International Association of Exhibits and Events President & CEO Marsha Flanagan, M.Ed., CEM, shares some of what IAEE sees as top challenges and opportunities for trade show organizers in the coming year.

MeetingMentor recently caught up with International Association of Exhibits and Events President & CEO Marsha Flanagan, M.Ed., CEM, to find out what trends IAEE is tracking as we move into 2026. Here are some of the key challenges and opportunities that likely will be on the horizon.

MM: What are some of the most promising opportunities you anticipate seeing for trade show organizers in 2026?

International Association of Exhibits and Events President & CEO Marsha Flanagan, M.Ed., CEM

Flanagan: Most of us spent 2025 wrapping our heads around the technology boom – specifically with AI – that is rewriting various aspects of how show organizers design their events. I believe this will continue into 2026 with the emphasis on the best applications of the data we collect at our shows. The collection aspect isn’t new, but the more effective uses of the data available through new tech is where things will get interesting. The doors have been blown open for opportunities to enhance attendee engagement, and I think it will be an exciting year for where our industry takes it.

MM: What are some of the challenges and/or currently unclear situations you anticipate will make it more difficult to navigate through 2026?

Flanagan: From what we know today, the biggest challenges will continue to be maneuvering U.S. policy changes. This is where having an industry-wide voice with the Exhibitions & Conferences Alliance (ECA) provides our greatest advantage. The “four T’s” (talent, taxes, tariffs, and travel) are front and center but with changes happening as quickly as they do, the best thing each of us can do is lean into the work ECA is doing and be as active as possible in helping it represent our industry to U.S. leaders.

MM: What will be the key factors to retaining existing and converting potential sponsors/exhibitors?

Flanagan: The key to retaining existing sponsors and converting new ones lies in delivering experiences that are so immersive and high value, they simply cannot be replicated on a screen. Events must go beyond transactions to create moments of genuine connection and measurable return. Exhibitors and partners increasingly expect access to data and real-time analytics that allow for tailored engagement and informed decision-making. By leveraging technology to personalize experiences and demonstrate tangible outcomes, we can reinforce the value proposition for participation and ensure long-term partnership growth.

MM: Will 2026 be a good year to launch new shows and expand existing offerings?

Flanagan: Whether 2026 will be a good year to launch new shows or expand existing ones depends on both the sector and the market. According to CEIR Index data through Q2 2025, overall exhibition performance remains about 8.4% below 2019 levels, a slight dip from the 7.7% shortfall in Q2 2024. While we’ve seen steady recovery since 2023, the past few quarters suggest the market is stabilizing rather than accelerating.

Only about one-third (32.7%) of events have surpassed pre-pandemic performance, down from nearly 40% a year ago. This indicates that while some sectors are thriving, others are still regaining footing. Expansion decisions in 2026 should therefore be data-driven and sector-specific. For example, healthcare, technology and energy continue to show strength, while consumer goods and small manufacturing remain more cautious.

MM: Are there certain geographic areas that are ripe for expansion/new shows?

Flanagan: From a geographic standpoint, growth potential appears strongest in regions with ongoing infrastructure investment and favorable business climates, including parts of the U.S. Southeast, the Middle East and Asia – particularly China and India. Mature markets may offer expansion opportunities through vertical diversification or co-located events, rather than entirely new launches.

In short, 2026 offers promise but success will depend on aligning timing, sector momentum, and regional market readiness rather than assuming a universal rebound.

MM: Is the trend toward trying to maintain connections between attendees, exhibitors/sponsors and the show organizer in between shows still important?

Flanagan: As a trade association, IAEE has made it a top priority to expand and further strengthen our communities. Communities are a natural way to keep the conversation going and to build off of the content and experiences gained from attending events.

MM: How can show organizers add more value and create more meaningful ROI for exhibitors/sponsors and generate value-based revenue opportunities for the host organization?

Flanagan: Show organizers can create more meaningful ROI for exhibitors and sponsors by reimagining value through the lens of flexibility, data and collaboration. Flexible pricing, affordability and transparency are essential to engage today’s value-driven generation of exhibitors and partners. Packages should align investment levels with measurable outcomes, whether through lead generation, brand visibility, or access to curated buyer audiences.

At the same time, we must challenge legacy practices that no longer serve evolving business models. This means shifting from passive formats to dynamic, collaborative experiences that foster authentic connections and real-time engagement. Integrating technology and analytics can further enhance this by providing actionable insights that help exhibitors optimize their presence and demonstrate tangible results.

MM: What impact will all the new convention center construction and expansion we’re seeing have on trade show site selection decisions moving forward?

Flanagan: The surge in new convention center construction and expansion projects through 2026 and beyond will significantly reshape site selection decisions. Organizers will have more choices than ever, but also more factors to weigh beyond space availability.

MM: What will be important factors for venues other than square footage, the ability to offer flexible layouts, sustainable design and strong digital infrastructure?

Flanagan: Destination appeal and cost transparency also will play a larger role as organizers balance affordability with attendee experience. Regions investing in convention district development such as walkable entertainment zones, connected hotels, and transit access will see increased demand.

In short, the expansion boom will create a buyer’s market, empowering organizers to negotiate stronger value-based partnerships and prioritize destinations that align with their event’s strategic goals, whether that’s attendee growth, international reach, or sustainability objectives.

MM: Any new technology or enhancements to existing technology you see as becoming potential game-changers for the industry in the coming year?

Flanagan: There is so much new tech that it can seem overwhelming at times, so the key is to stay informed. There are many game-changers available, especially when you consider that each show has its own priorities, and there really is no one way to go about it. Organizers find themselves in a constant balancing act between acing today’s goals while simultaneously laying the foundation for tomorrow. Do everything you can to stay on top of the wave in the coming year.

AI will continue to disrupt our current way of operating. There is no magic 8-ball here except to say that we have to remain agile and anticipate needs.

MM: Is sustainability still a growing trend, or is it taking a back seat to other concerns moving into 2026?

Flanagan: Sustainability has been ramping up for a few years and is moving toward full steam as we enter 2026. We are debuting the IAEE Sustainability Sanctuary at this year’s Expo! Expo! [happening in Houston this week], which focuses on the practical application of sustainability. Attendees have the opportunity to learn how they can implement sustainability at their next show, whatever that may mean for them, and we will continue this momentum into the coming year. We are literally at the point where the rubber must meet the road (if it hasn’t already) and there is no going backward.

MM: What are some of the growing risk concerns for 2026, and how should show organizers be preparing for them?

Flanagan: As we look ahead to 2026, the risk landscape for event organizers is becoming increasingly complex and interconnected. Factors such as visa restrictions, evolving data privacy laws, labor shortages, tariffs, sustainability mandates and changing tax structures are directly influencing how events are planned, who can attend, and what costs participants bear. These regulatory and economic shifts require organizers to be more agile and globally informed than ever before.

At the same time, climate change and unpredictable weather patterns are introducing new layers of risk by impacting travel reliability, logistics, and even venue operations. Building resilience into site selection, insurance coverage, and contingency planning has become essential.

While cybersecurity and overall event security were once top priorities, some organizations have shifted focus elsewhere in recent years. However, the reality is that we cannot deliver safe or trusted experiences without maintaining strong safeguards for both digital and physical environments. Protecting attendee data, securing digital platforms, and ensuring on-site safety remain non-negotiable.

In preparation, we’re investing in scenario planning, stronger cross-functional risk management, and closer collaboration with destination partners. The goal is to anticipate disruption, maintain trust, and ensure that every event experience – no matter the external factors – remains safe, compliant, and impactful.

MM: As Gen Z continues to make inroads into the professional workforce, how are trade show organizers attracting the younger generations to their shows?

Flanagan: As organizers, we need to create personalized experiences and provide perceived value that convinces a younger generation to spend their time on a show floor. Using technology to drive those experiences is key.

Trade show organizers are adapting to attract younger generations by designing experiences that go beyond traditional exhibits. Smartphones and digital distractions are a constant competitor, so events must offer value that can’t be replicated online.

For example, Trade shows are increasingly being designed to foster collaboration, co-creation and authentic interactions. In-person events provide trust, mentorship opportunities and support that digital platforms cannot replicate, making the experience more compelling for younger attendees.

It’s also important to address Gen Z’s financial anxiety: Flexible pricing, affordability, and transparency are key to engaging this value-driven generation. Providing tiered registration options, early-bird discounts, and clear communication about the return on investment helps make attendance accessible and worthwhile.

MM: What makes you feel optimistic about the future of the industry, despite any current headwinds we face in the near term?

Flanagan: I have no doubts about our industry’s resilience, and I am highly optimistic about our short- and long-term future. The trade show industry boasts enthusiastic, innovative and collaborative professionals who genuinely love what they do. My role allows me to interact with industry professionals across the world who are 100% committed to showcasing the economic impact our business events bring to the table. I see industry veterans and emerging leaders working together to keep us at the top of our game, and the results are impressive!

Yes, we will have our challenges, I don’t know of any industry that doesn’t. But I also know that we will meet, learn from, and grow because of, those challenges. I look forward to joining colleagues in making 2026 an outstanding year for the trade show industry!