The Exhibition Hero’s Journey: Facing Challenges and Embracing a New Era

I originally wrote this article sometime after the pandemic, reflecting on the challenges we faced through the lens of a storytelling metaphor: the Exhibition Hero’s Journey.

At the time, it was a way to make sense of an uncertain future, imagining how our industry could evolve and rise from the crisis.

Now, with the benefit of hindsight, it’s remarkable to see how much of that journey has become a reality, as the exhibitions and events world has reemerged, stronger and more resilient than before.

Before the pandemic, the industry was thriving, evolving into an indispensable platform for business growth, networking, and innovation. Trade shows, conventions, and exhibitions were central to many sectors, offering a dynamic space for companies to showcase products, make deals, and connect with global partners. It was a time when the excitement and energy of physical gatherings played a crucial role in driving economic activity and fostering relationships.

Then, in early 2020, the world changed. Covid-19 arrived as an unforeseen disruption, altering the landscape of the industry overnight. The buzz of busy trade fair halls, the excitement of product launches, and the warmth of in-person connections were abruptly replaced by silence. The exhibition industry, accustomed to its steady rhythm, found itself in uncharted territory, struggling with an existential crisis. This is where the journey of the exhibition hero begins.

In the initial phase of the pandemic, shock and disbelief prevailed. Much like the heroes of ancient tales who resist their call to adventure, professionals in the industry strove to accept the new reality. It seemed unimaginable that trade shows could be paused indefinitely.

Companies, organizers, and suppliers, used to the regular cadence of events, found themselves without a clear path forward. The real battle, however, was not merely with the virus but with the deeper consequences: the economic strain, the fear of obsolescence, and the loss of purpose that accompanied the absence of in-person events.

But as with any hero’s journey, the hero is never truly alone. Slowly, the industry began to adapt. Just as heroes receive guidance from mentors and allies, those in the exhibition world found support in each other.

Competitors became collaborators, companies leaned on partnerships, and together, they began to navigate the challenges. Digital events, virtual fairs, and hybrid models emerged as temporary solutions.

Though far from perfect, these alternatives kept the spirit of exhibitions alive. There was hope that, eventually, the industry would overcome these trials and return stronger, but the path forward was still full of uncertainty.

The trials continued as the pandemic dragged on. Customers, once eager to engage, now hesitated. Their trust in the system wavered, and their skepticism became the new threshold the hero had to cross.

The role of the exhibition professional evolved. It was no longer enough to simply return to pre-pandemic models; the industry had to innovate, adapting to new safety protocols, hybrid event formats, and changing customer expectations. Organizers worked tirelessly, reimagining the event experience, and focusing on building a sense of security and confidence.

Little by little, confidence returned, and the gates that had been closed for so long began to open again.

Finally, as the pandemic eased and restrictions lifted, the hero faced the ultimate challenge: the return to in-person events. The first post-pandemic exhibitions were a formidable challenge, marked by uncertainty and fatigue. But as the halls filled with exhibitors and attendees once more, and as conversations flowed between booths, it became clear that the industry had survived.

The joy of human connection, the satisfaction of shared knowledge, and the thrill of doing business face-to-face returned. The hero had not only overcome the pandemic but had also evolved, bringing with them new insights, new methods, and a renewed appreciation for their work.

Now, as the industry moves forward, the hero returns to a world that is both familiar and transformed. The exhibitions and events industry will grow once more, equipped with the lessons of the past few years. While the journey has been difficult, it has also shown that, even in the face of immense challenges, the passion and purpose that drive this industry are resilient.

The story of exhibitions will continue, stronger and more adaptive than before.

Having been immersed in this transformation firsthand, I’ve seen how we’ve moved from survival to thriving once again. This isn’t just a return to business as usual—it’s a period of growth, innovation, and opportunity.

The challenges of the past have sharpened our focus, and now we’re creating experiences that are more impactful than ever. The momentum is here, and the industry is ready for what’s next.

If you’d like to stay updated on the latest trends and insights in the exhibitions and events industry, subscribe to my newsletter. Feel free to reach out directly as well—I’d be happy to share more thoughts and explore how we can grow together in this exciting new chapter.