The document discusses key global trends in the exhibition industry, including the growth of confex models, digitalization, festivalization, hybrid hosted buyer/trade show models, sustainability, and events dying off. It provides statistics on industry growth in Asia Pacific and North America. It also offers recommendations for internationalizing Australian exhibitions and ensuring return on investment for visitors and exhibitors. The future of the industry involves nurturing the next generation and integrating business events into university curriculums.

1. Global
Exhibition
Industry
Trends – Now
& the Future
PRESENTED AT THE EEAA LEADERS FORUM
JUNE 5, 2019
BY STEPHANIE SELESNICK, CEM
PRESIDENT
INTERNATIONAL TRADE INFORMATION, INC.
@STEPHSELESNICK
WWW.INTERNATIONALTRADEINFORMATION.COM
STEPHANIE@INTLTRADEINFO.COM

2. Key Trends: Where we are Today

3. Asia Pacific Region

4. North American Stats

5. Where is Australia in the Mix?
79% of organizers had YOY growth.
(source: Market Monitor by Explori 2018)

7. Mergers, Acquisitions & Launches
 Tarsus: European private equity firm Charterhouse made a cash bid: £ 561
million (roughly $712 million USD).
Value of £668m and a multiple of 17 times before EBITDA
 Blackstone Divisions, Mack Brooks by Reed
 More interest in SE Asia
 Recent Launches: Montgomery: Geoconnect Asia) and LIGHTSHOW from
National Media Pty Ltd., Reed (US) with 8 in the next year
 Informa Markets & UBM worldwide integration
“Don’t ruin a great acquisition with a lousy integration!” Eric Everard, Easy Fairs

8. Major Global Trends In Expos
 The Growth of the Confex Model
 Digitalization/Technology
 Festivalization
 Hosted Buyer/Regular Trade Show Hybrid Model
 Sustainability
 Events Dying (or Being Killed Off)

9. Confex Model
 Benefits: More income (paid model); Helping the industry
 Draw Backs: Space to hold a bigger educational component
“Your guidepost for event-technology decisions should be to put
your customer’s experience before your staff efficiency.”
Velvet Chainsaw Consulting Group
“ The revenue mix will go from 80% of revenue to 60% in the next 5 -10 years.
Growth of relevant content is one of the key offerings to get visitors in the door.” Denzil
Rankine, AMR International
Digitalization/Technology

10. Major Trends: Hosted Buyer/Expo Hybrid Model
“Planned Serendipity”
Intentionally designing the conference experience so there are more
conversations and happy coincidences.
via Velvet Chainsaw

11. Major Trends: Festivalisation
Agree/Disagree:
“There’s been a festivalisation of some
exhibitions in the US, like Biotech Week
[Boston], where the expo had a conference
but also had rock bands, experiential and
consumer elements to maximize
attendance and keep people there for a
whole week, so it’s not just a B2B trade
show.”
Quote from the Market Monitor by Explori 2018

12. Major Trends: Sustainability
 US: Sustainability = Being Green
 No pressure from exhibitors & visitors
 Buildings/Venues & Suppliers are more
involved in the process
 Waste Expo
 For events: Positive Impact
https://www.positiveimpactevents.com/
 The Australasian industry:
 Internal challenges growing with available
infrastructure and
 Creating sustainable partnerships between
organisers, venues & suppliers.
(Market Monitor by Explori 2018)

13. Major Trends: Shows Dying/Killed Off
Acquisitions fail as much as 70% after the buyouts
Hubris/Corporate Cultures

14. It’s not all about the bottom line
“Not all clients, but a significant number of show organisers are
pushing down prices unrealistically. They negotiate on the lighting
rate, the carpet rate, the a/v and so on. But if you can’t get a price
rise from organisers then you’ll have to charge the exhibitors, but
then they pull out of the show and it is a vicious circle. But not
many organisers join the dots.”
(Market Monitor by Explori 2018)

15. Internationalizing Australia’s Exhibitions
 Make friends with the largest shows in your
sectors in other countries & regions
 They will expect Aussie Pavilions in return
 Take your show to Asia
 Export Promotion Agencies
 Ask your exhibitors and sponsors for help!
 Take them to lunch, happy hour or dinner!
 Make it face-to-face with executives speaking
with each other.

16. Internationalizing Australia’s Exhibitions
 Largest Trading Partners: China, Japan, USA, and Korea
AND all have free trade agreements in place.
There are 11 FTA’s in place, 5 not yet in place
 AUSTRADE: (EMDG) can reimburse up to 50% of eligible
export promotion expenses above $5,000.

17. Ensure ROI for visitors,
increase exhibitor impact & grow!
 BE CUSTOMER-CENTRIC.
Serve your industry.
 Is your relationship with
associations in your industries the
best it can be?
 Is your relationship with your
exhibitors, visitors and stakeholders
the best it can be?

18. The Future is Now – Growing Business Events
 Get our business into college/university
marketing school curriculums!
 Look at what EEAA is doing – discounts
and nurturing the next generation, young
stars program, bringing in experts from
outside your industry

19. SUMMARY
Where We are Today
UFI’s Global Impact Report 2019
Global Trends:
• The Growth of Confex models
• Digitalization/Technology
• Festivalization
• Hosted Buyer/Regular Trade
Show Hybrid Model
• Sustainability
• Events Dying
Internationalizing Australia’s Exhibitions
The Future is Now – Growing Business Events

20. Global
Exhibition
Industry
Trends – Now
and the
Future
PRESENTED AT THE EEAA LEADERS FORUM
JUNE 5, 2019
BY STEPHANIE SELESNICK, CEM
PRESIDENT
INTERNATIONAL TRADE INFORMATION, INC.
@STEPHSELESNICK
WWW.INTERNATIONALTRADEINFORMATION.COM
STEPHANIE@INTLTRADEINFO.COM