In a context marked by rising costs and pressure on company budgets and employee travel, the question of return on investment (ROI) for trade shows has become central, both for exhibitors and international visitors. The Promosalons Think Tank in December 2025 was devoted to this strategic reflection and brought together some thirty trade show organisers to share feedback and discover the results of a survey conducted among Promosalons delegations from 25 countries.
As an introduction to this topic, the findings of the UFI’s Channel Insights Report 2025 paint a fairly positive picture for international trade fairs. Overall satisfaction indicators remain higher than pre-pandemic levels and exhibitors’ participation objectives are being achieved more successfully, indicating that exhibitors are getting more out of events. Faced with high costs and reduced budgets, exhibitors have become more selective and favour quality interactions over volume.
ROI for exhibitors: indicators and tools to maximise their participation
Focusing specifically on the ROI of international exhibitors, the survey conducted among Promosalons delegations from 25 countries shows that the most important quantitative indicators for exhibitors are, in order: the number of orders or contracts, the number of qualified contacts/leads, the number of visitors to the stand, the number of partnerships formed, daily attendance (important for trade shows lasting several days), the number of people attending demonstrations or workshops, and the number of media contacts. Qualitative factors include brand awareness and visibility, access to new markets/countries, the quality of international visitors, and the image and reputation of the trade fair.
In terms of costs, the most significant items are those related to the exhibition itself (rental of space and stands, fittings and services), followed by accommodation and transport costs, then entertainment and events organised by exhibitors. For international exhibitions, transport and logistics costs can be significant, but are sometimes partially offset by subsidy programmes available to companies in certain countries. For exhibitors from distant countries, the trade fair represents a significant investment and the ROI sometimes only comes in the very long term.
To help exhibitors maximise their ROI, trade show organisers offer highly valued tools and services. Matchmaking programmes, which enable exhibitors to identify and meet qualified visitors before and during the event, are becoming increasingly popular at trade shows, and the integration of AI is making them more targeted and effective. Visibility tools offered to exhibitors (showcasing their new products, speaking engagements, themed itineraries, etc.) can also help them achieve their brand awareness goals.
ROI for visitors: relevance of meetings and comfort during visits
As for international visitors, although the cost of attending the trade show is lower, their travel must also be justified and optimised. Beyond the number of exhibitors present, it is above all the opportunity to meet exhibitors – and even other targeted visitors (from a specific country or sector) – that ranks highest among their objectives. The presentation of innovations or the content on offer is of greater interest to visitors from nearby countries than those from distant countries. International visitors are also sensitive to the representativeness of the international offering, the way in which exhibitors welcome them to their stands, and the quality of the meetings.
The programmes for top buyers invited to the show, the tools to help them prepare for their visit, and personalised communication are also factors that help to optimise their participation. The most appreciated services are networking evenings, informal and friendly meetings, off-site visits, dedicated spaces and rest areas, and transport facilities. The further visitors travel to attend, the more they appreciate a comfortable visit and personalised support.
Collaboration and communication: a strategic challenge for international targets
Promosalons delegations promote trade shows to exhibitors and visitors in their countries. They are essential communication channels and offer personalised services to best satisfy international clientele. Providing them with content targeted at their market and country in order to personalise the content, training them to better inform participants about the tools offered by the trade shows, and enabling them to closely support foreign companies are key factors for successful international participation in the trade show.
Thanks to emerging technologies, particularly AI, ROI tracking tools are more powerful and aim to improve networking, offer tailor-made services and enhance the participant experience. Ultimately, however, it is the human relationship and strategic collaboration between trade show organisers and exhibitors (who should be considered true partners) that will ensure the long-term success of professional events. ROI must therefore incorporate qualitative, relational and strategic dimensions, which may vary according to market and company profile.