Trade shows aren’t just back—they’re smarter, faster, more digital, and more valuable than ever
For years, the meetings and events industry has been peppered with cautious optimism: “Events are returning,” we said. “People still value face-to-face,” we reassured. “Hybrid isn’t replacing in-person,” we declared.
Enough already.
The latest report from RX Global, Fitting It All Together: Value-Driven Travel Exhibitions, makes one thing very clear: Exhibitions are not just recovering—they’re leading. The face-to-face model, far from being disrupted, has evolved into a powerful, data-rich, tech-integrated experience engine. And it’s time for the industry to stop treating that success like a surprise.
Hybrid Isn’t a Threat—It’s a Multiplier
RX’s numbers say it all: At the Arabian Travel Market, over 164,500 leads were generated via QR scan—more than quadrupling the figures from 2019. At World Travel Market, over 34,000 business meetings were facilitated, with digital platforms ensuring connections continued before, during, and after the show.
This is not a pivot. It’s an upgrade.
Planners and suppliers who once feared hybrid dilution are now seeing that well-integrated digital tools—like RX’s Business Builder app suite—don’t cannibalize in-person experiences. They amplify them. Face-to-face will always be the spark. But data-driven matchmaking, lead tracking, and digital follow-up turn that spark into a lasting flame.
Influencers Are the New Buyers
Another signal that can’t be ignored? The rise of travel influencers—not just as content creators but as connectors. RX exhibitions are actively integrating influencer meetups and curated media sessions into their shows. And why not? Gen Z and younger millennials are making travel decisions via TikTok and Instagram. Influencers may not hold a traditional buyer’s badge, but they absolutely hold sway.
Planners must adapt: The future of events includes creators as stakeholders. Their content extends the life of a show and magnifies its reach far beyond the show floor. Embrace that.
Experiences Are the Product Now
What people are buying has changed, too. The McKinsey-backed insights in RX’s report confirm that today’s traveler prioritizes experiences over things. Travel exhibitions—once seen as glorified trade halls—are now arenas of experiential discovery. Think wellness zones, interactive pavilions, cultural tastings, and immersive education.
Incentive and meeting planners should take note: The line between exhibition and event activation is fading. The best shows now feel like living, breathing destination samplers—and that’s exactly what today’s audiences crave.
We Don’t Need to Be Defensive Anymore
The events industry doesn’t need to hedge its bets or justify its model. Not when the data is this strong. Not when audiences are showing up—in person and online. Not when exhibitors are generating more qualified leads in four days than they did in four months of email campaigns.
So let’s drop the cautious qualifiers. The exhibition is not a relic. It’s a revenue machine, a branding platform, and a creative canvas.
As the RX report puts it, when we fit it all together—tech, talent, travel, and touch points—the value isn’t just measurable. It’s undeniable.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by Product School on Unsplash
