The US trade show industry stands at unprecedented growth, driven by extraordinary ROI metrics and record attendance projections. With 13,000 annual trade shows and the US events market valued at $466 billion in 2025, exhibitions remain the most effective B2B marketing channel.
Report Highlights
• Companies report an average ROI of $20.98 for every $1 spent on trade shows.
• 81% of attendees come with the authority to buy, making trade shows unmatched for decision-maker access.
• The average cost per lead at a trade show is $112, compared to $259 for a traditional field sales call.
• Las Vegas Convention Center projects 1.23 million convention and trade show attendees in 2026, up from 1.06 million in 2025.
US Trade Show Market Size (2025/2026)
• The US events market is valued at $466.13 billion in 2025, projected to reach $651.53 billion by 2032.
• The US B2B trade show market stands at $15.8 billion in 2024, forecasted to grow to $17.3 billion by 2028.
• An estimated 13,000 trade shows take place annually in the United States.
• 52,624 trade show and event planning businesses operate in the US as of 2025, representing 5.3% growth from 2024.
• The global trade show market is expected to hit $50 billion in revenue in 2026, with a 4% year-over-year growth rate.
• The global trade show market is valued at $88.6 billion in 2026 at a 5.3% annual growth rate, with projections to reach $171.6 billion by 2032 (CAGR 14.3%)
Major US Trade Show Cities & Attendance
Las Vegas
Las Vegas: The Convention Capital
• Las Vegas Convention Center projects approximately 1.23 million convention and trade show attendees in 2026, up from 1.06 million in 2025.
• Las Vegas welcomes nearly 6 million convention attendees annually and generates $87.7 billion in total economic impact.
• Over 14.5 million square feet of event space across major venues including LVCC, Mandalay Bay, and Venetian Expo.
• SEMA Show: 160,000 attendees
• CES: 141,000+ attendees and over 4,500 exhibiting companies
• NAB Show: 61,100 attendees
• SHOT Show: 61,000 attendees
Chicago: North America’s Exhibition Hub
• McCormick Place is the largest convention center in North America with 2.6 million square feet of exhibit space.
• PACK EXPO International (Oct 18-21): 48,000 attendees, 2,600 exhibitors
• FABTECH: 42,000+ verified attendees
• Chicago Build: 30,000+ attendees, 350+ exhibitors
Orlando: Diverse Industry Showcase
• Orange County Convention Center hosts a full slate of international trade shows and professional conferences throughout 2026.
• MRO Americas (Apr 21-23): 17,000+ attendees, 1,000 exhibitors
• Over 50% of the largest trade shows in the United States are held in Las Vegas, Chicago, and Orlando.
ROI & Lead Generation
• 52% of business leaders believe trade shows provide the greatest ROI compared to other marketing channels.
• Average ROI of $20.98 for every $1 spent on trade shows.
• Cost per lead at trade shows: $112 vs. $259 for traditional field sales calls.
• Meeting a prospect at a trade show costs $142, which is $117 less expensive than meeting them at their office ($259).
• 59% of attendees make a purchase decision within 3 months of attending a trade show.
• 44% of attendees follow up with a vendor after the event.
• 3.5 average sales calls required to close a lead generated at a trade show.
• 10% conversion rate of trade show leads with proper follow-up tactics.
• Trade shows generate $15.6 billion in revenue for exhibitors annually.
• 33% of new business each year comes from trade shows for companies.
Attendee Behavior & Decision-Making
• 81% of attendees come with the authority to buy.
• 82% of trade show attendees have the power to recommend, specify, and/or make final purchasing decisions.
• 80% of attendees go to trade shows to discover new products, network, or evaluate vendors.
• 72% of attendees say trade shows influence their purchase decisions.
• 91% of trade show attendees say they get the most useful buying information from trade shows.
• 93% of trade show attendees consider trade shows to be an essential part of their buying process.
• 80% of attendees rank in-person events as their most trusted business channel.
• 70% of attendees plan their visits ahead, and 78% know which exhibitors they want to see.
• 56% of visitors are willing to travel over 400 miles to attend a trade show.
• 64% of attendees at a trade show are not current customers of the businesses exhibiting.
• The average attendee spends 5.5 hours at a trade show.
• 53% of attendees spend more than 5 hours on the trade show floor.
• 74% of attendees come to trade shows with a planned schedule.
• 68% of attendees attend trade shows specifically to see new products.
• 48% of attendees attend to network with peers and professionals.
• 35% of attendees attend more than 4 events a year.
• 46% of attendees only visit one trade show per year.
• 81% of trade show attendees research vendors before attending
Exhibitor Investment & Strategy
• 72% of exhibitors attend trade shows primarily to generate qualified leads.
• 29% of exhibitors prioritise brand exposure as their primary goal.
• On average, companies allocate 31.6% of their marketing budget to trade shows.
• 34% of event marketers reported an increase in their exhibit-marketing budget compared to the previous year.
• Nearly 40% of businesses in the US plan to increase their trade show budget in the coming year.
• 87% of attendees say interactive displays significantly impact their engagement at trade shows.
Trade Show Booth Costs & Budget Allocation
Exhibitors commit significant resources to trade show participation including the likes of trade show photo booths. On average, companies allocate 31.6% of their marketing budget to trade shows, a substantial investment reflecting the channel’s strategic importance.
Booth Space Rental Costs:
10×10 booth space:
• Small regional shows: $1,000 – $5,000
• Medium national shows: $5,000 – $15,000
• Standard 10×10 booth: $2,000 – $5,000 depending on the trade show
Turnkey 10×10 booth rental (including graphics, flooring, furniture, labor):
• Las Vegas: $10,000 – $16,000
• Philadelphia, New York, Boston: $10,000 – $16,000 (higher due to union labor)
• Chicago: $9,000 – $15,000
10×20 booth rental:
• Las Vegas: $16,000 – $33,000
• Philadelphia, New York, Boston: $25,000 – $45,000
• Chicago: $21,000 – $35,000
• San Francisco: $26,000 – $38,000
20×20 booth rental:
• Small shows: $21,000 – $43,000
• Philadelphia, New York, Boston: $40,000 – $66,000
• Chicago: $29,000 – $65,000
• San Francisco: $41,000 – $78,000
Booth Design & Construction Costs
• Simple booths: $1,000 – $5,000
• Custom booths: $5,000 – $30,000
• High-end custom booths: $30,000 – $100,000 or more
Per-square-foot pricing:
• Modular booths: $75 – $225 per sq. ft.
• Custom booths: $125 – $325+ per sq. ft.
• Booths smaller than 20×20: Approximately $300+ per sq. ft. all-in
• Booths 20×20 and larger: $200 – $300 per sq. ft. all-in, or $100,000+
Additional Costs
• Booth material shipping: $2,000 – $5,000
• Association fees: $750+ (varies by show)
• Labor costs: $100 – $250 per hour for assembly and dismantling
• Marketing budget: 8-12% of total budget
• Contingency fund: 10-15% of total budget for unexpected costs
Total estimated exhibition costs:
• Small shows: $5,000 – $15,000
• Medium shows: $15,000 – $50,000
• Large shows: $50,000 – $150,000 or more
34% of event marketers reported an increase in their exhibit-marketing budget compared to the previous year, indicating growing confidence in exhibition ROI. Nearly 40% of businesses in the US plan to increase their trade show budget in the coming year.
2026 Trade Show Trends
• 49% of trade shows in 2026 will include a virtual or hybrid component.
• 87% of large trade show organisers have adopted virtual event tech solutions.
• 84% of attendees say they want the option to attend events virtually.
• 95% of exhibitors favour “in-person” events over virtual ones.
• 63% of event organisers are planning to invest in virtual trade show events in 2026.
• 43% of trade shows use AI tools to reduce waste and energy usage.
• AI-powered matchmaking helps attendees and exhibitors identify relevant connections based on shared interests and business goals.
• Advanced event apps use AI recommendations to personalise attendee agendas and suggest relevant sessions and exhibitors.
• 50% rise in the use of eco-friendly materials in booth designs.
• 61% of attendees favour events that promote sustainability.
• 36% of exhibitors reduce printed materials in favour of digital brochures.
• 78% of organisers aim to be carbon-neutral by 2030.
A Robust Future for US Trade Shows
The US trade show industry enters 2026 with confidence and momentum. Strong growth projections, consistent ROI validation, and widespread adoption of innovative technologies position exhibitions as a cornerstone of B2B marketing strategy.
With the US events market valued at $466.13 billion in 2025 and projected to reach $651.53 billion by 2032, supported by 13,000 annual trade shows across premier destinations like Las Vegas, Chicago, and Orlando, the infrastructure and opportunity remain robust.
Sources
• Dreamcast – 50+ Trade Show Statistics & Trends for 2026 and Beyond
• Trade Show Labs – 150+ Trade Show Stats That Reveal All
• Asian Journal – Las Vegas expects record convention year in 2026
• Grupio – Event Industry Statistics 2026: Verified U.S. Data
• IBISWorld – Trade Show & Event Planning in the US – Number of Businesses
• Event Marketer – Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026
• Exponents – Top Trade Shows in Las Vegas 2026
• Exponents – Top 30 Trade Shows in Orlando
• True Blue Exhibits – Top 25 Trade Shows in Las Vegas
• Momencio – Chicago trade shows 2026: Complete guide for event profs
• Pack Expo International 2026
• Chicago Build Expo
• Orlando Car Service – Orlando Convention Centre 2026
• Umbrex – Lead Conversion Rate from the Event Analysis
• Exhibitor Online – Trade Show Trends
• EMC Outdoor – 7 Trade Show Marketing Trends That Will Define Success
• Methodex – Average Cost of Trade Show Booth in California 2026
• Exhibit Experience – Trade Show Booth Cost
• A Plus Expo – Trade Show Booth Cost Breakdown
• Doremi Event – Exhibition Booth Budget Guide
• LinkedIn – The Future of Trade Shows: What to Expect in 2026
• Art and Display – 2025/2026 Trends in Trade Show Exhibits