The Future of Events: The Skills the Industry Will Demand (and How to Develop Them)

Artificial intelligence, sustainability and increasingly hybrid experiences are reshaping the professional profiles required by exhibitions, events and conferences. Accademia Fiera Milano is responding by expanding its educational ecosystem: EXEM, the Executive Master for professionals looking to grow in the industry, is launching, while applications are open for the new edition of the PROGEA Master.

7 September 2026

KEY TAKEAWAYS

1. The exhibitions, events and conferences industry is changing rapidly: artificial intelligence, sustainability and hybrid experiences are reshaping the professional profiles demanded by the market.
2. Demand for cross-functional skills is growing: project management, strategic marketing, data and technology, ESG sustainability, institutional relations and leadership.
3. EXEM, the Executive Master in Exhibitions & Events Strategic Management at ALTIS Università Cattolica, is launching in partnership with Fondazione Fiera Milano and Fiera Milano S.p.A.
4. Applications are open for the 2026-2027 edition of the PROGEA Master, Accademia Fiera Milano's first-level university programme training future Exhibition and Event Managers.

 

An Industry Changing Faster Than Its Skills

In recent years, the world of exhibitions, events and conferences has undergone a profound transformation. It is no longer simply about organising an exhibition space or a ceremony: today, an event is a complex project that combines technology, sustainability, multichannel communication and relationship management with different audiences and stakeholders, often on an international scale.

Recent major productions, from industry exhibitions to events of global significance, show how event governance now requires a much broader range of skills than in the past: time planning, coordination between creative and operational teams, supplier and safety management, and the ability to engage with institutions and sponsors. These are skills that originated in the exhibition and conference industries, but are increasingly in demand in corporate events as well: conventions, roadshows, product launches and conferences.

These developments are joined by more recent trends: the use of artificial intelligence in event design and impact measurement, growing attention to environmental and social sustainability (ESG), the integration of physical and digital experiences, and the internationalisation of audiences and target markets.

 

The Skills the Market Is Looking for Today

Those working or looking to work in exhibitions, events and conferences therefore face an increasingly broad range of skills:

1. project management and governance of complex projects;
2. strategic marketing and positioning, to build value for both event visitors and exhibitors;
3. the ability to interpret data and leverage new technologies, including artificial intelligence, as drivers of competitiveness;
4. financial sustainability, budgeting and management control;
5. institutional relations and stakeholder management;
6. leadership and the ability to coordinate teams and suppliers in high-pressure environments.

This range of skills is rarely acquired through a single programme. Instead, it corresponds to different stages of the same career: from those taking their first steps in the industry to professionals already working in the field who want to move into positions of greater responsibility.

 

EXEM Launches: Accademia Fiera Milano's Executive Response

This is the context in which EXEM, the Executive Master in Exhibitions & Events Strategic Management, comes in. It is the new programme offered by ALTIS Graduate School of Sustainable Management of Università Cattolica del Sacro Cuore, developed in partnership with Fondazione Fiera Milano and Fiera Milano S.p.A.

EXEM is aimed at professionals already working in the industry of exhibitions, events and conferences, with at least three years of experience, who currently hold operational or management roles and want to progress towards positions involving greater responsibility for budgets, teams and strategic decisions: from executors to decision-makers.

The programme lasts 12 months and follows an executive blended format designed to be compatible with professional commitments: live online classes, asynchronous video lessons and three intensive in-person sessions (Master opening, Bootcamp and Field Trip), in addition to a final Project Work. The programme includes nine thematic modules covering areas such as the economics and strategy of exhibitions and events, strategic marketing, technology and AI, finance and financial management, leadership, legal aspects and public policies for territorial development.

A Multi-Stage Ecosystem: From PROGEA to EXEM

With the launch of EXEM, Accademia Fiera Milano's educational offering is increasingly becoming an ecosystem supporting professional growth in the events industry throughout an entire career: PROGEA as the entry point for those taking their first steps, MEED as a specialisation in event and exhibition design, and EXEM as the executive step for professionals already working in the industry who are aiming for positions with greater strategic responsibility.

If your goal is to enter this industry

PROGEA is the First-Level University Master in Exhibition, Event and Conference Planning and Management, organised by Accademia Fiera Milano in collaboration with the University of Milan. It offers 500 hours of training, four modules (Marketing & Communication, Concept & Brand, Visual & Exhibition Design, Organisation & Management), project work on real events and a guaranteed curricular internship at the end of the programme.

Applications are open for the edition starting on 19 November 2026. Fondazione Fiera Milano is also offering two full scholarships.

View the programme and apply →

 

How to Move Forward Today: Open Applications and New Opportunities

For those considering the events industry as a potential career path, two opportunities are currently available in parallel: starting the journey with PROGEA, whose applications for the 2026-2027 edition are open, or, for those already working in the industry, enrolling in EXEM, which will start in March 2027.

FAQ

What is EXEM?

EXEM is the Executive Master in Exhibitions & Events Strategic Management, a programme offered by ALTIS Graduate School of Sustainable Management of Università Cattolica del Sacro Cuore, developed in partnership with Fondazione Fiera Milano and Fiera Milano S.p.A. It lasts 12 months in a blended format and is aimed at professionals working in the exhibitions and events industry.

Who can apply for EXEM?

EXEM is designed for junior executives with at least three years of experience in the exhibitions, events and conferences industry who want to progress towards roles with greater strategic, budget and team responsibilities. A bachelor's or master's degree in any discipline is required; professionals without a degree may also apply if they have significant professional experience.

What is PROGEA and who can apply?

PROGEA is the First-Level University Master in Exhibition, Event and Conference Planning and Management, organised by Accademia Fiera Milano in collaboration with the University of Milan. It is open to graduates with a bachelor's or master's degree who have a strong motivation and interest in the world of events and live communication.

What is the difference between PROGEA and EXEM?

PROGEA is a first-level university master designed for those entering the industry or at the early stages of their career. EXEM is an executive programme for professionals already working in the industry, with at least three years of experience, who want to move into positions with greater strategic responsibility.

When do the next editions start?

The PROGEA Master starts on 19 November 2026, and applications for this edition are open. The EXEM Master will start on 18 March 2027.

What roles can you pursue after a Master's in exhibition and event management?

Common roles include Event Project Manager, Exhibition Coordinator/Manager, Marketing & Communication Specialist, Business Development Manager, Corporate Event Manager, as well as executive positions such as Event & Operations Manager or Business Development Manager for professionals who progress through an executive programme such as EXEM.

Does PROGEA include an internship?

Yes. At the end of the classroom-based programme, Accademia Fiera Milano guarantees every student a curricular internship within one of the leading companies in the events, exhibitions, communication and marketing sectors.

Are scholarships available?

For PROGEA, Fondazione Fiera Milano offers two full scholarships.