Stateside with Stephanie
America, Turkey, UAE and beyond. We’ re also adapting our sales strategy in real time – closely monitoring market conditions, revisiting pricing with hybrid structures, and ensuring our approach reflects the needs of our buyers and sellers. GK: This edition, we had country pavilions from India, Pakistan, Turkey, and a first-time pavilion from Colombia. In fact, South America is looking more competitive for near-shoring than some of the Asian countries. Realistically, it only takes one or two deals made at the show to pay for the expense of exhibiting. The need for face-to-face hasn’ t diminished.
We are the most international exhibition organisation in the world, have a great group of international agents who have worked with us for years and years, and two full time staff in Guangzhou, China.
Q: Have you seen more US-based exhibitors come into the show because of the tariffs? KS: Yes, there has been a slight increase in some categories like beauty and accessories in participation from US-based exhibitors who see an opportunity to fill gaps left by some international participants. GK: We haven’ t seen much change with the number of US manufacturers thus far.
Q: Have you had any specific or special messaging to prospects and current exhibitors about tariffs and / or visas? KS: Yes, we’ ve been thoughtful and proactive in our messaging to both prospects and current exhibitors around the challenges posed by tariffs and, in some cases, visa delays. Our communication has focused on reaffirming the strategic value of in-person participation in the US market – especially during times of trade uncertainty.
We’ ve emphasised how exhibitors from other regions are capitalising on
the current dynamics to gain market share, and we’ re encouraging our partners to stay visible, competitive, and accessible to domestic and international buyers.
To ease some of the financial and logistical strain, we’ ve introduced flexible payment terms and customised marketing packages to help exhibitors maintain their presence at ASD in a way that aligns with their business needs. GK: We’ ve thought about what kind of visibility we could provide leading up to this show. There has been an emphasis on connecting buyers and sellers through our robust matchmaking programme. For SOURCING, there’ s been an added level of complexity. We’ ve tried to be flexible and transparent with our exhibitors.
As far as international exhibitors cancelling their participation, we’ ve been working with clients on an individual basis and saved most of those sales – face-to-face does have an impact. With our shows taking place every six months for many years, we’ ve built long-term relationships with many of our clients – and have more flexibility than most shows in terms of what we are able to do.
Any last thoughts? KS: At a time when global trade dynamics remain complex and unpredictable, what we’ re seeing is not a slowdown – it’ s a recalibration. Exhibitors from around the world are reassessing their strategies, and many are choosing to double down on events like ASD because of the reach, flexibility, and buyer access.
We’ ve responded to the moment with intentionality – expanding our international agent network, offering flexible payment structures, and leaning into creative partnerships to ease friction for our customers. GK: We as an industry should work more closely together and share resources to navigate tariffs.
Certainly, as Greg says, we have a far stronger voice teaching the economic impact of international exhibitors and buyers on US exhibitions to government officials. EW www. exhibitionworld. co. uk Issue 5 2025 21