Billions in business deals  

Hugh’s call to arms comes at a time of resurgence and optimism for the exhibitions industry. Exhibitions have bounced back from the pandemic, emerging transformed, combining the power of in-person connections with cutting edge digital technology that make it easier for businesses to connect, generate leads, and drive sales.  

At the same time, the economic engine of trade shows has roared back to life, bringing vital revenue to host cities and regions through hotels, transportation, restaurants, and countless other industries that thrive on exhibition activity.  

In its latest report on the economic impact of exhibitions in the UK, the Events Industry Alliance (EIA) revealed the exhibitions industry boosted the UK economy by £10.9 billion in 2023, nearing pre-pandemic levels of £11 billion. Over 1,000 exhibitions were held, and 6.9 million attendees contributed to the hospitality, travel, and hotel sectors, supporting 114,000 jobs and resulting in a £5.5 billion GDP contribution. 

Among the UK’ leading events is WTM London, the most influential travel and tourism event in the world, and a great example of how trade shows drive business and economic growth.  Returning to London Excel from November 5 to 7, the 2024 edition generated some £2.2 billion worth of business deals between its 46,316 attendees and  4,047 exhibitors, including global tourism boards, hoteliers, transport services, technology brands, associations and experiences. 34,082 business meetings were facilitated (up 17% on 2023); but the benefits extended far beyond the travel industry. 

According to VisitBritain data, international delegates visiting the UK for a trade show on average spend £352 per day, which estimates a total visitor spend of £71,215,218. In a recent report from Deloitte, they suggested that for every £1,000 spent, a further £1,800 is generated in direct tourism gross value. By this calculation, WTM London also injected an impressive £200 million into the UK economy in 2024. 

Partners in city success  

Recognising the consistent global visibility and cumulative economic impact of annual exhibitions, host cities are leveraging exhibitions as a foundation for economic growth and development. 

RX’s historic and strategic partnership the City of Cannes and Palais des Festival dates back decades and was recently renewed for another five years. The agreement covers six major international events, including MIPIM, MIPCOM, the Cannes Yachting Festival and MAPIC.  Last year, these four events alone attracted more than 91,000 participants, generating €306 million in economic benefits and 121,000 overnight stays. 

“The events organized by RX are essential references on a global scale in their respective fields and actively participate in the international influence of Cannes,” commented Jean-Michel Arnaud, President of the Palais Des Festivals. 

Now in its 21^st year, Smart Energy Week has firmly positioned Tokyo at the heart of the global smart energy industry, bringing together leaders and innovators to showcase the latest advancements and drive the sector forward. As a key platform for energy solutions and business growth, the event not only cements Tokyo’s status as a hub for innovation but also delivers significant economic benefits. The Spring 2024 edition alone generated an estimated JPY 10.6 billion in direct spending on accommodation, dining, transport, and venue costs for its 1,484 exhibitors and 69,000 Japanese and international visitors, whilst providing direct employment for 10,238 people.  

In Paris, city authorities once again joined forces with RX in January 2025 for the 15th Paris Design Week, bringing creativity and design into the heart of the city.  Paris Design Week is an innovative extension of the internationally acclaimed design and lifestyle event, Maison&Objet, which is organised by SAFI, a partnership between Ateliers d'Art de France and RX France. 

Over ten days, the city itself became a stage for contemporary design. Galleries, design studios, workshops, and concept stores opened their doors to showcase the latest trends and innovations, boosting local businesses, enhancing the city's global reputation as a design capital, and driving economic activity across multiple districts. UNIMEV calculated the overall economic impact of Maison&Objet at €134 million, with more than €22 million generated in VAT, testifying to the attractiveness of the event to foreign visitors. 

Highlighting the economic impact of New York Comic Con (NYCC) on the city, NYC Tourism is teaming up with ReedPop in 2025 for its official ‘Founded by NYC’ campaign. This initiative is part of the celebrations marking New York City's 400th anniversary and the United States’ 250th anniversary. In September, more than 200,000 fans travelled to NYCC 2024 from across the country, contributing an estimated $80 million to New York City's economy, according to New York City Tourism + Conventions. 

Supporting government growth agendas 

By investing in trade shows, governments not only stimulate immediate economic activity in sectors like hospitality, transport, and retail but also create long-term opportunities for business growth and strategic development. 

The fastest-growing exhibition market in the GCC, Saudi Arabia is leveraging trade shows to advance it’s Vision 2030 initiative. A cornerstone of this strategy is hosting major international events to act as catalysts for economic diversification, cultural enrichment, and international collaboration. One such example is the governments partnership with RX to launch to FIBO Saudi 2025, a brand extension of FIBO, the global fitness event in Cologne, to help support its Vision 2030 aim to enhance health and wellness among its population.  

In the UAE, Arabian Travel Market (ATM) has played a pivotal role in establishing Dubai as a premier global travel hub for the Middle East and North Africa (MENA) region over the past 30 years. Held in conjunction with Dubai World Trade Centre and supported by Dubai’s Department of Economy and Tourism (DET), ATM 2025 is set to host over 47,000 attendees and 2,600 exhibitors from more than 161 global destinations in May, facilitating business connections, while showcasing Dubai’s world-class travel and tourism infrastructure and generating US$2.5 billion in anticipated deals. 

Building sustainable economies 

Event organisers have a responsibility to drive sustainable economic growth, and many, like RX, are actively working with governments to achieve this goal. As a founding signatory to the Net Zero Carbon Events pledge in 2021, RX is committed to achieving Net Zero Events by 2040. Around the world, our events are also showcasing sustainable solutions, fostering innovation and collaboration, and providing a platform to influence policy and industry standards.  

Held annually in Melbourne, Waste Expo Australia is the country’s largest waste management, recycling, and resource recovery event, bringing together industry leaders, policymakers, and solution providers to tackle waste challenges and drive sustainable practices.  

At the 2024 edition last October, a newly introduced Government Lounge provided a hub for discussions and insights into the future of waste management and sustainability in Victoria. With a new three-year strategic plan in place, Sustainability Victoria, Recycling Victoria and EPA Victoria used the platform to connect with the waste management industry and share their learnings and build the case for circular economies in Victoria to close the loop between recycling, design and manufacturing  

In September, the industry’s most influential event, World Hydrogen Summit & Exhibition returns to Rotterdam to deliver its largest edition yet. Organised by the Sustainable Energy Council and RX in partnership with the Dutch Government, the Province of South Holland, the City of Rotterdam and the Port of Rotterdam, World Hydrogen 2025 will bring together international energy Ministers and CEOs with 15,000 clean energy professionals to sign new partnerships needed to unlock the challenges facing the hydrogen industry ramp up.  

Speaking about the summit, the Netherlands Minister for Climate and Energy Policy and Deputy Prime Minister, Ms. Sophie Hermans said: “The government of the Netherlands is co-organizing the World Hydrogen Summit for the second time, and that is no coincidence. We want to provide certainty to the global hydrogen sector about our commitment to hydrogen and the role we want to play as the gateway to North-West Europe. The summit provides a great opportunity to share our latest policy developments and to learn from each other. By working together and making agreements now, we strengthen our energy security and create economic opportunities for a sustainable future.” 

Delivering long term economic value 

From generating billions in business deals to creating jobs, fostering industry advancements, and supporting government growth agendas, exhibitions play a vital role in shaping economies worldwide. 

The strategic partnerships between event organisers, host cities, and governments demonstrate how exhibitions can transform industries and position regions as global business hubs. Whether it's advancing sustainability initiatives, boosting tourism revenue, or facilitating international trade, these events create long-term value that extends far beyond their immediate impact. 

As RX CEO and UFI President Hugh Jones emphasised, it’s time for the industry to step up and secure the recognition it deserves, by clearly measuring and communicating the trade impact of exhibitions. With continued investment, advocacy, and innovation, trade shows will remain an unstoppable force behind economic progress, driving prosperity and value for businesses, communities, and nations alike.