2026 Exhibition Three Trends: Global Events Are Rewriting the Rules—What Should We Prepare?

As we enter 2026, the global exhibition industry is undergoing structural change. TSNN's latest report highlights three forces redefining the events industry—brand activations, AI penetration, and immersive experiences. These trends are impacting both Western markets and Chinese exhibitors' internationalization strategies.

From Starrise Expo's perspective, these three trends are not just "observation reports" but directions we must proactively embrace in the coming year. Below is our interpretation based on the original report, combined with our service experience, client needs and global exhibition environment.

Trend 1: Brand Presence in Reality is More Important Than Just Social Media

TSNN notes a clear shift in US and European markets: brands are reallocating budgets from online ads back to offline experiences.

The reason is simple—digital content is saturated, but real experiences cannot be replaced.

In North American markets, many brands no longer view exhibitions as merely "booth displays" but upgrade them to:

• An immersive brand space
• A real scene for reaching target users
• A stage for reinforcing brand culture and values

We observe that even brands with limited budgets allocate 30-50% of their exhibition investment to brand experience and content, rather than just displaying products and competing on space.

📌 Insights for Chinese Exhibitors

At international exhibitions, Chinese companies commonly face two problems:

1) Strong products, but the brand is not remembered

2) Neat booths, but lacking "one highlight"

In the future, Asian exhibitors who want to be "more visible" in 2026 need to achieve:

• Brand story visualization (visual symbols, value propositions, core emotions)
• Differentiated spatial experience (installations, interactions, immersive structures)
• Unified visual narrative (booth, videos, graphics, KOL communication consistency)

Brand experience is no longer "optional" but a "must-have" in 2026.

Trend 2: AI is No Longer Just a Tool, But Part of the Exhibition Product

The report states: AI in overseas exhibitions has upgraded from "assistance" to "the experience itself."

Specifically manifested as:

• AI-themed events become traffic centers
• Various AI-generated content (visuals, sounds, instant videos) become booth standards
• Event organizers use AI for scheduling, management, and visitor flow prediction
• Exhibitors use AI to generate marketing content, presentations, videos, meeting notes

We have felt in our 2025 services: more and more companies are requiring us to incorporate AI videos, AI demos, and AI animations in booth designs.

📌 Insights for Chinese Exhibitors

To not fall behind at overseas exhibitions, start with three things:

• AI visualization capability: use AI to generate creative atmosphere videos, dynamic visuals explaining technology.
• AI content production efficiency: use AI to quickly generate promotional videos, narrations, multilingual exhibition materials.
• AI interactive experience: such as generative interactive screens, AI Q&A assistants, AI virtual presenters.

AI is not just a tool, it is an integral part of the booth experience itself.

Trend 3: Immersive Experience Becomes Mainstream, Not Just Booth Decoration

Globally, from CES to SXSW to European tech exhibitions, "immersive experiences" are replacing traditional display methods.

Immersive does not equal expensive, but rather:

• Clear content
• Strong visuals
• Sensory coordination
• Memorable brand

TSNN specifically notes: The most popular booths in 2026 will be "story-driven" booths, not "product-stacked" booths.

We see common characteristics of many leading international brand booths:

• Using natural or eco-friendly materials
• Large-scale visual narrative (dynamic walls, curved screens)
• Spatial immersion combining lighting, sound effects, flow, and installations
• Story logic shifts from "who we are" to "why you need us"

📌 Insights for Chinese Exhibitors

Chinese companies often lead in technology but are weaker in "storytelling" ability. Immersive booths are opportunities to turn products into "experiences."

We suggest exhibitors focus on these questions in 2026:

• Does the booth have a "strong recognition point" at first glance?
• Can visitors understand the brand proposition within 10 seconds?
• Does the booth provide experience, not just display?
• Is there a shareable visual hook (suitable for short videos)?

Immersive experience will be the most important competitive advantage at future overseas exhibitions.

⭐ Starrise Perspective: What We Should Prepare for 2026

Combined with global trends, we believe:

Brand Strategy Must Come First

Booths are no longer just construction, but complete brand expression systems. Visual language → spatial experience → content communication must be integrated.

Design Logic Must Be More International

Overseas exhibition aesthetics and structure differ from domestic, requiring more:

• Simplicity
• Emphasis on volumetric structure
• More narrative
• More sensory experience

Content Production Must Be Faster

From on-site shooting → short videos → narration → PR releases → overseas media publication, all must be completed within 24-48 hours.

AI is the Core Tool

AI will become the core of booth experience, design efficiency, and content creation.

⭐ Summary: 2026 Global Exhibition Competition is Not About "Who Has the Bigger Booth", But "Who Has Stronger Brand Experience"

In 2026, the exhibition industry will truly enter the era of experience competition. For Chinese companies, this is both a challenge and an opportunity.

We believe: exhibitors who understand trends will go faster; exhibitors who understand brands will go further.