SISO
# 16 is not as good as # 13
Society of Independent Show Organisers( SISO) CEO Vincent Polito draws some valuable conclusions from the association ' s recent Leaderhip Conference
Vincent Polito
’ ve been championing
I the fact that if the global events industry was a country we’ d be the 16th largest nation in the world. What I’ ve failed to say is that prepandemic we were be the 13th largest global economy.
The Events Industry Council’ s recently released Global Economic Significance Study forecasts event spending annualised growth between now and 2028 is expected to be 6.7 %.
That’ s good, but not great. AI does represent an opportunity( and a challenge), and our growth should be better.
At the recent SISO Leadership Conference in Seattle, five thoughts stood out to me. 1. AI only pays off paired with real data and real judgment. It’ s a workforce amplifier, a buyer-matching agent, a content differentiator and a discoverability challenge. It isn’ t a shortcut, it’ s a multiplier.
2. Organisers sitting on the most first party data aren’ t winning nearly as much or as often as those activating their data.
3. B2C style engagement is quietly rewriting what B2B buyers expect.
4. Cost containment should be viewed as a growth lever, not a defence mechanism. Organisations that control and manage costs are finding opportunity versus simply cutting costs.
5. Psychological safety and the attendee experience are engineered, not accidental. Trust and experience aren’ t soft add-ons. They are designed deliberately well before showtime. Q3 and most particularly Q4 are moments when organisations batten down the hatches to prepare for the following year, particularly in years like this peppered with geopolitical friction.
So, what’ s ahead? What are the key economic headwinds? Costs continue to rise in most cases faster than revenue. What’ s behind this?
• Rising costs in operations and production. The tariff issue hasn’ t helped here but audio-visual costs continue to be a source of somewhat uncontrollable increase. Catering and transportation aren’ t far behind. This is as good a time as ever to review these areas, solidify relationships and make moves where necessary.
• Tightening budgets and somewhat inconsistent or slower growth.
• Price sensitivity on behalf of the buyers / delegates. This is reflective in small numbers from companies as well.
• Geopolitical uncertainties certainly haven’ t been helpful.
• Looking forward, what are the most positive forces?
• Preshow matchmaking and AI strategy. This has taken a quantum leap forward in the last 12 months. Planned serendipity is replacing random serendipity.
• Sustainable and reusable materials at show site are helping control costs.
• Digital Saturation Driving‘ Face-to- Face’ Premium. Digital saturation and AI-generated noise online have given in-person events a massive counter-cyclical boost. Trusted communities and direct human interaction are in demand. A highlevel physical trade show is seen as a shortcut – delivering the productivity equivalent of months of digital prospecting by providing immediate, direct access to key decision-makers.
Now more than ever, it is time for the entire ecosystem to come together to control those issues that are controllable and to manage those that aren’ t. Organisers need to leverage tools to enhance the attendee experience and the progress already is impressive.
My perspective – being # 16 is still quite impressive and I see a pathway to getting back to # 13. EW www. exhibitionworld. co. uk Issue 5 2026 33