D tariffs are reshaping global patterns of trade. Once key partners like the EU now find themselves at the sharp end of the USA foreign policy stick. As a marketplace for international trade, exhibitions are having to adapt.

The US tariff landscape: what’ s in place and what’ s coming? Once a global hegemon, America is now retreating from its role as global police. Europe is having to react, and to rethink its trade partnerships.

The European exhibitions worst affected are those in the alcohol and automotive industries. A 25 % tariff on alcohol products from the EU is already in place, and a 25 % tariff on automotive parts is scheduled for April. Worse still, the Trump Administration has threatened to increase the tariff on EU alcohol to a huge 200 %. As retaliation, the EU will counter with a 50 % tariff on American whiskey in April.( Fig 1)

Fig 1. Current and proposed US tariffs affecting exhibitors

Product	Current tariff	Proposed
		tariff

Regions selected

European wine & spirits 25 % 200 % EU Steel & aluminium 25 % N / A EU, UK

Automotive parts & EVs 25 % 100 % EU, China Semiconductors 25 % N / A China

Whiskey( retaliatory EU tariff)	N / A	50 %	US( exports
			to EU)

Fig 2. Major exhibitions at risk

Exhibition Location Size( sqm) Reason affected by tariffs

London Wine Fair

London	10,000	Potential 200 % on US tariffs on
		European wine

Vinexpo Paris Paris 30,000 High US duties on spirits ProWein Düsseldorf 73,000 Tariffs on European alcohol

CES( Consumer Electronics Show)

Aircraft Interiors Expo

Las Vegas	180,000	Tariffs on Chinese tech and
		semiconductors

Hamburg 30,000 Tariffs on aerospace materials

Gulfood Dubai 100,000 Affected by steel aluminium tariffs

Hannover Messe	Hannover	400,000	Tariffs on machinery and
			industrial goods

Above: Donald Trump has shaken up trade partnerships with his tariff policy

A prime example is the London Wine Fair( LWF), one of the largest European wine exhibitions. Event director Hannah Tovey comments:

“ The ever-increasing duties on alcohol have already squeezed wine and spirits supplier margins into an almost intolerable situation over the last couple of decades. Trading conditions have been really challenging for years now. We don’ t just provide a space to trade, but also ensure that we run sessions onsite that tackle these issues head-on, in an endeavour to help future-proof the industry.”

Director of German wine exhibition ProWein Peter Schmitz echoed Tovey’ s concerns:“ The new US tariffs on European alcohol present challenges for producers and buyers alike.

“ Some companies are approaching the uncertain trading conditions with caution.”

However, he offered some optimism for the industry:“ Many see ProWein as more important than ever – to forge partnerships and explore new opportunities.”

This isn’ t just a problem for the alcohol and automotive world. Other industries – such as aerospace, luxury goods and logistics – are also experiencing ripple effects at trade fairs worldwide.( Fig 2)

What comes next? With tariffs now impacting some of the world’ s biggest B2B events, certain organisers will be feeling the strain. We expect some trade shows to face reduced attendance, possibly offering smaller activation packages and turn-key stands to keep attendance viable. EW

32 Issue 2 2025 www. exhibitionworld. co. uk

Exhibition World Issue 2 2025 | Page 32

How will US tariffs affect international trade shows?

D tariffs are reshaping global patterns of trade. Once key partners like the EU now find themselves at the sharp end of the USA foreign policy stick. As a marketplace for international trade, exhibitions are having to adapt.