by Audrey Sellers It’s (Trade) Show Time! Hold onto your lanyards—expositions are back. Tr ade Shows After more than a year of freezes on many trade shows, exhibitors and attendees alike are fired up to mix and mingle in person again. While the year ahead may not look like the good ol’ days of 2019, trade shows are making a comeback. This year, the trade-show industry is projected to increase by more than 22%, according to market researcher IBISWorld. By 2023, Statista, a German research and data operation, projects the global B2B trade-show market will exceed $40 billion. The trade-show business is big business in nearly every industry. An estimated 60 million people traverse trade-show floors every year, with about 13,000 trade shows taking place in the United States alone, according to a study frommarketing group Nimlock. In 2021, marketers participated in an average of about 10 regional trade shows, six national trade shows and four international trade shows, per Statista. 56 | MARCH 2022 | GROW
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