The exhibition industry in 2024 has emerged as a powerhouse of recovery and innovation, with the latest rankings from a leading global strategy consulting firm showcasing a sector that has not only overcome past challenges but has also reached unprecedented heights. The top 20 exhibition organizers collectively generated a staggering $10 billion in revenue this year, marking a significant milestone that reflects the enduring importance of in-person events for B2B marketing and networking. This article delves into the intricate details of the rankings, highlighting the dominant players, the evolving competitive landscape, and the strategies driving success. From established giants maintaining their stronghold to dynamic newcomers shaking up the list, the insights provided here offer a comprehensive look at an industry in transformation. Whether tracking market trends or seeking benchmarks for growth, this exploration sheds light on the forces shaping the future of exhibitions worldwide.
Industry Resilience and Revenue Growth
The exhibition sector has demonstrated remarkable resilience, achieving a level of growth that surpasses even the most optimistic pre-COVID forecasts. In 2024, the top 20 organizers amassed $10 billion in revenue, a robust 20% increase compared to 2019 figures of $8.35 billion, and a notable 14% rise from the $8.77 billion recorded in 2023. This upward trajectory underscores the critical role exhibitions play in facilitating business connections and driving economic activity. Beyond mere recovery, the data signals a renewed confidence among companies to invest in face-to-face engagements as a primary channel for marketing and relationship building. The numbers also reflect a broader trend of adaptability, with organizers navigating global uncertainties to deliver value through innovative event formats and strategic planning. Such progress highlights how the industry has become a barometer for business optimism, reflecting a world eager to reconnect and collaborate in meaningful ways after years of disruption.
This financial surge is not just a statistic but a testament to the strategic foresight of leading organizers who have capitalized on emerging opportunities. The consistent year-over-year growth points to a maturing market where exhibitions are no longer seen as optional but as essential for fostering industry-specific dialogue and innovation. Unlike other sectors still grappling with post-pandemic recovery, exhibitions have managed to reinvent themselves, blending traditional strengths with modern demands. For instance, the ability to attract diverse audiences across regions has played a pivotal role in boosting revenue streams. Moreover, the focus on creating high-value experiences for attendees and exhibitors alike has ensured sustained interest and participation. As the industry continues to evolve, this financial milestone serves as a foundation for understanding the deeper dynamics at play, particularly how different business models and competitive strategies contribute to such impressive outcomes.
Titans and Newcomers in the Rankings
At the pinnacle of the 2024 rankings, familiar names like Informa and RX continue to assert their dominance as the largest exhibition organizers globally, setting a high bar for the industry. Informa, with a record-breaking revenue of $2.74 billion, has further solidified its position through strategic moves like the acquisition of Ascential, enhancing its portfolio and market reach. RX, too, reported strong double-digit growth, maintaining its status as a formidable player. Meanwhile, Messe Frankfurt ascended to third place, surpassing Clarion Events, which indicates subtle but significant shifts in the hierarchy. Beyond the top tier, mid-tier organizers such as Hyve and dmg Events made impressive leaps into the Top 10, driven by a combination of organic growth and targeted acquisitions. These developments reveal a competitive landscape where both stability and ambition coexist, shaping the direction of the sector.
Adding to the intrigue of this year’s rankings are the new entrants who have reshaped the list by bringing fresh energy and perspectives. Companies like IEG, IFEMA, and Terrapinn have earned their spots among the top 20, displacing some institutional organizers due to challenges in obtaining consistent revenue data. This turnover underscores the fluid nature of the industry, where adaptability and innovation can quickly elevate an organizer’s standing. The rise of these newcomers is not merely a footnote but a signal of changing priorities, as they often focus on niche sectors or untapped regions to carve out their market share. Their inclusion also highlights the importance of transparency and data credibility in maintaining a position among the elite. As the rankings evolve, they reflect a broader narrative of opportunity, where even established players must remain vigilant to retain their edge against emerging competitors.
Divergent Paths of Business Models
A striking disparity exists within the industry between institutional organizers, often linked to city-owned venues, and their non-institutional counterparts, which operate with greater flexibility. Institutional players like Messe Frankfurt and Messe München have experienced incremental growth since 2019, with aggregate revenues remaining relatively flat compared to pre-COVID levels in 2024. Their growth is often constrained by reliance on fixed locations and local mandates, limiting their ability to scale rapidly in response to global trends. While they maintain a strong presence due to historical significance and established infrastructure, their performance suggests a need for strategic evolution to keep pace with a fast-changing market. This model, though stable, faces challenges in capturing the dynamic growth opportunities that others exploit through broader outreach and innovation.
In contrast, non-institutional organizers such as Informa, Hyve, and Easyfairs have achieved a remarkable 30% revenue growth over the same period, leveraging asset-light strategies and international expansion. Their agility allows them to pursue acquisitions and enter growth regions with ease, unencumbered by venue-specific limitations. Standout performers like dmg Events and CloserStill Media have even doubled or tripled their revenues by focusing on organic growth and sector specialization. This approach not only enhances their market position but also enables them to diversify event formats, catering to modern business needs with tailored solutions. The success of these organizers illustrates a critical industry shift toward flexibility and global reach, setting a benchmark for others to follow. As this divide between models becomes more pronounced, it raises questions about how traditional players might adapt to remain competitive in an increasingly borderless marketplace.
Strategies Behind Competitive Success
The driving forces behind the success of top exhibition organizers reveal a clear pattern of innovation and strategic focus that sets leaders apart from the rest. International expansion has emerged as a cornerstone, with companies prioritizing growth regions to tap into new markets and audiences. Sector-specific expertise also plays a pivotal role, as organizers tailor events to meet the unique needs of industries, fostering deeper engagement and loyalty among participants. Additionally, the adoption of diverse event formats, such as B2B festivals and personalized one-on-one interactions, has broadened appeal and enhanced value for exhibitors and attendees alike. These strategies reflect a nuanced understanding of market demands, enabling top players to stay ahead in a crowded field while continuously redefining what exhibitions can achieve.
Beyond these core approaches, non-institutional organizers are gaining ground by integrating complementary digital channels to support in-person events, a tactic less common among their institutional peers. This blend of physical and virtual experiences not only extends reach but also caters to evolving preferences for hybrid engagement models. Meanwhile, the industry’s growing competitiveness and globalization are evident as the top 20 widen their lead over smaller players through consolidation and geographic clustering. Strategic acquisitions further amplify their dominance, allowing them to absorb expertise and market share swiftly. The ability to allocate capital flexibly and scale operations in response to opportunity is another hallmark of success, particularly for those unburdened by fixed infrastructure. These trends collectively point to a future where adaptability and foresight will remain critical for sustained growth.
Shaping the Future of Exhibitions
Looking ahead, the exhibition industry stands on the cusp of further transformation, with innovation and adaptability poised to define the next chapter of growth. Experts predict that future value creation will hinge on combining deep sectoral knowledge with the ability to operate across diverse geographies using scalable platforms. This dual focus ensures organizers can meet localized needs while maintaining a global presence, a balance that will likely separate leaders from laggards. The integration of digital tools and hybrid event models alongside traditional formats is expected to become non-negotiable, as audiences increasingly demand seamless, multi-channel experiences. Such advancements will not only enhance accessibility but also enable organizers to gather richer data for refining their offerings, ensuring relevance in a competitive landscape.
Consolidation is another trend set to reshape the sector, as top players continue to strengthen their positions through strategic mergers and acquisitions. This movement could further widen the gap between the top 20 and smaller organizers, unless the latter find ways to innovate or collaborate effectively. For institutional organizers tied to specific venues, the challenge lies in overcoming structural constraints to embrace global opportunities, a shift that may require rethinking long-standing operational models. Meanwhile, the emphasis on flexibility—whether in capital allocation or event design—will remain a key differentiator for success. As the industry evolves, stakeholders must prioritize investments in technology and market intelligence to stay ahead of emerging trends. The path forward promises both challenges and opportunities, with the potential for those who adapt swiftly to redefine the standards of excellence in exhibitions.
