Editorial Note: Originally published in the November 2025 issue of Trade Show Executive magazine.
I’ve had countless conversations throughout the year with industry leaders about the seismic shifts we’re experiencing and, as I’ve emphasized in this column, technology is leading the charge. From AI-powered attendee engagement to data-driven event optimization, the trade show industry is undergoing a transformation that’s both exhilarating and, at times, a little daunting.
The bottom line is that the organizations and shows thriving in our new business paradigm are those using data to understand, embrace and get ahead of it – which is exactly what we’ve done with Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025.
We’ve been listening, collecting feedback and analyzing data to understand what our industry truly needs. The insights are clear: you want more integration between learning and doing, more opportunities to see innovation in action, and more practical solutions you can implement immediately. This data-powered approach has inspired our theme, ONE EPIC EVENT, because following the data allows us to deliver experiences that truly move the needle.
Expo! Expo! is known as the industry’s premier gathering, bringing together the brightest minds, latest innovations and invaluable networking opportunities under one roof. This year, we’re building on those proven elements while pushing boundaries in ways that reflect where our industry is heading.
The data tells us that attendees are clamoring for more than just information; they want transformation! They want to return home equally inspired and equipped to elevate their own events. Expo! Expo! is nurturing this appeal by integrating education directly onto the exhibition floor to create a dynamic environment where learning and networking happen simultaneously – just as they do in our increasingly connected business world.
We’ve positioned the General Session adjacent to the exhibition floor, incorporated airwalls that flow the learning sessions directly onto the exhibition space and extended exhibition hours so that exhibitors have more face time with decisionmakers. Attendees will delve into innovations firsthand, engage with solutions in real-time, and have immediate opportunities to discuss implementation with both providers and peers.
We’re also addressing one of the most critical conversations in our industry today through the IAEE Sustainability Sanctuary. The sanctuary goes beyond discussing best practices; it’s a multi-zone pavilion where industry leaders, solution providers and advocates will collaborate on real-world challenges. The truth of the matter is that sustainability is a business imperative that’s influencing how we design, execute and measure success in our events, and forward-thinking executive leaders realize we must effectively answer this call to action.
Expo! Expo! 2025 will also dive deep into the concerns that are resonating the most among industry professionals such as monetization strategies, marketing innovation, operational excellence and yes, AI’s impact on our industry. Because the data shows us that successful events are no longer just about bringing buyers and sellers together, they’re about creating experiences that generate measurable business outcomes.
Houston provides the perfect backdrop for this evolution by offering everything our attendees need, from accessibility to world-class amenities to a walkable convention district that encourages the spontaneous conversations where real business gets done.
I love our industry for many reasons, with a big one being just how fun it is – what can I say, I love to have fun! I love seeing how show organizers can bring a surprise and delight mindset to their shows. Few industries can boast that they have as much genuine enjoyment engaging in serious business as the trade show industry does. With that in mind, I can promise that we have fun and exciting surprises planned for you at Expo! Expo! that you won’t want to miss.
Fellow executive leaders: I challenge you to follow the data from the insights we’ve gathered along with the opportunities you’re seeing in your own organizations. Join us next month for what truly will be ONE EPIC EVENT. We will not only explore the future of trade shows but actively shape it together.
After all, the data speaks for itself – Expo! Expo! is THE PLACE TO BE for leaders ready to write the next chapter of our industry’s story. I look forward to seeing you in Houston on December 8-10!
Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES
