To kick off the new year, TSNN sat down with some of our industry’s most well-respected leaders to gain insights into what we can expect for trade shows in 2025. While none of them claimed to be clairvoyants, their extensive expertise in producing impactful, high-value events to meet the needs of growing audiences has convinced us that these veteran professionals know what they’re talking about.  

In this third installment of our series running throughout the month of January, we spoke with Freeman CEO Janet Dell, who shared her expectations for the events the company serves as well as the industry in the coming year. 

What are your predictions for the trade show industry in 2025 in terms of attendance, exhibitors, and revenues? 

With Gen Z now officially outnumbering Boomers in the workforce, we know their expectations are different—which is why we expect events to continue evolving. These attendees want more immersive experiences including demonstrations and hands-on activities. According to our Freeman Trends Report, 75% of attendees stated that their preferred format for receiving education or technical information is through these interactive activations. It’s also important that these events align with Gen Z’s values by authentically integrating social responsibility and sustainability into the experience. 

For exhibitors, they want a modernized experience, with tools and innovations that make it easy to exhibit and deliver measurable ROI. This year Freeman is rolling out its new online exhibitor services platform to make it easier for exhibitors to manage every step of the process from ordering services to final invoicing. We also use generative AI to power our chatbot, Sky, to help answer commonly asked exhibitor questions. And Freeman continues to invest in content and tools to help first-time and repeat exhibitors maximize their investment.  

What will be your organization’s biggest focuses for the shows you produce next year? 

Our purpose is to help our clients create meaningful experiences that leave lasting impressions and drive business results. Next year, we will continue to invest in technology and AI to deliver on that promise.    

Our ability to provide data insights and predictive analytics, through tools like Zenus, help organizers and exhibitors enhance the attendee experience. We will introduce more AI-powered tools that create more efficiencies and audience engagement. 

Freeman will also expand its use of EdApp, our AI-powered Safety Field Training tool [which] delivers real-time, scenario-based training to our teams that reinforces safe practices and improves onsite safety measures.    

What are you most excited and concerned about going into 2025? 

There are two things that I’m most excited about: the generational shifts happening in the workforce and generative AI.   

Engaging a multi-generational workforce means tapping into the unique perspectives and strengths that each group offers, from the fresh ideas and tech fluency of Gen Z to the seasoned expertise of more experienced professionals. It’s exciting to see how this dynamic can spark creativity and innovation, but it also requires thoughtful strategies for training, communication, and collaboration to ensure alignment across teams. 

At the same time, innovation opportunities, particularly with advancements like AI and predictive analytics, open new ways to enhance event planning, execution, and attendee satisfaction. These tools have the potential to transform how we deliver value, but they must be implemented thoughtfully. AI excels at analyzing data, but it’s human expertise that converts these insights into meaningful action through real-world experience and strategic judgment. Balancing these innovations while staying grounded in a people-first approach is what excites me most—and what we’ll need to navigate carefully to ensure success. 

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