IAEE Leadership Strengthens Global Industry Ties During Landmark China Visit

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Associations/Press, International
IAEE Leadership Strengthens Global Industry Ties During Landmark China Visit

1/23/2025
DALLAS – International Association of Exhibitions and Events® (IAEE) President and CEO Marsha Flanagan, M.Ed., CEM and 2025 IAEE Chairperson Chuck Grouzard represented IAEE at the 20th China Expo Forum for International Cooperation (CEFCO) held 8-10 January in Tianjin, China. The event, which drew 600 attendees from 20 countries and regions, is co-produced by the China Council for the Promotion of International Trade (CCPIT) in conjunction with IAEE, the International Congress and Convention Association (ICCA), the Society of Independent Show Organizers (SISO), and UFI – The Global Association of the Exhibition Industry.

During the weeklong visit, Flanagan engaged in several strategic initiatives including the signing of a significant Memorandum of Understanding with CCPIT during CEFCO’s opening ceremony. She delivered a keynote address and participated in educational panels focusing on industry development and cross-border collaboration.

From left to right: 2025 IAEE Chairperson Chuck Grouzard, IAEE President and CEO Marsha Flanagan, M.Ed., CEM and IAEE China Office Director of Operations Jessica Jia

From left to right: 2025 IAEE Chairperson Chuck Grouzard, IAEE President and CEO Marsha Flanagan, M.Ed., CEM and IAEE China Office Director of Operations Jessica Jia

“This visit represents a significant step forward in our mission to strengthen global industry connections,” said Flanagan. “The productive discussions and agreements reached during our time in China will create new opportunities for our members while advancing the exhibitions and events industry worldwide.”

Grouzard delivered the welcome address at CEFCO’s opening ceremony, where he emphasized the organization’s global vision. He also presented an opening plenary session outlining the opportunities and challenges of cooperation between China and the United States for exhibitions and events in 2025 and beyond.

“It was an eye opening and incredible experience to see firsthand the power of IAEE’s brand recognition in China,” noted Grouzard. “From participating and presenting at various sessions, roundtables and plenary sessions to the numerous press interviews and meetings with key government and industry officials – the credibility and relevance of IAEE’s brand is respected and viewed as a global voice and leader in the exhibitions and events industry.”

Key achievements from the visit included:

Participation in the exclusive China-U.S. High-Level Dialogue on Exhibitions and Events, where IAEE was the sole international organization invited to discuss industry advancement.
Renewal of the Certified International Events Professional (CIEP) training program agreement with CCPIT.
Celebration of the 20th anniversary of IAEE's Certified in Exhibition Management (CEM) program in China. During the event, attendees discussed the value these programs have added to the industry, with students sharing their experiences and offering suggestions for future developments.
Strategic planning sessions with the IAEE China Council to enhance educational initiatives and cross-border cooperation. The meeting underscored IAEE’s commitment to fostering industry collaboration and promoting growth in the region.

The visit culminated in the Beijing Roundtable Meeting for International Convention and Exhibition Organizers, where Flanagan and Grouzard joined industry leaders in discussions about the role of exhibitions in urban development and economic growth.

IAEE’s international engagement demonstrates its ongoing commitment to bolstering global partnerships that benefit its members and the industry at large. Through these collaborations, IAEE continues to reinforce its position as a leading voice in the worldwide exhibitions and events industry.

About IAEE
Trusted since 1928, IAEE provides quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE, and the organization advocates and promotes the awareness of face-to-face exhibitions and events as the primary medium for business development and growth. IAEE provides relevant, timely and innovative education to its members and the industry. IAEE recognizes its strategic partners: 4imprint, Convention News Television (CNTV), eShow, Freeman, GES | onPeak, Grit Productions and Expositions, IMEX, New Orleans & Company, New Orleans Ernest N. Morial Convention Center, Risk Strategies Company | Buttine Insurance and Snöball. Visit www.iaee.com for more information.

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