UFI Global Exhibition Barometer (36th Ed.): 47% Report Strong Growth, AI Adoption Reaches 87%

UFI has released the 36th edition of its bi-annual Global Exhibition Barometer (January 2026), drawing on data from 378 companies across 57 countries and regions. The report reveals a positive industry outlook: 47% of respondents report more than 5% growth in domestic market activity during 2025, and 33% forecast operating profit increases exceeding 10% for 2026. AI adoption continues to accelerate, with 87% of companies now employing AI tools, a 4-point rise over six months. The top business concern remains the state of the home-market economy, followed by global economic developments and geopolitical challenges. Regarding event formats, 37% see a definite need for overall improvement, with interactivity and engagement identified as top priorities. The report covers dedicated profiles for 19 markets including Spain (pages 99-103), China, Germany, the UK and the USA.