Research
Fewer
international
exhibitions
with fewer
participants
The latest, June, UFI Global Exhibition Barometer
indicates a business restart beginning, but 44%
of exhibition companies have ceased investing
and a majority think we will be looking at fewer
international exhibitions in future
esults of global association of the exhibition
industry, UFI’s latest, biannual Global
Exhibition Barometer research shows, that,
after monthly activities dropped sharply
everywhere in the world, the exhibition industry is
gradually starting up again. However, revenues for 2020
are expected to represent 39% of the 2019 figure and
44% of companies say they have stopped all investments.
Although the report highlights the severe impact
of the Covid-19 pandemic on the exhibition industry
worldwide, the mood is not dampened entirely and the
latest Barometer finds a large majority of the industry
believes the sector will come back quickly. It is a sector
that is already morphing fast. The shift to digital is
evidenced by every second company reporting increased
investments related to digitalisation.
‘No activity’ in April and May for 73%
For those wanting to drill down further, the Global
Barometer this time delivers dedicated profiles for 25
markets and regions.
Whereas, globally, 85% of companies surveyed
declared their overall level of activity was “normal” in
January, the figure quickly dropped to 15% in March,
reaching between 5% and 6% in April, May and June.
For both April and May, 73% of companies worldwide
declared “no activity”.
With a majority of companies expecting local and
national exhibitions to open again during the second
half of 2020, activity is expected to slowly increase, and
two companies out of three project at least a “reduced”
level of activity in the last quarter of 2020.
International exhibitions not to reopen until 2021
In all regions, a majority of companies believe that
exhibitions with an international scope will not open
until 2021.
Globally, revenues for the first
half of 2020 dropped by two-thirds
on average, the Global Barometer
round, compared with the same
period last year.
In terms of profits, strong levels of
performance were reached in 2019,
with 45% of companies declaring
an increase of more than 10% when
compared to 2018. The sharp drop in
revenues that occurred in 2020 has
led to a loss for 39% of companies,
and only 7% currently expect a
stable or increased profit for 2020.
Investments in diversity and
sustainability drop
Forty-four percent of companies
that participated in the research
say they have stopped all of their
investments, yet, at the same
time, 50% say they are increasing
investments in digitalisation
programmes.
By comparison, investments have
decreased or been stopped for 55%
of companies in programmes related
to diversity, and 54% in those related
to sustainability.
Globally, every second company
has increased investments in
digitalisation.
Trends
The survey also tackles trends likely
to drive the format of exhibitions in
coming years.
I don’t
know
No
activity
Reduced
Normal
Jan
Feb
Global results indicate that
57% are confident that “Covid-19
confirms the value of face-to-face
events”, anticipating that the sector
will bounce back quickly, whereas
31% are “not sure” and 12% are “not
sure at all” or “disagree completely”.
“On the back of an exceptional
year in 2019, we are now seeing an
unprecedented drop in revenues
around the world. While the industry
remains confident that it will bounce
back, everyone is aware that this
crisis will lead to major changes in
the way exhibitions are produced,
especially with a push towards more
digital elements before, during,
and between events,” says Kai
Hattendorf, UFI managing director
and CEO, commenting on the results.
Size and scope
This survey, carried out in June,
includes data from a record 459
companies in 62 countries and
regions and delivers outlooks
and analysis for 20 countries and
regions: Argentina, Australia, Brazil,
China, Colombia, Germany, India,
Indonesia, Italy, Japan, Mexico,
Russia, South Africa, Singapore,
South Korea, Spain, Thailand, the
UAE, the UK and the US. In addition,
it analyses five aggregated regional
zones.
Regions
Each region broadly follows the level
Situation of industry operations for the 1st half of 2020 and current
predictions for the 2st half of 2020
8
7
85
12
19
69
36
49
15
73
22
73
22
65
29
34
5 5 6 6 9
8
Mar Apr May June July Aug Sep Oct Nov Dec
13
51 41
36
19 24 25 25
21 9 7
41
19
42 39
25
29
10
36
28
12 Issue 4 2020 www.exhibitionworld.co.uk