As the calendar year comes to a close, business owners and event organizers can look back on 2024 as a landmark year for trade shows and outdoor events. Trade shows—a cornerstone of many industries—have experienced a remarkable resurgence, solidifying their place as an essential part of networking, brand promotion, and business growth.
Trade Show Boom Across Major Cities
This year’s trade show calendar was nothing short of extraordinary. Las Vegas, Orlando, Chicago, and other major convention hubs reported near-record levels of activity, hosting events spanning industries from technology to food service and beyond. Not only did these cities see an influx of events, but they also faced logistical challenges due to the sheer volume of bookings.
In Las Vegas, the trade show capital of the United States, the schedule became so crowded that several large events had to reschedule or relocate to avoid conflicts. According to Julie Smith, Director of Event Management at the Las Vegas Convention Center, “We’ve never seen demand like this before. It’s a clear sign of how much businesses value face-to-face interactions.”
Trade Show Attendance: Pre-Pandemic vs. 2024
To understand the scale of this year’s revival, consider the numbers. Pre-pandemic trade shows in 2019 attracted approximately 35 million attendees in the U.S., according to data from the Center for Exhibition Industry Research (CEIR). After a sharp decline in 2020 and a slow recovery in 2021-2022, attendance figures have nearly returned to pre-pandemic levels. Preliminary estimates suggest over 33 million attendees nationwide in 2024—a testament to renewed interest and confidence in in-person events.
One notable example was CES 2024, which attracted over 138,700 attendees according to an official audit, marking a 20% year-over-year surge. The event featured 3,200 exhibitors, showcasing groundbreaking innovations and fostering meaningful business connections.—a significant increase compared to 2023’s figures. Karen Chupka, CES’s Executive Vice President, remarked, “The energy on the show floor was palpable. Businesses are back and ready to innovate.”
Major Shows Extend the Season
Typically, the trade show season peaks in spring and fall. However, 2024 saw an extended calendar, with major shows running well into December. This extended season allowed businesses to capture additional opportunities, further fueling the industry’s recovery.
Several notable trade shows occurred later in the year, underscoring the industry’s continued growth:
- MJBizCon 2024: Scheduled for December 3–6, 2024, at the Las Vegas Convention Center, MJBizCon is a leading event in the cannabis industry. It attracts a wide array of attendees, including buyers, retailers, business professionals, and end-users. Exhibitors have the opportunity to showcase innovative products and cutting-edge technologies to targeted prospects.
- LDI – The Entertainment Technology Show: Taking place from December 8–10, 2024, at the Las Vegas Convention Center, LDI brings together industry leaders, manufacturers, and professionals from the live entertainment, design, and technology communities. With over 10,000 attendees and 350 exhibitors from more than 85 countries, this event offers unparalleled exposure and opportunities for networking and business development.
- International Council of Air Shows Annual Convention (ICAS): Held from December 9–12, 2024, at the Paris Hotel in Las Vegas, ICAS is the essential destination for professionals in the aviation and air show industry. This annual event serves as a premier platform for exhibitors to showcase their latest innovations, services, and technologies to an engaged audience of industry leaders and decision-makers.
These events highlight the extended trade show season in 2024, providing businesses with additional opportunities to connect with audiences and showcase their offerings.
Challenges and Opportunities
While the increased demand has been a boon for the trade show industry, it has also presented challenges. Overbooked venues have forced organizers to think creatively, sometimes shifting event dates or locations. In some cases, exhibitors faced longer lead times for securing booth spaces and higher costs for travel and accommodations due to the heightened demand.
For vendors and exhibitors, this has underscored the importance of early planning and partnering with reliable sourcing providers for event materials. From custom canopies and flags to branded backdrops, having high-quality, durable equipment is essential for making an impact in crowded exhibit halls.
Lessons Learned and Looking Ahead
The success of 2024’s trade shows serves as a reminder of the enduring value of face-to-face interactions in business. Virtual alternatives may offer convenience, but they can’t replicate the personal connections, spontaneous networking opportunities, and hands-on experiences that in-person events provide.
As we look ahead to 2025, the trade show industry shows no signs of slowing down. With lessons learned from this year’s challenges, organizers and exhibitors are better equipped to navigate the growing demand for live events. For businesses looking to make their mark, now is the time to strategize for an even bigger presence in the coming year.
Final Thoughts
2024 was a banner year for trade shows, with bustling calendars, packed venues, and record-breaking attendance signaling a strong recovery for the industry. For business owners who rely on these events to showcase their products and services, the year’s success offers not just a return to normalcy but a springboard for future growth.
Whether you’re a seasoned exhibitor or preparing for your first trade show, the lessons of 2024 highlight the importance of preparation, adaptability, and making the most of every opportunity to connect with your audience. Here’s to an even brighter future for trade shows and the industries they serve.
