UFI’s latest Global Exhibition Barometer has been released – with a wide range of findings about the current state of the industry.
Over a third of exhibition companies expect space rentals to grow by more than 5% in 2025, despite ongoing economic and geopolitical concerns. The report also reveals that 40% of businesses plan to increase staff numbers over the next six months. Meanwhile, 63% now use AI tools regularly in their operations.
UFI’s barometer was based on responses from 386 companies across 58 countries.
Growth expectations vary significantly by region. Brazil, India, Malaysia, Mexico, Saudi Arabia and the UAE show the strongest optimism. Most respondents in these countries forecast increases above 5%.
The three largest markets, however, present a more cautious picture. US companies expect stability, German firms anticipate little change and Chinese respondents predict decline.
“The UFI Barometer has been providing benchmark data across key metrics for the industry since 2009,” said Chris Skeith OBE, chief executive at UFI. “This new edition highlights very contrasted outlook within most regions on one side, and very positive signs towards developments on the other.”
40% of companies increased profits by 10%
For 2024, 40% of companies reported operating profit increases above 10%, with 51% declaring stable results. Looking ahead to 2025, 30% expect similar profit growth, whilst 53% anticipate stability.
The industry’s top concerns remain economic uncertainty, with “state of the economy in home market” ranking first for short-term worries at 19% of responses. Geopolitical challenges and global economic developments follow closely behind.
Climate and sustainability issues
Climate and sustainability issues feature more prominently in medium-term planning, rising to fourth place with 12% of responses compared to ninth place for immediate concerns.
Eight out of ten companies plan new activities, either within traditional exhibition services or expanding beyond current portfolios. Half intend to develop operations in new countries, with service providers most likely to pursue international expansion at 62%.
AI adoption
AI adoption shows rapid progression across the sector. Beyond the 63% using standard tools like ChatGPT, 17% have integrated AI-powered systems into existing platforms, whilst 3% have developed proprietary algorithms using internal data.
Most companies remain in research or testing phases for AI applications: 72% are exploring efficiency improvements, 68% customer experience enhancements, and 54% revenue generation through AI-powered products.
The study, conducted in July 2025 in collaboration with 32 industry associations worldwide, provides analysis for 19 focus markets including major exhibition centres in the likes of the USA, Germany, China and the UK, as well secondary markets across the world. The full results can be downloaded at www.ufi.org/research
Source: www.exhibitionworld.co.uk
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