A new study has revealed that two-thirds (65%) of event industry suppliers say international and overseas markets are the biggest growth opportunity for their business.
The new findings come following a survey of event industry suppliers and service leaders at the inaugural Senior Leaders Summit, a brand-new event organised by the Event Supplier & Services Association (ESSA) and facilitated by business growth experts Pragmatiko.
Bringing together event industry leaders from across the UK, the Summit aimed to provide those with the opportunity to step back, reassess and focus on what is most important for their business whilst exploring creative solutions in the process.
While showcasing a drive to increase growth with work beyond just the UK, attendees also highlighted that growth margins remain tight, with 50% saying that cost pressures are the biggest challenge currently faced by suppliers.
When discussing ways in which these issues can be addressed, AI emerged as a common thread, with over a third (35%) of event industry suppliers saying they are actively using it in creative and design applications. Despite this, many recognised that significant opportunities remain untapped, with only 15% currently applying AI in HR and less than a fifth (just 18%) in accounting functions, areas where automation could streamline many day-to-day processes, ultimately driving more effective and efficient workflows.
Alongside discussions and brainstorming solutions to current challenges, the Senior Leaders Summit included several presentations and workshops throughout the day led by leading business professionals, including Tristan Norman, Group Director at Nineteen Group.
Speaking on the current landscape of the UK Exhibition Industry, Tristan stressed the importance of being part of the overall conversation in the creation of an event:
“We don’t want to just run events – we want to own the conversation in the sector. That’s how you create shows that matter, that’s how you grow.”
Other presentations included a look at driving sustainable growth, led by Mark Eddy and Christine Martin, founding partners of Pragmatiko.
Reflecting on the day’s events, Mark Eddy and Christine Martin said:
“In a fast-moving, low-margin market, profitable growth isn’t optional - it’s a business imperative. Our brief was to make the day really count. No fluff, no navel gazing - just a programme of challenging, thought-provoking content focused on delivering real-world business impact. From clarity on goals to sharpening up strategy to aligning and inspiring frontline teams – these leaders could not have been more engaged, curious and collaborative. The future of the sector is in good hands!”
Director of the Event Supplier and Services Association (ESSA), Andrew Harrison, also stressed the importance of events like these for the industry and the need to come together to address current challenges.
Commenting on its significance, Andrew Harrison said:
“In our line of work, it can often feel like we’re constantly running on the proverbial hamster wheel. It’s why taking the time to step off, reset and most importantly, share your experiences and challenges with industry peers can go a long way in helping you refocus on what’s most important for your business and give you both ideas and inspiration on how you can achieve exactly that.”
