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Both organizers and exhibitors are in a dilemma, "said Chen Xianjin, Honorary Chairman of the International Association of the Exhibition Industry (UFI), at the 2026 China Exhibition Economy Research Association Annual Conference and Exhibition Economy (Kunming) Forum, revealing the deep challenges facing the global exhibition industry. The traditional model of the exhibition economy is facing severe challenges, from logistics disruptions and cost surges to fluctuations in investment confidence and adjustments in international large order demand. However, amidst the crisis, a window of change is also opening - especially for China, which is striving to move from a "big exhibition country" to a "strong exhibition country". This round of global industrial pattern turbulence is precisely a rare strategic opportunity period.

 

Global exhibition center shift

 

Chen Xianjin stated that in recent years, the Middle East region, especially the Gulf countries, is undergoing a critical transformation from resource driven to structural reform driven. The United Arab Emirates proposes to become the "most influential gathering place for international conferences, exhibitions, and events in the world", redefining the exhibition industry - not just filling exhibition halls, but "creating the future". Saudi Arabia is vigorously developing diversified industries such as manufacturing, digital economy, tourism, and exhibitions through its "Vision 2030", with a 320% increase in the rentable area of exhibition halls.

 

International exhibition giants have responded one after another. Yingfuman has established a joint venture in Dubai, controlling two top venues and covering over 40 IT projects; Frankfurt, Cologne, Swiss MCH and other groups have also announced the expansion of the Saudi market. These trends indicate that the exhibition industry is becoming an important engine for national economic transformation, and the rise of the Middle East has injected new variables into the global exhibition landscape.

 

China: From Leading in Scale to Winning in Ecology

 

The scale of China's exhibition industry has ranked among the top in the world, but is "exhibition powerhouse" equivalent to the largest scale? The globally renowned consulting firm JWC Exhibition Consulting in Germany has proposed that simply judging heroes based on scale is outdated, and that comprehensive consideration should be given to the three dimensions of venue attractiveness, city and market attractiveness, and business ecosystem quality. The "Global Exhibition Industry Development Report 2024" released by it shows that China ranks second in the world in terms of market attractiveness, and its comprehensive strength ranks among the top ten exhibition powers in the world. JWC predicts that from 2024 to 2030, the growth rate of Asia (especially China) will be about 4.9%. The outlook for China's exhibition industry is optimistic and it will continue to play an important role in the global market.

 

Chen Xianjin pointed out that China already has the "strong institutional conditions" to build a strong exhibition country, but there are still three shortcomings that need to be addressed urgently: global resource allocation capability, localized operation capability for deep cultivation and meticulous work, and the ability to provide full process solutions. This is not only a challenge at the enterprise level, but also the key to the industry's transition from 'going out' to 'going in'

 

The window of opportunity has opened

 

The current international exhibition landscape is being reshaped, and many international exhibition groups are adjusting their strategic layouts due to factors such as geopolitical conflicts. This has opened a rare "window of opportunity" for Chinese exhibition enterprises - reducing market access costs, expanding talent acquisition paths, and welcoming a window for brand reputation building.

 

But opportunities are not a 'pie' that everyone can get. Chen Xianjin emphasized that only those enterprises that are truly willing to settle down and invest resources in localized operations, specialized services, and brand building can win the initiative in international competition. He suggested that the Chinese exhibition industry should "unite" and shorten the exploration time and cost from 0 to 1 through joint overseas expansion, resource integration, brand building, and other means, achieving a leap from the "window of opportunity" to the "door to development".

 

The exhibition industry has never been a simple venue and booth business. It is a connector of the industrial chain, a barometer of the economy, and a showcase of innovation. In today's rapidly evolving global exhibition landscape, China's exhibition industry is not only facing challenges, but also a historical opportunity to redefine its role.

 

As Chen Xianjin said, "The changes in the international exhibition landscape have opened up a rare window of opportunity for China's exhibition industry. The key is that we can complete a leap from going global to going global." This road will not be smooth, but it points to a more resilient, dynamic, and international future for China's exhibition industry. (Reporter Wang Wanying from China Economic Net)

 

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