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Top 3 Trade Show Trends To Look Out For



The COVID-19 pandemic greatly impacted trade shows in 2020 and 2021. However, since 2022, trade shows have been gradually returning, with full recovery anticipated by late 2023 or early 2024.


While you might be eager to reengage in trade shows, it's essential to carefully plan your comeback. Consider how trade shows align with your digital marketing strategy, the products or services you aim to promote, and your overall objectives or expected outcomes from the event.


Trade show marketing, an extension of digital marketing, is ever-changing. Each year brings new trends that digital marketers need to assess and determine if they align with their business goals. Avoid adopting trends simply because they're new—remember that not all trends are beneficial for your business.


However, staying informed about emerging trends is crucial for staying ahead in the industry while keeping your marketing goals in mind.


In this blog post, we will discuss the top 3 trade show trends that we have witnessed in 2023.


#1. The Rise of Hybrid Trade Shows


At the peak of the COVID-19 outbreak, most events were held entirely online. As the pandemic situation improves, there's no reason to discard the successful virtual elements and not incorporate them in future events. In 2022, we saw the rise of hybrid trade shows that blend physical and online components. This trend has also continued in 2023. Adopting virtual aspects in a trade show can help you cut costs and promote ongoing engagement with attendees even after the event concludes. Additionally, it can boost your brand awareness by making resources accessible to those who cannot attend in-person events.


#2. Eco-Friendly Exhibition Practices


Paying attention to environmentally conscious exhibiting is crucial for trade shows in 2023. In recent years, consumers have demonstrated their concern for the planet, meaning that businesses also need to prioritize sustainability in order to attract positive attention. This strong consumer interest has compelled companies to reconsider their values and priorities.

To adopt eco-friendly exhibition methods, you can invest in adaptable or modular displays that can be reused, reducing waste. Alternatives include offering eco-friendly promotional items, printing brochures on recycled paper, or utilizing digital platforms instead of traditional printed materials.


#3. Enhanced Virtual & Augmented Reality Tech


Lastly, a crucial trend in trade shows is the growing use of technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR).

To create the most engaging experience at a trade show, you must put in significant effort, and VR and AR will help you achieve this.

You can utilize augmented reality to provide your audience with interactive product demonstrations, even if the product isn't physically present. This means that if product samples aren't ready, the product is too large to fit in the given space, or it's still under development, customers can now experience it as though it were right before their eyes.

Similarly, virtual reality allows individuals to interact with virtual environments through a simple headset. This enables you to accomplish more with fewer physical resources, making a potentially stronger impression than ever before.



In the fast-paced world of business today, it is crucial to stay ahead of your competition. Ensure that you incorporate key elements from these three dynamic trade show trends that are revolutionizing success for businesses like yours! Stay up-to-date by incorporating the most recent trade show trends into your upcoming exhibition by partnering with UltraTend. With over eight years of experience in the industry, we can provide exactly what you have been searching for.


If you seek professional advice on what could use enhancement, especially in your case, contact the UltraTend team at +44 20 3807 9480 or mail us at sales@ultratend.com!


For insights that will empower you and turn every future exhibition into a winning experience, subscribe to our daily blogs at https://www.ultratend.com/blog



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