Gary Shapiro explains CES 2025 review

Chicago – The Consumer Technology Association (CTA)® released CES® 2025 review data, revealing the independent verification figures behind large-scale performances in the technology world. In this exclusive Trade Fair Director Sit down with CTA CEO and Vice Chairman Gary Shapiro to discuss the show’s performance in 2025 and the importance of auditing in the event industry.

CES 2025: By Number

CES in 2025 saw the following turnout:

• 142,465 participants (2024: 138,789), 53% of the audience are senior executives
• 57,401 (40%) international tourists from 158 countries, regions and regions (2024: 56,432)
• More than 4,500 exhibitors, 1,400 exhibitors in the startup community in Eureka Park (2024: 4,312)
• There are 305 representatives from Fortune 500 companies (2024: 302)
• More than 6,500 media members participated (2024: 5,355)
• There were more than 300 conferences throughout the event and more than 1,200 speakers

“We’re excited about international engagement. During a strange trade show and international attendance, about 1,000 people have increased it. A lot of research shows that international attendance and inbound traffic are being hurt,” Shapiro said. “I think CES 2025 is very powerful, but that was in the last few days of the Biden administration. … I was just excited that these numbers even rose slightly.”

The CTA’s technology leaders aim to connect decision makers to the technology industry, with 158 participants this year, with an increasing number of government-affiliated guests participating separately from the program. Shapiro said he expects domestic government guests to be stronger in 2026, but only time will tell the number of international representatives.

Connecting to the right community

The mission behind CES includes bringing the right people and communities together to help make the technology industry push in all areas.

This year’s audit of CES shows that AI has once again become the highest area of ​​interest for attendees, and robotics has also increased. In the exhibition floor, the industry’s attendance rate has increased by 13% from CES 2024.

“(Digital Health) has grown for at least a decade each year and matches what we do as an association. We are very active in this field and have achieved amazing success in attracting not only tech companies, but also tech companies, but those connected companies, doctors, physicians, hospitals, thought leaders and people with disabilities industries.

CES 2025 also saw attendance in the entertainment and advertising community increase by 11% year-on-year.

Audit activities promote trust and competitive advantage

CES is a global association of the exhibition industry, audited by audited media alliances and designated as UFI approved events according to UFI standards.

Related. CES breaks down its audit process to prove the value of exhibitors

Shapiro believes trade fair organizers should review their events in order to provide customers with accurate information to help them judge their ROI and help market their performances.

“As trade fair producers, we are obliged to provide a platform where we have to provide verifiable numbers if we want to get along with other forms of competition and marketing,” Shapiro said.

Audits appear to be a natural tool for organizers to demonstrate the value of the event when exhibitors and sponsors ask for more evidence of their ROI.

“Whenever we report bad news, we always say that it helps our credibility. Every cloud always has a silver lining. I know how difficult it is to make the first leap because we did, and our numbers have drastically reduced from our estimates,” Shapiro said. “It’s not that we have malicious estimates, we just don’t know how many people aren’t showing up. …I think people were afraid to say they weren’t honest (or accurate). But if you’re honest, there’s no fear, the marketing benefits are absolutely huge.”

“There will be some discomfort and attention in the first year, but that’s OK because it’s the benchmark,” Shapiro said. “If there’s time to review, it’s time. We’re in a very soft economic environment, and in the last month, CEO confidence has dropped from all record history because they’ve been running these barometers.”

Related. Beyond the Numbers: Why Independent Reviews Is Important to the Event Industry

Future performance dates

CES 2026 will be held in Las Vegas from January 6 to 9.

Find the full CES 2025 review here.

Image source: Consumer Technology Association (CTA)®