CES 2023 drew 3,200 exhibitors and over 115,000 attendees. Photo Credit: CES
If CES 2023 is any guide, trade shows and exhibitions are set for a roaring comeback this year.
Last
month, CES – the world’s largest tech trade show – took place in Las
Vegas with more than 3,200 exhibitors from 173 countries and
territories. The organiser, Consumer Technology Association, said that
CES shattered expected attendance and drew over 115,000 industry
professionals – marking it the largest audited global tech event since
early 2020.
Later this month, Mobile World Congress, organised by the GSM
Association, is expected to welcome 75,000 attendees from 168 countries
to explore the latest connectivity technology in Barcelona.
While physical attendance numbers at both events are lower than
before the pandemic (MWC, for example, attracted around 109,000
attendees back in 2019), industry observers say trade shows are being
revitalised this year.
“It’s interesting to see that the valuations placed on trade shows
are very strong,” said Howard Givner, founder and CEO of the Event
Leadership Institute, speaking at a recent webinar on the state of the
event industry in 2023.
“Corporate Solutions, a business broker that helps buyers and sellers
connect to sell trade shows, says valuation multiples have been strong
and steady for the first three quarters of 2022 and it expects the same
for the remainder of the year. Trade shows and association events have
started to reach pre-Covid levels.”
Natalie Crampton, founder and managing director of Dubai-based TEC
said the future is looking really bright for events and trade shows.
Dubai. which unveiled that it has secured twice the number of event bids
in 2022 compared with 2021, has unveiled ambitions to turn the
destination into one of the world's leading logistic hubs and global
financial centres.
“The
industry is looking bright, last year was our biggest year ever in
terms of revenue; we’re back to pre-pandemic levels with shows and so
this year is looking really positive as well,” she says. “We are also
seeing the trend where people are doing less hybrid and looking to do
on-demand sections on websites and microsites post-event. It’s a great
idea – you can plan when the content is released and keep the event
conversation going.”
Event management technology platform Cvent says it is looking at
trade shows this year with renewed confidence, compared to last year
when it says it questioned whether there would be a significant
audience.
“This year we are going to these [trade show] events and we’re going
to make it much more of an experience for those people that attend,”
said Felicia Asiedu, senior marketing manager for event marketing and
management solutions at Cvent Europe.
Paulina Curto, senior manager, meetings and events at Cvent, said
that trade shows are not about meeting last year’s volume of leads –
they are more about creating brand awareness and levels of
personalisation.
“We are taking trade shows a step further, having a conversation
around personalisation and customisation, a three-pronged approach that
speaks to our brand, our solutions and how we can help the industry,”
she says.
“We want to do something impactful at trade shows, featuring
experiential marketing. It could be an in-booth activation that creates a
buzz, a happy hour featuring a ‘quick hit’ presentation, a wellness
partnership. It’s not just about coming to your booth and picking up
swag. And if there is swag, it’s substantial, sustainable and
thoughtful.”