Event professionals around the world are still obsessed with COVID. In 2025, the virus and impact from it rarely make main stream headlines and it is almost a thing of the past. So why are event industry professionals still stuck in the past? As an exhibitor, attendee, event organizer, or manufacturer, the impacts of COVID lockdowns and restrictions jolted our industry unlike anything we have seen before. Many predicted face-to-face events would cease to exists and moved away from the industry. However, those of us who stuck it out are still obsessed with COVID. The industry is still trying to claw its way back from the brick of destruction. Recently, UFI, The Global Association of the Exhibition Industry released a report related to exhibition industry growth trends for 2025. Are we back? Let’s dive into this report and find out more!
Post COVID Recovery
Depending on who you ask in the industry, you will get a wide range of opinions on the post COVID event industry recovery. Some will tell you the industry was back in 2022, others state they are still struggling to get back up to normal revenue numbers. According to the UFI report, it is safe to say the industry as a whole has recovered as of 2024! The 2025 forecast shows increased growth which is a sigh of relief for event industry professionals.
The post COVID recovery did not just happen magically. Organizations like the ECA and EDPA advocate for exhibitors and the industry as a whole. The ECA has been instrumental in legislative action to bring back the industry. Advocates like Tommy Goodwin went directly to Washington DC represent the industry and push for legislative change that was impacting the industry and economy as a whole. EDPA continues to offer a voice to the exhibiting community to push back against event organizers who enact policies and fees that hinder the success of the industry.
The exhibition industry consists of most privately held businesses with a huge diversity of ideas. The only way we succeed in the events industry is by working together. In many ways the impacts of COVID policies pushed the industry closer together and forced us to work as a team to ensure everyone’s success. The obsession with COVID is actually a healthy obsession because we are focused on bringing the industry back. We use COVID to improve our industry with all the lessons we learned during this trying time!
Numbers from the UFI Report
Now its time to get into the numbers from the UFI report itself. If you are not a numbers person jump to the last paragraph, but if you are like me this is the most interesting part of this post! Recently, TSNN covered the UFI report in great detail in this post. The numbers clearly show that events industry has returned to pre-pandemic levels. Factors like inflation skew revenue and profit figures unless the numbers provided are adjusted. However, attendee and exhibitor stats help provide a complete picture of industry activity. One of the most exciting stats in this report is the “Space sold compared to previous year” which shows 2024 as a 2% increase over 2019!
Two other great indicators include operating profit and staffing numbers. According the UFI report, all respondents reported at least a 10% increase in operating revenue and expect the trend to continue in 2025. Additionally, 40% of respondents indicated they will increase staff in 2025 while the remaining 60% stated they will keep their current staffing levels. Upon analyzing these statistics, considering these respondents accurately represent the industry a whole, it is clear the events industry is back and stronger than ever! Increases in exhibitors, operating profits, and increased staffing clearly shows a robust market that is strong and growing!
AI in the Events Industry
As in every industry, AI is making a huge impact. Depending on a number of factors, you may view this as a positive or negative impact on your business. AI tools are just like any other technological development and offer efficiencies in redundant tasks that can increase productivity. In the report below from UFI, you can see the percentage of companies who already use AI and how many believe it will impact the industry. It is not clear if the respondents believe the impact of AI is a positive or negative impact. The vast majority of AI is used in the sales, marketing, and customer relations industry. This can include AI generated social media posts, CRM systems, and marketing systems.
Maximize ROI with New Industry Trends
If you are an exhibitor or producer in the industry, this report is fantastic news! Strike while the iron in hot! As an exhibitor it is important to stay current with exhibiting trends to maximize your ROI at every event. Creative Imaging Displays continues to offer the latest products that keep your company relevant at trade shows! AI and interactive technology is growing every day. Our line of Popshap interactive display products makes upgrading to digital simple and straight forward! At this point there is no way around it, interactive displays are expensive. However, working with Creative Imaging Displays and Popshap allows your business to jump into this new technology with minimal risk.
Due to the rapidly changing nature of the digital signage market, we focus our offerings around rental products. This ensures our customers get access to the latest technology for every show. It also makes it easy and safe for our customers. Rental products include shipping, assembly, and set up so the exhibitor has minimal risk involved. Our team can help develop custom software and offer on site support to ensure everything works seamlessly for your show. One specific product is the Popshap AI self service interactive kiosk that can automate many aspects of your tradeshow experience for attendees! Check out posts like “Must attend trade show in March 2025” to find out the best shows for your business!
Conclusion
After review of the UFI report and discussing industry trends with fellow industry professionals, it is clear the trade show industry is back! Although its back, there are new sets of challenges, advancements, and opportunities. AI and interactive display systems are revolutionizing the industry rapidly. 5 years ago many thought the industry was done for, and would never recover. However, after a bumpy ride for many years, it is clear at this point the industry made COVID an opportunity to advance technology and increase efficiency. What do you think about the Exhibition Industry Growth Trends for 2025? What will the future hold? The next UFI report will happen in June 2025 to keep a pulse on the industry!