By Mary Tucker | Senior Communications and Content Manager | IAEE
As the exhibitions and events industry maintains its strong momentum in 2025, organizations face the dual challenge of preserving their success while innovating for the future. IAEE President and CEO Marsha Flanagan, M.Ed., CEM and IAEE Chairperson Chuck Grouzard, Executive Vice President of Business Development, Creative and Design for GES explore how industry leaders are reimagining their approaches to member service, stakeholder engagement, and show development in their upcoming webinar, The Path Ahead: IAEE’s Vision for the New Year, Industry Updates, and Anticipated Trends for 2025, on 29 January.
Their insights will offer a glimpse into IAEE’s roadmap for the year ahead and the strategies that will shape the future of exhibitions. Here’s what these industry leaders had to share about driving meaningful change, ensuring positive ROI and building greater success for all stakeholders.
The exhibition industry has seen significant changes in recent years. How would you characterize its current state of recovery?
Marsha: We’re seeing encouraging signs of recovery across multiple metrics. What’s particularly interesting is the varying pace of recovery across different aspects of the industry. Some areas are nearly back to pre-pandemic levels, while others are still on their journey. The data tells a fascinating story about resilience and adaptation.
From an economic perspective, how does the exhibition industry’s performance align with broader economic indicators?
Chuck: The correlation is quite remarkable. When we look at key economic indicators like GDP growth, consumer spending and the labor market, we’re seeing patterns that directly impact our industry’s performance. What’s particularly encouraging is the U.S. economy’s projected strength relative to other advanced economies as we move into 2025, despite some ongoing challenges.
There’s a lot of buzz about AI and technology in the events space. How do you see these tools shaping the future of trade shows?
Marsha: Technology is no longer just an add-on – it’s becoming deeply integrated into the core of how we operate. What excites me most is how we are using these tools to create more personalized, meaningful experiences for attendees. The key is finding the right balance between innovation and maintaining the human element that makes our industry special.
Let’s talk about the next generation of industry professionals. What changes are you seeing in workforce development and talent attraction?
Chuck: This is a critical focus area for us. The demographics of our industry are shifting significantly, and we are seeing exciting opportunities to bring fresh perspectives into the field. Of significant interest is how the next generation’s values and expectations are reshaping traditional approaches to event planning and execution.
How is IAEE adapting its approach to community building in this evolving landscape?
Marsha: Community building has taken on new dimensions in recent years. We’re seeing a shift toward year-round engagement that extends far beyond the physical event space. The trick is to apply the advantages that the latest digital tools provide in creating more meaningful connections in order to maintain – the goal is to enhance, actually – the irreplaceable value of face-to-face interactions.
What would you say to someone considering attending your upcoming webinar on 2025 trends?
Chuck: This webinar isn’t just about predictions – it’s about practical insights that industry professionals can use to navigate the changes ahead. We will be diving deep into data-driven trends, sharing concrete examples, and offering actionable strategies that participants can implement in their own organizations and upcoming shows.
Marsha: Exactly. Whether you are a seasoned professional or new to the industry, understanding these trends is crucial for staying competitive. We will be sharing exclusive research findings from the Center for Exhibition Industry Research (CEIR) and insights that will help attendees position themselves for success in 2025 and beyond.