Graphic courtesy of UFI
to increase the type and number of exhibition and event activities they participate in. However, just 20 percent on average said they intend to expand their activities into new countries. There were sharp divisions in this area of responses as well, with plans to expand to new regions having little correlation to a market’s increase in profits. For example, while 53 percent of respondents in the United States saw profits rise by more than 10 percent last year, just 13 percent said they intend to extend activities into new regions. Though the region had a similar increase in profitability to the United States, Middle East respondents are far more likely to grow geographically, with 45 percent saying they planned to do so. In contrast, Brazilian firms reported half as much profitability and twice the intention to extend operations into new global markets. But even in markets where a high proportion of respondents said they do
The trade show industry is one of the most powerful economic drivers in the world marketplace. not plan to expand globally, the state of the global exhibition economy is of high concern, even surpassing concerns about local competition and the local economy. That global concern has served as a catalyst for movements such as Global Exhibitions Day, which is forging bonds between countries and regions that had
little formal interaction in the trade show arena previously. While the purpose of Exhibitions Day in the United States is to influence lawmakers and media representatives, the aspiration of Global Exhibitions Day is to strengthen the world’s network of industry associations, professionals and suppliers and to build understanding about the importance of face-to-face meetings on economies in the international marketplace. In the United States alone, the economic impact of the exhibition industry is estimated to be a $71.3 billion contribution to the U.S. gross domestic product, according to IAEE numbers. Similar figures are reflected in economies around the globe, making the tradeshow industry one of the most powerful economic drivers in the world marketplace. For more about Global Exhibitions Day, visit www.ufi.org.
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