The Consumer Technology Association (CTA) recently revealed its final attendance data for CES 2024, the association’s annual tech mega-event in Las Vegas. According to an audit by Alliance for Audited Media (AAM), the trade show and conference drew 138,739 participants, including buyers, booth personnel and media, revealing a 20% increase year over year (YOY). Last year’s show attracted 117,841 total participants, according to the CES 2023 Audit by AAM.

Buyer numbers increased from last year but not at the same clip. In 2024, industry attendees representing buying organizations were verified at 80,024, compared with 71,628 in 2023 — an increase of 11% YOY. 

While all key metrics point to growth, CES has not yet returned to pre-pandemic levels, when the 2020 trade show attracted 171,268 attendees, including 100,798 buyers, according to the CES 2020 Audit. 

Back story: Launched in 1967, CES showcases groundbreaking technologies across more than 40 categories. In 2024, the top five product categories included: AI, vehicle tech, IoT (internet of things)/sensors, smart home and appliances and AR/VR/XR, according to the audit. CES 2017 was the highest attended with 184,279, according to the CES 2019 Audit. 

Related: CES BOASTS LARGEST-EVER SHOWFLOOR IN SHOW’S 53-YEAR HISTORY

Deeper dive: The CES 2024 Audit is available here. Highlights from the data include:

• 56,432 (40%) international attendees, representing 161 countries, regions and territories — the largest percentage of international attendees to ever attend CES
• 69,294 senior executives, representing a 15% increase compared to 2023. 
• 4,312 registered exhibitors, a 10% increase year-over-year
• 5,355 members of the media, compared with 4,806 in 2023
• 302 of the Fortune Global 500 companies represented, compared with 300 last year

Related: CES 2024 Attracts Record International and Startup Participation, Shares Strategic Growth Strategies 

By the numbers: On the exhibits side (not subject to audit), CES 2024 reported a 10% growth across the show floor, with more than 4,300 exhibitors, including a record 1,400+ startups in Eureka Park. By comparison, CES 2020 featured 4,419 exhibiting companies across more than 2.9 million net square feet. 

What they are saying: "Our annual show audit proves CES is where business gets done," said CTA CEO Gary Shapiro. "Executives and business decision-makers see the value in face-to-face meetings and access to global media, which only a show like CES can provide. Nothing can replace these moments of serendipity."

Why it matters: "We were thrilled not just to welcome more than 138,000 people to CES 2024, but to back up those numbers with an independent audit," said CTA President Kinsey Fabrizio. "Transparency is part of our ethos as an association, and it is a best practice for the events industry as exhibitors and attendees evaluate value and impact. By every measure, CES provides an unparalleled experience."

Related: Celebrating Women’s History Month 2024 With Connectiv’s Courtney Muller and CTA’s Kinsey Fabrizio 

Context: CES complies with auditing standards established by UFI, The Global Association of the Exhibition Industry, which requires an exhibition audit for membership. CES is one of a handful of North American association trade show organizers that are UFI members. The Toy Association, which is also an UFI member, audits Toy Fair.

Looking ahead: CES 2025 will return Jan. 7-10 to the Las Vegas Convention Center.

Main image: Sony unveils new Afeela EV at CES 2024