Description
PQ Media’s Global B2C & B2B Experiential Marketing Forecast 2026-2030 is the 11th edition of this biennial performance benchmark for the event marketing and sponsorship industry. This new edition examines both consumer experiential marketing (B2C), including consumer event sponsorship and live event marketing, and business-to-business experiential marketing (B2B), including trade show exhibit spending, industry conferences, seminars & virtual shows, trade show promotions, and attendance fees. This publication is the only comprehensive, in-depth source available worldwide for actionable strategic intelligence covering one of the largest global media industry segments.
Experiential marketing has long recovered from the havoc wrought by the 2020-2021 pandemic in which most live B2C and B2B events were cancelled. Global experiential marketing spending has surged 58.3% since 2020 to $138.9 billion in 2025, posting a 9.6% compound annual growth rate during the 2020-2025 period, according to the new Global B2C & B2B Experiential Marketing Forecast 2026-2030.
Worldwide experiential spending rose 8.3% in 2025, a deceleration from the 10.3% gain in 2024, fueled by global mega-events, such as the Paris Summer Olympics and major political elections in 16 of the top 20 global markets. Nevertheless, the 2026 Winter Olympics in Italy, the FIFA World Cup tri-hosted by the United States, Canada and Mexico, as well as mid-term and other key political election races in 13 of the top 20 markets are projected to drive 10.3% growth this year. B2C experiential marketing is the larger of the two overall segments of this sector, reaching $97.2 billion in 2025, compared with $41.7 billion for B2B experiential marketing. B2B experiential marketing was the faster growing of the two sectors in 2025, increasing 9.7% versus 7.7% for B2C. However, in 2026, we expect the B2C segment to reverse that performance and outpace B2B by growing 10.9% compared with 8.9%, respectively.
PQ Media understands your need for a trusted research partner with a proven methodology and track record to deliver the critical market insights, deep-dive datasets and keen industry perspective that will help you achieve your strategic growth objectives. Driven by PQ Media’s proven econometric methodology, proprietary databases, and exclusive Global Opinion Leader Panel, we are laser focused on delivering ground-level market research and analysis so you can benchmark current performance, understand crucial PEST trends, and execute comparative analysis to ensure your investment priorities are aligned with the best market opportunities. In short, our comprehensive industry definitions and segmentation, market sizing and analysis, and growth projections are designed to help you make smarter, faster business decisions.
Among the actionable market intelligence provided in this latest 11th edition of the Global Experiential Marketing Forecast are the following:
- Breakouts of B2C Experiential Marketing into Consumer Event Sponsorships & Live Consumer Events;
- Breakouts within Consumer Event Sponsorships by category, including Arts; Associations; Causes; Entertainment, Tours & Attractions; Festivals, Fairs & Events; and Sports;
- Breakouts within Live Consumer Events by category, including College; Grass Roots; Mall & Nightlife; Virtual Events & Mobile Road Shows; and Sports & Entertainment;
- Breakouts of B2B Experiential Marketing by four channels, including Exhibit Space Rental Fees; Conferences, Seminars & Virtual Shows; Trade Show Promotions; and Attendance Fees;
- Breakouts within B2B Experiential Marketing by 13 industry verticals, including Construction & Raw Materials; Education & Training; Entertainment & Recreation; Equipment & Manufacturing; Finance, Insurance & Real Estate; Food & Drink; Forestry, Mining & Energy; Government & Non-Profit; Healthcare & Medical; Media & Technology; Professional Services; Transportation & Warehousing; and Wholesale & Retail.
Experiential marketing has grown into a much more important part of the brand marketing mix since the pandemic crater in 2020 because of its ability to engage target consumers with live experiences, emotional connections and the improved measurement the industry has begun to provide. In the B2C sector, consumer event sponsorship growth is being fueled by new venues accepting sponsorship deals, like sponsored messages in sports arenas, floor spaces and uniforms. Live consumer event marketing is growing faster than event sponsorships because it gives brands exclusive access to target consumers, particularly younger demographics at college campuses, nightclubs and malls, as well as grassroots events being staged amid increased concern about climate change.
Meanwhile, much of the gains in the B2B sector are directly tied to products at trade show booths and sessions at conferences & seminars that include artificial intelligence (AI) and/or digital components. Booths are becoming more interactive and engaging using virtual reality demonstrations and personalized promotional product leave-behinds produced using 3-D printers and AI.
PQ Media’s research team worked exhaustively on this most comprehensive and in-depth market intelligence report available anywhere to deliver the invaluable data, analysis and forecasts aimed at benefiting your business growth outlook in 2026 and beyond, delivered to you in the two files detailed below, as well as the key features highlighted:
- Core PDF Reportdelivering 388 slides that feature exclusive market data, analysis, charts, graphs, and in-depth profiles and rankings of the top 20 global markets spanning all four major regions;
- Deep-Dive Excel Databookproviding 250,000+ datasets and data points drilling down into each country, sector and channel with coverage across the 2020-2030 period, including 2026-2030 growth projections;
- Drill-down market intelligence, datasets and growth forecasts of both major B2C experiential marketing channels – Consumer Event Sponsorshipsby category, including Arts; Associations; Causes; Entertainment, Tours & Attractions; Festivals, Fairs & Events; and Sports; AND Consumer Event Marketing by category, such as College; Grass Roots; Mall & Nightlife; Virtual Events & Mobile Road Shows; and Sports & Entertainment;
- Drill-down market intelligence, datasets and growth forecasts of B2B experiential marketing by channel: Trade Show Exhibit Space Rental Fees; Conferences, Seminars & Virtual Shows; Trade Show Promotions; and Attendance Fees;
- Drill-down market intelligence on B2B experiential marketing by industry vertical categories: Construction & Raw Materials; Education & Training; Entertainment & Recreation; Equipment & Manufacturing; Finance, Insurance & Real Estate; Food & Drink; Forestry, Mining & Energy; Government & Non-Profit; Healthcare & Medical; Media & Technology; Professional Services; Transportation & Warehousing; and Wholesale & Retail;
- Detailed profiles of the top 20 global markets across all 4 regions – the Americas (ex., US, Canada); Europe (ex., UK, Germany); and APAC (ex., China, Australia);
- Exclusive rankings of the largest, fastest growing, and market share leaders among the top 20 countries and experiential marketing channels worldwide.
To download a FREE Executive Summary, Table of Contents and Sample Datasets from the new Global B2C & B2B Experiential Marketing Forecast 2026-2030 fill out the short form that appears after you click the “Free Sample Download” button above. Please ensure your email address is correct because it will be used to send you the links to download your free report samples.