◗◗50 largest annual events in the US in 2025

Each year, the largest annual events in the US attract thousands of businesses and millions of attendees, presenting unparalleled opportunities for networking and lead generation. Events like CES and SXSW boast massive attendance, making them prime opportunities for businesses to engage with potential clients. Yet, many companies struggle to effectively track and nurture leads, with studies showing that up to 79% of event leads fail to convert due to poor follow-up strategies​.

To help businesses capitalize on these opportunities, this article explores actionable strategies for lead tracking and management. From leveraging innovative technologies like CRM integrations to implementing personalized follow-up processes, these insights ensure your business can thrive in the bustling environment of America’s biggest events. Additionally, lead management apps like momencio simplify the lead tracking process by combining data capture, real-time analytics, and intelligent follow-ups into a seamless experience.

50 largest annual in-person events in the US

The United States hosts some of the world’s most iconic annual events, each serving as a hub for innovation, networking, and business growth. From trade shows and conferences to expos and fairs, these gatherings draw millions of attendees and exhibitors every year, offering unparalleled opportunities to connect and showcase. In this comprehensive guide, we’ve compiled the 50 largest in-person events in the US for 2025, complete with locations, attendance estimates, dates, and links to their official websites. Whether you’re planning to exhibit, attend, or just explore, this list will help you navigate the most significant events shaping industries across the nation.

Also read the top 50 largest trade shows in the United States in 2025.

The importance of lead tracking at the largest annual events in the US

Success at any event isn’t just about showing up—it’s about showing up prepared to capitalize on every opportunity. The largest annual events in the US are not just gatherings; they’re ecosystems of opportunities. Businesses flock to these events to connect, showcase, and most importantly, capture leads that can fuel their growth for months to come.

To understand the scale of these opportunities, consider CES, held annually in Las Vegas. This event attracts over 170,000 attendees and more than 4,000 exhibitors. Each one of those attendees is a potential lead, a gateway to new partnerships, sales, and growth. But here’s the challenge: amidst the hustle and bustle, how do you ensure that you don’t just meet people but build meaningful connections?

Statistics reveal a stark truth: nearly 80% of leads gathered at events are never followed up on. Imagine that—four out of five opportunities slipping through the cracks simply because businesses lack a streamlined system to track and nurture those connections. At these high-stakes events, it’s not enough to network; you must have a robust strategy to collect, organize, and act on the information you gather.

Lead tracking is the lifeblood of event success because it ensures that every handshake, every business card, and every scanned badge becomes part of a well-oiled machine geared toward conversion. Without it, even the most promising connections are likely to be forgotten as soon as the event ends

Why lead tracking is critical

• Maximizing ROI: Every event you attend represents a significant investment. Travel, booth space, collateral—it all adds up. Effective lead tracking ensures you make the most of that investment by turning interactions into measurable outcomes.
• Building relationships: People remember meaningful interactions, but only if you follow up with intention. A proper lead tracking system lets you personalize outreach, building trust and rapport that can lead to lasting business relationships.
• Beating the competition: At large events, you’re competing with hundreds, sometimes thousands, of other businesses for attention. The faster and more effectively you follow up, the more likely you are to stand out.

Case in point: Dreamforce

Dreamforce, one of the largest annual tech conferences in the US, embodies the scale and potential of these events. With over 150,000 attendees, it’s a treasure trove of opportunities. Companies that attend with a clear lead tracking strategy—such as using badge scanning tools or integrated CRM systems—are the ones that leave with more than just good memories; they leave with actionable leads and future clients.

Preparation is the key to success. If you’re going to invest time and resources into attending the largest annual events in the US, you owe it to yourself and your team to have a foolproof system in place for lead tracking.

Challenges in lead capture and management at large-scale events

Attending the largest annual events in the US is an exciting opportunity, but it also comes with unique challenges that can make or break your success. Events like the National Restaurant Association Show, the American Academy of Orthopaedic Surgeons (AAOS) Annual Meeting, and the World Dairy Expo each draw thousands of attendees. These gatherings are hubs of innovation and connection, yet they can be overwhelming for businesses that lack a clear plan for lead capture and management.

Why businesses struggle

When you walk into a large event, you’re entering an environment filled with possibilities. But alongside the opportunities come significant obstacles. Here are the three most common challenges businesses face:

• Scattered tools and disorganized data

Many organizations rely on outdated or fragmented systems to capture leads. Imagine an exhibitor at the World of Concrete event in Las Vegas juggling handwritten notes, spreadsheets, and email threads. Without a unified platform, critical data can slip through the cracks, leaving your team guessing when it’s time to follow up.

• Competing for attention in crowded spaces

At events like the New York International Auto Show or the National Retail Federation (NRF) Big Show, it’s not uncommon to see exhibitors vying for the attention of thousands of attendees. Without a structured process for prioritizing conversations, you risk spending valuable time on cold leads while high-potential prospects walk by unnoticed.

• Slow or ineffective follow-up

Timeliness is key in turning a lead into a client. Research shows that following up within 24 hours can significantly increase conversion rates, yet many businesses falter. For example, at the American Society of Clinical Oncology (ASCO) Annual Meeting, where attendees often have packed schedules, a delayed follow-up could mean losing out to a competitor who acted faster.

The cost of inefficiency

These challenges don’t just affect your event outcomes—they can also impact your bottom line. Inefficient lead capture processes lead to wasted resources, missed opportunities, and a lower return on investment. Even worse, they can create frustration within your team as they struggle to make sense of incomplete or scattered data.

The solution: a strategic mindset

Success at these events requires a shift in approach. Instead of relying on outdated methods, embrace a strategy that prioritizes organization, speed, and personalization. Tools that centralize your data, automate follow-ups, and allow real-time tracking can transform the way you engage with prospects.

Remember, it’s not the number of interactions that matters most—it’s the quality of those connections and your ability to act on them swiftly. The businesses that thrive at events like the International Manufacturing Technology Show (IMTS) or the Winter Fancy Food Show are the ones that come prepared with a clear system for capturing and nurturing leads.

By addressing these challenges head-on, you can position your business to stand out, even in the busiest and most competitive environments.

How technology makes lead tracking easier than ever

Success at the largest annual events in the US hinges on one principle: working smarter, not harder. Whether you’re exhibiting at the Winter Fancy Food Show or showcasing innovations at the National Retail Federation (NRF) Big Show, the right technology empowers you to maximize every opportunity. It’s no longer enough to just participate—technology helps you dominate.

Consider this: at events like the International Manufacturing Technology Show (IMTS), hundreds of exhibitors and thousands of attendees compete for attention. How do some businesses leave with a goldmine of leads while others barely break even? The answer lies in how effectively they use technology to simplify, strategize, and scale their efforts.

Three ways technology elevates your event game

• It saves you time—lots of it

At events like the World Dairy Expo, the speed of lead capture can make or break your outcomes. Picture this: instead of shuffling through a pile of business cards or scrambling to jot down notes, you scan a badge, and within seconds, all their details are logged, enriched, and categorized. What took hours before now happens in moments, leaving you more time to focus on the interaction, not the paperwork.

• It gives you instant clarity

Imagine you’re midway through the New York International Auto Show. Your booth is buzzing with visitors, and your team is juggling conversations. How do you decide who to prioritize? With real-time analytics, you can track which leads are most engaged, which products drew the most attention, and which follow-ups will have the greatest impact. You’re not just guessing—you’re acting on data.

• It bridges the gap between connection and conversion

The real work begins after the event ends. That’s where tools like CRM integrations shine. They ensure that the leads you’ve captured don’t disappear into a black hole. Instead, every conversation flows into a structured follow-up system. For example, after the American Academy of Orthopaedic Surgeons (AAOS) Annual Meeting, your data is automatically synced with your CRM, helping you send personalized, timely emails that strengthen your connection.

Technology in action: how winners think

At the National Restaurant Association Show, savvy businesses use tools that go beyond just data capture. They leverage personalized microsites that allow attendees to revisit product demos and event highlights. At the SEMA Show, top performers use gamification to engage visitors, combining fun with meaningful data collection. And at Dreamforce, leading brands employ real-time engagement trackers to pivot their strategies based on audience behavior.

These businesses don’t just rely on their team’s hustle—they multiply their efforts with technology that works tirelessly in the background.

What’s the real advantage?

The real advantage of technology isn’t just in what it does—it’s in how it frees you to focus on what you do best. Instead of being bogged down by manual tasks, you can channel your energy into building relationships, delivering impactful presentations, and following up with confidence.

Think of technology as your silent partner: always present, always reliable, and always ready to help you close the gap between potential and success.

Exact strategies to optimize lead tracking and engagement

Every great achievement begins with a solid plan, and when it comes to lead tracking at the largest annual events in the US, having the right strategy is non-negotiable. These events—be it the National Restaurant Association Show, Dreamforce, or the New York International Auto Show—are teeming with opportunities. But without a focused approach, even the most promising leads can slip through the cracks.

Optimizing lead tracking isn’t just about using the right tools; it’s about being intentional in how you engage, capture, and follow up. Below are actionable strategies to ensure you make the most of every connection.

1. Prioritize meaningful interactions

At large events, it’s easy to feel pressured to talk to as many people as possible. But volume isn’t the goal—value is. Focus your energy on meaningful conversations with attendees who align with your ideal customer profile.

For example, if you’re at the World Dairy Expo, don’t just attract visitors with giveaways or flashy displays. Instead, tailor your approach to engage those genuinely interested in your products or services. A quick qualifying question, like, “What challenges are you looking to solve in your operations this year?” can help identify whether someone is worth pursuing further.

2. Use pre-event planning to your advantage

Success starts long before the event doors open. Research attendee lists, identify high-value targets, and schedule meetings in advance. Many events, like the American Academy of Orthopaedic Surgeons (AAOS) Annual Meeting, offer networking apps or portals where you can connect with attendees before the event.

By pre-scheduling appointments, you ensure that your time is spent with decision-makers who have genuine interest, rather than leaving your success to chance.

3. Engage with interactive content

Static displays and traditional pitches no longer cut it at events like the Winter Fancy Food Show or SEMA Show. Attendees want to be involved, not just talked at. Incorporate interactive elements like live demos, gamified surveys, or touchscreens that allow visitors to explore your offerings on their terms.

Not only does this keep them engaged, but it also provides a natural opportunity to gather data. For instance, a digital survey could ask attendees to rank their pain points, giving you insight into how to personalize your follow-up.

4. Capture more than just contact details

Lead tracking isn’t just about collecting names and numbers; it’s about understanding your prospects. Tools that allow you to take notes, track interests, and log key conversation points—like what products caught their eye—are invaluable.

At the National Retail Federation (NRF) Big Show, for example, exhibitors who log specifics about attendee preferences can craft personalized follow-ups that resonate more deeply, increasing the chances of conversion.

5. Follow up immediately

Timing is everything. Leads that aren’t followed up with promptly tend to go cold. At major events, attendees are bombarded with information, making it crucial to reach out while the experience is still fresh in their minds.

Use automation to send thank-you emails or personalized links to relevant content within 24 hours of the event. If you’re leveraging tools like integrated CRMs, your follow-ups can be enriched with details gathered during the event, showing prospects you truly understand their needs.

6. Evaluate and refine your approach

The most successful businesses don’t just track leads—they track their own performance. After an event, review what worked and what didn’t. Were your pre-event outreach efforts effective? Did certain engagement techniques generate more interest?

For instance, at Dreamforce, exhibitors often analyze their engagement data to identify trends, such as which product demos attracted the most attention or which audience segments were most responsive. These insights can help you refine your strategy for future events.

With the right strategies, every interaction at a major event becomes an opportunity. The key is to approach lead tracking and engagement with intentionality, precision, and a commitment to improvement. In the next section, we’ll explore real-life applications of these strategies at marquee events and what sets the best performers apart.

Conclusion

The largest annual events in the US are much more than industry showcases—they are platforms for building relationships, driving growth, and turning opportunities into measurable success. Yet, as we’ve explored, success at these events isn’t guaranteed. It requires preparation, strategy, and the right tools to navigate the challenges and seize the potential that these environments offer.

Whether it’s tailoring engagement at the National Restaurant Association Show, leveraging real-time analytics at IMTS, or crafting personalized follow-ups at Dreamforce, the most successful businesses approach these events with intentionality. They focus on capturing not just names and numbers but meaningful insights that allow them to build trust and nurture relationships long after the event doors close.

Key takeaways

• Preparation matters: Success starts long before the event, with research, goal setting, and pre-event outreach.
• Technology is your ally: Tools that enable real-time data capture, analytics, and seamless integration with your CRM are essential for staying ahead.
• Engagement must be strategic: Focus on quality over quantity, tailoring your approach to each prospect and using personalized follow-ups to maintain momentum.

By embracing these strategies, you’ll not only maximize the ROI of your event participation but also set your business apart in crowded, competitive environments.

FAQs

1. How can I identify the largest annual events in the US that are most relevant to my business?
   1. Research industry-specific trade shows and conferences. Look for events with high attendance and reputable speakers. Tools like event directories or CRM platforms can also help you pinpoint events where your target audience is likely to be present.
2. What should I prioritize when preparing for a major event?
   1. Focus on pre-event planning, including setting clear goals, creating a schedule, and ensuring your booth or materials are engaging. Use tools like real-time analytics and badge scanners to capture lead data efficiently, and plan follow-ups in advance.
3. How do I measure the ROI of attending a large-scale event?
   1. Track metrics such as the number of leads captured, follow-up engagement rates, and eventual conversions. Use analytics tools or platforms like momencio, which integrate data from lead capture to post-event sales, offering a comprehensive view of your ROI.
4. What strategies can I use to stand out at crowded events?
   1. Incorporate interactive elements like gamification, live demos, or engaging presentations. Personalize your outreach by tailoring your message to the attendee’s needs. Position your booth in high-traffic areas, and leverage technology for real-time attendee engagement.
5. How soon should I follow up with leads after the event?
   1. Timing is critical. Aim to follow up within 24-48 hours while your interaction is still fresh in their memory. Automated tools can help send personalized messages or links to microsites based on their expressed interests during the event.