Navigating Inflation and Increased Expenses in the Trade Show Industry
by Exhibit City News Staff
Exhibiting at tradeshows is more expensive than ever, and companies are feeling the squeeze. The 2024 Annual Survey of Exhibition Rates, conducted by The Exhibitor Advocate in partnership with Tradeshow Logic and independently audited by EVOLIO Marketing, examines the cost of exhibiting across 23 major U.S. cities.
Tradeshows remain a key marketing tool for businesses, but many exhibitors are reassessing their budgets in response to rising expenses. Some are downsizing booth space, reducing travel, or even cutting back on event participation altogether. With costs continuing to climb, exhibitors must plan strategically to get the most out of their trade show investments.
Where Are Costs Rising the Most?
The report highlights several cost increases that exhibitors should be aware of in 2024:
- Electrical labor and outlets saw the largest price jumps, with some costs rising more than 16 percent year-over-year.
- Material handling fees—the cost of moving and storing exhibit materials—averaged $2.07 per pound, but prices fluctuate widely depending on location.
- Booth furnishings, carpeting, and internet access continue to increase, adding to exhibitors’ overall expenses.
- Philadelphia, New York, and Boston top the list of the most expensive cities for exhibitors, while Atlanta and Houston remain among the most affordable.
According to the report, exhibiting in Philadelphia costs 52 percent more than in Atlanta—a significant difference for companies weighing their trade show investments.
How Exhibitors Are Adjusting
Despite rising costs, tradeshows remain a priority for businesses, with 58 percent of companies attending more than 20 events per year. However, many exhibitors are taking steps to manage expenses:
- Seventy-one percent are scaling back their booth presence.
- Sixty percent are bringing fewer staff members on-site.
- Fifty-seven percent are reassessing sponsorship and event participation budgets.
With these financial pressures in mind, exhibitors need clear, data-driven insights to make informed decisions, negotiate smarter, and stretch their budgets further.
The Push for More Transparent Pricing
The 2024 Annual Survey of Exhibition Rates also highlights a growing industry concern: unpredictable costs are making it harder for exhibitors to justify their investments. Many industry leaders are calling for:
- More predictable pricing models that align with exhibitor budgets.
- Greater transparency in exhibitor manuals to help companies plan ahead.
- Better collaboration between exhibitors, show organizers, and venues to create a fairer financial structure.
Get the Full Report
The 2024 Annual Survey of Exhibition Rates provides exhibitors with a detailed cost breakdown across 23 U.S. cities, offering the insights needed to budget effectively, compare costs, and make smarter decisions.
For full access to the data, visit The Exhibitor Advocate.
