By Mary Tucker | Senior Communications and Content Manager | IAEE
The exhibitions and events industry continues to evolve at an accelerating pace as we move through 2026, demanding fresh approaches to longstanding challenges. Industry professionals are asking critical questions such as, How do we drive innovation while deepening member engagement? What emerging trends will define success this year? And most importantly, What strategies will deliver exceptional value, stronger ROI and expanded reach?
In the upcoming webinar, IAEE Insights for 2026: Navigating Trends, Unlocking Opportunities, IAEE President and CEO Marsha Flanagan, M.Ed., CEM and IAEE Chairperson Brian Pagel, Executive Vice President at Emerald X, will share IAEE’s strategic vision for the year ahead, unpack key trends shaping exhibitions, and offer actionable insights to help stakeholders navigate both challenges and opportunities in today’s dynamic market.
Attendees will have the opportunity to understand IAEE’s roadmap, anticipate what’s coming in 2026 and discover strategies to unlock new growth potential. This enlightening presentation will provide the forward-looking perspective you need to thrive in the year ahead!
But first, Marsha and Brian offer a preview of the critical trends and strategic shifts that will define success in 2026 – from navigating geopolitical complexities, to rebuilding trust in an uncertain world and understanding the new economics driving younger generations’ participation decisions.
How are geopolitical factors reshaping the exhibitions industry, and why should organizers care?
MARSHA: Geopolitical awareness has become non-negotiable for exhibition organizers. Trade tensions, sanctions and regional conflicts are directly impacting who can attend, what can be exhibited, and where events succeed. Research shows that the largest, most internationally oriented exhibitions are experiencing the strongest post-pandemic growth, making them particularly vulnerable to policy shifts and global instability. Organizers must move beyond reactive responses and integrate geopolitical scenario planning into their core strategy.
What does the fragmentation of global trade mean for exhibition growth strategies?
BRIAN: As global trade becomes more fragmented, the strongest near-term opportunities are increasingly domestic or regionally focused. For organizers with international ambitions, success now depends on true localization – launching events within regional markets that reflect local industry realities, regulations, and business norms rather than simply exporting a brand. New trade agreements are reshaping commercial flows independently of traditional global partnerships, requiring organizers to understand where trade relationships are strengthening and design events that align with emerging regional economic ecosystems.
How are policy changes and regulations becoming active drivers of event strategy?
MARSHA: Policy is reshaping participation at every level. For example, visa restrictions complicate attendee pipelines; data sovereignty laws like GDPR impact lead qualification and marketing ROI; and sustainability mandates are increasingly codified into requirements that influence exhibitor participation. Labor regulations, taxation frameworks, and tariffs affect everything from booth construction to product demonstrations. Forward-thinking organizers are now mapping policy landscapes and designing adaptable participation models to maintain attendance diversity and financial resilience.
Why is trust becoming the exhibitions industry’s most valuable currency?
BRIAN: In an era of global instability, misinformation, and rapid technological change, trust is scarce. In-person events have evolved into “trusting infrastructure” by providing human verification and confidence that digital platforms struggle to deliver. When buyers can see products, question claims and engage face-to-face with peers, deals move faster and partnerships feel safer. However, passive formats no longer work. Trust is built through dialogue, transparency and participation. For younger generations especially, trust must be earned through clear value, transparent pricing and demonstrated values.
How should organizers think about technology’s role in enhancing rather than distracting from live events?
MARSHA: Technology presents both opportunity and challenge. Smartphones can distract attendees or, when used strategically, become powerful engagement tools that help navigate sessions and connect with exhibitors in real time. AI and digital technologies offer enormous potential to personalize experiences and streamline operations, but their impact depends on thoughtful, responsible implementation with clear policies and strong cybersecurity. The key is designing experiences so compelling that technology enhances human connection rather than replacing it. We must think in terms of using digital tools to complement, not compete with, the live experience.
What economic pressures are most significantly impacting attendee and exhibitor participation, and how are younger generations responding?
BRIAN: Travel costs and inflation have emerged as the most significant headwinds facing event marketers because they directly impact attendance, exhibitor participation, and sponsorship sales. For exhibitors, controlling move-in, move-out and staffing costs has become critical. Meanwhile, Gen Z and younger Millennials are entering the industry during sustained global instability shaped by financial constraints, housing unaffordability and economic volatility. For this generation, ROI must be immediate, tangible and clearly communicated.
Click here to register for IAEE Insights for 2026: Navigating Trends, Unlocking Opportunities and learn more about upcoming IAEE webinars here.
