SISO
Anticipating the future , with surprises
Vincent Polito , Society of Independent Show Organisers ( SISO ) CEO , offers some predictions for the industry in 2024
A s we approach 2024 , the trade show industry will see technology adoption enhancing and improving our efforts across the board . Rather than a revolutionary upheaval , a key trend is the increasing acceptance and adoption of Artificial Intelligence ( AI ). In 2024 , AI is set to gain significantly greater traction , seamlessly integrating into trade show experiences . Organisers and exhibitors will use AI-driven solutions to gain insights into attendee behaviours , streamlining operations and elevating the overall experience .
Simultaneously , the adoption of a data-driven decision-making culture is poised to gain significantly greater traction . The abundance of data , from social media interactions to booth analytics , will be actively leveraged . In 2024 , the industry will witness a shift towards datainformed strategies . Organisers and exhibitors will use robust data analytics tools to optimise event planning and enhance the overall experience . This transition underscores a commitment to strategic , informed decision-making .
Personally , as the owner of Data 4 Decisions , a brand that struggled earlier , I celebrate the prospect that data-driven strategies will gain significantly greater traction in 2024 . I have always believed that we
Above : Vincent Polito
“ Organisers and exhibitors will use AI-driven solutions to gain insights into attendee behaviours , streamlining operations and elevating the overall experience .”
would only reach the ‘ data informed ’ or ‘ data influenced ’ stage , but now I think we will surpass that threshold .
Sustainability goes beyond a trend ; it will gain prominence as organisers and exhibitors prioritise eco-friendly practices . From innovative booth designs to renewable energy sources , trade shows will exemplify responsible event management . This shift aligns with global goals , positioning the trade show industry as a conscientious contributor to environmental conservation . Major players have made strides , but 2024 will be the year of more widespread adoption and progress .
The mergers and acquisitions ( M & A ) landscape is expected to maintain its robust trajectory in 2024 . The industry will witness a continued surge in strategic partnerships and acquisitions as companies seek to expand their reach and stay ahead of emerging trends . Anticipate this activity in all areas of the ecosystem , not just on the organiser side . The result will be the emergence of stronger , more adaptable players equipped to navigate the evolving demands of the trade show ecosystem . Equally significant perhaps is the trend that acquisitions usually also result in the rise of newer business start-ups . So perhaps 2025 will be the rise of the smaller start-up businesses . But we have some time before the 2025 predictions .
In summary , the trade show industry in 2024 is poised for a transformative journey . The increasing traction of AI , coupled with a more widespread embrace of data-driven decision-making , sustainable practices , and continued M & A activity , paints a picture of an industry evolving strategically to meet the demands of the future . Expect some surprises along the way !
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