The global exhibition industry expects an 18% revenue increase in 2025, building on 16% growth in 2024, according to the latest UFI Global Exhibition Barometer. The data also reveals regional differences in recovery patterns and emerging challenges.
Comparing current performance to 2019 benchmarks reveals a significant power shift in the exhibition industry. While global space rental shows a 9% overall increase from pre-pandemic levels, traditional market leaders are struggling. Germany (-12%), China (-8%), and France (-2%) remain below 2019 levels, while India (+40%), Argentina (+34%), and Malaysia (+22%) have far exceeded their pre-pandemic performance.
Regional performance consistency varies significantly. North America shows the most stable growth trajectory, maintaining 71% of companies reporting increased activity for the year ahead. Asia-Pacific demonstrates the most volatile recovery, with only 42% of companies projecting growth despite the region’s strong overall space rental performance (+14% versus 2019).
Workforce and Financial Health
The industry’s financial health appears robust, with 82% of companies reporting profit increases exceeding 10% in 2024. This strength is particularly evident in markets like Australia, France, Italy, Mexico, Spain, the UAE, the UK, and the USA, where all surveyed companies report profit growth.
This financial confidence is driving workforce expansion, especially in the Middle East, where Saudi Arabia (100%) and the UAE (86%) lead in hiring intentions. Globally, nearly half of companies (46%) plan to expand their workforce, while 51% will maintain current levels.
AI Accelerates Digital Transformation
The exhibition industry is embracing technological change at a historic pace. Since mid-2023, AI adoption has surged beyond any previous digital transformation tracked by UFI. Sales, marketing, and customer relations have seen AI implementation leap from 37% to 54% – including a dramatic 15% jump in just the past six months. Research and development has followed suit, with AI adoption rising to 49%, an 11% increase in the same period.
Shifting Industry Priorities
The industry’s priorities show a clear evolution between short-term and mid-term perspectives. While the domestic economic condition is the top immediate concern (23% of responses), the mid-term outlook prioritizes global economic developments (20%), with domestic economic conditions dropping to fourth choice with 13% of the vote. Notably, sustainability and climate issues surge in importance when considering a longer time frame, rising from seventh place in short-term priorities at 7%, to tie for second place in mid-term concerns at 15%, alongside geopolitical challenges.
