Q1: You’ve been part of Conventa’s journey since the first edition. What does this 18-year milestone mean to you both professionally and personally?
Eighteen years feels both surreal and deeply meaningful. Professionally, it’s been a front-row seat to how our industry has matured—more strategic, more collaborative, more human. Personally, Conventa has become a constant in my calendar and in my life: a place where colleagues became friends and shared growth created a real sense of belonging.
Q2: How has your exhibiting approach evolved since your first Conventa?
In the early days, it was about visibility and volume—meet as many people as possible, hand out as many brochures as you could. Today, it’s about intention. Fewer meetings, better conversations, clearer goals, and a stronger focus on relevance rather than reach.
Q3: What keeps you returning to live trade shows in an era dominated by digital tools and platforms?
Because nothing replaces human chemistry. Digital tools are great for efficiency, but trust, inspiration, and real partnerships still happen face-to-face. Live trade shows create moments you simply can’t schedule on a screen.
Q4: In your view, how have destinations or suppliers changed the way they present themselves at exhibitions over the years?
There’s been a clear shift from selling features to telling stories. Destinations and suppliers now focus more on values, experiences, sustainability, and purpose. The most successful ones don’t just say what they offer—they show who they are.
Q5: What does a “successful” trade show look like to you today? Has that definition changed over time?
Absolutely. Success used to mean a full calendar and a stack of business cards. Today, it’s about quality connections, meaningful follow-ups, and conversations that continue long after the event ends—even if there were fewer of them.
Q6: What’s been your key to building strong, long-term partnerships in this industry?
Consistency and authenticity. Showing up year after year, being honest about what you can and can’t deliver, and genuinely caring about your partners’ challenges—not just your own goals.
Q7: Can you share a moment at a trade show that had a lasting impact on you professionally or emotionally?
I once had a conversation that started as a casual coffee meeting and turned into a partnership that’s lasted over a decade. What stuck with me wasn’t the deal itself, but the mutual trust that formed in that moment—it reminded me why these events matter.
Q8: How do you see the role of live exhibitions evolving in a world of AI, hybrid formats and fast-changing expectations?
Live exhibitions will become even more valuable, not less. As AI handles speed and data, exhibitions will focus on emotion, creativity, and human connection. They’ll be more curated, more experiential, and more purpose-driven.
Q9: What does real, meaningful engagement look like for you today, beyond just collecting leads or handing out brochures?
It’s a conversation where both sides are listening, not pitching. It’s asking better questions, sharing insights openly, and leaving the meeting with clarity—even if that clarity is realising you’re not the right fit.
Q10: How has your preparation for a trade show changed compared to 10 or 15 years ago? What do you do differently today?
Preparation is far more strategic now. I research participants in advance, set clear objectives, and plan follow-ups before the event even starts. I also leave space for spontaneity—that’s often where the best moments happen.
Q11: What one piece of advice would you give to first-time exhibitors?
Don’t try to impress everyone. Be clear about who you are, what you stand for, and who you’re really there to meet. Authenticity will take you much further than a flashy stand.
Q12: What’s the most exciting opportunity you see for exhibitors in the near future?
The opportunity to co-create—working with buyers, destinations, and organisers to shape experiences together, not just transactions. Exhibitors who embrace collaboration will stand out.
Q13: After all these years, what keeps you passionate about showing up not just physically, but with real energy and purpose?
The people. Every year brings new perspectives, new energy, and new ideas. Knowing that one meaningful conversation can still spark something unexpected—that’s what keeps me coming back, fully present and genuinely excited.
Discover more about Explorer DMC here.
