Source: exhibitionnews.uk

The shift towards skin-in-the-game partnerships

What the source says

“tfconnect MD Miranda Martin asks: where are the entrepreneurs hiding? This year, 2025, is about reinvention – and that means businesses need more than operators. They need builders.”

Background & context

The exhibition and trade fair industry is on a path of transformation, driven by the necessity for businesses to adapt and evolve in a changing landscape. In 2025, the emphasis is shifting from merely managing operations to fostering an environment where innovation and entrepreneurship are paramount. This change signifies a call for businesses to integrate deeper partnerships and collaboration in their operational frameworks, aligning with the evolving market demands.

What’s new

This year marks a significant pivot towards what has been referred to as ‘skin-in-the-game’ partnerships. This approach encourages participants in the exhibitions ecosystem—ranging from organizers and venues to suppliers—to invest in their collective success, thereby enhancing the quality and impact of events. There’s a greater emphasis on attracting entrepreneurial talent capable of driving this reinvention.

Why it matters for exhibitors

For exhibitors, this shift presents an invaluable opportunity. By partnering with entrepreneurs and innovators, exhibitors can harness new ideas and approaches that enhance their visibility and engagement at events. These ‘builders’ are essential for developing novel strategies that can improve attendee experience and satisfaction, making exhibitions more impactful and profitable.

Opportunities for contractors

Contractors within the exhibitions sector have a pivotal role to play as this paradigm shifts. As demand for innovative exhibition solutions increases, contractors who can provide creative and effective designs, technology integrations, and enhanced customer experiences will be in high demand. This is a chance for contractors to align their offerings with the new entrepreneurial spirit that is being embraced across the industry.

Market outlook & action checklist

• Identify and evaluate potential partners within the exhibitions ecosystem.
• Invest in training and development to cultivate entrepreneurial skills among staff.
• Explore innovative booth designs that foster engagement and interaction.
• Utilize technology to streamline operations and enhance the visitor experience.
• Stay informed about industry trends and shifts to remain competitive.

Executive Summary

• This year is pivotal for the exhibition industry, focusing on entrepreneurial partnerships.
• Businesses must transition from operators to builders to innovate.
• Exhibitors can benefit from new collaborations that enhance engagement.
• Contractors should align their offerings with the industry’s new demands for creativity and technology.
• The market outlook emphasizes proactive strategies to stay competitive.

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