AEO appoints new chair to lead three-year strategic vision

The Association of Event Organisers (AEO) has confirmed a leadership change at board level, naming Andrew Williams, executive vice president at Informa Markets, as its new chair. Carsten Holm, managing director of Diversified Communications UK, has been appointed vice chair. The transition follows the completion of a one-year term by Alison Willis, chief executive officer of Easyfairs, who steps down as chair but will continue to serve on the AEO Board.

The appointment marks the beginning of a new three-year strategic phase for the association, which represents organisers across exhibitions, conferences and trade shows in the UK and internationally.

Background and industry context

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The AEO is one of the key representative bodies for event organisers, acting as an advocate on policy and regulation, as well as providing forums for collaboration, benchmarking and professional development. Its leadership plays a central role in setting priorities for the sector, particularly around industry standards, sustainability, digital transformation and talent development.

The leadership rotation comes at a time when the exhibition and business events sector continues to navigate a period of recalibration. Organisers are balancing a return to in-person formats with demand for digital and hybrid experiences, while also responding to changing exhibitor expectations, budget pressures and increased scrutiny on event ROI. Trade associations such as the AEO have been central to coordinating responses to these shifts, supporting members with guidance, research and advocacy.

Chairs of the AEO traditionally bring perspectives from large-scale organiser businesses, shaping how the association engages with both domestic and international markets. With member portfolios ranging from niche trade shows to global exhibition brands, the board’s composition is designed to reflect the breadth of organiser interests.

Key developments in the leadership announcement

Williams assumes the role of chair from Willis following her year-long tenure. While Willis is stepping down from the chair position, she will remain an active member of the Board, ensuring continuity of existing initiatives and institutional knowledge.

As executive vice president at Informa Markets, Williams oversees large-scale exhibition and event operations within a global organiser business. His experience spans international market development, portfolio strategy and commercial growth, providing the AEO with a chair who has oversight of both mature and emerging event markets.

Holm, in his new position as vice chair, brings a complementary perspective from Diversified Communications UK, which operates a range of trade shows and conferences across sectors. His appointment reinforces the association’s connection to mid-to-large-scale organisers navigating growth, diversification and digital initiatives.

Together, the chair and vice chair will work closely with the AEO Board to refine and execute a three-year vision for the organisation. While detailed priorities have not been publicly itemised, the timeframe suggests a focus on longer-term strategic planning rather than short-term responses alone.

Industry impact and strategic direction

The leadership shift is expected to influence how the AEO engages with members on issues central to the evolution of event delivery and commercial models. Organisers have been reassessing how they deploy technology, structure partnerships and collect data across physical and digital channels. Under new board leadership, the association is positioned to provide a coordinated framework for these discussions.

Key areas where the AEO’s strategic direction could have sector-wide impact include:

Standards and best practice: Reinforcing guidelines around health and safety, security, sustainability and ethical operations for exhibitions and conferences.
Technology adoption: Supporting organisers in evaluating and integrating event technology platforms, data tools and digital engagement solutions.
Advocacy and regulation: Representing organiser interests in discussions with government and regulators on issues such as visas, travel, taxation and venue regulations.
Skills and talent: Addressing recruitment, skills development and retention in a competitive labour market, particularly in areas like digital marketing, data analytics and event tech operations.
International collaboration: Strengthening ties with global partners and associations to support cross-border events and export growth.

With Williams and Holm in the key board roles, the AEO signals a continued focus on aligning large and mid-sized organiser priorities, including how they respond to changes in exhibitor behaviour, evolving audience expectations and the growing role of year-round engagement.

Why this matters for event professionals and technology providers

For organisers, the AEO’s leadership and three-year vision will help shape the environment in which new formats and technologies are adopted. As business models shift from single touchpoint trade shows toward ongoing communities, content platforms and data-driven services, organisers will look for guidance on investment decisions, risk management and measurement frameworks.

Event technology providers also have a direct stake in the association’s direction. Clearer industry standards, shared use cases and coordinated feedback from organiser members can influence product roadmaps and integration priorities. Areas such as:

registration and ticketing systems
exhibitor lead capture and analytics
mobile apps and digital customer journeys
hybrid and on-demand content platforms
AI-driven matchmaking and personalisation

are all shaped by how organisers collectively define success metrics, compliance requirements and user expectations.

Leadership continuity on the AEO Board, with Willis remaining involved, also reduces the risk of fragmentation in ongoing initiatives that affect suppliers and venues. For example, workstreams on sustainability reporting, diversity and inclusion, or data governance can progress under stable oversight even as new strategic goals are introduced.

For buyers and exhibitors, the association’s direction may indirectly influence how events are structured, measured and marketed. If the AEO prioritises shared frameworks around ROI reporting or audience insights, participants could see more consistent approaches across different organiser portfolios.

Conclusion

The AEO’s appointment of Andrew Williams as chair and Carsten Holm as vice chair marks a new phase for one of the sector’s key organiser bodies. With Alison Willis remaining on the Board after completing her term as chair, the association blends leadership renewal with continuity.

While detailed elements of the three-year vision have yet to be extensively outlined, the timeframe suggests a focus on long-term resilience, digital evolution and collaboration across the organiser community. For event professionals and technology partners alike, the development signals that the business events sector is entering its next cycle of strategic planning, with trade associations playing a central coordinating role.