The Transportation Industry’s Trade Show Boom: What’s Driving It?

Since the pandemic, industry trade shows and conferences have made a remarkable comeback. Are you taking advantage of it?

76% of trade show attendees say in-person demos influence their buying decisions.

Photo Caption: Manifest 2024

In the years since the pandemic stopped in-person events, trade shows in the transportation and logistics industry have made a remarkable comeback. Attendance numbers are rising, exhibitors are investing more in event marketing, and companies are prioritizing face-to-face networking like never before. But why are trade shows booming again, and what role do personal relationships play in this industry’s growth? Let’s dive in.

The Post Pandemic Trade Show Rebound

Almost all industry events saw record-low attendance or cancellations in 2020 and 2021. However, as restrictions lifted, trade shows quickly regained momentum. In 2023 and 2024, major logistics and trucking expos saw attendance numbers surpassing pre-pandemic levels, signaling a shift back to in-person relationships.

Some reasons behind this bounce include:

• Hands-On Product Demos – According to a recent survey, 76% of trade show attendees say in-person demos influence their buying decisions more than online research.

• Pent-Up Demand for Networking – Virtual meetings can’t replace the high-value connections made on a trade show floor. In fact, 81% of trade show attendees have buying power, making these events prime for deal-making.

• Increased Investment in Face-to-Face Marketing – Companies are shifting budgets back to in-person events, with B2B companies spending an average of 39% of their marketing budgets on trade shows.

• Industry-Specific Insights & Innovation – Trade shows serve as hubs for industry trends, regulatory updates, and new technologies, with 92% of attendees coming to discover new products and solutions.

And Personal Relationships Are Still the Foundation of our Business

At Trade Shows:

• Collaborate and Share Knowledge

• Build and Maintain Relationships - in person!

Even though digital tools and automation continue to evolve, the transportation industry remains built on trust and personal connections. In a sector where margins are tight, reliability is key, and long-term partnerships are crucial, face-to-face interactions at trade shows can make all the difference.

Here’s why personal relationships matter:

• Trust is Everything – Whether you’re a shipper, carrier, broker, or technology provider, business relationships in freight rely on trust. Meeting in person solidifies credibility and fosters long-term partnerships.

• Deals Happen in Person – A handshake at a trade show can close a deal faster than months of emails and virtual calls.

• Stronger Industry Connections – Attending events allows professionals to build and maintain relationships with key stakeholders, from suppliers to customers to regulators.

• Collaboration & Knowledge Sharing – Industry challenges are best solved through collaboration, and trade shows provide an ideal platform for exchanging insights and solutions.

How to Make the Most of Trade Shows

With trade show attendance on the rise, companies need to maximize their investment in these events. Here are a few key strategies:

1. Set Clear Goals – Are you attending for lead generation, brand awareness, networking, or competitive insights? In order to be focused, define your objectives before the event.

2. Engage Before, During, and After – Leverage social media, email marketing, and event apps to connect with attendees before the show and follow up afterward.

3. Train Your Team – Ensure that booth staff are knowledgeable, engaging, and aligned with company messaging to make a strong impression.

4. Leverage Technology – Use QR codes, digital brochures, and lead capture tools to streamline interactions and follow-ups.

5. Prioritize Relationship-Building Over Sales Pitches – Instead of pushing for immediate sales, focus on starting meaningful conversations that lead to long-term partnerships.

Train teams to prioritize long-term relationships over short-term sales.

Maximize your investment by setting clear goals for each event.

Final Thoughts

Trade shows and conferences are not just back - they’re more valuable than ever for companies in the transportation and logistics industry. As technology advances, automation increases, and digital marketing evolves, the power of face-to-face connections remains unmatched.

In 2025 and beyond, industry professionals who continue to invest in building existing and new relationships, strengthening partnerships, and engaging with their network at key events will have a competitive edge.

Sources: Tradeshowlabs.com, Linkedin.com, Logisticsmgmt.com, Metricsblog.com, Statista.com, RyanTrans.com, thefreighers.com, TrappersTransport.com, USITC.gov