Reassessment of global exhibition markets: a new framework from jwc

The consulting company jwc presented the ranking of the top 10 exhibition markets for 2025 in the Global Industry Performance Review (GIPR) report. This 900-page document emphasizes that market size is no longer the key factor of competitiveness. Now, multidimensional aspects such as economic potential, infrastructure, and openness are taken into account.

Overall Ranking

In the overall ranking, the USA, China, and France (3rd place) lead, surpassing Germany (4th). France has benefited from momentum, while Germany suffers from declining venue utilization. An example is the relocation of the ISPO exhibition from Munich to Amsterdam. India ranks 8th, despite modest 7 million square feet across 19 venues (UFI data 2025). Its success is attributed to significant economic growth.

Segmented Rankings

Segmented rankings reveal nuances. In "Market Attractiveness," India outpaces China, followed by Brazil (6th) and Turkey (10th) — growing economies with limitations. "Quality of Business Ecosystem" is led by Singapore, with Hong Kong (5th) and the UAE (8th), thanks to strong infrastructure and regulations.

"Competitive Opportunity" is led by China, indicating growth potential in the world's second-largest economy. The top 6 includes Bahrain, Kuwait, Qatar, Oman, plus Malaysia, South Africa, and Indonesia — markets with low competition but geopolitical challenges.

Saudi Arabia and Prospects

Saudi Arabia did not make the top 10 but is growing due to the efforts of the Saudi Conventions and Exhibitions General Authority and the interest of organizers. Less than 7 years ago, the country opened up to tourism but faces regional competition.

Expert Commentary

Jochen Witt, head of jwc, noted that markets are attractive in different ways — scale, openness, or ecosystem. The new framework makes comparisons nuanced, helping organizers and destinations invest effectively.