How the Exhibit Dollar is Spent

CEIR Reports

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Published: 2/16/2026

Exhibitor direct spending on products and services for exhibiting at U.S. B2B exhibitions represents a $30 billion industry1. What’s behind that big number?

This report breaks it down. It details how exhibitors allocate their budgets across key expense categories and provides a snapshot of what they expect to ramp up, or scale back in 2026. The analysis highlights how spending patterns vary by marketing budget size and other relevant demographics.

The report also outlines exhibitors’ plans for their 2026 exhibit properties. These insights offer valuable industry benchmarks for exhibit program managers to compare how they allocate spending. It also provides valuable insights for organizers and industry suppliers seeking to understand current and future spending practices.