As we look back to #WFES2026, I’ve found myself reflecting on how much exhibition sales - and the industry around it - has changed. Not just in how we sell, but in what exhibitors expect when they invest their time, budget, and ambition into live events.
Not long ago, selling an exhibition was about location and size - much like real estate. The bigger the stand and the closer to the aisle, the better. Location really did matter most. Today, that thinking feels outdated. Exhibitors are no longer buying square metres, they’re investing in outcomes. The data backs this up. Smart organisations recognise that today’s events are about strategic engagement, not static space. In fact, 65 % of exhibitors report that trade shows help generate real leads, and those aren’t surface-level contacts, but conversations that convert into business. Around 70% of exhibition attendees are decision-makers or influencers, and over 60% of exhibitors say live events generate high-quality leads when aligned to clear objectives. When executed well, trade show participation can deliver ROI of up to 4:1. This shift has reshaped our role as sales leaders.
The best partnerships start with understanding, not price lists.
We’re no longer just selling space — we’re helping organisations design a presence that aligns with their business objectives. That might mean:
- Thought-leadership opportunities
- Integrated sponsorship packages
- Speaking platforms or content activation
- Data-driven lead strategies and tools to make these easier
- Pre- and post-event engagement, not just onsite activity
In many cases, a smaller stand with the right narrative, positioning, and engagement strategy now outperforms a much larger footprint with no clear purpose. At the World Future Energy Summit, we see exhibitions as an ecosystem, where content, community, and conversation create real value.
As we build towards 2027, the focus has shifted: helping partners move beyond presence and towards performance. Exhibition sales haven’t disappeared. They have evolved, and those who evolve with it will see the greatest impact.