Despite a drop in spending on tradeshows, exhibitors still plan to dedicate a third of their organization's overall marketing budget to them in 2009. According to the 2009 TSEA Exhibit Management Survey Analysis of 15,011 exhibitors, average tradeshow spending will drop 17 percent in 2009, but 33 percent of the marketing budget will go to tradeshows.
Of the budget, 36 percent goes to exhibit space cost; 17 percent goes to show services.
Spending can vary based on industry, however. Spending for medical/healthcare/pharmaceutical industry events is predicted to increase by five percent in 2009.