MATSO Meets: August – Virtual

Year Two of the B2B Exhibition Large Show Playbook: What Changed, What’s Next, and How to Plan Ahead

The largest B2B exhibitions continue to set the pace for industry performance—but how did they fare in 2025, and what do the latest results mean for organizers planning ahead?

Join your MATSO Community for an interactive review of the newest benchmarking data from large-scale trade shows. Discover where performance strengthened, where challenges emerged, and which economic, attendee, and exhibitor trends are likely to shape the year ahead. Learn which metrics matter most for setting realistic goals, how your event compares to industry benchmarks, and which indicators can help you monitor marketing and sales performance in real time.

Bring your questions, experiences, and ideas. This session is designed to spark peer-to-peer dialogue, helping organizers share strategies, compare approaches, and leave with practical insights for building a stronger event in the year ahead.

Presented by: Nancy Drapeau, IPC, Vice President of Research, IAEE/CEIR, with moderated audience discussion led by MATSO Chair Lisa Malikow, Senior Vice President, Informa Connect