Feature
View from the
show organiser
Upcoming scheduled events
73.0%
57.4%
48.6%
As the coronavirus crisis continues to adversely affect the exhibition
industry, GRS Research & Strategy’s new report, The Voice of the
Exhibition Industry, examines the view of trade show professionals
37.5%
4. Matchmaking platforms,
marketplaces, etc.
5.1%
The Voice of the Exhibition
Industry research
was divided in four main
sections: Current situation,
Forecast, Scenario, Virtual
events. The report asked
those surveyed to comment
on the current state of their
business and events, what
they perceive to be some of
the most critical issues they
Current biggest threat
1. Reduced trade show budget
for exhibitors
41.6%
2. Travel restrictions for
visitors and buyers
36.5%
3. Increasing interest for
other marketing channels
5.7%
5. Other
4.8%
6. Virtual events
3.3%
6. Competition from
other events
3.0%
1. 2. 3. 4. 5. 6. 7.
face and what place digital
events might hold in the
industry going forward.
When asked about the
current state of affairs, 89%
of respondents said that they
have moved or cancelled at
least one event due to the
coronavirus pandemic.
When it came to some of
the issues that might affect
the industry as it starts to
return to business, visitors’
willingness and ability
to travel topped the list,
followed by lack of revenue/
cash flow and the issues
that might arise from events
struggling to find space
on the calendar for the
remainder of 2020 and into
2021.
In terms of threats that
the industry may face in the
coming months, 41.6% of
respondents cited exhibitors’
tradeshow budgets as an area
of concern, as the regular
cycle of annual and biennial
shows has been disrupted.
Travel restrictions for buyers
and exhibitors were once
again reported as a major
threat to the industry.
When it came to digital
events, 65.2% of event
organisers have already
offered workshops and
webinars (or plan to do it
within the next six months).
The report found
that 43.6% plan to offer
matchmaking solutions,
which is considered to be
the initiative that more than
others will remain postemergency,
according to
87% of respondents who are
investing in this direction.
In terms of forecasting
In Q3 2020 (July-September)
In Q4 2020 (October-December)
In Q1 2021 (January-March)
In Q2 2021 (April-June)
ahead, 73% of respondents
said they would have at least
one event in the last quarter
of 2020 (37% even earlier, in
Q3-2020).
Looking to the recovery
of the industry, most
respondents predicted that
it would take one edition
of an event before it could
return to pre-Covid-19 levels
of attendance, but at least
two before achieving pre-
Covid-19 revenue.
Attendance by national
visitors and exhibitors
should go back to what it was
before within two editions,
whereas the presence of
international guests and
revenues in general will
take longer. When it came
to industry support, 71.6%
of those surveyed said
that the industry needs
42 — September