Your place is here: the role of women in the evolution of trade shows
— A word from Isabelle Thevenin, Vice President
Historically, trade shows were an almost exclusively male domain. From medieval fairs to the great industrial exhibitions of the 19th century, this world demanded physical strength and technical expertise, and was structured around male-led business networks. Today, this image is changing: women are taking their place and transforming this traditional arena into a space for exchange, experience, and creativity.
Source: Source: Adolphe Laurent Joanne, « Paris illustré: nouveau guide de l’étranger et du Parisien », Hachette, 1867, p.699
Like all industries, the trade show industry is evolving. Today, women occupy key roles in marketing, strategy, project management, design, and leadership. They are no longer just present: they influence the way we design the event experience. And this is subtly but profoundly changing the culture of the industry.
Juggling logistics and strategy
Being in the trade show industry sometimes means switching between a warehouse, a construction site, and a meeting room all in the same day. It means juggling logistics and creativity, tight deadlines and long-term vision. And that's precisely where our natural organizational strengths come into play.
Attention to detail as an advantage
We often talk about attention to detail, but in our industry, it's not something to be overlooked! It's a competitive advantage. Think about the complete experience, for example, the fluidity of a visitor's journey, the location of a coffee area, the comfort of the furniture, the consistency of the message. This ability to anticipate and “take care” of the overall experience creates kiosks that are not only beautiful, but effective.
Source: Hunter Expositions, 2025
Listening, a strategic tool
There is also a more subtle strength: listening. Reading between the lines to figure out what the client wants and needs. Knowing when to reassure, when to structure, when to decide. Sensitivity is not a weakness; I would even say it is a strategic tool. It allows you to build lasting relationships, sometimes even professional friendships that stand the test of time!
Discreet but effective leadership
And then there is leadership. Leadership doesn't need to be loud to be strong. A quiet, gentle force that supports the team and becomes a springboard for others.
In a world of workshops, warehouses, and meticulous logistics, this ability to coordinate, juggle schedules, and stay the course in a humane way makes all the difference.
A love of practical matters and humanrelationships
Yes, you need comfortable shoes. Yes, you need to like practical work, technical plans, and setting up at 6 a.m. But you also need to like people, ideas, and conversations that transform a simple booth into a real tool for growth.
What I love about this industry is that it combines human relations, design, and operational strategy. No two days are alike. Every project is a challenge, every trade show a different stage.
A message to young women
To young women who are hesitant to enter this field: you belong here. Your perspective, your listening skills, your rigor, and your creativity are all valuable here. And the industry is slowly but surely transforming thanks to your presence. Take the plunge! Join the field, assert your strengths, and help transform the trade show industry from within.