The European Major Exhibition Centres Association (EMECA) expects revenue growth, it was made clear at the association’s 2026 Spring General Assembly held at Excel London on 13 May.

EMECA president Elżbieta Roeske underlined the strategic importance of the exhibition sector: “Based on the EMECA Members’ updates during this General Assembly, we can affirm that the exhibition industry is a very robust industry even it these times of multiple challenges and uncertainties.”

EMECA members’ businesses were proving highly resilient, the Assembly heard, however, challenges indentified included rising costs squeezing the operational margins of exhibition venues and organisers and higher costs for travel, which are altering exhibitors’ and visitors’ booking and spending habits.

Nevertheless, the appetite to meet in person is even stronger, the delegates affirmed, as exhibitions and events provide expert platforms for all sectors and create trust among the attendees. EMECA members say they are attracting a high number of new shows and other events at their home venues, as well as abroad.

Members said they were leveraging cross-selling opportunities. Additionally, the intensive diversification of portfolios beyond trade fairs and congresses towards sports and entertainment continues at fast pace.

EMECA members are expanding their service offerings, especially digital service offerings, to boost sales, investing in digitalisation, data optimisation, artificial intelligence, and cybersecurity.

Members also reported upgrading venue infrastructure for better energy efficiency and smart logistics management to reduce traffic and encourage public transport.

EMECA’s BELA Award 2026, which recognises the best exhibition launch of the previous year, was presented to PRIVEL, an exhibition organised by IFEMA Madrid, Spain. This B2B exhibition fulfilled all the criteria that EMECA supports through the BELA Award for new and innovative projects.

PRIVEL is a trade fair dedicated to private label, held for the first time in Madrid in November 2025. The concept leverages on a sector that holds a dominant position in the Spanish market, with an expansion trajectory across Europe and Latin America, with the strategic intent to establish Madrid as a leading B2B hub for the industry.

PRIVEL team was able to broaden its reach beyond its natural trend in the food sector, to attract a meaningful proportion of non-food exhibitors and the jury was impressed by the show’s numbers: 269 exhibitors, across 4,200 net square metres, welcoming 4,800 visitors, and excellent revenue results.