Exhibitions and Conferences for Consumers Sector Update.

Traditional consumer fairs are evolving to meet the demands of modern society with a greater emphasis on technology and sustainability. What is the current status and outlook for this lucrative sector and what are organisers, sponsors and exhibitors focusing on now to secure future growth.

Exhibitions and conferences for consumers (B2C events), sometimes called consumer fairs, are undergoing a significant transformation with a greater focus digital integration. These events remain popular with visitors who value the in-person experience where they can quickly survey a wide range of services and products in one place. Whether the focus is on travel, hobbies, automotive, sport, food or fashion all consumer fairs attract significant numbers of attendees.

Market Status and Forecasts.
Data from research company Wise Guy Reports indicates that the global consumer fairs sector is valued at about $16 billion USD in 2025. The market is expected to grow at a CAGR of between 4.2% and 7.6% during the period 2025 to 2033 which indicates a healthy sector. Growth rates will vary depending on geographic region with Asia-Pacific showing some of the strongest potential growth. What are the key drivers fueling this forecast growth.

Technology Innovations.
Organisers are utilising technology in marketing to drive visitors to their events with greater emphasis on data driven activities which allow personalisation of campaigns to drive attendance. Marketing activities are leveraging Artificial Intelligence (AI) to analyse registration data, past attendance, and in-app activity allowing for the creation of personalised agendas linked to their specific interests. The ticketing and entry process has become entirely digital with electronic registration and the issuing of a QR code/barcode for event access. Exhibitors use scanners to capture attendee details from their personalised electronic ticket negating the need to physically capture lead data. Consumer fairs now provide a seamless secure digital experience for exhibitors and visitors making the whole process smooth and more enjoyable.

Sustainability Credentials.
Consumer visitors to fairs and exhibitions are more aware of the need for products and organisations to have great sustainability credentials. Event organisers will have their own sustainability objectives and will often set standards for all exhibitors to meet before being allowed to participate. Venue selection is increasingly being made when considering the sustainability credentials of a building (energy efficient and use of sustainable materials). Similar standards will be specified for exhibition booth design and construction where priority will be given to recycled materials and zero waste initiatives. Venue suppliers of food and beverages may also be subject to scrutiny especially related use of organic ingredients and elimination of single use plastic bottles plus an overall reduction in food waste. More organisers are utilising technology to create hybrid events where in person attendance is not required with the availability of virtual digital access. A hybrid event is more likely to have a positive impact on the environment with reduced visitor travel for example.

Brand Activation and Immersion.
Event exhibitors are attracted to consumer fairs where high numbers of relevant visitors are expected as they can use these events for brand activation activities. There is increasing use of experiential marketing with immersive experiences for consumers to increase engagement. More use of product demonstrations and storytelling sessions with visitors interacting directly using virtual reality is more becoming the norm. This multi-sensory engagement is becoming more important in the direct-to-consumer space where an exhibition or fair is the ideal environment. Exhibitors use a combination of sight (high impact lighting and LED screens), sound (amplified directional audio) and touch (hands on activities) to encourage active participation. Use of gamification into marketing activities that encourage fun participation by visitors is becoming a popular method of promotion and can form part of an overall brand activation strategy.

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