Editorial Note: Originally published in the December 2024 issue of Trade Show Executive magazine.
As my term as IAEE Chairperson draws to a close, I find myself reflecting on the remarkable evolution our industry has experienced throughout 2024. This year has been defined by our collective commitment to sustainability, advocacy, collaboration, technological innovation and workforce development – pillars that will continue to shape our future.
Sustainability has made its way to the forefront of our industry’s priorities. I see initiatives throughout the industry that reflect our determination to make positive changes in this area, such as IAEE’s recently-released How To Guide to Sustainable Exhibitions. This progress exemplifies how implementing sustainable practices is not just about environmental stewardship, but a strategic advantage that drives innovation, attracts young professionals and creates operational efficiencies.
Advocacy efforts this year have been impactful, highlighted by the ECA’s Legislative Action Day that brought industry leaders face-to-face with U.S. policymakers. We continue to make significant strides in addressing crucial issues, from pushing for the reinstatement of communicable disease coverage in event cancellation insurance to advocating for streamlined visa operations and fair music licensing practices. These efforts underscore our industry’s role in driving economic growth and fostering global commerce.
The power of collaboration has also been evident throughout 2024. By bringing together diverse perspectives and expertise, we develop innovative solutions and experiences that push the boundaries of what is possible. Partnerships amplify our collective voice, and the unity demonstrated by industry organizations reinforces our reputation while showcasing our resilience in the post-pandemic business landscape.
Technology has emerged as a transformative force in our industry this year; it has been nothing short of awe-inspiring. The integration of artificial intelligence has revolutionized how we approach attendee engagement, event planning and marketing strategies. From AI-powered matchmaking platforms to predictive analytics for resource allocation, these tools are enhancing the attendee experience while optimizing operations. Augmented reality, virtual reality, and IoT technologies have opened new possibilities for immersive experiences and data-driven decision-making. There is no shortage of curiosity and motivation to see where these technologies will take us.
Perhaps most critically, 2024 has highlighted the importance of nurturing our workforce. We have made significant progress in attracting young professionals by emphasizing flexibility, professional development and purpose-driven work. Our industry’s unique ability to foster meaningful relationships and drive innovation across business sectors has become a compelling narrative for the next generation of talent. I urge executive leaders to continue building on this momentum. The benefits of experience and wisdom coupled with fresh ideas and enthusiasm is a secret sauce that lifts our industry to new heights – an exciting proposition!
As I prepare to pass the torch, I am optimistic about our industry’s trajectory. The challenges we have faced have become catalysts for innovation and growth. I encourage executive leaders to continue exploring the themes featured in this column throughout the year. Our industry has proven its resilience and adaptability time and again, and I have no doubt that we will continue to evolve and thrive.
Together, we have not only navigated change but embraced it as an opportunity to reshape our industry for the better. The future of trade shows is bright, and I am excited to see how we will continue to innovate, collaborate and lead in the years to come.
As this issue goes live, IAEE is finalizing its preparations for yet another amazing Expo! Expo!, this year in Los Angeles. I cannot think of a better way to close out the year and embrace a new year ahead.
It has truly been an honor to serve as the IAEE Chair in ’24. I wish you and yours a happy holiday season and look forward to our industry’s continued prosperity in ’25.
Marie Browne
2024 IAEE Chairperson
Group Vice President
RX
