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the supporting infrastructure plus ecosystem conditions, and the ease of doing business. Taken together, these factors reflect the scale of exhibition activity as well as the conditions under which it develops.
Market size and growth capture demand fundamentals. Competitive opportunity reflects the openness and accessibility of the market. Venue capacity indicates whether infrastructure can support expansion. Ecosystem conditions cover logistics, connectivity and operational efficiency. Ease of doing business addresses regulatory and administrative factors affecting risk and execution.
The aim is not to produce a more complex ranking for its own sake. The approach brings the tradeoffs to the surface that shape market attractiveness.
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Overall ranking: scale still matters When aggregated across all five dimensions, the results broadly confirm the importance of scale: China and the United States emerge as the leading exhibition markets globally. Both combine substantial domestic demand with large-scale event portfolios and relatively balanced performance across structural factors.
France ranks third, ahead of Germany, followed by Spain, Italy, the United Arab Emirates, India, the Netherlands and Singapore completing the top ten.
At this level, the ranking reflects the distribution of global economic activity and exhibition infrastructure. Scale remains a primary driver. But it is no longer the only one.
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“ With growth moderating and capacity expansion limited, differences in pricing, portfolio structure and operating conditions are becoming more relevant”
Below: Jwc segmental rankings
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When rankings diverge The more revealing insights emerge when the analysis is segmented out, when you allow different perspectives. To show how market attractiveness varies depending on strategic priorities, the jwc framework includes three segment rankings, each emphasising a different dimension.
Demand and growth: India leads In the market-driven segment, which prioritises size and growth outlook, India ranks first, followed by China and the United States. The result reflects strong demand fundamentals and expansion potential. India represents a market in a demand-led growth phase, where domestic activity and economic development are driving exhibition expansion. At the same time, the ranking also highlights
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www. exhibitionworld. co. uk |
Issue 2 2026 35 |