ES. Can you briefly tell us about your journey leading to the role of President and CEO of IAEE? What motivated you to pursue this path?
Marsha Flanagan. My motivation to pursue this path stems from a deep passion for the exhibitions and events industry. I earned my master’s degree in education specializing in meetings, tourism, and recreation management, which solidified my decision to choose this profession. Throughout my career, I have been driven by the desire to create impactful experiences and support the growth and success of industry professionals. In 2012, I joined IAEE as the Senior Vice President of Events and Learning Experiences, where I led the organization’s events and learning initiatives. A key part of my role was overseeing industry designations such as the Certified in Exhibition Management (CEM) program, helping to advance professional development within the exhibitions and events industry. On 1 December 2023, I was honored to step into the role of IAEE’s President and CEO. Being the first female President and CEO in the organization’s history, I hope to inspire more women to pursue leadership roles in exhibitions and events. In this capacity, I am focused on driving innovative strategies and fostering meaningful collaborations to propel IAEE into its next chapter of service to the global exhibitions and events community.
ES. What do you believe are the biggest challenges and opportunities currently facing the global events and exhibitions industry?
Marsha Flanagan. The global events and exhibitions industry is navigating a dynamic landscape filled with both challenges and opportunities. One of the biggest challenges is adapting
to evolving attendee expectations. Audiences now demand more personalized, immersive, and tech-driven experiences, requiring organizers to rethink traditional event models. Additionally, economic uncertainty and budget constraints pose challenges for exhibitors and attendees alike, impacting participation and investment in events. Another significant challenge is workforce development. As the industry continues to recover from disruptions, attracting and retaining skilled professionals remains a priority. The need for sustainable and responsible event practices is also growing, as stakeholders expect environmentally conscious decisions and socially responsible initiatives. Despite these challenges, there are tremendous opportunities for growth. Technology and AI integration can enhance engagement, streamline operations, and provide valuable data-driven insights to improve event experiences. Hybrid and digital event models also offer expanded reach and accessibility, enabling organizers to connect with broader audiences.
ES. The events and exhibitions industry has undergone significant changes, especially post-pandemic. How do you see the future of in-person vs. virtual events evolving in the next 5 to 10 years?
Marsha Flanagan. Despite the rise of digital alternatives during the pandemic, in-person events will remain the gold standard for networking, relationship-building, and immersive brand experiences. Attendees and exhibitors value face-to-face interactions, which are difficult to replicate virtually. However, in-person events will need to evolve by incorporating more experiential, interactive, and personalized elements to maintain engagement. Sustainability will also play a larger role, with organizers prioritizing eco-friendly practices and responsible event planning.
Looking ahead, we will see a shift toward seamlessly blending physical and digital elements to create more connected and data-driven events. Event organizers will need to embrace AI-powered personalization, real-time data insights, and new engagement technologies to cater to evolving audience demands. The key to success will be offering choice and flexibility, allowing attendees to engage in ways that best suit their needs while ensuring that in-person events continue to provide unmatched value.
ES. IAEE plays a key role in advocating for the industry. How does the association collaborate with government bodies, other trade organizations, and stakeholders to influence policy or regulation related to events and exhibitions?
Marsha Flanagan. IAEE is deeply committed to advocating for the exhibitions and events industry by working closely with various government bodies and key stakeholders to influence policies and regulations that support industry growth and resilience. IAEE helps shape policies related the industry by working to educate government officials on the vital role exhibitions play in economic development and job creation. IAEE collaborates with other industry associations to amplify advocacy efforts and align key priorities. Through these partnerships, IAEE contributes to global discussions various initiatives ensuring a unified voice for the industry.
To ensure that the needs of event organizers, exhibitors, and attendees are represented, IAEE maintains ongoing dialogue with stakeholders through forums, advisory councils, and working groups. These collaborations help identify emerging challenges, propose solutions, and drive innovation in areas such as health and safety protocols, data privacy, and digital event regulations. By fostering strong relationships throughout the exhibitions and events industry, IAEE ensures it remains a powerful driver of global business and economic progress.
