The Cognitive Crisis in the Expo Hall

The exhibition industry currently faces a deceptive paradox. Market projections suggest a renaissance in the B2B trade show market, with it expected to recover fully from pandemic lows and surpass $17.3 billion by 2028.1 However, these numbers mask a systemic failure for the attendee experience. While revenue lines trend upward, the engagement model is degrading. The industry’s focus on footfall generates short-term revenue at the cost of long-term cognitive sustainability, masking a friction that threatens the model’s viability.