Interesting study from Meetings and Conventions magazine:  the biggest draw to trade shows is not the booths.  According to 83 percent of the respondents, the #1 reason for attending is the education seminars.  And 93 percent cite that these events are extremely / somewhat important.

So why are trade shows less attended?  Yep, it’s the economy and lack of time.  And…one-third of respondents report that they are attending just as many shows as last year.

What’s going to happen next year?  Education will continue to be the major draw, but don’t expect the inclusion of the general motivational speaker.  Prediction:  prominent industry folks will reign, along with tactic-driven sessions.