Co-located with the Global Digital Trade Expo, and organised in partnership with Hangzhou City University and its Digital Innovation Center of Global Events, the conference offered a strategic platform to exchange ideas on artificial intelligence, digital marketing, and sustainable practices.
“IAEE Predict 2025 delivered extensive dialogue and reflected a highly collaborative spirit toward shaping the future of business events,” said IAEE President and CEO Marsha Flanagan, M.Ed., CEM. “I am confident that the strategic partnerships and innovative solutions explored will have a lasting impact on how we create value for attendees, exhibitors and the broader MICE ecosystem.” 
| 2025 IAEE Chairperson Chuck Grouzard welcomes attendees to IAEE Predict 2025. |
Key Highlights
- Research-Driven Insights: Groundbreaking data was presented by the Digital Innovation Center of Global Events, outlining emerging trends expected to shape the global MICE industry through 2030.
- Cross-Cultural Business Intelligence: A U.S. – China exhibition industry dialogue offered participants practical perspectives on market dynamics, encouraging the development of global partnerships.
- Artificial Intelligence Integration: Sessions explored practical AI applications across exhibition operations, marketing, and attendee engagement, offering frameworks for implementation.
- Sustainable Growth Models: Industry leaders examined how economic growth can be balanced with environmental responsibility, focusing on sustainable event strategies.
- Digital Talent Development: Targeted discussions addressed the need for skilled digital professionals within the exhibitions and events sector, highlighting recruitment and upskilling strategies.
Breakout sessions and roundtables generated actionable recommendations to help stakeholders manage technological disruption while preserving the human dimension that remains central to successful business events.
A notable outcome of IAEE Predict 2025 was the signing of a five-year Memorandum of Understanding (MoU) between IAEE and the China Council for the Promotion of International Trade (CCPIT) Training Center. This agreement launches the Certified in Exhibition Management – Advanced Professional (CEM-AP) programme in China, featuring localized training content and dual certification, reviewed by the CEM China Committee.
IAEE Predict 2025 also integrated with major concurrent events such as the Global Digital Trade Expo, Apsara 2025, NetEase Future Conference, and West Lake Conference, providing participants with direct exposure to real-time applications of digital innovation.
Nancy Drapeau, IPC, Vice President of Research for the Center for Exhibition Industry Research (CEIR), presents data about the global impact of the U.S. exhibition industry.
As the MICE industry continues to evolve, the event underscored its role as a catalyst for economic growth, emphasizing the importance of embracing digital technologies, international cooperation, and sustainable development to remain competitive in the post-pandemic global economy.
Tags: Marsha Flanagan, International Association of Exhibitions and Events (IAEE)
