To kick off the new year, TSNN sat down with some of our industry’s most well-respected leaders to gain insights into what we can expect for trade shows in 2025. While none of them claimed to have a crystal ball in their back pocket, their extensive experience in producing impactful, high-quality events for growing audiences has convinced us that these consummate professionals know what they’re talking about.  

In this first installment of our series running throughout the month of January, we spoke to RX North America President Fernando Fischer and Informa Markets, North America President Nancy Walsh, who shared their expectations for their events and the industry in the coming year. 

Fernando Fischer, President, North America, RX

What are your predictions for the North American trade show industry in 2025 in terms of attendance, exhibitors, and revenues? 

The North American trade show industry is on track for a solid 2025. While attendance numbers may remain relatively flat compared to pre-pandemic peaks, what we’re seeing is a much more qualified and engaged audience. Companies are being more intentional about who they send to events, which elevates the overall quality of participation. For exhibitors, “new” continues to be the key; they are prioritizing innovative solutions and new ways to connect with their customers.    

From a revenue perspective, we’re optimistic. Participation costs—whether for attendees or exhibitors—remain a critical value proposition. Events continue to deliver unmatched ROE (return on experience) when it comes to connecting businesses to qualified leads and driving commercial success. At RX, we’re confident the year ahead will be one of growth and opportunity for the industry.   

What will be your organization’s biggest focuses next year? 

Our strategy is clear and focused for 2025. First, we are heavily focused on talent development. Rather than concentrating solely on company-specific goals, we’re invested in growing the overall capabilities of our teams, ensuring they are equipped to innovate, lead, and thrive in a rapidly changing industry.   

We are also committed to enhancing the customer experience for both exhibitors and attendees. One area we’re investing heavily in is improving what we call the “exhibitor last mile,” those critical final 30 days where exhibitors often need the most support. We aim to enhance our services and communication during this window to ensure a seamless and successful experience for them. 

Another priority is helping exhibitors and attendees connect better leading up to the event, at the show, and once they have returned home. It’s no longer enough to rely on long-standing relationships; we have created and will continue to create several digital solutions designed to unlock opportunities for growth and connection by helping our customers meet new, emerging buyers and markets.   

What are you most excited and concerned about going into 2025? 

What excites me most about 2025 is the opportunity to evolve and elevate the attendee and fan experience at our events. Reimagining the attendee’s journey—from the moment they discover our brand or decide to register to the time they leave the floor—will be a game-changer for our shows. Personalization, streamlined journeys, and making our events a place of “can’t miss” value will all play a big role.   

While there’s plenty we could worry about, the majority of [our concerns] are elements we can’t control. Rather than worry, we are staying aware but focusing on what we can control—executing our strategy, developing our talent, and delivering value to our customers. Monitoring these external factors is, of course, necessary, but the foundation we’ve built at RX keeps us well-prepared to navigate any challenges.   

At the core of everything we do, we want to enjoy the ride. The energy, connections, and collaboration that come from bringing people together in the B2B & B2X space is inspiring, and it’s a privilege to help drive that innovation forward for another year. 

Nancy Walsh, President, Informa Markets, North America

What are your predictions for the trade show industry in 2025 in terms of attendance, exhibitors, and revenues? 

In 2025, the trade show industry will continue to adapt to a rapidly evolving landscape. I think we are past the rebound phase, and at a point where attendees and exhibitors alike will place increasing importance on ROI, with more demand for curated experiences and measurable outcomes.  

Revenues are expected to grow steadily, fueled by targeted investments in technology, global expansion, and enhanced customer experiences. However, this growth will require our industry to focus on differentiation and alignment with evolving customer needs. 

What will be your organization’s biggest focuses next year?  

We have to place increasing value on delivering ROI for our exhibitors, which means prioritizing attendee acquisition and enhancing the attendee journey by providing personalized, high value engagements before, during, and after the events. Buyer density and quality attendance are key drivers of focus moving into 2025. This means adopting a highly strategic approach to attendee acquisition, elevating their experience through premium services, tailored networking opportunities, and personalized content, which I believe will become critical in fostering loyalty and maximizing ROI.   

We will also be focused on sponsorship and working closely with high-value sponsors on bespoke sponsorships that meet their needs. We will be focused on analyzing and optimizing our sponsorship strategies, both endemic and non-endemic, and transitioning from a product-led to an outcome-led approach.  

What are you most excited and concerned about going into 2025? 

I’m excited about the growing adoption of curated customer experiences, creating more meaningful and impactful connections between buyers and exhibitors. Customer experience is key for us to be able to price for value and grow the value and relevance of our shows.  

I’m also encouraged by the prospect of global expansion and bringing established brands to new markets, unlocking new potential for our communities in key regions worldwide, and the value of leveraging advancements in AI to improve marketing efficiency, optimize sales processes, and create tailored content.  

There are a lot of unknowns right now that we will need to navigate as we enter 2025. In addition to rising expectations from our customers, and the challenge in sustaining visitor growth and loyalty, there are economic and geopolitical factors that could really impact the way that we do business. From tariffs creating market access challenges to supply chain disruptions and the need for sourcing and labor diversification, we face a complex array of issues that demand careful consideration and agility. However, I’m confident in our industry’s ability to navigate these challenges and continue to deliver meaningful value for our communities, and the economy at large.  

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