The trade show market - France

Since 2020, the trade show industry has faced significant challenges due to the COVID-19 pandemic, with companies in the sector experiencing an 80% loss in turnover due to event cancellations and postponements. Despite the impact, there is an ongoing transformation within the industry as trade shows become more technologically integrated and environmentally conscious, which presents opportunities for smaller event companies. The market had been highly concentrated, with a handful of players organizing almost half of all events, and the European Union, with a turnover of €39.5 billion, standing as the second-largest region after North America in terms of revenue. 

The year 2020 was particularly challenging, with a significant decline in exhibitor and visitor attendance, and a struggle to adapt to the inevitably hybridized forms of trade fairs due to the pandemic. Exhibitors have expressed the need for improvements in amenities, with significant portions of their marketing budgets devoted to trade shows, highlighting the continued importance of these events for business networking and market intelligence. Major players in the market as of publishing include Comexposium, Reed Exhibitions, GL Events, Europexpo, and Weyou Group, among others..

Market Trends and Exhibitor Dynamics in the French Trade Fair Industry

The French trade fair market has been a crucial hub for business networking and commerce, drawing significant attention from a plethora of industry professionals seeking collaboration, market entry, and partnership opportunities. Annually, the industry boasts more than 350 diverse events, setting the stage for over 230,000 exhibitors and enticing upwards of 23 million visitors. This prolific activity is primarily harnessed by experienced event organizers, with a market that exhibits a degree of concentration; approximately ten key players adeptly coordinate nearly half of the country’s trade events.

Before the pandemic in 2020, the sector was on an upward trajectory with many small event companies seizing the growth opportunities and riding the wave of increased corporate interest in trade fairs. Companies engaged in these trade events often leverage them as a platform to launch new services, break into fresh markets, or forge influential business relations. It is interesting to note that these fairs have steadily incorporated technological solutions to enhance the participatory experience, signaling a shift toward more digital and sustainable event structures.

Examining the exhibitors’ landscape further, one observes a notable dissatisfaction with aspects such as the absence of designated rest areas and extended waiting times. Quantitatively, trade shows contribute significantly to exhibitors' bottom lines, with evidence pointing towards an average of 10 euros in sales for each euro invested in participation. This high return is indicative of the pivotal role trade fairs play, particularly for small and medium-sized enterprises, which make up over three-quarters of the exhibitors and often rely on these events for substantial portions of their annual revenue.

Despite a marked decrease in visitors by roughly 3 to 4% in 2018, contrasting with a 1 to 2% uptick in exhibitor numbers, trade fairs still form an integral part of the marketing mix for many companies. The loyalty among exhibitors is strong, with a reported 76% having attended previous events, highlighting the consistent draw and potential of trade fairs within the industry's demand dynamics. In conclusion, the French trade fair market is an ecosystem that facilitates industry innovation and collaboration.

Prominent Players in the Trade Show Industry: Navigating a Dynamic Market Landscape

The trade show landscape is dotted with a diverse array of companies whose roles are crucial in orchestrating the complex tapestry of events that constitute the industry. Among the notable players that stand out in this bustling market are event organizers, whose expertise in pulling off successful shows is pivotal.

• Comexposium shines as one of the veterans in event organization, renowned for its portfolio of BtoB trade fairs that cater to various industrial sectors. The company's agility in adapting to market trends and its substantial imprint on the French trade show scene is evident through the numerous exhibitions it convenes, facilitating business interactions on an impressive scale.
  
  
• Reed Exhibitions is another heavyweight in the realm of trade shows, commanding a global presence with a rich heritage of curating large-scale professional gatherings. The broad spectrum of events organized by Reed Exhibitions draws participants from diverse industries, thereby fortifying its status as a beacon for companies seeking expansion and networking opportunities.
  
  
• GL Events, with its forte in not only organizing trade fairs but also offering a suite of event services, holds a formidable presence in the industry. The company’s multifaceted operations enable exhibitors to streamline their participation in trade fairs through integrated service provision, embodying the role of a full-service facilitator in the events domain.
  
  
• Smaller yet significant actors like Europexpo demonstrate the industry's inclusivity, by efficiently orchestrating trade fairs tailored to specific niches. These smaller organizers infuse the market with innovation and dedicated attention to segment-specific exhibitions, enriching the overall diversity of trade fairs available to businesses.
  
  
• Weyou Group stands out by carving its niche within the trade show ecosystem. This group distinguishes itself through its commitment to personalizing the exhibitor experience and maintaining a close-knit atmosphere at events that foster deeper engagement and meaningful business connections.
  
  
• Not to be overlooked are the stand producers, such as Stand Op and Himalaya Expo, whose craftsmanship plays an integral role in bringing exhibitor visions to life. Transcending mere construction, these companies deliver bespoke and modular stands, articulating brand narratives in the three-dimensional space of a trade fair.

In summary, the market players in the trade show industry, from expansive organizers to specialized stand producers, collectively forge the vibrant and dynamic environment that trade fairs are known for. Their respective positions, expertise, and contributions to the industry are indispensable, ensuring that trade shows continue to serve as critical hubs for businesses to thrive and prosper.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 25/01/2022

Summary and extracts

List of charts

• Geographical distribution of the turnover and number of exhibitors in the exhibition sector
• Geographical distribution of the turnover of the exhibition sector
• Share of turnover achieved by companies compared to 2019
• Turnover development of the trade fair sector
• Main countries of origin of foreign exhibitors and visitors
• Number of annual trade fairs and exhibitions attended by exhibitors
• Size of companies participating in trade fairs and exhibitions
• Percentage of companies generating more than half of their annual turnover from trade fairs, according to the share of their marketing budget
• Share of the exhibition budget in exhibitors' marketing budgets
• Ranking of the most important reasons for exhibitors at a trade fair
• Main sectors renting space at trade fairs
• How has the cancellation of events (trade shows and fairs) affected your business?
• When do you expect trade fairs and exhibitions to return to their pre-covid level?
• Main reasons for exhibitors' dissatisfaction
• Percentage of exhibitors who feel that the solutions mentioned have improved their exhibition experience
• Share of expectations in terms of event responsibilities
• Breakdown of trade fair revenues by type of event
• Breakdown of the number of trade shows organized, by company
• Breakdown of exhibition park sales
• Breakdown of trade show participation costs
• Turnover index of the congress and trade show organisation market in value
• Turnover flow of exhibitors participating in trade fairs
• Sales index for shopfitting in value terms
• Market share of total turnover of stand production agencies
• Ranking of the largest exhibition spaces
• How do you think virtual events compare to physical events when you have to evaluate