Exhibitions and events are powerful economic drivers that connect businesses, foster innovation, and create transformative experiences across diverse industries and cultures.
Marsha Flanagan, M.Ed., CEM
President and CEO, International Association of Exhibitions and Events®
The exhibitions and events industry is a quiet giant in the global economy, generating billions of dollars annually and supporting countless jobs. From the people who design jaw-dropping booths to the teams that handle logistics, each event is a microcosm of diverse talents and expertise working together. The industry’s resilience is especially remarkable. In times of economic or social uncertainty, events adapt to continue providing platforms for businesses to connect and thrive. They are a constant, essential tool for industries to innovate, engage audiences, and drive growth.
The events industry is a dynamic arena where creativity, logistics, and business strategy converge, offering diverse career opportunities. Those with a talent for design can create immersive exhibits that captivate audiences, while skilled negotiators can thrive in sales roles, driving success through securing sponsorships and partnerships that bring events to life. One of the most exciting aspects of the industry is its potential for growth. Roles are as varied as the events themselves, and new opportunities in areas like data-driven event marketing or sustainable planning keep things fresh. With so many pathways to explore, it is no surprise that this industry attracts people who are passionate about making an impact.
A global force
Exhibitions and events are global by nature. These gatherings connect exhibitors and attendees from all walks of life, fostering collaboration, celebrating diversity, and creating spaces where cultures, ideas, and innovations converge. This cross-cultural exchange is not only enriching for attendees – it is a key driver of innovation. New perspectives spark new ideas, leading to creative solutions that shape industries and societies alike.
From artificial intelligence (AI) tools that optimize event planning and attendee matchmaking to virtual reality (VR) experiences and mobile apps that personalize engagement, technology is revolutionizing how events are designed and executed. Today’s events are more than just physical spaces; they are dynamic, interactive platforms where digital and real-world experiences seamlessly converge. Event technology is not just about flashiness. It makes experiences smoother, more engaging, and more inclusive, extending the reach of events to global audiences. With a growing emphasis on sustainability, tech is helping the industry reduce its environmental footprint, making events not just impactful but also responsible.
Moving industries forward
Even if you have never attended a trade show or exhibition, the ripple effects of these events touch your life. They launch the products we use, inspire the ideas that shape industries, and provide businesses with the tools to grow. They contribute to commerce in a hard-hitting way as business flows from these interactions. For example, approximately 17% of new product launches occur at exhibitions and events.
Next time you hear about an event, think beyond the headlines or social media posts. Behind every exhibition or conference is an ecosystem of professionals, creators, and visionaries working to bring ideas to life. It’s an industry of connection and transformation – and it is shaping the world in ways we can all appreciate.
