Industry Predictions for the Future: Slow Growth Will Continue

As many of us begin to look towards 2014, in terms of budgeting and trying to predict where the industry is headed in the near and distance future, I had the pleasure of attending the Center for Exhibition Industry Research’s Predict Conference last week in New York. The outlook was optimistic, but measured, according to most of the speakers and presenters. The overall exhibitions industry will show modest growth in 2013, according to the CEIR Index Report, by about one percent and continue to build over 2014 and 2015 as the economy continues to recover. Not surprisingly, the growth of exhibitions will vary by sector and this was confirmed by many of the speakers.

Building, Construction and Home Repair as well as Financial, Legal and Real Estate Sectors will post their highest growth in 2013 in many years. Also unsurprisingly, the Education and Government sectors of the exhibitions industry are likely to continue to decrease over the coming years as governments at all levels continue to cut training, travel and education budgets. CEIR predicts that by 2015 the overall industry will grow by 2.8 percent.

Several trends became apparent as tools used to grow shows in sectors that were either recovering or flat and wanting to increase market share. Collocation of shows with other organizations, either targeting the same or complementary exhibitors and/or attendees, as well as the need to look internationally to grow, were overwhelming themes expressed by show producers.

Another trend, or at least sentiment, reported by many show organizers, was that technology will not replace face-to-face events. Trade shows and exhibitions continue to be viewed by both attendees and exhibitors as a valuable marketing and business sales experience.

For more information on the Predict Conference or the CEIR Index, go to the CEIR website.

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