AMR International Looks at Exhibition of the Future

Author: Michelle Russell       

AMR International’s “The U.S. Exhibitions Industry — Developments and Opportunities for Organizers” white paper, updated in 2019, points the way to the next generation of exhibitions.

In the table below, AMR sets out the attributes of U.S. trade shows in general and estimates their current evolution toward Exhibitions 2.0.

The good news spotlighted in AMR International’s white paper is that the U.S. exhibitions market remains attractive — a forecasted continuing compound annual growth rate of 3.5 percent through 2022. Of concern, according to the event strategy consulting company, which published the white paper in July, is a 3-percent decline in attendee numbers across the sector in 2017. That attendee decrease indicates that events must continue to serve the ever-evolving needs of attendees to deliver a return on their time (RoT), and spotlights the need for organizers to embrace change in the design of their events — no longer can they “copy/paste” last year’s event and expect success. AMR proposes an Exhibitions 2.0 model above as an opportunity for exhibit organizers to achieve sustainable growth.