The Next 40 Years of Exhibitions: Innovation, Experience and Connection

For four decades, the Scottish Event Campus (SEC) has been at the heart of Scotland’s events and cultural life, hosting everything from international conferences and world-class exhibitions to sell-out concerts and family favourites.

As part of our 40 Years Bold campaign, we’re looking ahead to what the next four decades might bring for the exhibitions industry. We’re exploring how technology, creativity, and community will continue to shape the in-person exhibitions experience.

We caught up with some of the organisers who’ve helped define Glasgow’s events story. These include Darren Brechin, Divisional Director at Media 10 Ltd; Simon Burns, CEO of ICHF Media Group; and Ian Porteous from The Association of Model Railway Societies in Scotland (AMRSS), to hear their thoughts on what lies ahead.
 

What trends or innovations do you see shaping exhibitions over the next 40 years?

Darren Brechin (Media 10 Ltd):
“I think we’ll see events become much more personalised and immersive. AI will help visitors build their own tailored journeys and connect them with the right people, content, and brands instantly.

Hybrid will still be around, but more as a way of extending the live experience rather than replacing it. Sustainability will also be a major driver – everything from stand build to travel will need to be smarter and greener. And I think shows will feel less like rows of stands and more like interactive, content-led experiences.”

Simon Burns (ICHF Media Group):
“I imagine the next 40 years of change for shows as a fun mix of tech, culture and retail shifts.

In the near term, I see evolution rather than revolution. Physical shows will integrate tightly with livestreamed shopping and on-demand content so visitors can watch demos, buy instantly, and interact via live chats – giving exhibitors and sponsors a wider reach and social presence.

Our audiences already expect immersive zones, make-and-take areas, demo stages and sensory installations – rather than static stalls. Sustainability is now a given, with recycled materials, less packaging, and new features like circular-economy services such as repair shops and upcycling labs. These attractions turn shows into hubs for creativity and community.”

“We’re also seeing real growth through micro-influencer partnerships – local makers running workshops or pop-up collaborations that attract deeply engaged audiences more reliably than big-name celebrities.

Looking further ahead, I think we’ll see data-driven curation and personalisation. Visitors will get pre-event profiling that tailors their itineraries, workshops and product recommendations via apps or wearables. Augmented and mixed reality will become standard, from AR-enhanced product demos to fully immersive demo rooms where visitors can design something virtually and then order it for real.”

Ian Porteous (The Association of Model Railway Societies in Scotland):
“The practice of holding model railway exhibitions has been around since the late 1920s, but it was in the post-war era of the 1950s that it really took off. The basic template of having layouts and trade exhibitors together under one roof is now standard across the world and that’s something I think will endure.

What’s changing is how visitors interact with exhibitions. The model railway hobby, like everything else, is immersed in the digital world. Smartphones and social media have become integral to how enthusiasts share and document their experiences. How that affects the traditional idea of what constitutes a model railway exhibition remains to be seen. However I believe the concept of physical layouts, traders and community interaction will remain intact for decades to come.”

How do you think the role of venues, organisers and delegates will evolve in a post-COVID, AI-enabled world?

Darren Brechin:
“Venues won’t just be ‘space’ anymore – they’ll become tech and data partners.

Organisers will act more like experience designers and community curators, engaging audiences year-round rather than just during the event. Delegates will expect far more control over their time, with AI helping them get maximum value from every moment.

The future is all about collaboration, flexibility, and creating genuine connections.”

Simon Burns:
“AI tools will help visitors design personalised projects or products in minutes, scaling bespoke orders while retaining that handmade, human story that’s so important to our community.

There’s a huge opportunity too for venues and organisers who design for inclusivity – future-proofing for neurodiversity, mobility and sensory needs, and multilingual audiences. Those who make everyone feel welcome will build lasting loyalty.

We’ll also see organisers diversifying revenue beyond exhibitors and ticketing – into digital subscriptions, paid features and recurring memberships. AI can help, but we have to avoid falling into the trap of tech for tech’s sake. Balance is key: keeping technology as an enabler, not a distraction.”

Ian Porteous:
“Model railway exhibitions are unique in that they bring together likeminded people to share ideas, ask questions and invest in their hobby. That community aspect has proven remarkably resilient.

During the lockdown period, several virtual model railway shows were held – and while they were successful at the time, the fact that most have faded since restrictions lifted shows there’s still a deep appetite for in-person events. People want to meet, see layouts up close, talk to exhibitors and enjoy that shared sense of enthusiasm. That’s something technology can complement but never replace.”

Looking ahead

From AI-assisted curation to immersive hybrid experiences, there’s no doubt technology will continue to transform exhibitions. Virtual components, personalised itineraries and intelligent matchmaking are already enriching how people experience events – and that trend will only deepen in the years to come.

But as each of our contributors notes, the future isn’t about replacing the physical with the digital; it’s about finding the balance between the two. The pandemic showed us how far virtual tools can go, but it also reminded us of what they can’t replicate – the spark of in-person connection, the atmosphere of a buzzing show floor, and the creative energy that comes from being in the same space.

Across industries, we’re continuing to see a renewed appreciation for face-to-face interaction – for collaboration, community, and shared experience. Exhibitions sit at the very heart of that. Technology can enhance these encounters, but it’s the people, the ideas, and the moments of genuine exchange that give them meaning.

At the SEC, that spirit has defined our story for the past 40 years – and it’s what will continue to shape the next 40 and beyond.