Show of resilience
The success of UK trade shows is contributing to a surge in growth in the UK exhibitions industry, according to new research released by the Events Industry Alliance. Describing the sector as having displayed resilience and creativity despite a tough economic climate, the report indicated that the industry was on a promising post-BREXIT, post-pandemic path as of 2023 onwards.
The report was compiled from data collected from SASIE – the size and scale index used to assess the performance of UK business sectors. In direct comparison with 2022, last year showed growth in the total number of exhibiting companies per event (an increase of 16 per cent), the size of exhibitions themselves (over half are now 8000 sq m or more) and the number of visitors frequenting the events.
“It’s hugely promising that the UK’s exhibition industry continues to showcase growth and resilience,” says Ian Taylor, managing director for exhibitions at the NEC Group. “The trade generated from the thousands of exhibitions that take place every year across the UK proves that our industry is a successful key driver of economic activity, and it’s encouraging to see the demand for face-to-face exhibitions in both the trade and consumer markets grow year-on-year.”
Along with London venues the ExCeL and the Olympia and Scottish venue the SEC, the NEC (pictured) is one of the industry’s four major players, hosting around half of all UK trade exhibitions between them. The big four are regular destinations for exhibition stand designer and builder Smart Display, which installs stands all over the UK and overseas for the full spectrum of UK industry.
“There has been a definitely upturn in enthusiasm for exhibitions since the dark days of the pandemic,” says Smart Display’s marketing executive Christina Chambers. “Virtual events kept networking ticking over while real interaction was banned but, as soon as restrictions lifted, there was a renewed appreciation across all sectors for face-to-face interaction and all of the benefits that trade events bring. It’s clear in the aisles that footfall is up at the events we attend, and feedback from our clients indicates that visitors are serious, sales are strong and – with the right stand – our exhibitors can leave with an abundance of leads to see them through the next year and beyond.”
In total there were 6.92 million visits to trade shows throughout 2023, as professionals sought to connect with suppliers within a highly targeted sector-specific environment. And, following a strong start to 2024, it’s indicative that figures will continue to rise as the exhibition industry goes from strength the strength.
“At the end of the first day of the Executive Hire Show we were already 20 per cent up on last year, and that was already a record year for us,” said John McGhee, group marketing manager for the Hire Supply Company, speaking at the Coventry Building Society Arena in February. And it’s a success that he partly attributes to his exhibition stand, which was designed and build by Smart Display.
“We took our stand even higher this year and it was the first thing that customers saw when they walked into the hall. It was the perfect platform from which to showcase our new range and gather feedback on potential new launches before we put them into production. This is something that we can only do at a trade show where customers are out in force, focused and in the zone, and it something we can only do with that right stand. That’s why we have already committed to have Smart Display build our stand again when we return next year.”
If you want to see how trade exhibitions can boost your business, talk to us first. We can take your creative vision and make it a reality wherever your next event may be.
