Impactful careers in the events industry
Discovering my passion: Why I chose a career in the events industry
Written by Nicolette Elia – Director of Event Services
When I was contemplating my career, the events industry never crossed my mind. I didn’t I even know about the many conferences, exhibitions, and tradeshows happening worldwide. To be fair, this was the early 1990s, a time when kids were simply kids. The World Wide Web had just launched in 1993, and there were no smartphones, tablets, Facebook, or TikTok. Unlike today’s teenagers, I was far less aware and connected to the world.
My journey into the exhibition industry began a few years after I started work. Once I dipped my toe into this unknown territory, I was instantly captivated. With both creative and academic qualifications, the exhibition world offered a perfect balance of both. What thrilled me most was witnessing an empty exhibition hall transform into a vibrant world of colourful displays, exhibition booths, and creative pavilions. The energy on the trading floor was electric, intense, and infectious, and I quickly became immersed in the industry. Within months, I was designing exhibition floorplans, rolling out marketing campaigns, and negotiating contracts with suppliers to maximise budgets and profit margins.
The deeper I delved into the industry, the more I craved. Soon, I was travelling internationally to manage country pavilions aimed at attracting business and boosting economies. It was at a business tourism tradeshow in Geneva when I realised the events industry was far more significant than I had ever imagined. Despite being confined within four walls, exhibitions and tradeshows had limitless reach. The introductions, negotiations, and networking had a higher purpose—they created wealth, raised awareness, and impacted lives.
But how do events such as exhibitions, tradeshows and conferences have such an impact?
Consider a consumer exhibition, an event with a common theme, open to the public. People stroll through aisles filled with hundreds of shopfronts. Exhibitors have a captive audience eager to meet them and purchase their goods. Visitors enjoy the convenience of shopping with ease, exploring a wide variety of options in a climate-controlled venue offering snacks, meals, and refreshments, encouraging them to linger longer. This perfect formula often results in visitors (consumers) getting caught up in the bright lights, appealing colours, and “show-only” promotions, leading them to spend more than planned.
Exhibitors (retailers) benefit from increased sales, leading them to purchase more merchandise from suppliers. This increase in demand prompts suppliers to expand their stock and hire additional employees, positively impacting employment and boosting economies.
The events industry also profoundly impacts the world through conferences, congresses, conventions, meetings and seminars. These gatherings provide a platform for professionals, academics, governments, and others to deliberate on the latest innovations, debate hypotheses, discuss cures, and find solutions to global challenges.
As an example, the UN Climate Change Conference, known as the Conference of the Parties (COP), attracts approximately 20,000 delegates annually to address the critical state of our changing climate and its devastating environmental impacts. Similarly, the International Aids Society (IAS) conference draws over 25,000 global participants to accelerate scientific discovery.
I was privileged to work as the Director of Operations for Africa’s largest convention centre, when we hosted both COP17 and the IAS Conference. Being at the heart of such significant work and witnessing the passion of people from different nationalities, races, and cultures united by a common goal was humbling. I realised we were facilitating events that could change the course of history. Understanding this, I recognised the immense role that conferences and tradeshows can play in shaping the world.
Twenty-five years later, the transformation of an empty exhibition hall still excites me. However, I have grown wise to the fact that as industry professionals, we are not just building exhibitions or providing meeting rooms—we are changing lives. This makes me proud of choosing this career as my destiny. It is why I remain loyal and wake up each morning with genuine passion and exhilaration, eager to embrace the potential of a new day and the start of another conference.
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