Global Exhibition Trends 2019, given at the annual EEAA Leaders Forum

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