Value of Trade Shows

1. “
   The B2B trade show market value is estimated to be around $15.8
   billion in 2024, finally surpassing 2019’s pre-pandemic value. This
   figure is expected to continue rising, with experts predicting it
   may exceed $17.3 billion by 2028.
   ^[1] “
2. Around
   32,000 exhibitions took place worldwide, directly involving 303 million visitors and nearly 5 million
   exhibitors, according to a 2018 survey conducted by the Global
   Association of the Exhibition Industry.
   ^[2]

Why Brands Attend Trade Shows

3. Exhibitors mainly participate in trade shows to sell products and
   services to a target audience.
   ^[2]
4. In addition to selling and demonstrating products and services to
   customers, exhibitors also attend trade shows for non-sales reasons.
   These include building a stronger brand image, monitoring competitors,
   and identifying new market trends.
   ^[2]
5. Fifty-two percent of business leaders said trade shows and events
   deliver the greatest return on investment than any other marketing
   approach.
   ^[3]
6. Around 14% of Fortune 500 companies reported a 5:1 ROI from
   participating in trade shows, earning $5 for every $1 spent.
   ^[4]
7. For exhibitors who put in the effort and perform an effective
   follow-up strategy, trade show leads have a conversion rate of 5-10%.
   ^[5]
8. “
   Converting a trade show lead is 38% more cost-effective than
   depending only on sales calls.
   ^[5] “
9. On average, the
   cost for meeting a new prospect at a trade show is $142 per
   meeting, compared to more than $250 spent when meeting a prospect
   face-to-face at their office.
   ^[6]
10. Trade shows offer an opportunity for staff to gain sales skills, with 68% of respondents mentioning this benefit.
    ^[7]
11. Fifty-eight percent of regular exhibitors said their team gained
    additional product knowledge at trade shows.
    ^[7]
12. Since trade shows typically invite experts to hold seminars and
    workshops, 54% of exhibitors said their team gained industry knowledge
    from these events.
    ^[7]
13. Half of respondents said trade shows can promote positive work
    relationships.
    ^[7]
14. Around
    71% of exhibitors are satisfied with trade shows as marketing
    channels.
    ^[8]
15. Sixty-seven percent are satisfied with these events as a sales
    channel.
    ^[8]

Latest Trade Show Trends

16. More than half of event marketers reported feeling optimistic about
    the effectiveness of trade shows.
    ^[9]
17. Over a third of them also raised their annual exhibit marketing
    budgets for trade shows.
    ^[10]
18. Organizers of the Travel & Adventure Show, a three-day trade show held
    last March in Washington, DC, said attendance increased 10.6% from
    last year. ^[11]
19. The cities that experienced the highest record-sized trade show floors
    in 2025 were Washington, DC., Chicago, New York, Dallas, and Denver,
    the Travel & Adventure Show organizers added.
    ^[11]
20. “
    The trade show floor growth also resulted in an 18.4% uptick in the
    number of exhibitors, from 842 companies in 2024 to 997 in 2025.
    ^[11] “
21. Sustainability is an important issue among regular exhibitors, with
    92% making efforts to minimize their carbon footprint, such as utilizing reusable exhibition stands and taking public
    transport to the event.
    ^[12]

Trade Show Attendees

22. Over 50% of trade show visitors are newcomers, marking their first
    experience at such events.
    ^[3]
23. Around 56% of trade show attendees are willing to travel over 400
    miles to experience the excitement of participating in these events.
    ^[5]
24. Up to 92% of visitors are eager to explore the latest trends and new
    products and services.
    ^[5]
25. About 45% of trade show attendees participate in just one exhibition
    per year.
    ^[5]
26. “
    At trade shows, 82% of visitors are in positions of authority, i.e.,
    they can make critical purchasing decisions for their companies.
    ^[5] “
27. Seventy-nine percent of visitors feel trade shows can help them with
    their purchase decisions.
    ^[5]
28. At these events, 77% of executive attendees find new suppliers that
    can help them with their business needs.
    ^[3]
29. Around 74% of trade show visitors said meaningful interactions with
    exhibitors increase their chances of making a purchase.
    ^[5]
30. About 34% of attendees expressed a high level of satisfaction at the
    event.
    ^[5]
31. A whopping 74% of consumers are more likely to purchase a product
    after seeing it at a trade show.
    ^[13]
32. Trade show attendees talk about their experiences with more than six
    people, broadening the event’s reach.
    ^[5]
33. On average, attendees spend around 5.5 hours at trade shows.
    ^[5]

Use of Swag or Promotional Merchandise at Trade Shows

34. Around 68% of Gen Z reported that branded merch had a positive impact
    on brand perception.
    ^[14]
35. Sixty-three percent said they’ve purchased a product or service after
    being influenced by a promotional item.
    ^[14]
36. More than half of Gen Z said they followed brands specifically for
    their promo products or giveaways.
    ^[14]
37. Apparel (T-shirts, polo shirts, pants, dresses, and activewear) is the
    most popular promotional product (63%) among Gen Z, followed by
    fashion accessories (57%) and hygiene and grooming products (52.6%).
    ^[14]
38. The use of high-quality swag is linked to enhanced brand loyalty,
    especially with younger consumers.
    ^[14]
39. Approximately 68% of consumers of all ages have acquired at least one
    promotional apparel in their lifetime.
    ^[14]
40. “
    Around 72% of trade show attendees who received a promotional
    product remembered the name of the company that gave it.
    ^[15] “
41. More than a third of Gen Zers like receiving freebies at trade shows
    and other similar events.
    ^[14]
42. About 76% of participants could remember the business or exhibitor
    that gave them a promotional product for 12 months. In contrast, 53.5%
    of respondents said they could recall the name of an advertiser they
    had seen in a magazine or newspaper a week ago.
    ^[16]
43. More than half of trade show attendees said they were enticed by
    booths offering promotional giveaways. ^[3]
44. About 73% of respondents who used a promotional product they received
    at trade shows said they used it at least once a week, and 45.2% said
    they used it every day.
    ^[16]
45. Businesses that use promotional products along with printed marketing
    materials typically enjoy higher referral value and better message
    credibility.
    ^[16]
46. Attendees exposed to promotional products rated the advertising
    message more positively than those who did not receive freebies at
    trade shows.
    ^[16]

Effectiveness of Trade Shows

47. Non-sales activities, such as strengthening customer relationships and
    building a stronger brand image, might have a long-term influence on
    potential customers who attend trade shows.
    ^[17]
48. “
    The sales performance effects on exhibitors can last longer than the
    trade show.
    ^[17] “
49. Distributors that participate in trade shows often purchase larger
    product volumes than their counterparts who did not attend this
    business event.
    ^[17]
50. Follow-up sales efforts were more successful when attendees were
    already exposed to a company’s product or service at a trade show.
    ^[17]

Conclusion

As a face-to-face industry event that helps brands connect with
qualified leads and build relationships with customers and other
businesses, trade shows offer unique benefits you won’t find in virtual
platforms. Moreover, they present unique opportunities to demonstrate
your products and services and provide non-sales benefits that can last
significantly longer than the actual event itself.

However, signing up for all the trade shows that are relevant to your
industry is not enough. You need to set up attractive booths and invest
in
high-quality swag
items, eye-catching signs and banners, and other printed marketing
materials to make the most out of these events.

Citations

1. https://www.statista.com/statistics/865283/b2b-trade-show-market-value/
2. https://www.emerald.com/insight/content/doi/10.1108/jbim-10-2021-0461/full/html
3. https://bluestoneworldwide.com/essential-trade-show-planning-statistics-every-organizer-needs-to-know/
4. https://conference-source.com/trade-show-statistics/
5. https://www.tradeshowlabs.com/blog/trade-show-stats
6. https://www.forbes.com/councils/forbesfinancecouncil/2020/02/20/why-trade-shows-are-important-for-your-small-business/
7. https://www.thetradeshownetwork.com/trade-show-blog/trade-show-exhibitor-survey-2022
8. https://exhibitoradvocacy.com/wp-content/uploads/2023/05/ExhibitorInsightReport_May2023.pdf
9. https://www.statista.com/statistics/292025/perceived-effectiveness-trade-show-marketing-usa/
10. https://www.statista.com/topics/1498/trade-show-marketing/#topicOverview
11. https://www.tsnn.com/trade-shows-conferences/the-2025-travel-adventure-show-sees-stats-soar-across-10-city-series
12. https://www.thetradeshownetwork.com/trade-show-blog/trade-show-exhibitor-survey-2022
13. https://www.forbes.com/councils/forbescommunicationscouncil/2020/03/30/how-companies-can-harness-the-power-of-event-marketing/
14. https://www.ppai.org/media-hub/ppai-consumer-study-why-promo-clicks-with-gen-z/
15. https://www.enterpriseengagement.org/articles/content/8288892/effectiveness-of-promotional-products-as-giveaways-at-trade-shows-an-attendees-perspective/
16. https://www.slideshare.net/slideshow/power-of-promotional-products-dims/2482983
17. https://espace.library.uq.edu.au/data/UQ_293902/UQ293902_fulltext.pdf?Expires=1749112704&Key-Pair-Id=APKAJKNBJ4MJBJNC6NLQ&Signature=cTF0GcOQokbVVhUcqsRhJB3yE4p6JA4wY4l4FdZN4m8JFn2OlebdKAT8T1ex~hbTVzPcZjD~Zv6X7ACZNVsafF87YmzwUFX8T8xrUGiCM8~-DXW-kOD5VUiGRvgEjRSxX1kP-LMJx8-PlXwCKPtn8QAHTBeXWQsTpm-HDqzwyQm740kAXHeCTwS6L5TvAvZrlK84LSdMhYz44v1fEV05GXHW9xWz6-6m7ySYFGh0Nf4hV5oQ3SdurWUjoQnGvcwhQsudCs2BkBpJ9d2EtRhEIxwQDG4gh0u1bb5If2dwag5vSBQB5I07Ri5Q3-VXU9GkIATC7MsTcVznRhm3qbzh8Q