Editorial Note: Originally published in the January 2026 issue of Trade Show Executive magazine.
It’s an honor to launch my tenure as IAEE Chairperson, and I’m excited to join this monthly dialogue about the trends and shifts that matter most to our industry. When I look at where our industry stands and where we’re headed, I’m impressed by how quickly – and thoughtfully – we’re evolving to create value, engage attendees and reinforce the impact that trade shows have on the broader economy.
At Expo! Expo! IAEE’s Annual Meeting & Exhibition in Houston last month, I enjoyed riveting conversations about what 2026 may hold for our industry. The consensus was clear: technology – one of today’s biggest influencers, if not THE biggest – moves too fast to fully predict with certainty. Still, we can identify trends that will undoubtedly be front and center.
Let’s start by addressing what we all know but don’t always say out loud: smartphones aren’t just tools our attendees use – they’re our competition. Every event we produce must deliver experiences that are simply too valuable to miss. We need to keep asking ourselves whether we’re creating moments that a screen simply cannot replicate.
This ties directly to what I see as our greatest strength and responsibility: elevating human connection. Yes, digital platforms offer convenience and reach but they cannot replace the serendipitous conversations, the trust that is built and the spontaneous creativity that happen when people gather in person. Our job is to design for collaboration, creation and authentic human engagement. Trade shows are places where relationships are forged and strengthened in ways digital interactions simply can’t match.
Along those lines, the integration of AI and real-time analytics is transforming our approach to event planning and execution. Predictive tools and dashboards deliver an unprecedented ability to anticipate attendee needs, optimize layouts and make agile decisions on the fly. We cannot, nor do we want to, replace human judgment; but we can augment our expertise with data-driven insights that help us deliver better outcomes for exhibitors and attendees alike.
Our audiences expect year-round engagement that extends well beyond their time on the show floor, with continuous touchpoints that build loyalty and community. This means rethinking our digital strategies to act as integral components of the total event experience. How do we keep the conversation going? How do we create value in the days between the in-person experience?
Perhaps one of our most challenging trends is the fragmentation of global trade. Localized event strategies are becoming increasingly important as we navigate visa restrictions, data privacy laws, fluid trade tariffs, shifting labor markets and evolving sustainability mandates. The old playbook of simply replicating successful events across markets no longer applies. We need regional expertise and cultural intelligence to design events that resonate locally while maintaining global standards.
Another call to action is the shift of sustainability from an optional consideration to an imperative one. Stakeholders are demanding responsible practices that minimize environmental impact and ensure long-term viability. This affects everything from venue selection to waste management to how we think about legacy and community investment.
Finally, we also need to challenge outdated practices and move from passive formats to dynamic, collaborative models. The days of static booths and one-way presentations are fading. Our audiences want to participate, co-create and engage actively.
As we move into 2026, these trends demand that we democratize data access, foster cross-functional alignment and continuously improve how we work together. Because one thing we know without a doubt is that the trade show industry is resilient and innovative.
The future belongs to those willing to evolve! I look forward to exploring these and other critical trends with you throughout the coming year.
Brian Pagel
2026 IAEE Chairperson
Executive Vice President
Emerald
