The Meetings Show: “Content, connections and commercial opportunity”

# tags: The Meetings Show , Events , London , Exhibitions , Meetings Industry

Content, connections and commercial opportunity are three key elements in the design of The Meetings Show.

The event, which takes place on 24 and 25 June at Excel London, brings together thousands of professionals from the meetings and events industry in London every year. Jack Marczewski, Portfolio Event Director of The Meetings Show, spoke to Event Point about how the event manages to remain relevant year after year, the importance of the educational programme, and the key trends shaping the overall event experience.

The education programme has become a central pillar of the show. How has it evolved to reflect the needs of today’s event professionals?

Our education programme is industry-leading, and its development has been shaped closely by the feedback we’ve received from our community. Building on an already strong foundation, we’ve worked hard to evolve it into what we believe is now one of the best conference programmes in the industry.

We know attendees are looking for something different. They want more candid voices, greater interaction, space for real debate and fresh, future-focused ideas that help them think about the next stages of their careers. That’s exactly what we’ve aimed to deliver. The result is a more innovative and engaging programme, with speakers who connect with audiences and spark meaningful conversations.

In an increasingly competitive landscape, what role does content play in setting your show apart?

We’re incredibly proud that the education programme is now widely recognised as one of the best in the industry. That’s not just something we say in-house. That’s reflected in the feedback we receive at the end of each show, which is overwhelmingly positive, and that feedback directly feeds into how we evolve and elevate the programme year-on-year.

More broadly, we’re actively redefining what trade show learning looks like. Asking ourselves, are our sessions interactive? Do they spark discussion? Do they offer real, practical value? Delivered across more than 60 sessions and three stages, the programme is designed to move well beyond traditional formats and create space for genuine debate and exchange. It is also designed with audience inclusivity front-of-mind – something we work with our speakers to proactively implement in their presentations. Our dedicated accessibility guide, sent to all speakers ahead of the show, offers support in everything from ‘designing for clarity’, ‘presenting accessibly’, ‘using inclusive visuals’, and supporting neurodiversity, hearing accessibility and visual accessibility, to name just a few. 

The engagement speaks for itself: 45% of attendees now cite education as a key reason for attending The Meetings Show, which is a significant increase year-on-year. More than half of hosted buyers are also engaging with the content, which is particularly important from a commercial perspective. We’re seeing strong satisfaction levels too, with session scores consistently above 4 out of 5 and over 80% of attendees reporting they’re satisfied with the programme overall. We also extend that value beyond the event itself through a digital playbook which captures key insights and makes them accessible long after the show has closed.

We’ve focused on introducing more innovative and memorable formats to keep things fresh and encourage deeper engagement. The Human Library concept we ran last year allowed buyers to “borrow” industry experts for short, focused one-to-one conversations, creating really personal and insight-led exchanges. The Reckoning, which brought together leading voices to debate some of the biggest issues facing the industry, was described as “brilliantly unique”. This safe space for honest, open discussion will be back for 2026! And then there’s Hot Wings, a fast-paced, high-energy session where industry leaders eat increasingly spicy wings while tackling even tougher questions about the future of events. It’s deliberately fun and it’s been brought back by popular demand this year!

How do you ensure the event delivers clear, tangible ROI for both buyers and exhibitors?

Everything we do is designed with that at its core, and it really comes down to three key elements: content, connections and commercial opportunity. Starting with content, our education programme plays a huge role in driving value. It gives attendees practical, actionable insights they can take away and use immediately. That’s one of the reasons it’s become such a key draw for the show.

Then there’s the Hosted Buyer Programme, which is absolutely central to the way the show delivers ROI. It’s a highly curated, buyer-led meetings system that ensures exhibitors are speaking directly to senior UK and European decision-makers who are actively planning and purchasing events. In 2025 alone, there were over 16,000 one-to-one appointments and presentations, with each exhibitor having the opportunity to meet more than 1,400 qualified buyers. That level of targeted engagement is incredibly powerful.

For hosted buyers, the value is equally strong. They’re given a dedicated diary and full control over who they meet, making their time incredibly efficient and focused. On top of that, they benefit from a fully supported experience including travel, accommodation, exclusive networking events and access to bespoke education through initiatives like the Hosted Buyer Masterclasses. It’s a genuinely curated experience that helps them get maximum value from every element of their attendance.

For exhibitors, ROI doesn’t stop at meetings. We also provide significant PR and promotional support to help them maximise visibility before, during and after the show. That includes opportunities to share press releases across our platforms, feature in editorial content and newsletters and gain exposure through our social channels and buyer communications. We also actively support them in creating buzz around their presence, whether that’s showcasing new products, hosting stand activations, or delivering live presentations that bring their offering to life.

And finally, underpinning everything is access: access to the right people, the right conversations and the right platforms.

What do you do, year-after-year, to keep the show relevant and worth attending?

For us, keeping the show relevant year-after-year really comes down to staying close to our community and not standing still. A big part of that is listening. We actively gather feedback and use it to shape and refine the show so it continues to reflect what attendees actually want and need, rather than just what’s always been done.

Keeping things fresh on the exhibitor side is also key. Every year we welcome a strong mix of new exhibitors alongside returning partners, which not only keeps the floorplan dynamic but also reflects the ongoing value the industry places on being part of the show. This year, for example, we’ve got a really exciting range of new names joining us, from hotels and destinations to innovative suppliers and global brands. These include SAX Paris by LXR Hotels & Resorts, Aries Group, Uniworld Cruises, Philadelphia CVB, and Social Supermarket.

Our education programme also plays a big role in maintaining relevance. We make sure it directly addresses current industry challenges and focuses on practical, real-world takeaways that attendees can actually implement, not just theory.

And finally, we continue to invest in original insight and research, like our new UK Productivity Gap Index, which helps spark wider conversations about the challenges and opportunities shaping the sector.

How are you adapting the show to attract and engage a new generation of event professionals?

A big part of keeping the show relevant is making sure we’re actively investing in the future of the industry and that’s exactly what programmes like Tomorrow’s Talent are all about. This initiative shines a light on the UK’s most exciting emerging event professionals and this year’s cohort really shows the strength and ambition coming through the industry. Now in its eighth year, we’ve supported 80 rising stars since the programme began, giving them exposure and real opportunities to build their networks and accelerate their careers.

But it doesn’t stop there, we also wrap meaningful development around it. We offer VIP access to the show and mentoring opportunities, and we’re focused on giving them practical tools as well as profile-raising experiences. This year, for example, winners will take part in a four-week Confidence in Communicating training programme, and even have the opportunity to emcee education stages at the show!

Alongside that, we’ve built in a strong commitment to inclusivity and wellbeing across the show. That means designing sessions and spaces with accessibility in mind, using technology like live captioning and AI transcription and working with partners such as Snapsight and EventWell to make sure more people can fully engage with the content.

We’re also proud that the show continues to support emerging professionals more broadly, not just through Tomorrow’s Talent, but through education sessions tailored to early career development. We do this by creating hands-on pathways into the industry, including being the first trade event in the sector to embed apprentices into the team across education, marketing and operations.

Ultimately, it all comes back to this idea of future-proofing the industry. If we want the show to stay relevant, we have to keep investing in the people who will shape what comes next and that’s something we’re very intentional about every year.

To what extent is it important for a show like yours to go beyond business and address topics such as wellbeing, talent and sustainability?

It’s absolutely fundamental. Wellbeing, talent and sustainability are cornerstones of what The Meetings Show is built around and key values that sit at the heart of everything we do. We’ve been actively leading in these areas for a number of years and very much practicing what we preach.

That includes initiatives such as the Tomorrow’s Talent programme, which supports and champions emerging industry professionals, as well as our work around sustainability, including access to sustainable events courses and our partnership with isla (an independent, non-profit industry body founded in 2019 by event professionals to accelerate sustainability across the events sector) to help strengthen our own sustainability credentials.

Wellbeing and inclusivity are also central to the show experience. In 2025, we prioritised accessibility and wellbeing through features such as a Quiet Room, AI-powered live captioning and a Buddy system to support attendees. In partnership with organisations including EventWell, Snapsight, and Lim, we also introduced wellbeing sessions, live communication support tools and wider initiatives focused on neuroinclusion and mental health. These are fully embedded in how the show is designed and delivered and reflect the responsibility we feel to help move the industry forward in these areas.

What key trends are currently shaping how you design the overall show experience?

The trends guiding us all come back to making the event more inclusive, efficient and, of course, valuable for everyone involved. Accessibility is a major one. We’re focused on making sure the show is welcoming to all and continuing to lead the way when it comes to accessibility and inclusivity, whether that’s through the physical environment, the way content is delivered, or the tools we use on-site.

Sustainability is another ongoing priority. It continues to influence how we design and deliver the event, both in terms of our own operations and the wider conversations we’re helping to facilitate across the industry.

Technology is also playing an important role in shaping the experience. For example, we’ve introduced AI-powered live captioning across sessions to support greater access to content. On the exhibitor side, we’ve also made significant improvements based on feedback, particularly around simplifying and streamlining the experience. A good example of this is the introduction of a single, integrated platform combining the exhibitor zone and diary system. By centralising information, exhibitors can more easily manage appointments, access key documents and stay organised, which has helped reduce friction, save time and improve overall clarity. We’ve also strengthened lead scanning processes, giving exhibitors more confidence in the system. This improves adoption and ultimately helps to drive better lead capture and return-on-investment.