(image above, from the annual report)
The Exhibitor Advocate and EVOLIO Marketing have released their second annual research report titled “The Evolving Landscape of Event Marketing: From the Perspective of Exhibit and Event Marketers.” The report provides critical data on the shifting outlook and sentiment of exhibitors, offering vital insights as show organizers and the broader exhibitions industry work to create experiences that drive success for all stakeholders.
This comprehensive study reveals a resilient yet discerning landscape. Despite ongoing cost pressures, exhibitors remain committed to the channel, with 75 percent of respondents rating the value of their overall event program as excellent or good—an increase from 67% the previous year. Furthermore, optimism regarding investment is growing, as one-third of exhibitors anticipate increased event budgets in 2026, marking a 10-point rise from a year ago.
However, the data also highlights changing behaviors and the need for new strategies. As exhibitors scrutinize ROI more closely, 43 percent indicate a preference for holding offsite activities rather than exhibiting at certain events. This shift underscores the necessity for show organizers to demonstrate clear value and support to retain exhibitor participation on the show floor.
Jessica Sibila, Executive Director of The Exhibitor Advocate, emphasized the need for collaboration in light of these findings. “This data reinforces what we hear from exhibitors. The high cost of show services in exhibiting continues to get worse and drives demand to show organizers to provide additional value. Exhibitors continue to see value in their event program and are more willing to make cuts and tough choices when there is little support from show organizers and difficulty measuring results.”
The report suggests that while confidence in the medium is high, the traditional models of engagement are being tested. Exhibitors are looking for partners who understand their business objectives and can help them navigate the complexities of rising operational costs.
Joe Federbush, President and Chief Strategist for EVOLIO Marketing, added, “With proving ROI under the microscope now more than ever, exhibitors, organizers, and service providers really need to come together and come up with solutions to control costs and still show positive business outcomes. While none of this is anything new, it seems to be reaching a tipping point where more exhibitors are second guessing their approaches to tradeshows and their strategies behind it.”
We encourage you to take the next step: download the full Event Industry Report for comprehensive data, actionable insights, and strategies designed to help you maximize your event program’s success. Visit the Exhibitor Advocate resources page to stay informed with tools and resources focused on empowering exhibitors.
About The Exhibitor Advocate
The Exhibitor Advocate is the only nonprofit association wholly dedicated to trade show exhibitor success. We amplify the voice of exhibitors to ensure the enduring success of exhibitions and events by collaborating with all stakeholders to promote and cultivate open communication, consistent standards, and industry best practices. For more information, visit www.exhibitoradvocacy.com.
About EVOLIO Marketing
EVOLIO Marketing empowers organizations to transform their events through data-driven decision-making and comprehensive analytics. Their platforms deliver end-to-end solutions— from strategic planning and research to staffing and training—enabling exhibitors, sponsors, event organizers, and agencies to create exceptional experiences. For more information, visit www.evolio.co.
submitted by Jessica Sibila, The Exhibitor Advocate
