Trump’s tariffs are forcing conference organisers to navigate unprecedented economic uncertainty. But is it all doom and gloom?
Theo Reilly reports
President Trump’s tariff programme has lasted longer than many expected. Far from a short-term sanction, tariffs on commodities like alcoholic drinks, steel and automotive parts remain active and continue to exert a major impact. This article focuses on the steel and wine industries, and how meeting planners are managing the pressure.
From steel conferences in Europe to wine industry meetings in California, the biggest threat organisers face is declining attendance and precarious sponsorships. Ultimately, the central issue is uncertainty – will delegates show up in a volatile economic climate? Companies are battling supply chain issues and rising costs due to tariffs. Will executives even have time to make long-haul flights?
Additionally, tariffs often encourage domestic sourcing. American suppliers may find local producers more economical than European counterparts, making them more inclined to attend US-based events rather than international ones.
However, as the industry adjusts to the tariff squeeze, some companies are turning to events to boost partnerships, share knowledge, and learn how others are navigating challenges. For example, the Wine Paris exhibition on 12 February 2025 reported record attendance, with almost 53,000 visitors, 45% of them international.
Tariffs take effect
The escalation began in March 2025, with 25% duties on steel and aluminium, rising to 50% by June. Wine and alcohol tariffs range from 10% to 30%, with European wines hit at 20%.
Events under pressure
Steel prices have surged, with shares of US steelmakers rising 11–24% as tariffs took effect. This volatility causes planning issues for organisers whose budgets were set months earlier. Staging costs are up due to rising equipment and material prices.
Major industry conferences:
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Made in Steel 2025 (Milan, Italy)
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3rd European Green Steel Summit 2025 (Europe)
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AISTech 2025 (North America)
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Middle East Iron & Steel 2025 (Dubai)
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Annual Conference of the American Association of Wine Economists
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Beverage Forum (Global)
International attendance is most at risk. European steel execs now face higher travel costs and uncertain business in the US. Meanwhile, Americans worry about retaliatory tariffs affecting their own global expansion.
Wine industry voices concerns
The wine sector has been more vocal on tariffs’ impact. Wine Institute president Robert Koch said the new tariffs “will only make it harder for American wineries to regain access to Canada, by far our most important export market.”
The International Bulk Wine and Spirits Show in San Francisco (29–30 July) has adapted its programming to address ‘The New Economics of Wine & Spirits’, examining how supply chains, tariffs and consumer shifts are redefining sourcing, pricing and growth.
Martine’s Wines distributor Kate Laughlin summed up the mood:
“Each decision still feels like a high-stakes gamble. The scenario remains difficult to navigate. Anxiety remains high.”
Supply chain disruption
Wine relies on global supply chains, now under stress. US winemakers report barrel, bottle and cork costs—previously ~30% of expenses—are rising. With Portugal supplying 60% of the world’s cork, even small-scale events feel the pinch.
Attorney Mike Laszlo noted:
“There couldn’t be a worse time for new or re-imposed tariffs on wine, given the slowdown in demand and excess inventory.”
Steel faces similar issues. South Korea has requested tariff exemptions. Hyundai Steel is planning a $5.8bn Louisiana factory, but it won’t open until 2029. Disruption is likely to continue.
The broader trade outlook is grim. The World Trade Organisation forecasts global merchandise trade will fall 0.2% in 2025, with North American exports down 12.6%. Fewer exports mean fewer business trips, tighter conference budgets, and postponed growth plans.
Regional variations
Impacts vary by region. Asia, Europe and North America face different pressures. Projections show wine exports could shrink 13%, spirits 22%, and beer 33% under current tariff regimes—forcing organisers to rethink programming and sponsorship.
Legal uncertainty
A US federal court temporarily halted some tariffs in May after a small wine importer challenged their legality. An appeals court later reinstated them. With outcomes pending, conference sponsors may hesitate, unsure whether tariffs will remain in place.
Industry response
Trade associations are pushing back. The Wine Institute continues to lobby for wine’s removal from trade retaliation lists, stating that wine is a unique agricultural product, not a manufactured good.
Some see opportunity. During previous trade disputes, Italian wines flourished, avoiding penalties. Italian wine events may benefit from increased US interest.
Looking forward
The event industry’s challenges reflect broader economic instability. Estimates suggest tariffs could cost the US wine industry hundreds of millions in lost sales, mirroring losses from previous tariff rounds.
Organisers must balance short-term survival with long-term relationships. Some are postponing global events, others are investing in domestic and virtual alternatives.
The steel and wine sectors are just two examples. Similar patterns are hitting tech, agriculture, and automotive conferences globally. The key question remains:
How do you maintain international relationships when trade barriers keep rising?
As Virginie De Visscher, executive director of business events for Destination Canada, puts it:
“Uncertainty is the key word.”
Event organisers are adapting. In fact, by becoming knowledge hubs about tariff-related challenges, conferences may play a more vital role than ever.
