EXHIBITOR magazine's 2024 Economic Outlook Survey has painted an interesting historical picture. Our 2020 survey was conducted just before COVID took hold in the United States, and we received results mere weeks before events and trade shows started shutting down. The data captured an image of what was never to be — the average marketer expected to exhibit at 54 events in 2020 with an average trade show budget of $1.25 million. But 2020 had other plans. Cancellations and postponements became the norm, creating a ripple effect that created labor shortages and supply-chain issues that continue today. By the end of 2020, the average marketer had only participated in 10 events in 2020, and most of those took place early in the year's first quarter.

In 2022, the average marketer told us they anticipated participating at an average of 37.4 live events, which was a far cry from their 2020 plans, but proof that the industry was rebounding. Many experts cautioned events professionals not to expect the industry to return to prepandemic levels until 2023 at the earliest. Although our survey says we're not there yet, growth has been significant.

This year, a group of nearly 100 event marketers participated in our survey, revealing that they're walking the line between hope and preparedness. Many had a successful 2023, and although they aren't yet ready to double down on their success, they're not backing down either.