The Exhibitor Advocate and EVOLIO Marketing have released their second annual research report, “The Evolving Landscape of Event Marketing: From the Perspective of Exhibit and Event Marketers,” offering critical insights into how exhibitors view the current and future state of trade shows and live events.
The report provides valuable data on exhibitor sentiment, investment outlook, and evolving engagement strategies-key considerations for show organizers, service providers, and the wider exhibitions industry.
Exhibitor Confidence Grows Despite Rising Costs
Despite ongoing cost pressures across the events ecosystem, exhibitors continue to see strong value in face-to-face marketing. According to the study, 75% of respondents rated the value of their overall event program as excellent or good, up from 67% in the previous year, highlighting growing confidence in exhibitions as a marketing channel.
Optimism around future investment is also increasing. One-third of exhibitors expect their event budgets to rise in 2026, representing a 10-percentage-point increase year over year. This signals renewed confidence in live events as a driver of business growth, lead generation, and brand engagement.
ROI Under the Microscope as Exhibitor Behavior Shifts
While commitment to events remains strong, the report reveals a more cautious and selective approach to participation. As exhibitors place greater emphasis on return on investment, 43% say they are more likely to invest in offsite activities instead of exhibiting at certain shows.
This shift highlights growing pressure on show organizers to clearly demonstrate exhibitor value. With rising costs for booth space, show services, and logistics, exhibitors are increasingly willing to reconsider participation when value, support, or measurable outcomes are unclear.
Call for Greater Collaboration Between Exhibitors and Organizers
Jessica Sibila, Executive Director of The Exhibitor Advocate, emphasized the need for stronger collaboration across the industry.
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,” said Sibila. “Exhibitors still see value in their event programs but are more willing to make tough cuts when there is little support from organizers and difficulty measuring results.
The findings suggest exhibitors are not abandoning events—but they are demanding better partnerships, transparency, and tools to justify their investment.
Traditional Event Models Face a Tipping Point
The report also indicates that traditional approaches to exhibiting are being tested. Exhibitors are looking for show organizers and service providers who understand their business objectives and can help them navigate rising operational costs while delivering measurable outcomes.
Joe Federbush, President and Chief Strategist at EVOLIO Marketing, noted that the industry may be approaching a critical inflection point.
With proving ROI under the microscope now more than ever, exhibitors, organizers, and service providers need to come together to control costs and still deliver positive business outcomes,” said Federbush. While these challenges aren’t new, they’re reaching a tipping point where exhibitors are rethinking their tradeshow strategies.
Download the Full Event Industry Report
The “Evolving Landscape of Event Marketing” report offers comprehensive data, actionable insights, and strategic recommendations designed to help exhibitors and organizers adapt to a rapidly changing environment.
Industry professionals are encouraged to download the full report and explore additional tools and resources available on The Exhibitor Advocate’s resources page to stay informed and maximize event program success.
