Reduced participation at confirmed events cited as the primary impact of the conflict. according to the 37th UFI Global Exhibition Barometer. Photo Credit: iStock/jotily
India emerged as the market with the strongest profit outlook as geopolitical tensions reshape regional business conditions.
The findings come from the 37th UFI Global Exhibition Barometer, which surveyed 466 exhibition companies across 59 countries and regions, including 113 respondents from Asia Pacific.
The United Arab Emirates (67%) and Saudi Arabia (57%) dominated when it came to profit growth in 2025. For 2026, however, the outlook is led by India (40%), followed by Greece (36%) and South Africa (30%).
To derive these figures, UFI surveyed respondents about their operating profits for 2025 and their expectations for 2026, compared to the previous years. Respondents selected from: “Increased by more than 10%”, “Stable (between -10% and +10%)”, “Reduced by 11-50%”, “Reduced by more than 50%” and “Loss”.
Conflict’s impact was moderate
Despite the changing outlook, most respondents did not report severe impact from the conflict.
Just 14% of companies globally reported a strong negative business impact, falling to 10% outside the Gulf Cooperation Council (GCC).
In Asia Pacific, however, most markets reported experiencing moderate disruption. Moderate negative impact was the predominant response in India (56%), Thailand (53%), Australia (43%) and Malaysia (40%), while China stood apart, with 45% of respondents reporting no or limited impact.
Attendance takes a hit
In the GCC, 82% of companies reported facing postponements, 48% reduced participation (at confirmed events) and 39% cancellations.
Across all regions, 63%-76% of affected companies cited reduced participation at confirmed events as the primary impact of the conflict.
The survey also found that 14% of respondents cited additional impacts, including higher operating costs, travel disruption and more cautious customer behaviour.
UFI's 37th Global Exhibition Barometer was conducted in May and June 2026 and captures business sentiment from exhibition organisers, venue operators and service providers worldwide.