WHAT EXHIBITORS WANT IN 2026
INTRODUCTION: A NEW DECADE OF EXPECTATIONS FOR EXHIBITORS
As we approach 2026, exhibitors around the world are demanding deeper value, smarter technology, more targeted buyers, and measurable ROI from exhibitions. Gone are the days when footfall alone defined the success of a trade show. Today’s exhibitors expect a strategic marketplace—an environment where business meetings are intelligent, branding is impactful, and every touchpoint is designed to facilitate conversion.
Exhibition Globe’s research team spoke with over 250 global exhibitors and organisers from sectors such as food, packaging, electronics, manufacturing, beauty, construction, retail, medical, EV, textiles, and consumer goods. Their insights reveal a dramatic shift in expectations and define what 2026 will look like for the global exhibition industry.
1. EXHIBITORS WANT MORE QUALIFIED BUYERS, NOT JUST FOOTFALL
One of the strongest global insights from 2025– 26 is the shift from quantity to quality. Exhibitors are increasingly vocal about the need for high-intent buyers rather than casual footfall. Many exhibitors shared that despite large visitor numbers at major exhibitions, only a small segment consists of genuine decisionmakers. In 2026, exhibitors expect organisers to curate and screen visitors more effectively through pre-registration filters, industry verification, and AI-driven interest profiling. With budgets rising by 15–20% year-on-year, exhibitors are determined to maximise ROI and are willing to invest more only when they see a strong pipeline of authentic buyers.
2. AI-POWERED MATCHMAKING IS NOW A NON-NEGOTIABLE FEATURE
Across every region—Europe, UAE, India, Singapore, China, and the U.S.—exhibitors emphasised that AI matchmaking has become essential for a successful event. Exhibitors want systems that predict visitor behaviour, preidentify relevant buyers, and automatically schedule meetings. Manual matchmaking or random walk-ins are no longer enough. Exhibitors expect:
- Predictive lead scoring
- Interest-based visitor recommendations
- Automated meeting slots
- Conversion probability dashboards
Many exhibitors reported 30–40% improvement in lead quality at shows that used advanced matchmaking tools. In 2026, organisers who fail to implement AI-driven matchmaking risk losing global exhibitors to more advanced venues and markets.
3. EXHIBITORS EXPECT STRONGER DIGITAL SUPPORT & PRE-EVENT MARKETING
Exhibitors repeatedly mentioned the need for aggressive pre-event marketing, especially digital outreach. They want organisers to promote individual exhibitors through:
- Social media spotlights
- Industry-focused newsletters
- Paid buyer acquisition campaigns
- Geo-targeted advertisements
- Pre-event mobile app engagement
According to the exhibitors surveyed, over 60% of exhibition leads now happen due to pre-event digital visibility, not just booth visits. In 2026, exhibitors expect organisers to function like media companies—building digital excitement before the show begins.
4. EXHIBITORS DEMAND HIGHER-QUALITY VENUES & SMART INFRASTRUCTURE
From Dubai World Trade Centre to Singapore EXPO and Shanghai NECC, exhibitors prefer smart venues that offer:
- seamless Wi-Fi
- Climate-optimised halls
- Contactless entry
- RoT-based crowd monitoring
- Easy logistics
- AI-powered navigation
- Smart parking solutions
Exhibitors also expect smoother build-up and breakdown, better loading bays, more manpower support, and stricter safety standards. Poor venue infrastructure is one of the top reasons exhibitors avoid certain markets.
In 2026, exhibitors expect organisers to prioritise venue intelligence over sheer size.
5. ROI TRANSPARENCY: EXHIBITORS WANT DATA, REPORTS & ANALYTICS
The era of guesswork is over. Exhibitors want measurable, data-backed ROI from exhibitions. They expect organisers to provide:
- Detailed footfall analytics
- Heatmaps of visitor engagement
- Session attendance reports
- Lead-source breakdown
- CRM-integrated lead capture systems
- Real-time booth performance dashboards
Data is now the most valuable element of the exhibition business. Exhibitors are clear: Without analytics, an event cannot justify premium pricing.
6. SUSTAINABILITY IS BECOMING A PRIORITY FOR GLOBAL EXHIBITORS
International exhibitors—especially from Europe, Japan, South Korea, and the
UAE—are increasingly demanding sustainable booth designs, modular constructions, recyclable materials, and zero-waste event practices. Many multinational companies now have internal guidelines restricting waste, plastic usage, and carbon emissions. Exhibitors expect organisers to enforce sustainability rules and provide ecofriendly alternatives for booth building. With global regulations tightening in 2026, sustainability will become a mandatory expectation, not just a nice-to-have feature.
7. EXHIBITORS WANT INTERACTIVE & IMMERSIVE EXPERIENCE ZONES
Exhibitors around the world believe that traditional booths no longer attract newgeneration buyers. Instead, they want immersive experiences through:
- Mixed reality product demos
- Holographic displays
- Interactive touchscreens
- Live sampling counters
- Experiential storytelling zones
In sectors like automobiles, EV, food, packaging, and electronics, exhibitors have seen a 20–30% rise in booth retention time when immersive technologies are used. This trend will accelerate in 2026 as brands invest more in experiential marketing.
8. EXHIBITORS WANT MORE SUPPORT WITH LEAD MANAGEMENT & FOLLOW-UP
A significant portion of exhibitors expressed frustration with scattered lead management. They want:
- AI-based lead qualification
- Automated follow-up reminders
- Post-event sales funnels
- CRM syncing
- Centralised lead repositories
Many exhibitors lose 40–50% of leads due to poor follow-up processes. Exhibitions that integrate AI-driven post-event lead systems are expected to deliver dramatically higher ROI in 2026.
9. EXHIBITORS EXPECT STRONGER INTERNATIONAL BUYER PROGRAMS
Exhibitors, especially in UAE, India, Singapore, and Germany, expect organisers to deliver highquality international buyers who are prescreened for purchasing power. Preferred categories include:
- Importers
- Distributors
- Large retailers
- E-commerce leaders
- HoReCa buyers
- Government procurement teams
- Manufacturers
Global exhibitors believe that VIP buyer programs should be expanded to include sponsored travel, curated buyer lounges, exclusive networking sessions, and prescheduled B2B meetings. Exhibitors are willing to pay premium booth rates if they are assured of targeted, structured international buyer engagement.
10. EXHIBITORS WANT SEAMLESS OPERATIONS & BETTER LOGISTICS
Logistics delays, build-up inefficiencies, power supply issues, and safety gaps are top complaints among exhibitors. In 2026, exhibitors expect:
- Guaranteed power stability
- Faster booth inspection
- Reliable freight handling
- More loading docks
- Early access windows
- Safety guides and compliance support
Exhibitors emphasised that the smoother the operations, the more likely they are to return to the next edition. Operational excellence is now a critical retention factor for organisers.
CONCLUSION: EXHIBITORS WANT A SMARTER, MORE STRATEGIC, ROI-FOCUSED EXHIBITION ECOSYSTEM
The expectations for 2026 are clear: exhibitors want better buyers, better technology, better venues, better sustainability, and better data. They want exhibitions to evolve into intelligent business engines—platforms that connect them to the right buyers, automate engagement, enhance their brand experience, and deliver measurable results. Organisers who adapt to these expectations will drive strong growth, while those who remain stuck in traditional models risk losing exhibitors to more advanced markets. The global exhibition economy is shifting rapidly, and the exhibitors of 2026 are demanding a new standard—one built on intelligence, innovation, and impact.
