Infocomm Asia What’s next after ISE?

ISE energises the industry each year. But once the halls empty, where does meaningful growth come from next?

Words Verity Butler

Integrated Systems Europe (ISE) has a particular rhythm to it. By the time the doors close in Barcelona, most exhibitors leave energised, slightly exhausted and reassured that the professional AV industry remains vibrant and inventive. ISE has become the global meeting point for the sector, a place where trends are crystallised, partnerships are renewed and the future is showcased at scale.

But once the conversations quieten and the flights home are booked, another question inevitably follows: where does growth come from next?

For many western exhibitors, that question increasingly points east, not as a leap of faith, but as a calculated response to how the global AV market is evolving. The Asia-Pacific region, and China in particular, is no longer just a peripheral opportunity. It is rapidly becoming central to the future shape of the industry. For those looking for a meaningful way into that market, Infocomm China (ICC) is emerging as a natural next step after ISE, taking place 15-17 April this year in Beijing and marking the beginning of its 20th anniversary celebrations.

A market that’s growing and rebalancing

The pro AV industry continues to expand, but unevenly across regions. According to Avixa’s Industry Outlook and Trends Analysis, global pro AV revenues are forecast to grow from approximately $332 billion in 2025 to $402 billion by 2030, reflecting solid long-term momentum despite short-term economic headwinds.

What’s more revealing is where that growth is coming from. Mature markets like western Europe and North America remain critical, but their growth rates are modest. Asia-Pacific, by contrast, is consistently identified as the fastest-growing region for pro AV, with multiple market analyses placing APAC growth between 5.9% and 7.5% CAGR, far ahead of EMEA and the Americas.

Within APAC, China stands apart, not only because of its size, but because of the breadth of applications driving demand. From enterprise collaboration and digital signage to large-scale public infrastructure, smart cities and cultural tourism, AV technology is embedded into projects at a scale that is difficult to replicate elsewhere.

Western companies often view China narrowly through the lens of consumer electronics or manufacturing. That lens misses a more important shift. China’s domestic demand for integrated AV is expanding rapidly, driven by investment in experiential environments and digital transformation initiatives.

Infocomm China’s own market data shows strong demand across education, government facilities, transportation hubs, corporate campuses, broadcast studios and visitor attractions. These sectors increasingly require sophisticated, integrated AV rather than stand-alone products.

The demand is also fuelled by scale. China hosted 3,844 economic and trade exhibitions in 2024, with total exhibition space exceeding 155 million sq m, a year-on-year increase of more than 10%. This is not just about events; it reflects the intensity of commercial exchange and the importance of face-to-face platforms in doing business in the region.

From observation to participation

Infocomm China plays a specific role in addressing this challenge. Rather than replicating a western trade show format, it reflects how business is conducted in the Chinese AV ecosystem.

The event brings together distributors, system integrators, consultants and the end users specifying and deploying solutions, not just browsing innovation.

At its most recent editions, ICC attracted over 26,400 professional visitors from 45 countries, with more than 56% identified as key decision-makers. Notably, around 60% of the attendees were first-time visitors, suggesting that the market is still expanding and far from saturated.

On top of this, China offers a different dynamic than those one might find in the west. Buyers are often working on large-scale, fast-moving projects, and are actively seeking partners who can bring differentiated technology and international expertise. Conversations tend to be practical, solution-driven and oriented around deployment rather than abstract innovation.

Infocomm China’s audience reflects this pragmatism. Visitors span more than 30 vertical markets, including government, smart city development, transportation, education, corporate real estate, broadcast and cultural tourism.

Innovation flows both ways

Another misconception is that exhibiting in China is purely about selling into the market. It is also about learning from it. China’s rapid adoption of AI workflows, XR experiences, Avoip infrastructures and cloud-based collaboration tools is influencing how AV solutions are scaled and specified globally.

ICC is a chance to see advanced pro AV in action across China and Asia, from holographic digital signage in shopping districts to projection mapping in the Forbidden City and advanced cameras in China Legoland’s climate-controlled Creative Workshop.

ICC lets exhibitors engage directly with the emerging use cases, gaining insight that can inform product development and strategy far beyond the Asia-Pacific.

Expanding east isn’t effortless. Cultural understanding, local partnerships and patience all matter. But Infocomm China functions as a structured, credible entry point that lowers barriers while offering meaningful exposure to real buyers.

For companies looking to translate their success at ISE to new regions, the question is no longer whether China matters. It is how, and when, to engage.

What comes after ISE may not be just another European hall or North American convention centre, but a market where opportunity, demand and ambition are converging faster than almost anywhere else.

This feature was first published in the Spring 2026 issue of LIVE.