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UFI Global Barometer indicates further growth expected in 2025 for the exhibition industry globally

  • 2024 and 2025 revenues expected to grow by 16% and 18% on average globally year on year respectively
  • 46% of businesses plan to increase staff numbers in the coming 6 months
  • Global economic developments, geopolitical challenges and sustainability / climate are the most important mid-term business issues
  • Complete report includes dedicated profiles for 19 markets and regions, showcasing differences around the world

Paris, France — 11/02/2025: UFI, The Global Association of the Exhibition Industry, has released the latest 34th edition of its flagship Global Exhibition Barometer report, which takes the pulse of the industry.

The results highlight that the exhibition industry will continue to grow revenues globally in 2024 and 2025 by a respective 16% and 18% year on year.

Globally, 46% of companies declare that they plan to increase their workforce in the coming 6 months, while another 51% declare that they will keep current staff numbers stable.

“Global economic developments” is the top mid-term issue with 20% of answers, followed by “Geopolitical challenges” and “Sustainability / Climate”, 15% each.

There is a clear consensus that the industry is using AI, with 92% of companies stating this. For the first time since this question was introduced a year ago, a majority of businesses state that they are already using this technology in “Sales, Marketing and Customer relations” functions, showing an unprecedented speed of adoption.

“UFI’s Barometer research has provided like-for-like benchmarking on key metrics for 18 years, and this new edition shows positive indicators for the year ahead across all markets, which is heartening to see. However, at the same time, it shows some uncertainty around economic environments and geopolitical challenges, demonstrating we operate in an ever-changing world,” comments Chris Skeith OBE, Managing Director and CEO at UFI.

“Many of the results validate the various projects UFI are working on in our centenary year, seeking greater recognition for the industry from policymakers, supporting our members to attract and retain the very best talent and help in the continued focus on Sustainability and Climate as all feature highly in the report.”

Size and scope

This latest edition of UFI’s bi-annual industry report was concluded in January 2025 and includes data from 390 companies in 56 countries and regions.

The study also includes outlooks and analysis for 19 focus countries and regions – Argentina, Australia, Brazil, China, Colombia, France, Germany, Greece, India, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Thailand, the UAE, the UK, and the USA – as well as five additional aggregated regional zones.

Operations – Space sold

Globally, the level of operations in the second half of 2024 has picked up for 6 companies out of 10 (and even 7 out of 10 in North America, but only 5 out of 10 in Asia-Pacific) compared to the year before.

This trend will continue in the coming year with, on average, a percentage of companies reporting an increased activity ranging from 71% in North America, 62% in Central and South America and in the Middle East and Africa, to 60% in Europe and 42% in Asia-Pacific respectively.

In terms of space rented, results show a global progression of 9% for 2024 compared with 2019, but with significant variations at the country level, especially for some of the major global markets: while five countries have lower or comparable levels to 2019: Germany (-12%), China (-8%), France (-2%), Australia and the UK (same), nine have higher levels than the global average: Mexico and Spain (+13%), Italy (+15%), Saudi Arabia (+17%), Brazil and the UAE (+18%), Malaysia (+22%), Argentina (+34%), and India (+40%).

Turnover and operating profits

Revenues increased by 16% on average in 2024, and this trend is expected to continue. In 2025, revenues are expected to grow again by an average of 18% year on year.

These general trends vary from one country to another:

  • Revenues from 2024 compared to 2023 increased by more than 20% in Argentina (+49%), Thailand (+30%), Mexico (+24%), Brazil (+23%) and Spain (+21%).
  • Revenues from 2025 compared to 2024 are expected to increase by more than 20% in Argentina (+39%), the UK (+37%), Italy (+34%), Greece (+25%) and Colombia (+23%).

In terms of operating profits for 2024, 82% of the companies declare an annual increase of more than 10%, and 11% declare a decrease or a loss. Similar levels are anticipated for the 2025 operating profits, with 77% planning an annual increase of more than 10%, and 14% reporting a decrease or a loss.

In several markets, all respondents declared an increase of their operating profit by more than 10%: Australia (for 2024), France (for 2024), India (for 2025), Italy (for both 2024 and 2025), Mexico (for 2024), Spain (for 2024), South Africa (for 2025), the UAE (for both 2024 and 2025), the UK (for both 2024 and 2025), the USA (for both 2024 and 2025).

Workforce development

Globally, 46% of companies declare that they plan to increase their staff numbers, while another 51% declare that they will keep current staff numbers stable. Those levels follow similar positive ones measured six months ago (48% for both increase and stability).

The highest proportion of companies planning to add staff is identified in Saudi Arabia (100%), the UAE (86%), Malaysia (62%) and the UK (60%).

Most important business issues

For the short term:

  • The most pressing business issues remains “State of the economy in home market” (23% of answers globally – 22% six months ago – and the main issue in all regions, except the Middle East and Africa, where it ranks second).
  • “Geopolitical challenges” (16% of answers, compared to 14% six months ago, and the top issue for the Middle East and Africa) and “Global economic developments” (15%, same as six months ago) come in as the second and third most important issues globally.
  • “Internal management challenges” (12%), “Competition from within the exhibition industry” (11%), followed by “Impact of digitalisation” and “Sustainability / Climate” (both 7%), and “Regulatory / Stakeholders issues” and “Competition with other media” (both 5%) follow.

There is an interesting change in ranking when comparing the most important issues in the short-term versus mid-term:

  • “Global economic developments” is the top mid-term issue with 20% of answers (compared to the short-term issues, where it ranks third with 15% of answers).
  • While “Geopolitical challenges” remains the second issue for both mid-term and short-term (with 15% and 16% of answers, respectively), “Sustainability / Climate” jumps to the third position for the mid-term (with almost the same level of 15% as the second one), compared to the seventh position on the short-term (with 7% of answers).

Generative AI applications

Globally, there is an overwhelming consensus that AI will affect the industry, with 92% of companies stating this (+5% compared to mid-2023 when we introduced the question).

The two main areas expected to be most affected by the development of AI are the same in all regions: “Sales, Marketing and Customer relations” (86% globally) and “Research & Development” (82%). These are precisely the areas where generative AI applications are already mostly used and in all regions, with a very fast recent rhythm of adoption:

  • 54% globally for “Sales, Marketing and Customer relations”: + 15% compared to six months ago, and +17% to a year ago
  • 49% globally for “Research & Development”: + 11% compared to six months ago, and + 14% to a year ago.

Other areas expected to be most affected by the development of AI are all selected by most companies for the time in the 3 successive surveys: “Event production” (62%), “Human Resources” (57%), “Finance and Risk management” and “Other support functions” (both 54%).

Background

The 34th Global Exhibition Barometer report, concluded in January 2025, provides insights from 390 companies across 56 countries and regions.

It was conducted in collaboration with 32 associations: AAXO (The Association of African Exhibition Organizers) and EXSA (Exhibition and Events Association of Southern Africa) in South Africa, ABEA (Australian Business Events Association), ABEOC (Associao Brasileira de Empresas de Eventos) and UBRAFE (União Brasileira dos Promotores Feiras) in Brazil, AEFI (Italian Exhibition & Trade Fair Association) in Italy, AEO (Association of Event Organisers) in the UK, AFE (Spanish Trade Fairs Association) in Spain, AFECA (Asian Federation of Exhibition & Convention Associations) in Asia, AFEP (Asociacion de Ferias del Peru) in Peru, AFIDA (Asociación Internacional de Ferias de América) in Central & South America, AIFEC (Asociacion Colombiana de la Industria  de  Ferias,  Congresos,  Convenciones  y  Actividades  Afines)  in  Colombia,  AKEI  (The Association  of  Korean  Exhibition  Industry)  in  South  Korea,  AMEREF  (Asociacion  Mexicana  de Recintos Feriales) and AMPROFEC (Asociación Mexicana de Profesionales de Ferias y Exposiciones y  Convenciones)  in Mexico,  AOCA (Asociación  Argentina  de Organizadores  y  Proveedores de Exposiciones, Congresos, Eventos y de Burós de Convenciones) in Argentina, APPCE (Asociación Panameña de Profesionales en Congresos, Exposiciones y Afines) in Panama, AUDOCA (Asociación Uruguaya de Organizadores de Congresos y Afines) in Uruguay, HKECIA (Hong Kong Exhibition and Convention Industry Association) in Hong Kong, IECA/ ASPERAPI (Indonesia Exhibition Companies Association) in Indonesia, IEIA (Indian Exhibition Industry Association) in India, JEXA (Japan Exhibition Association) in Japan, MFTA (Macau Fair & Trade Association) in Macau, MACEOS (Malaysian Association of Convention and Exhibition Organisers and Suppliers) in Malaysia, MECA (Myanmar Exhibition and Conference Association) in Myanmar, PEIFE (Professional Events Industry Association Saudi Arabia) and SCEGA (Saudi Conventions & Exhibitions General Authority) in Saudi Arabia, SECB (Singapore Exhibition & Convention Bureau) in Singapore, SISO (Society of Independent Show Organizers)  for  the  US,  SOKEE  (Greek  Exhibition  Industry  Association)  in  Greece,  TEA  (Thai Exhibition Association) in Thailand, and UNIMEV (French Meeting Industry Council) in France.

In line with UFI’s objective to provide vital data and best practices to the entire exhibition industry, the full results can be downloaded at www.ufi.org/research.

The next UFI Global Exhibition Barometer survey will be conducted in June 2025.

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UFI unveils centennial logo, theme, and celebration plans for 100th anniversary

  • UFI celebrates 100 years of global leadership in the exhibition industry
  • Centennial theme: “Honouring the Past, Celebrating the Present, Shaping the Future”

Paris, France — 06/02/2025: Founded in 1925, UFI, The Global Association of the Exhibition Industry, celebrates its 100th anniversary in 2025. Under the theme, “Honouring the Past, Celebrating the Present, Shaping the Future”, this milestone year will celebrate UFI’s rich heritage by giving back to its 900+ member organisations across 90+ countries.

Introducing the UFI 100-Year Logo

To commemorate this historic milestone, UFI is proud to unveil the UFI 100-Year logo, a visual symbol that bridges the association’s century-long legacy with its forward-looking vision. The logo will be prominently featured across all centennial activities, including digital platforms, events, and communications to members and partners.

A Year of Celebration and Progress

Throughout 2025, UFI members worldwide will share their perspectives on the future of exhibitions and UFI footprint over the years, while conferences and events will be the perfect occasion to honour UFI members and celebrate this milestone together.

“We’re not just reflecting on history—we’re building it,” added Chris Skeith OBE, UFI Managing Director and CEO. “And yes, we plan to have some fun along the way as we bring people together at our events throughout the year.”

Key Highlights:

  • Heritage & Legacy: Celebrating UFI’s role in connecting and advocating for the exhibition industry globally for over a century.
  • Global Activities: A travelling exhibition, social media retrospectives, and regional activations throughout the year at our events.
  • Next Generation Leadership (NGL) Grant Programme: The Class of 2025 will explore cutting-edge event formats and strategies to future-proof the industry.
  • Member Empowerment: Launching a new website and resources to amplify member value and engagement.
  • Social Media Campaigns: Engaging members and the public with historical milestones, member testimonials, and visions for the future via the hashtag #UFI100.
  • 100th Anniversary Celebration: Year-long activations around the world that will culminate at the 92nd UFI Global Congress in Hong Kong, with special 100-Year Anniversary surprises and celebrations planned for attendees.

“UFI’s 100-year legacy is a testament to the resilience and innovation of our industry,” continues Chris Skeith OBE, UFI Managing Director and CEO. 

“It is important to reflect and honour our past and to thank our members for their support and commitment, and it is equally important to look to the future. We are focused on advocating for our wonderful industry, raising awareness of the value we create for economies, industries and individuals, and are excited to equip our members with the tools, knowledge, and networks to thrive in the next century. We look forward to celebrating this milestone occasion with each and every one of you this year.”

Join the Celebration

Media and industry stakeholders are invited to follow UFI’s centennial celebrations and experience the highlights firsthand at UFI events around the world. For any media enquiries, please email media@ufi.org.

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