Drivers and Challenges in the Global Exhibition Organization Market

We live a good portion of our lives online, but sometimes noting takes the place of a good, old fashioned face-to-face meeting.

Business-to-consumer and business-to-business exhibitions held worldwide provide a platform to promote products and services to a wide group of customers, all in one venue. But the logistics and organization behind these events tend to be a year-round job for organizers.

In fact, the Global Exhibition Organizing Market is growing at a CAGR of 5.19 percent from 2013-2018, and TechNavio analysts have taken a look at some of the drivers and challenges affecting the growing market.

Fig 1: Exhibition Organization for Various Industries

Increased Demand for Business-focused Events

The Global Exhibition Organizing market is largely driven by an increase in the need for specialized, effective, and high-quality exhibition events, which attract international buyers. Exhibitions provide a platform for increased brand awareness, media exposure, networking, and competitive monitoring. They enhance direct interaction between buyers and sellers, which is essential for doing effective business. The exhibitions could generate ancillary services, new clients, and partnerships.

Issues Related to Transportation and Logistics

A suitable exhibition venue determines the convenience of transportation and logistics, as logistical inefficiency may affect the operations of the exhibition center. Basically, if attendees can’t get to the venue, it’s not going to be a successful show. So issues regarding transportation and logistics could pose a major challenge for the growth of the Global Exhibition Organizing market during the forecast period.

Growth in Emerging Markets

The Exhibition industry is growing at a robust pace in developing countries such as China. This is mainly because the country has stable economic growth, strong government support, and high investment into the building of exhibition centers. 

Infrastructural Issues with Developed and Developing Countries

The quality of exhibition organization is lower in developing countries in comparison with developed countries. There is a wide gap in terms of availability of construction workers, services for the exhibition, and the technological advancement of exhibition practitioners between developed and developing countries.

Effective Medium for the Promotion of Business

Exhibitions help in lead generation and are more effective than advertising campaigns such as online banner adverts and newspapers. Companies that participate in events maximize return by combining it with various marketing techniques such as direct mail, public relations, and e-newsletters. An event is a forum for interaction of prospective buyers and sellers, which enables sellers to pitch their products according to the preferences of the customers.

Operational Risks

Operational risks, such as conflicts between exhibitors and organizers, unexpected costs and government regulations and political and socio-cultural scenario in the hosting country can pose a major challenge to the Global Exhibitions Market. These factors could affect the organizer’s ability to execute operations and may jeopardize the organization of the exhibition.