09-07-2025
InfoComm Show Grows Despite Drop in International Attendance
InfoComm 2025's share of international attendance was down 5% compared to last year. Organizers blame the drop on tariffs and geopolitical uncertainty.
InfoComm, North America's largest professional audiovisual trade show, drew 30,998 verified attendees to the Orange County Convention Center in Orlando. While overall attendance increased 2.4% from last year's 30,271, international participation dropped from 23% to 18%, with Canada showing the steepest decline.
'There was a small but vocal group from Canada who did not attend for geopolitical reasons,' said Jenn Heinold, senior vice president of expositions, Americas, at AVIXA, which organizes the event. 'Others felt that was shortsighted, saying we're all one community.'
Organizers said this year's show attracted 10% more buyers who interacted with the 817 exhibitors. The focus was on showcasing the latest AV technology, but conversations also included tariffs, supply chain volatility, and talent shortages.
AVIXA opened the conference with a panel titled 'Navigating the Regulatory Horizon: Key Changes Impacting the Pro AV Industry,' moderated by Sean Wargo, vice president of market insights at AVIXA.
'There was peak uncertainty heading into spring,' Wargo said. 'With tariffs being proposed at unprecedented levels, many companies were cautious.'
Both executives said that the show's June timing helped ease some tension. 'If InfoComm had taken place in April, the mood and turnout might have been very different,' Wargo said.
Shifting Global Landscape
Latin America emerged as a growth area as China's numbers held steady and attendance from Europe dipped slightly.
'We're seeing momentum in the region,' said Heinold. She credits targeted marketing and AVIXA's new regional event set for October as a feeder for the U.S. show. 'We've also seen exhibitors increasingly view Latin America as a key opportunity, especially in response to U.S. tariffs.'
Some exhibitors opted to send leaner teams, reflecting caution amid broader economic uncertainty. 'In times like this, companies hold their marketing spend, but scale back a bit on travel,' Heinold acknowledged. 'That's why we are especially proud of our attendance growth year over year. The quality attendees, the buyers, we're up.'
Wargo argued that trade shows stand to benefit from geopolitical uncertainty, with deal making especially crucial at this time. 'When uncertainty rises, trade shows become even more essential,' he said. 'They offer a space for buyers and sellers to address pricing, sourcing, and planning face to face. If you're not there, uncertainty lingers.'
As InfoComm prepares for its 2026 return to Las Vegas, organizers say they're focused on adapting to shifting global dynamics while continuing to serve a rapidly evolving industry.
