The UFI Industry Partners Working Group looks at the evolving role of consultants in strengthening global exhibition markets
As the exhibitions and events industry continues its post-pandemic resurgence, consultants are emerging as essential enablers of international growth, strategic partnerships, and portfolio expansion. No longer confined to backroom advisory roles, these experts are actively shaping the future of the industry – connecting markets, driving M&A activity, and unlocking new opportunities worldwide.
Today’s consultants support clients in navigating market entry strategies, acquisition pathways, and internationalisation plans aligned with core business strengths. Armed with global networks built over decades, they act as connectors across geographies and sectors – facilitating everything from venue strategy and business development to digital transformation and talent acquisition.
The scope of consultancy work is also expanding to include policy development and public-private co-operation. In regions looking to position themselves as future hubs for B2B events, consultants are helping governments craft national MICE strategies, advising on infrastructure development, and supporting private equity firms in optimising acquisitions. Their role now spans the full value chain – from public policy to capital strategy and operational delivery.
Emerging markets: where the momentum is
As growth slows in some traditional markets, attention is shifting toward new regions that are showing strong momentum. Emerging markets in the Middle East, Southeast Asia, and South Asia are drawing increased interest due to favourable policy environments, infrastructure investment, and rising domestic demand for international business events.
Meanwhile, the Middle East – particularly Saudi Arabia and the UAE – continues its rapid rise with strategic national visions and large-scale development initiatives creating fertile ground for business events sector growth. Governments are investing in purpose-built venues and infrastructure, while opening new markets for international organisers to enter and scale.
Southeast Asia is similarly dynamic, with countries in the region rapidly expanding their event portfolios and improving their organisational and delivery capabilities. Meanwhile, South Asia continues to show strong organic growth, fuelled by increasing professionalisation of events, expanding trade demand, and a growing appetite for B2B engagement. This progress, however, is tempered by the need for greater institutional support.
North America remains a focus for investors and organisers seeking access to high-value verticals and proven formats. However, the region presents increasing challenges. Tariffs and ongoing trade policy uncertainties can complicate cross-border transactions, especially for international investors seeking entry into the American market.
In Europe, mature markets are continuing to attract capital through consolidation and portfolio optimisation strategies, with Western Europe in particular offering room for value creation among established players.
Diversification, sustainability, talent and tech: the transformation agenda
Four major trends are redefining the playbook for international growth and long-term resilience: diversification, sustainability, talent, and technology.
Diversification is top of mind as organisations seek to expand revenue sources beyond traditional square-metre sales. The focus is on creating high-value touchpoints and services – ranging from curated buyer-seller programmes, paid delegate streams, content monetisation, and premium experiences. These efforts are driving innovation and value creation across business models and event delivery.
Digital transformation is accelerating, with artificial intelligence and event tech reshaping operations. Organisers are integrating AI into everything from personalisation and predictive analytics to marketing automation and operational planning – enabling more targeted and efficient decision-making.
Sustainability has become a business imperative. Clients increasingly seek alignment with environmental, social, and governance (ESG) principles as a core criterion of their international growth. From sourcing eco-friendly venues to reducing carbon footprints and embedding circular economy principles, sustainability is transforming how events are conceived and delivered.
Talent is a growing concern across the industry. Global workforce shortages, evolving employee expectations, and competition for skilled professionals are prompting organisations to rethink how they attract, develop, and retain talent. As organisations scale across borders, they face growing demand for leadership and specialised roles, making human capital strategy more critical than ever.
Parallel to these trends is the ongoing consolidation of the market, particularly among organisers and service providers. Mergers, acquisitions, and strategic alliances are reshaping the competitive landscape, requiring clear analysis, risk assessment, and integration planning.
Conclusion
The global exhibitions industry is evolving rapidly, driven by regional momentum, technological change, and shifting stakeholder expectations. Specialised industry expertise is critical in helping organisations navigate this complexity – offering strategic insight, operational clarity, and global connectivity. In doing so, consultants are not just supporting industry transformation; they are helping to shape its future.
Many thanks to our contributors: Matthias Tesi Baur, founder, MBB Consulting-Group; Berislav Čižmek, founder & CEO, CBBS; Mark Cochrane, managing director, BSG; Robert Heinemann, founder & CEO, Heinemann Management Consulting; Florent Jarry, managing director, Stax LCC; and Sebastian Witt, senior consultant, jwc.
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