Outlook

The term ‘business travel’ covers the full range of professional mobility: it includes both traditional individual travel (business trips, prospecting, meetings, training) and group events, the latter falling within the MICE sector (Meetings, Incentives, Conferences, Exhibitions).

Conferences and trade shows are one of the main reasons for travel, accounting for 27% of trips according to the GBTA (Global Business Travel Association). But while the decision to participate in a professional event is based on criteria specific to each company, the global economic and geopolitical context, as well as the environmental, fiscal, security and regulatory policies of different countries, can influence the level of business travel on a larger scale.

Global business travel is growing more in value than in volume

According to the GBTA annual report, global business travel spending increased by 10% in 2024 to reach $1.47 trillion. This growth is more moderate than expected due to stabilising inflation, China’s slow recovery and the impact of regional conflicts in Eastern Europe and the Middle East. Nevertheless, all major business travel markets have now returned to their 2019 levels, with the exception of China, which remains slightly below.

Growth in global business travel expenditure will slow in 2025 due to uncertainty surrounding trade policies, but is expected to rebound in 2026, with an average annual growth rate of 6.1% between 2026 and 2029. However, these forecasts are subject to uncertainty, as they depend on trade negotiations and the geopolitical context. Despite spending reaching record levels, business travel volumes are expected to remain below pre-pandemic levels. After adjusting for inflation, spending in 2025 is expected to remain $134 billion, or 14 %, below 2019 levels, with a full recovery in real terms not expected until 2029.

Results vary from country to country:

  • The United States is the largest market for business travel, followed by China, Germany, Japan and the United Kingdom.
  • India, the UK and South Korea are among the fastest growing markets in the top 15, while Spain and the Netherlands are expected to see low or zero growth. Korea could overtake France as early as 2026.

and business sectors:

  • Trade-sensitive sectors, such as manufacturing and wholesale trade, are exposed to increased risks if trade tensions continue to escalate.
  • Service sectors such as arts and entertainment and professional services have exceeded pre-pandemic levels, with some recording an increase of more than 20 per cent in business travel expenditure.
  • Looking ahead, the mining and information and communication sectors are expected to see the strongest growth in business travel spending, while agriculture and automotive manufacturing have weaker prospects due to tariffs and reduced access to export markets..
Trade fairs are seeing a return to dynamic international attendance

According to the Paris Ile-de-France Chamber of Commerce and Industry (CCI Paris Ile-de-France)1, trade shows in the Paris region regained momentum in 2024 and during the first half of 2025.
A record number of international exhibitors
In 2024, 103,279 companies exhibited at trade shows in the Paris region, 12.3% more than in 2022 (but 4.5% less than in 2018). Trade shows welcomed a record number of 75,224 exhibiting companies (+23% vs. 2022 and +8.5% vs. 2018), including 35,615 foreign exhibiting companies (47%), which was unprecedented since 2010.
A more qualitative visitor base

In terms of visitors, trade shows in the Paris region remain a driving force, attracting 1.9 million visitors, up 6.7% on 2022, but they have not yet returned to pre-pandemic levels (-9.9% vs. 2018 with 2.1 million visitors). However, foreign visitors attended trade events in greater numbers than in 2022 (+7.4%) and accounted for 21% of total visitors.

Attendance of French and foreign visitors at trade shows in the Paris region

 202220242024 vs 2022
French visitors1 410 8711 502 494+ 6,5%
Foreign visitors377 629405 432+ 7,4%
Total visitors1 788 5001 907 926+ 6,7%

These developments have led to a decline in the ratio of visitors per exhibitor, a trend that has also been observed in Germany2. Nevertheless, although visitor numbers are slightly down, their profile is more qualitative and they come to do business.
In fact, trade shows generated €21.5 billion in revenue for companies that exhibited in Paris Île-de-France in 2024, from 4.8 million transactions between exhibitors and visitors3.

The countries most represented at trade fairs in France
According to Unimev4, at international trade shows in France in 2024, foreign visitors will account for 28% of total visitors and foreign exhibitors will account for 42% of exhibitors, a relatively stable share compared to 2018.
While European countries remain very present as exhibitors, China is the second largest exhibiting country, and Spain, Turkey and India have been particularly dynamic in recent years.

Top 15 exhibiting countries (2024)
  • 1 – Italy (14%)
  • 2 – China (13%)
  • 3 – Spain (7%)
  • 4 – Germany (6%)
  • 5 – Belgium (5%)
  • 6 – Turkey (4%)
  • 7 – United Kingdom (4%)
  • 8 – United States (4%)
  • 9 – Netherlands (3%)
  • 10 – India (3%)
  • 11 – Portugal (2%)
  • 12 – Greece (2%)
  • 13 – Poland (2%)
  • 14 – Switzerland (2%)
  • 15 – Korea (2%)

In terms of visitors, neighbouring European countries remain the main clientele attending trade shows, with the United States and China in the top 10, even though the number of Chinese visitors has decreased compared to 2018, as has the number from the United Kingdom, despite a recent recovery.

Top 15 visiting countries (2024)
  • 1 – Italy (8%)
  • 2 – Belgium (8%)
  • 3 – United Kingdom (7%)
  • 4 – Germany (7%)
  • 5 – Spain (6%)
  • 6 – Netherlands (5%)
  • 7 – United States (5%)
  • 8 – Switzerland (4%)
  • 9 – China (2%)
  • 10 – Turkey (2%)
  • 11 – Poland (2%)
  • 12 – Japan (2%)
  • 13 – Morocco (2%)
  • 14 – Portugal (2%)
  • 15 – Korea (2%)

In this overall context of change in business travel, the international trade fair segment is enjoying a positive trend. While forecasts predict a return to pre-crisis business travel volumes by 2029, trade fairs have already almost returned to their previous attendance levels and international customers are back in attendance.

To ensure the long-term development of trade shows, international promotion must include countries with high potential while targeting specific, high-quality markets to justify the return on investment (and carbon footprint) for companies.

Sources :

1 – Tourisme d’affaires, édition 2025, CCI Paris Ile-de-France

2 – Observatoire des salons européens 2024, Promosalons

3 – Selon les estimations actualisées issues de l’étude menée par Médiamétrie avec la CCI Paris Île-de-France, Unimev, la Direction Générale des Entreprises (DGE) et le Comité des Expositions de Paris (CEP)

4 – Event Data Book 2025, UNIMEV