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Going Global?
According to EXHIBITOR Magazine's 2017 International Exhibiting Survey, U.S. companies continue to look outside their borders to increase sales, generate brand awareness, and cultivate relationships with foreign prospects. By Travis Stanton
If the world is our oyster, overseas trade shows represent a veritable raw bar of opportunities. And according to the results of our 2017 International Exhibiting Survey, sponsored by the International Federation of Exhibition and Event Services (IFES), the majority of U.S. companies are bellying up to shuck their fair share. Fifty-five percent of the more than 250 American companies surveyed are currently exhibiting outside the United States, and seven out of 10 have at least tentative plans to explore foreign markets in the next three years.

Compared to research conducted by EXHIBITOR in 2015, it appears fewer U.S. organizations are pursuing international markets, but those that are seem to be committing to that investiture by targeting more overseas events than they were just two years ago.

Not surprisingly, Europe and Asia are the biggest trade show hot spots outside of North America. Canada, China, France, Germany, and Great Britain appear the most appealing to American exhibitors, followed closely by Australia, Brazil, India, Japan, Mexico, Singapore, Spain, Netherlands, and the United Arab Emirates.

Despite the fact that shipping costs and logistics represent the most significant hurdle to exhibiting abroad, a quarter of U.S. companies that exhibit at international shows still ship their booths overseas. However, more than half of U.S. companies choose rental exhibits and/or build-andburn booths for most of their international shows.

The following pages contain key data points culled from our 2017 International Exhibiting Survey. For more of EXHIBITOR magazine's research on the exhibit and event industries, visit www.ExhibitorOnline.com/research.






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