkey, Mexico, India, Indonesia, Singapore, Thailand, Malaysia, Vietnam, Macau and the Philippines. 

These 19 markets are expected to be valued at $26.5 billion in 2023, down 5% from $28.0 billion in 2019, according to Stax, a global management consulting firm serving corporate and private equity clients. The exhibitions market is projected to reach $30 billion by 2024 and $32.5 billion by 2025, according to Stax, which acquired AMR International, a strategy consulting company for the events industry that launched the Globex report, in 2022.


“From a nominal perspective, the exhibition industry is close to where it was before the pandemic,” said Globex 2023 Co-Editor Athan Siah. “This is also true when we look at organizers’ calendars and the volume of new launches in 2022-23. The next important question pertains to when the majority of shows will recover to their pre-COVID scale. According to our Globex 2023 report, we forecast global NSM (net square meters) volumes to reach 100% of 2019 levels by 2025.”

Stax Global Forecast

Compared to the previous year’s edition, Stax’s forecasts have been largely revised upwards, due to four key highlights:

  1. Economic Stabilization: The impacts of the European energy crisis and escalating inflation have receded, providing a more stable economic backdrop for the exhibition sector.
  2. China's Policy Shift: China has lifted its zero-COVID policy ahead of schedule, opening opportunities for international exhibitions and trade shows within the country.
  3. Recessionary Fears Abated: Recessionary fears have been assuaged in most major markets, bolstering confidence and investment in exhibitions.
  4. Positive Industry Outlook: Coupled with the strong performance of face-to-face exhibitions, the dampening of these headwinds has resulted in a more positive outlook for the industry overall.

“Regardless of when exactly full real recovery happens, one thing is for sure: the enduring value of face-to-face has been proven once again,” Siah said. “Digital and data will undoubtedly play a complementary role, but they will remain that – complements which strengthen the value proposition of face-to-face exhibitions.”

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on TwitterFacebook and LinkedIn!

Add new comment

Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.