Booked, Briefed and Brilliant: The Case for Early Exhibition Planning

‍

Why early exhibition planning matters

As the 2026 exhibition season begins to take shape, early planning has never mattered more. Exhibition space is already being booked, design teams are filling their calendars, and brands that act now are the ones who’ll arrive on the show floor ready, confident and memorable.

The latest 34th UFI Global Barometer shows the UK exhibition industry is firmly back in growth mode, with turnover expected to rise by 37% in 2025. Around 60% of UK organisers plan to expand their activity and workforce this year, signalling a competitive market where preparation is everything.

The UK exhibition industry is thriving

New data from the Size and Scale Index for Exhibitions (SASiE) 2024 paints a clear picture of resurgence. There were 1,145 exhibitions across the UK last year (the highest number since 2017) with trade shows up 6.5% year-on-year and conferences continuing to grow. In total, exhibitions attracted 7.2 million visitors and hosted 132,000 exhibiting companies, with the average event spanning 8,750m² and featuring 119 exhibitors.

These figures prove what exhibitors already know: the demand for in-person connection is back. The question is how to make those moments count.

The economic impact of exhibitions

Exhibitions don’t just drive visibility; they drive the economy. The EIA Economic Impact Study 2025 (Oxford Economics) found that UK exhibitions generated £11.5 billion in total output in 2024, supporting 126,000 jobs and contributing £6 billion to GDP.

Every £1 spent on exhibitions generates an additional £2.25 in wider economic activity, benefiting industries from hospitality and logistics to creative design and technology. For exhibitors, that reinforces one truth: exhibitions are not just marketing moments; they’re strategic investments with long-term return.

The strategic case for early planning

Early exhibition planning gives brands time to be intentional. It’s about securing the right space, setting clear objectives and aligning every element, from messaging to materials, with measurable goals.

Brands that brief early can:

• Secure the best floor positions and show timings.
  
  
• Develop stand designs that are sustainable and reusable.
  
  
• Integrate interactive and digital experiences that draw visitors in.
  
  
• Build momentum across multiple events in the year ahead.
  
  

With sustainability and climate now among the top three mid-term priorities for organisers, forward planning also means smarter choices - responsible materials, reduced transport, and designs that live beyond a single event.

How early planning supports creativity and sustainability

At Imagine, we’ve always believed exhibition excellence starts long before the build begins. Early collaboration allows our team of Exhibitionologists to refine every detail, being intentional about structural design through to visitor flow, ensuring every decision has purpose.

The SASiE 2024 report shows that March, September, October and November account for half of all UK exhibitions. By locking in creative direction and logistics early, brands not only avoid deadline stress, they gain breathing room to innovate, iterate and get more from their investment.

Planning ahead for 2026 and beyond

Some of our clients are now securing multi-year exhibition partnerships, building continuity and momentum. It’s a theme we explore in more detail in our recent blog on why loyal partnerships pay off. This approach simplifies scheduling, strengthens brand consistency and ensures every stand evolves strategically, not reactively. The brands that plan early don’t just arrive at their events looking organised; they arrive with a story, a message and a measurable outcome.

Because exhibitions reward the prepared and the brands who plan now will be the ones everyone remembers later.

‍