by Jessica Sibila, Executive Director, The Exhibitor Advocate
How Exhibitors Are Choosing Shows in an Era of Rising Costs
Over the past three years, the cost of exhibiting at tradeshows has skyrocketed to unprecedented levels. We’ve now reached a critical inflection point where these expenses have climbed so high that leadership teams are scrutinizing their exhibitions and events budgets more intensely than ever before. Exhibitors across industries are making tough choices about how to right-size their programs within these new financial constraints.
This shift has fundamentally changed how exhibitors approach show selection. Gone are the days when companies would automatically renew their booth space based on tradition or industry habit. Instead, we’re seeing a more strategic, data-driven approach to tradeshow participation that focuses on measurable value and clear return on investment.
Two Primary Pathways to Show Selection
Through our conversations with exhibitors across multiple industries, two distinct approaches to show selection have emerged, each reflecting different strategic priorities and organizational mindsets.
The Reputation Route: “We Have to Be There”
The first pathway centers around reputation and industry standing. These are typically the flagship events in an industry—the shows where “everyone who matters” will be present. As one anonymous exhibitor put it bluntly: “We have to go to the association show—the impact of us not being present is a slap in the face to them. We’ll never not be there.”
This approach is driven by several key factors:
- Competitive visibility: Companies feel they cannot afford to be absent when their competitors are present
- Industry relationships: Supporting the association or industry organization remains a priority
- Historical performance: These shows have traditionally delivered value, creating an expectation of continued success
- Perception management: Leadership worries about the negative implications of not participating
One industry veteran, explained this dynamic: “As an industry leader, we tend to do the largest shows and those that have held long-standing positions.” The implication is clear—these companies view their presence at major industry events as non-negotiable, regardless of rising costs.
However, even within this category, we’re seeing exhibitors become more strategic about their participation level. They may maintain their presence but reduce booth size, cut ancillary spending, or shift investment toward sponsorship opportunities that provide better brand visibility per dollar spent.
The Targeted Approach: “Show Me the Attendee Data”
The second pathway represents a more analytical approach to show selection, where exhibitors prioritize events based on their ability to connect with specific target audiences. This approach has become increasingly sophisticated, with exhibitors requesting detailed information about who will attend before committing to participate.
Kodi Morton, CTSM Diamond, marketing and events lead for the Americas at Bruker Scientific LLC, captured this sentiment perfectly: “Does the show offer the attendee list? If email is included the event is a must do. If they don’t offer it at all, it’s first on the chopping block.”
This data-driven approach extends beyond simple attendee lists. As one anonymous exhibitor noted: “Company and title is the more important data for us to get. When we see the title, we usually know if it’s the target we’re looking for.”
Sarah Dyerson, CMM and Global Events Leader at Cytiva, emphasizes the importance of measurable outcomes: “For our current tradeshows, we review our objectives, goals and KPIs and whether we met them or not to determine if we will continue to attend. Some of the metrics we look at are cost per contact, lead, or opportunity, budget forecast versus actual spend, and funnel additions and opportunity value built, MQLs, SQLs and conversion rate.”
The Emerging Alternative: Strategic Sponsorship Over Traditional Exhibiting
Perhaps the most significant trend we’re observing is the shift from traditional booth exhibiting toward strategic sponsorship opportunities. This represents a fundamental reimagining of tradeshow participation, driven by both cost pressures and changing expectations about value delivery.
Several exhibitors shared that they’re finding more value in sponsorship packages that offer thought leadership platforms, speaking opportunities, and targeted branding exposure. As one exhibitor explained: “We pulled back on exhibiting for thought leadership instead. We choose shows where we can have a speaking opportunity.”
This shift reflects a broader recognition that the traditional tradeshow model may not be keeping pace with modern marketing and sales strategies. One exhibitor was particularly candid about this challenge: “Tradeshows used to be the bread and butter of our industry but there are so many more options now. The tradeshow model wasn’t really working for us. It’s so much easier to figure out what’s working in other channels.”
The appeal of sponsorship over exhibiting is multifaceted:
- Cost efficiency: Sponsorship packages often provide better brand visibility per dollar invested
- Reduced complexity: Fewer logistical challenges compared to managing booth construction, shipping, and show services
- Strategic alignment: Sponsorship dollars go directly to the organizing association, strengthening industry relationships
- Measurable impact: Speaking opportunities and targeted branding provide clearer pathways to audience engagement
What This Means for Show Organizers
These evolving exhibitor preferences create both challenges and opportunities for show organizers. The most successful organizers will be those who recognize and adapt to these changing dynamics.
For Established “Must-Attend” Shows
Even the most established shows cannot rely solely on their reputation to maintain exhibitor participation. While these events may continue to attract exhibitors based on industry standing, rising costs mean that value will always be questioned. Show organizers must continuously demonstrate their ability to deliver the right audience and provide meaningful opportunities for exhibitor success.
The key is not to become complacent. As costs continue to rise, even the most loyal exhibitors will eventually reach a breaking point if value doesn’t keep pace with investment.
For Emerging and Niche Shows
Show organizers who aren’t the dominant player in their industry need to become comfortable with transparency and data sharing. Exhibitors are increasingly sophisticated in their approach to show selection, and they expect detailed information about attendee demographics before making participation decisions.
This means providing:
- Detailed attendee profiles including job titles and company information
- Historical performance data showing audience engagement and quality
- Clear pathways for lead capture and follow-up, without additional cost
- Flexible participation options that allow exhibitors to test the waters before making major commitments
Creating Value Beyond the Booth
Forward-thinking show organizers are recognizing that value creation extends far beyond providing floor space. The most successful events are those that offer multiple touchpoints for exhibitor-attendee engagement, including:
- Robust thought leadership platforms and speaking opportunities
- Strategic networking events that facilitate meaningful connections
- Digital platforms that extend engagement beyond the physical event
- Comprehensive data and analytics that help exhibitors measure success
A Call for Industry Collaboration
The trends we’re observing point toward a need for greater collaboration between exhibitors and show organizers. The traditional model—where organizers set terms and exhibitors adapt—is giving way to a more partnership-oriented approach where both parties work together to create mutual value.
Show organizers who embrace this collaborative mindset will be better positioned to weather the current cost pressures and maintain strong exhibitor participation. This means:
- Being transparent about attendee data and show performance metrics
- Offering flexible participation options that allow exhibitors to optimize their investment
- Creating multiple pathways for exhibitor success
- Actively seeking exhibitor feedback and using it to improve show value
For exhibitors, this collaboration means being more strategic about show selection while also being willing to work with organizers to create win-win scenarios. Rather than simply cutting tradeshow budgets across the board, the most successful exhibitors are those who are making more targeted, data-driven decisions about where and how to participate.
The Path Forward
The tradeshow industry stands at a crossroads. Rising costs have created legitimate challenges that cannot be ignored or wished away. At the same time, the fundamental value that tradeshows provide—bringing industry participants together for meaningful business interactions—remains as relevant as ever.
The exhibitors who will thrive in this new environment are those who approach show selection with clear objectives, robust data analysis, and strategic thinking about how tradeshows fit into their broader marketing and sales ecosystem. The show organizers who will succeed are those who recognize that their role extends beyond simply providing floor space to actively facilitating exhibitor success.
The future of tradeshows depends on this kind of collaboration and transparency. The question isn’t whether tradeshows will survive the current cost pressures—it’s whether the industry will adapt quickly enough to maintain its relevance in an increasingly competitive marketing landscape.
We encourage all industry stakeholders—exhibitors, show organizers, service providers, and associations—to engage in this conversation. Share your experiences, challenge assumptions, and work together to create a more sustainable and valuable tradeshow ecosystem for everyone involved.
The data is clear, and the trends are undeniable. The only question now is how quickly and effectively we’ll respond to them.
To learn more about the Exhibitor Advocate visit exhibitoradvocacy.com.
This story originally appeared in the Q1 2026 issue of Exhibit City News, p. 34. For original layout, visit https://issuu.com/exhibitcitynews/docs/exhibit_city_news_-_jan_feb_mar_2026/34.
