Exhibition management today is both more complex and more opportunity-rich than ever.

More than 5,300 association professionals, exhibitors, speakers, partners and industry stakeholders gathered in Indianapolis, IN, August 15–18 for the 2026 ASAE Annual Meeting & Exposition – the event’s highest attendance since 2019.

The stage is set, the spotlight is on, and the future of association events is being shaped by the smart and strategic use of AV innovations that truly engage attendees.

Looking ahead, trade shows will look for new ways to continue to enhance their offerings, whether it is through technology, personalization or content that resonates with diverse audiences.

Trade shows continue to play a vital role in facilitating commerce, as they have for decades.

Many of the challenges association planners face today stem from continued issues related to the travel industry, ranging from high costs of hotels and flights to obstacles for international attendees getting timely visas to the U.S.

What used to work at trade shows 50 years ago vastly differs from today’s sophisticated, less-cluttered ones packed with modern, experiential exhibits, immersive technology and experience-driven shows powered by attendees’ expectations.

Swag is serious business. It can create buzz around an event or organization long after a specific event, raise funds, motivate members, ramp up support for a cause and increase loyalty.

As today’s tradeshows continue to evolve, meeting planners are having to reevaluate what makes a tradeshow a success.

When it comes to growing a trade show, planners have critical questions to ask. We asked several high-level industry experts to weigh in on how best to drive trade show growth.