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2025 marked a major shift for the events industry, and Freeman’s End-of-Year Trends Recap examines what was most impactful. One of the significant opportunities, and challenges, coming in 2026 is how the industry must prioritise stronger retention strategies. Attendee retirement is outpacing attendee retention, creating a significant workforce challenge over the next three years.
Trade show marketing contributes near $2 trillion to the worldwide economy. Trade Shows from One Country to the Next delves into the international differences when exhibiting products and services outside of your country of origin. The book focuses on the needed adjustments that must be made to achieve greater success communicating at a trade show.
The German Trade Show industry contributes around €30bn annually to Germany’s economic output and safeguards at least 280,000 jobs, according to a recent report from the economic research institute Prognos, commissioned by the Association of the German Trade Fair Industry (AUMA). The study is based on surveys of over 33,700 visitors and 17,700 exhibiting companies…
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Eva started her career in the travel industry working as a Manager/Director for Thomas Cook and American Express Business Travel. After 6 years abroad in Ghana and Malta as an expatriate and family time she started working for Messe Frankfurt visitor services in 2006. After different roles and accompanying various projects within the visitor service…
Recent deals and debuts show how specialization and regional diversification are fuelling the next wave of events trade shows and other commercial business events. Global organizers are accelerating growth through bold new launches and strategic acquisitions, reshaping the trade show landscape across multiple sectors. From TSNN…
A new analytical framework and report breaks down exhibition organizer income into five segments. Former UFI CEO Kai Hattendorf has developed the “5 S Model for Organiser Sales Segmentation,” as a way to address the long‑standing challenge of standardising how the industry measures and ranks the revenue streams of trade show companies and event organisers.
From TSNN: ECA’s Tommy Goodwin explains what’s at stake as SCOTUS hears arguments in two tariff cases on November 5 and why it matters to the trade show industry: Since January 20, the White House has been ground zero for tariff policy changes negatively impacting the trade show industry. In the coming days, the focus…
From TSNN: A newly authorized $250 Visa Integrity Fee could reshape the cost — and feasibility — of attending trade shows and exhibitions in the U.S. Though slated to take effect October 1, 2025, the fee remains in bureaucratic limbo. No one’s paying it yet, but many are bracing for impact.
Kai Hattendorf with a deep-dive into a sector he knows intimately, drawing out lessons that are of value to meeting professionals both within the trade show sector but also far more widely. Main takeaway: “Experiences, not Engines” drive success.
The US will impose sweeping import tariffs from 7th August, targeting key trade partners including Canada, China, and the EU. Trade shows face rising costs, disrupted logistics, and lost de minimis exemptions. While small to midsize exhibitors may pull back, committed firms see opportunities in maintaining visibility and adapting strategically. From Trade Show Executive…
David Adler calls for the USA (and by implication, many other countries) to emulate the long-term strategic thinking behind Germany’s Messe-model success story. Trade show venues should be seen as intellectual infrastructure, creating and taking ownership of world-leading events that reflect the business and scientific strengths of the host city. From Gathering Point News…
It’s great to see a dramatic example of The Iceberg’s central metaphor on the cover of this book about the enormous impact and value of trade shows! It’s focused on the USA, but the arguments and insights are universal. Read a review from ExhibitCity News here. The Invisible Industry: The Evolution of Trade Shows can…
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