SISO
Time for flexibility and resilience
Society of Independent Show Organisers’ CEO Vinnie Polito says it’ s time for the industy to show its resilience yet again states could test the global exhibition ecosystem – particularly at a time when international events are once again relying on seamless travel, stable logistics, and strong corporate participation.
There is nothing that can stop this industry as history has shown, but I do think we are entering a period of adjustment where flexibility and resilience are the words we will be using. EW
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SISO CEO Summit( March 2026) and while optimism is quite high, there is a reality that we are dealing with as well. The geopolitical situation in the Middle East has intensified dramatically in recent weeks, and the escalating conflict involving Iran and several of its neighbours has the potential to disrupt the global exhibitions and business events industry in multiple ways. We had some Middle East delegates unable to navigate travel to South Carolina, and those that made it showed incredible flexibility in getting to the Summit.
Discussions between CEO Summit delegates highlighted concern for friends, colleagues, and their families within the region.
This conflict is something that we are hopeful for a speedy resolution but equally realistic it may be sometime before conditions return to business as usual. The conflict is particularly significant for the global events industry because the Gulf region has become one of the world’ s most
SISO CEO Vinnie Polito
important hubs for international exhibitions and business travel. Unfortunately, some events have had to postpone – we all appreciate how painful that is – emotionally and financially.
Cities such as Dubai, Abu Dhabi, and Doha host hundreds of important large-scale exhibitions and conventions each year and serve as central transit points connecting Europe, Asia, and Africa. Any prolonged instability could reduce international travel, increase insurance costs for events, and create uncertainty for organisers planning major gatherings in the region.
Beyond direct impacts on regional events, the conflict is already disrupting global supply chains. For exhibition organisers, these disruptions could translate into higher freight costs for booths and equipment, increased travel costs for exhibitors and attendees, and growing uncertainty in global marketing budgets.
While the industry has historically shown resilience during geopolitical crises, a prolonged confrontation involving Iran and multiple Gulf
SISO CEO Summit 2026 round-up
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Carolina hosted the largest SISO in its history. An estimated 370 people from 20 countries attended and 24 % of the delegates were first timers. SISO’ s mentor / mentee programme, pairing veteran members with first timers, helped the newcomers feel welcome. SISO chair Paul Miller and his education committee produced a full conference programme, with 70 % of core programme speakers being first timers on the SISO stage. Among them was Ben Schreiner, head of AI and modern data strategy business development- Amazon Web Services, who presented AI Ignition: Igniting In-Person Events, Redefining ROI, and Unlocking Exponential Value. He advised:“ Put AI in a box and tell it what it can and cannot do. Learn as fast as possible. No one is thinking big enough about the transformations coming from AI technology.” He suggested organisations hold AI innovations days with their teams to become familiar with AI tech to scale out and solve problems.
Before the official Opening Reception, the biggest ever Women’ s Leadership Forum was held and the newly renamed Founders’ Roundtable( formerly the Small Business Roundtable) included a robust discussion around scaling up their companies. EW www. exhibitionworld. co. uk Issue 2 2026 15