The 36th edition of the UFI Global Exhibition Barometer delivers encouraging signals for the global exhibitions sector as it enters 2026, highlighting continued industry-wide adaptation and a drive to enhance event formats. The report, representing insights from 378 organisations across 57 countries and regions, shows that nearly half of exhibitors and organisers reported a more than 5 % increase in activity in 2025, with similar outlooks anticipated for 2026.
Operating profits are also trending upwards, with 31 % of companies reporting double-digit annual profit growth in 2025, and 33 % forecasting similar growth in 2026 – a testament to the sector’s resilience and commercial momentum.
A standout trend in the Barometer is the rise in AI adoption, with 87 % of respondents now using artificial intelligence to strengthen efficiency and enhance the participant experience a clear indicator that technology integration is becoming mainstream in exhibition business models.
In parallel, the research reveals a strong industry consensus on the need to evolve event formats: 37 % of professionals believe exhibitions overall need format improvement, while 58 % say format changes depend on event type, underscoring a sector-wide focus on more engaging, interactive and value-driven experiences for attendees and exhibitors alike.
This Barometer edition confirms that the global exhibition industry isn’t just recovering — it’s evolving strategically, blending traditional strengths with innovation to meet future demands.
