Event Industry Report Finds Exhibitors Optimistic, butIncreasingly Selective About Where They Exhibit
New research from The Exhibitor Advocate and EVOLIO Marketing shows strong confidence in event marketing, alongside rising pressure to prove ROI and control costs.
The Exhibitor Advocate and EVOLIO Marketing released their second annual research report, “The Evolving Landscape of Event Marketing: From the Perspective of Exhibit and Event Marketers.” The study captures how exhibitor sentiment is shifting—and what organizers and industry partners can do to keep the show floor valuable for everyone involved.
The findings paint a clear picture: exhibitors remain committed to events, even as budgets and service costs continue to climb. Seventy-five percent (75%) of respondents rated the value of their overall event program as “excellent” or “good,” up from 67% last year. Optimism around investment is also increasing, with one-third of exhibitors expecting higher event budgets in 2026—a 10-point increase year over year.
At the same time, exhibitors are becoming more selective and more ROI-driven. As measurement and justification take center stage, 43% of respondents said they would rather hold offsite activities than exhibit at certain events. That shift signals a growing need for organizers to clearly demonstrate value, provide stronger support, and help exhibitors connect show participation to measurable business outcomes.
“This data reinforces what we hear from exhibitors,” said Jessica Sibila, Executive Director of The Exhibitor Advocate. “The high cost of show services in exhibiting continues to get worse and drives demand to show organizers to provide additional value. Exhibitors continue to see value in their event program and are more willing to make cuts and tough choices when there is little support from show organizers and difficulty measuring results.”
Joe Federbush, President and Chief Strategist at EVOLIO Marketing, echoed the urgency: “With proving ROI under the microscope now more than ever, exhibitors, organizers, and service providers really need to come together and come up with solutions to control costs and still show positive business outcomes… it seems to be reaching a tipping point where more exhibitors are second guessing their approaches to tradeshows and their strategies behind it.”
Get the complete Event Industry Report for the data, insights, and strategies exhibitors and organizers can use to strengthen event performance. You can also visit The Exhibitor Advocate resources page for tools and guidance focused on exhibitor success.
About The Exhibitor Advocate
The Exhibitor Advocate is the only nonprofit association wholly dedicated to trade show exhibitor success. We amplify the voice of exhibitors to support the long-term success of exhibitions and events by collaborating with all stakeholders to promote open communication, consistent standards, and industry best practices.
About EVOLIO Marketing
EVOLIO Marketing helps organizations transform events through data-driven decision-making and comprehensive analytics. Their platforms support end-to-end solutions—from strategic planning and research to staffing and training—helping exhibitors, sponsors, organizers, and agencies deliver exceptional event experiences.