International Experts Address Future Challenges and Opportunities

The International Association of Exhibitions and Events® (IAEE) concluded its inaugural IAEE Predict 2025: Global Digital Innovation Dialogue for Events, bringing together leaders from around the world to chart the future of the meetings, incentives, conventions and exhibitions (MICE) industry in an era of unprecedented digital transformation.

Held at the Hangzhou International Conference Center on 26 September, IAEE Predict was co-located with the Global Digital Trade Expo and produced in conjunction with Hangzhou City University, the university’s Digital Innovation Center of Global Events and Hangzhou Expo Group. The event provided attendees with actionable insights on navigating the convergence of artificial intelligence, digital marketing and sustainable business practices within the global events ecosystem.

“IAEE Predict 2025 delivered extensive dialogue and reflected a highly collaborative spirit toward shaping the future of business events,” said IAEE President and CEO Marsha Flanagan, M.Ed., CEM. “I am confident that the strategic partnerships and innovative solutions explored will have a lasting impact on how we create value for attendees, exhibitors and the broader MICE ecosystem.”

IAEE Predict equipped participants with critical knowledge and networking opportunities essential for thriving in today’s quickly evolving business events. Key value propositions included:

Research-Driven Insights: The Digital Innovation Center of Global Events unveiled groundbreaking industry research during the opening ceremony, providing attendees with data-driven perspectives on emerging trends that will shape the MICE sector through 2030.

Cross-Cultural Business Intelligence: The China-U.S. exhibition industry dialogue session fostered international collaboration and knowledge exchange, helping participants understand regional market dynamics and identify global partnership opportunities.

AI Implementation Strategies: Dedicated sessions on AI innovation and transformation provided practical frameworks for incorporating artificial intelligence into exhibition operations, marketing strategies and attendee engagement protocols.

Sustainable Growth Models: Industry leaders addressed one of the industry’s most pressing challenges by exploring sustainable development practices that balance economic growth with environmental responsibility.

Digital Talent Development: Focused discussions on digital exhibition talent development equipped organizations with strategies for building teams capable of leveraging next-generation technologies.

The event also facilitated meaningful connections through fireside chats and topic-specific breakout sessions. Interactive roundtable sessions generated actionable recommendations for industry stakeholders, addressing critical success factors for MICE organizations navigating technological disruption while maintaining the human connection that remains at the heart of successful business events.

A significant milestone was achieved with the signing of a five-year Memorandum of Understanding between IAEE and the China Council for the Promotion of International Trade (CCPIT) Training Center, establishing the framework for the Certified in Exhibition Management – Advanced Professional (CEM-AP) learning program in China, with jointly awarded certifications and localized training content reviewed by the CEM China Committee. This new agreement aims to advance industry innovation and resource sharing across international markets.

IAEE Predict attendees had the opportunity to delve into practical applications of digital convergence in real time through the participation of major concurrent events: the Global Digital Trade Expo, Apsara 2025, NetEase Future Conference and West Lake Conference. Participants departed with enhanced understanding of digital marketing strategies, AI-powered transformation opportunities, and sustainable business practices that position the MICE industry as an essential driver of global economic growth in the digital age.

About IAEE
Trusted since 1928, IAEE provides quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE, and the organization advocates and promotes the awareness of face-to-face exhibitions and events as the primary medium for business development and growth. IAEE provides relevant, timely and innovative education to its members and the industry. IAEE recognizes its strategic partners: 4imprint, Convention News Television (CNTV), eShow, Freeman, GES | onPeak, Grit Productions and Expositions, IMEX, New Orleans & Company, New Orleans Ernest N. Morial Convention Center, Risk Strategies Company | Buttine Insurance, Snöball and Swapcard. Visit www.iaee.com for more information.

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Media Inquiries:
Mary Tucker
Sr. Communications & Content Manager | IAEE
+1 (972) 687-9226
mtucker@iaee.com