The agriculture and forestry events serve as platforms for farmers, foresters, industry professionals, and stakeholders to network, showcase new technologies and products, and exchange ideas and information. The industry has grown in recent years as technology advancements, and sustainability initiatives have become increasingly important in agriculture and forestry.
The COVID-19 pandemic significantly impacted the Agriculture & Forestry events industry in early 2020. In response to the pandemic, many events were postponed or cancelled, which disrupted the usual educational and networking opportunities for attendees and industry stakeholders.
To overcome these challenges, event organizers turned to virtual platforms, which allowed them to continue offering educational and networking opportunities to attendees. In 2022, a mix of virtual, in-person, and hybrid events came to the forefront, providing more options for attendees and allowing for greater collaboration between experts in the Agriculture & Forestry sector.
The increase in physical events combined with virtual and hybrid formats made events more accessible. It allowed for a wider reach, reaching audiences who may not have been able to attend in-person events due to restrictions or other limitations. The time between early 2020 till the end of 2021 can be seen as the Covid period for this report. We compare pre-2020 and post-2021, as pre and post-period, to see where we are and the road ahead.
AGRICULTURE & FORESTRY EVENTS OVERVIEW
The Agriculture & Forestry events industry has seen significant growth in recent years, leading to new opportunities for collaboration, networking, and innovation. The increasing importance of technology advancements and sustainability initiatives in these sectors drives the development of the agriculture and forestry events industry.
With a focus on innovation and progress, these events provide a valuable opportunity for attendees to learn about new techniques, products, and technologies that can help improve their businesses and operations.
The COVID-19 pandemic profoundly impacted the agriculture and forestry events industry, which had traditionally relied on in-person product launches, displays, and relationship building. The sudden cancellation or postponement of events and the transition to virtual formats was a significant challenge for the industry.
However, event organizers and attendees adapted quickly to these changes and found new ways to connect and engage. In 2022, events returned to in-person formats in full force, providing a much-needed boost for the industry.
At the same time, some events leveraged hybrid formats, combining virtual and in-person components to reach a wider audience and provide additional opportunities for attendees. This report aims to provide an overview of the number of events in the agriculture and forestry events industry, serving as a comparison metric to assess the state of events returning to normalcy post-Covid. The core focus of the report is to access pre vs. covid status and the way forward.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
AGRICULTURE & FORESTRY EVENTS TRENDS
The information in Figure 1 demonstrates that the agriculture and forestry events industry has seen significant growth over the last five years, allowing attendees to connect and engage in business with leading industry innovators, companies, and specialists.
Figure 1 shows a notable increase in the number of events post-Covid, compared to the pre-Covid period. This increase can likely be attributed to the cost-effectiveness and broader reach of virtual events, which event organizers embraced as a response to the pandemic.
Despite the sudden shift to virtual or hybrid delivery formats for events in 2020 due to the Covid-19 pandemic, the significance of these gatherings did not diminish for agriculture and forestry companies that had already incorporated them into their marketing strategies.
The following charts depict trends in agriculture and forestry events within various countries, according to data from 10times. The United States typically hosts a significantly larger number of B2B events compared to other regions.
AGRICULTURE & FORESTRY TRADE SHOWS
As shown in Figure 3, the agriculture and forestry industry has seen a significant number of trade shows over the last five years. The figure shows that the number of trade shows increased in 2022 compared to 2019, although the increase is modest.
This increase can be attributed to the rise of virtual event platforms, which provided an easy, cost-effective, and accessible way for organizers to host events. The post-pandemic increase in trade shows demonstrates the resilience of the industry and its ability to adapt to challenging circumstances, such as the Covid-19 pandemic.
The data below provides a trend analysis of agriculture and forestry trade shows held in five major regions over the last five years, selected based on the number of events and audience size for this report.
The data reveals that the number of agriculture and forestry trade shows held in the USA has consistently been the highest among the five regions over the last five years. This highlights the strong demand for such events and the thriving agriculture and forestry industry in the USA. It is noteworthy to observe the speed at which each region has recovered in terms of the number of events being held.
Figure 4 illustrates the number of agriculture and forestry trade shows held in the United States over the past five years. The data shows that despite the challenges posed by the COVID-19 pandemic, the number of events organized in the US post pandemic almost reached the level of 2019. The data suggests that the events industry has recovered well and is back on a growth trajectory.
Figure 5 illustrates the number of Agriculture & Forestry trade shows held in the UK over the past five years. Unlike pre-covid events, which were primarily in-person, post-covid events incorporated in-person and virtual elements. The data clearly shows that the number of trade shows held in the UK post pandemic was significantly lower than in 2019.
Figure 6 illustrates the number of Agriculture & Forestry trade shows held in Canada for the past five years. After COVID, Canada has hosted comparatively fewer Agriculture & Forestry trade shows as of 2022 than before the pandemic. The growing demand for events is expected to increase as the country catches up with other regions in terms of industry/economy size and the number of large events.
Figure 7 shows the trend in the number of Agriculture & Forestry trade shows held in Denmark over the past five years. Data shows a slight difference in the number of trade shows held in Denmark pre and post covid period, and that it can be recovered over time.
AGRICULTURE & FORESTRY CONFERENCES
These figures show Agriculture & Forestry conferences held in five major geographical regions over the past five years. Post-pandemic, the number of Agriculture & Forestry conferences hosted has exceeded pre-pandemic levels. This seems to be due to the feasibility and acceptability of some conferences continuing as virtual only.
Figure 8 shows the number of Agriculture & Forestry conferences held during the past five years. Overall post-covid numbers have shown a steady growth trajectory, and the trend is expected to grow in 2023.
According to Figure 9, thousands of Agriculture & Forestry conferences have been held in the United States over the past five years. It is worth noting that many events scheduled for 2020 were postponed or cancelled due to the COVID-19 pandemic. As illustrated in Figure 9, the USA has already surpassed 2019 in terms of the number of conferences held post-covid.
Figure 10 below illustrates the number of Agriculture & Forestry conferences held in the UK over the past five years. Compared to the pre-pandemic era, the number of conferences hosted post-pandemic has already exceeded the 2019 count in the UK.
Figure 11 shows the number of Agriculture & Forestry conferences held in Canada over the past five years. Hundreds of Agriculture & Forestry conferences were scheduled for 2020, but most got either cancelled or switched to virtual. The number of conferences hosted in Canada has increased steadily post-covid and has already exceeded pre-covid number.
Figure 12 shows that Denmark has hosted hundreds of Agriculture & Forestry conferences over the past five years. The country’s base is lower than that of the US and UK, but it has shown steady growth since COVID, and has surpassed the pre-pandemic count.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 indicate that in 2019 a large number of new Agriculture & Forestry events were hosted globally. However, in 2022, the number of new events hosted has not returned to pre-COVID levels. This is primarily attributed to existing events making a comeback rather than a demand for new event IPs being generated.
The decline in the number of new events due to the pandemic is not unexpected, as many events were either cancelled or postponed. However, there are indications that the number of Agriculture & Forestry events (both current events being re hosted and new events being launched) in 2023 will increase, keeping pace with the rapid innovation in this sector.
This is likely due to the return of in-person events and the continued growth of virtual events in response to the pandemic.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
When analyzing event hosting trends, it’s important to keep in mind that the numbers may fluctuate on a bi-annual basis. Additionally, it’s important to note that event re-hosting refers to an event held in the same city as its previous edition.
If the event is held in a different city, it is considered part of the event series but a separate event on the 10Times platform. As illustrated in Figure 14, overall around 66% events were rehosted every year pre covid. However, this trend saw a significant change in 2022, where the percentage of rehosted events increased to 76.7%.
This increase in the percentage of rehosted events in 2022 can be attributed to various reasons. Such as:
1. Organizers waiting out 2020-2021 to rehost their event in-person event. (Note: If an older edition of an in-person event is rehosted as a hybrid, it’s considered the same event with a new edition on the platform).
2. Many event organizers, who earlier were not rehosting their events, went ahead with hosting it virtually to leverage the cost advantage offered by the format.
Overall, the increase in the percentage of rehosted events in 2022 indicates that event organizers are becoming more resourceful and innovative in their approach to hosting or rehosting events.
REGION WISE SEARCH TRENDS FOR AGRICULTURE & FORESTRY EVENTS
Agriculture & Forestry events bring together professionals from various regions to share their knowledge and expertise. These events provide opportunities for attendees to network, exchange ideas, learn about market trends, and connect with potential clients.
The data in Figure 16 reveals the pre-pandemic trends in Agriculture & Forestry event search, where the Americas dominated, followed by Asia and Europe. After the COVID-19 pandemic, there was a 6% decrease in the share of the Americas, while Asia saw a corresponding increase.
Figure 17 illustrates the overall percentage of people searching for agriculture and forestry events post covid.
COUNTRY WISE SEARCH TRENDS FOR AGRICULTURE & FORESTRY EVENTS
The data in Figure 18 provides a comparison of the regional breakdown of searches for Agriculture & Forestry events before the COVID-19 pandemic.
The data in Figure 18 provides a comparison of the regional breakdown of searches for Agriculture & Forestry events before the COVID-19 pandemic. The United States had the largest share of searches at 58.63%, followed by the UK and other countries.
However, it is noteworthy that post-pandemic, there was a decrease in individual participant searches in the United States. This indicates that the impact of the pandemic has affected the interest and participation of professionals in Agriculture & Forestry events in the country.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 illustrates the percentage of users searching for Agriculture & forestry events in the United States. The data shows that a significant portion of searches is for events within the United States instead of international markets.
This indicates a strong local demand for such events within the country. The data also shows a slight decrease in the number of users searching for Agriculture & Forestry events within the USA in 2022 compared to 2019. This change in the search percentage indicates that post-pandemic, the US audiences are also looking for potential investment opportunities or importing/exporting prospects in other markets.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
The data in Figure 21 indicates a shift in US user search patterns for events outside the USA, majorly due to the impact of the COVID-19 pandemic. The highest decrease in search percentage is seen for China, likely due to high COVID-19 cases and travel restrictions in the country.
These changes may indicate a change in investment and import/export opportunities being sought by US audiences.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Figure 24 demonstrates the changes in search patterns for Agriculture & Forestry events within the UK before and after the COVID-19 pandemic. Prior to the pandemic, 91.8% of UK users searched for such events within the UK.
In 2022, these searches have recovered to pre-pandemic levels and even exceeded them. It will be interesting to see if this trend continues. We can attribute this to a higher percentage of UK companies exploring local events to sell or source from.
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Users from the UK actively search for Agriculture & Forestry events in countries outside the UK. Figure 25 shows the pre and post-covid users from the UK looking at events outside the UK.
Countries such as Ireland, France, Canada, and the Netherlands have reached or are almost at pre-pandemic levels. In addition, with a high number of cases in China, the COVID-19 pandemic greatly affected the Asia Pacific (APAC) events market.
Regarding search percentage for Agriculture & Forestry events, the United States was the top choice for users in the United Kingdom both pre- and post-covid. Besides the USA, user search from the UK is well spread across regions, and no significant percent change in demand besides the USA, China & Germany.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Before the COVID-19 pandemic, approximately 73% of Agriculture & Forestry industry professionals from India searched for events within the country. As depicted in Figure 28, the percentage of users searching for Agriculture & Forestry events has increased in 2022, surpassing the pre-pandemic search percentage.
It is an interesting trend to observe the change in patterns in demand for events. It is difficult to predict the future with certainty, but tracking the demand of Indian users for local events compared to events happening in other regions could provide valuable insights.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Users from India actively search for Agriculture & Forestry events in countries outside India. Figure 25 shows the pre and post-covid users from India looking at events outside India.
Countries such as the US, Thailand, the UK, UAE, and Australia have reached or are almost at pre-pandemic levels. With a high number of cases in China, the COVID 19 pandemic greatly affected the Asia Pacific (APAC) events market.
In terms of search percentage for Agriculture & Forestry events, the United States was the top choice for users in India both pre- and post-covid. Besides the USA, user search from India seems to be well spread across regions, and no major percent change in demand, besides China & Canada.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
In 2022, Agriculture & Forestry searches within Canada exceeded the pre- pandemic percentage, as shown in Figure 26. The data suggests the increased interest or demand for agriculture and forestry industry events in Canada in 2022 compared to before the pandemic.
The agriculture and forestry industry in Canada has experienced steady growth over recent years. The sector has been supported by increasing demand for Canadian products, favorable trade agreements, and technological advancements that have improved efficiency and productivity. Additionally, the forestry sector has benefited from the growing demand for wood products globally.
PRE-COVID VS. POST-COVID USERS FROM CANADA LOOKING FOR EVENTS OUTSIDE
Figure 27 suggests a change in the pattern of searches for agriculture and forestry events outside of Canada, before and after the COVID-19 pandemic. In particular, there was an increase in interest in events happening in the UK and Germany.
It is unclear from this information what caused this increase, and further analysis would be needed to determine if it is a short-term trend or a long-term shift in interest. Additionally, the information suggests that the opening up of China in 2023 may impact the spread of searches for agriculture and forestry events, as the country lost almost all traffic in 2022.
Finally, the information indicates that Canada heavily relies on events in the USA in this industry, with over 50% of users consistently searching for events there.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (AUSTRALIA)
Before the COVID-19 pandemic, approximately 82% of Agriculture & Forestry professionals from Australia searched for events within the country. In 2022, the percentage of users searching for agriculture and forestry events has increased and surpassed the pre-pandemic search percentage.
This change in pattern is noteworthy and suggests that there may have been a shift in the demand for local events over shows happening in other regions. It will be essential to continue monitoring this trend to determine if the increased demand for local events is a temporary or a long-term shift in behavior.
PRE-COVID VS. POST-COVID USERS FROM AUSTRALIA LOOKING FOR EVENTS OUTSIDE
The information in Figure 29 suggests that a significant number of agriculture and forestry professionals from Australia have been searching for events outside the country to meet global industry professionals.
If we look closely, there seems to be a change in user demand in Australia, with new regions such as the UK and Indonesia gaining market share. At the same time, countries like the USA, New Zealand, India, Poland, etc., have lost market share. These changes in market share could indicate a shift in the preferences and interests of Australian agriculture and forestry professionals.
SEARCH QUERIES USED BY USERS TO FIND AGRICULTURE & FORESTRY EVENTS
During the past year, various search queries were used by users to find Agriculture & Forestry events. Our research found that the most frequently searched terms were “agriculture expo,” “agriculture events,” “agriculture exhibition,” “dairy expo,” “agricultural events,” and “agriculture events near me.”
Users looking for events in the Agriculture & Forestry sector were particularly searching for agriculture expos. The data suggests that users utilized different queries to discover events pertinent to their specific interests and requirements within the industry.
(Note: Interesting trends can emerge if we look closely at sub-sectors and remove the obvious keywords mentioned above.)
AGRICULTURE & FORESTRY EXHIBITORS
Agriculture and forestry events provide opportunities for exhibitors to meet key stakeholders, investors, and other industry professionals from various areas of the industry, covering the entire supply chain. These events allow industry professionals to network, collaborate, and stay updated on the latest developments in the sector.
They can be a valuable investment for companies looking to expand their reach and impact in the agriculture and forestry industry. The COVID-19 pandemic has significantly impacted the demand for exhibitor inquiries for agriculture and forestry events over the last three years, leading to a decline. However, data suggests that demand has slowly increased in 2022 and is expected to rise significantly in 2023.
Some potential internal hypotheses for this trend include the following: Exhibitors already paid for 2020 shows in 2019 (which for rescheduled). Not enough new companies are still looking at events as a viable marketing channel.
Overall, the decrease in Agriculture & Forestry event exhibitors in 2022 is not unexpected, given the effects of the pandemic. While this decrease may be a temporary setback, it is imperative to note that the Agriculture & Forestry events industry is resilient and continues to innovate and adapt to the changing landscape.
While the overall count has not reached 2019 numbers, Agriculture & Forestry events are expected to rebound and meet 2019 numbers in 2023.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
CONCLUSION
Despite the obstacles presented by the COVID-19 pandemic, the Agriculture & Forestry event industry has demonstrated its capability to adapt. As a result of the widespread adoption of virtual and hybrid formats, the number of events held in 2022 has reached and exceeded pre-pandemic levels in most regions.
Our research indicates that the top five countries that hosted the most Agriculture & Forestry events were the United States, the United Kingdom, Canada, Denmark, and Australia. All these regions have fully recovered with respect to the number of events held before the pandemic. Search trends also indicate that post-pandemic, users are primarily searching for Agriculture & Forestry events within their own countries due to concerns about health and safety, uncertainty surrounding COVID-19, and travel restrictions.
The United States has emerged as a top destination for events outside of a user’s home country, with the highest number of searches for Agriculture & Forestry events from other countries. As the events landscape continues to evolve, the demands of attendees remain unchanged and may even have increased.
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