The US exhibitions and events industry has taken a major step toward strengthening its future workforce with the launch of a new video series designed to highlight the wide range of career opportunities available across the sector. The initiative has been introduced by the Exhibitions Industry Collective in partnership with CNTV, aiming to attract students and young professionals to careers in exhibitions and live events.
The new workforce development campaign seeks to showcase the human side of the exhibitions industry through real-life stories, behind-the-scenes experiences, and insights from professionals working across the sector. Organisers believe the project will help raise awareness of the industry’s diverse career pathways while positioning exhibitions and events as dynamic, rewarding, and long-term professional opportunities.
Industry Leaders Unite to Build the Next Generation Workforce
The project is a collaborative effort involving some of the most influential organisations in the US exhibitions sector. Members of the Exhibitions Industry Collective participating in the initiative include the Exhibitions & Conferences Alliance, Experiential Designers + Producers Association, Exhibition Services & Contractors Association, International Association of Exhibitions and Events, International Association of Venue Managers, and the Society of Independent Show Organizers.
Together, these associations represent thousands of professionals and businesses across the exhibitions ecosystem, including organisers, venues, contractors, service providers, experiential designers, and event producers.
The collective effort reflects a growing recognition that workforce development is one of the most pressing challenges facing the exhibitions and events industry as it evolves in a highly competitive labor market.
Showcasing Real Career Stories
The upcoming video series will feature professionals from across the exhibitions and events landscape, sharing personal career journeys and offering insight into the many paths available within the sector.
Videos will include:
- Interviews with industry professionals
- Behind-the-scenes footage from exhibition show floors
- Event planning and production processes
- Venue operations and logistics highlights
- Social media-ready educational clips
- Career pathway insights for students and early professionals
The campaign is designed to demonstrate that careers in exhibitions extend far beyond event management and include opportunities in design, technology, logistics, sales, operations, marketing, production, and business development.
By showcasing authentic experiences, organisers hope to connect with younger audiences considering career options in fast-growing industries.
Industry Leaders Stress Importance of Workforce Development
Vinnie Polito, CEO of the Society of Independent Show Organizers, emphasised the importance of storytelling in attracting future talent.
He noted that workforce development remains one of the most critical issues facing the exhibitions sector and said the video series allows the industry to present real faces and real career experiences directly to students and emerging professionals.
According to Polito, the initiative demonstrates that exhibitions and events offer meaningful, exciting, and sustainable long-term careers for professionals seeking dynamic work environments.
Similarly, Tommy Goodwin, president and CEO of the Exhibitions & Conferences Alliance, highlighted the importance of collective action in securing the industry’s future.
He stated that the future success of exhibitions depends on the sector’s ability to attract, train, and support the next generation of professionals, adding that the Collective’s participating associations are fully committed to welcoming new talent into the industry.
Multi-Platform Distribution to Reach Young Audiences
The video content will be distributed across digital channels and social media platforms to maximise visibility among students, educators, and early-career professionals.
The goal is to engage audiences where they are most active online while creating educational resources that schools, colleges, and career advisors can use to introduce exhibitions as a viable and attractive career path.
This digital-first approach reflects changing communication habits among younger audiences and allows the industry to present itself in a modern, relatable format.
Part of a Broader Workforce Development Strategy
The video series forms part of the Exhibitions Industry Collective’s wider workforce development initiative, which includes a joint industry job board, direct presentations to schools and colleges, and participation in career-focused events across the United States.
These efforts aim to create stronger talent pipelines and ensure the exhibitions industry remains equipped with skilled professionals to support continued growth and innovation.
As live events and trade exhibitions continue to rebound and expand globally, initiatives like this are expected to play a crucial role in shaping the future workforce and ensuring long-term sustainability for the industry.
