Growth in the US exhibition market

Embracing change

Gwen Kaufmann, m+a - Wednesday, August 21, 2019    

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The US exhibitions market will remain attractive with forecast growth continuing at 3.5% compound annual growth rate (CAGR) through to 2022, according to AMR International Globex 2018 results. However, the 3% decline in attendee numbers across the sector in 2017 signals a timely warning to the market, that events must serve the ever-evolving needs of attendees and deliver return on time (RoT). "Over the past few years, it has become clear that organisers can no longer ’copy/paste‘ last year's event and be sure to bank the profits", the AMR International Whitepaper on the US exhibition market states. "We now see a bifurcation in the industry between those that are embracing new ways of working and those that are continuing with the traditional, albeit highly profitable model", Steven Raw, Country Manager USA, explains. Embracing change is now the norm for exhibitions and organisers. Events have to be developed to reflect accelerating change in the markets, serving attendee and exhibitor needs better, while improving profitability and revenue mix, the consultants advise.

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Practice | Markets | US exhibitions market | AMR International Globex | Growth rate | USA