Marco Barozzi is the Founder of Expo Consulting, with experience of over three decades in the exhibitions and events industry. His journey began with key roles in prestigious companies like the Blenheim Group, Miller Freeman, and Reed Exhibitions. Later, he founded Expo Consulting, helping organisations succeed in the complex and dynamic world of trade shows and events.

Over the years, he has collaborated with numerous public institutions, SMEs, and event planners, sharing his expertise in trade show promotion, marketing strategy, project management, and exhibitor training. As the Country Manager of Fira Barcelona for the Italian market until 2022 and a faculty member of ICE/ ITA, he mentored numerous businesses and individuals, helping them navigate the intricacies of the event marketing landscape.

When not immersed in the world of events, Marco enjoys travelling, reading, listening to music, and spending quality time with family and friends. Marco says that these experiences inspire and fuel his curiosity for discovering new ideas and perspectives.

• Marco Barozzi believes that the trade show industry is transforming into a form of “economic infrastructure.” Exhibitions are no longer only about visibility or sales- they are spaces where businesses reduce uncertainty, rebuild trust, and strengthen credibility through face-to-face interactions. Trade shows have become strategic coordination hubs rather than simple marketing events.
• Geopolitical tensions, tariffs, supply-chain shifts, and economic fragmentation are becoming permanent and reshaping the global events landscape. So organisers and exhibitors must adapt by creating niche as well as regionalised events, and planning with uncertainty in mind. Resilience in the trade show industry will be demonstrated through flexibility, strategic repositioning, and the ability to respond quickly to changing global realities.
• AI will deeply influence the events industry, but Marco agrees that there is too much hype surrounding AI. AI can be an accelerator and support system, rather than a replacement for human creativity and relationship-building. Companies still need storytelling, branding, strategy, and authentic in-person engagement to succeed.

Run time – 00:53:11 mins.

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