Celebrating Global Exhibitions Day: a large-scale programme at the National Centre RUSSIA highlighted the power of communication and creativity

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A two-day event programme marking Global Exhibitions Day — held in 2025 under the motto "Speaking the Same Language" — has concluded at the National Centre RUSSIA. From June 10 to 11, industry professionals examined expositions as a universal language for communication and a platform for self-expression. They discussed the future of the exposition and convention industry, the development of business tourism, and shared their expertise with aspiring event organisers. The holiday was first celebrated last year at the International RUSSIA EXPO.

The initiative for Global Exhibitions Day came from Sergei Alekseyev, First Vice-President of the Russian Union of Exhibitions and Fairs and Vice-President of ExpoForum-International. He noted that the idea for the celebration originally emerged as a response to the spread of false information about Russia and its potential.

"This idea of exchanging accessible and truthful information came to life in 2015, when I was elected Honorary President of the Global Association of the Exhibition Industry. That’s what we were working towards. And of course, we did it to promote the image of expositions not only among exposition professionals but also among the business community and government organisations. I am absolutely convinced that expositions are a vital tool for promoting domestic products both on the domestic and international markets. They help preserve technological sovereignty and support regional development," said Sergei Alekseyev.

The first day of the Global Exhibitions Day programme at the National Centre RUSSIA was dedicated primarily to young professionals and all those interested in developing careers in event organisation. Senior experts shared their experience with newcomers, explained what knowledge and skills are essential for event organisers, and discussed how these qualities can also be applied in everyday life.

In a creative jam-session format, participants explored current trends and technological innovations in the exposition arts. They reflected on how to balance practical objectives with creative ideas, budget constraints with client expectations, and discussed how ideas are born and what role modern digital technologies play in the process. The session also touched on what attracts visitors to expositions and where to seek knowledge and inspiration when designing an expo.

The highlight of the first day’s programme was the session "100 Questions to a Grown-Up: The Professional’s Path." Natalia Virtuozova, Director General of the National Centre RUSSIA, spoke about the key stages in the development of the International RUSSIA EXPO, as well as current areas of focus for the National Centre, and shared secrets of creating truly historic events in the exposition industry.

The day’s agenda also included co-authored readings on "The Pavilion Movement: Representing the Country at International Events;" a business communication workshop led by Andrei Bezrukov and Yelena Vavilova, professional intelligence officers and co-authors of the bestseller "Networking for Intelligence Officers: How to Benefit from Every Connection;" and a session titled "Burnout in the Event Industry: How to Sustain Enthusiasm and Creativity," conducted by sociologist, psychologist, radio host, and TV expert Anetta Orlova.

The second day of Global Exhibitions Day at the National Centre RUSSIA brought together event industry professionals from across the country. Experts exchanged best practices and successful strategies for organising expositions and conferences in various regions.

The central event of the day was the plenary session "Speaking the Same Language", where participants discussed the global mission of the exposition movement in today’s world. Sergei Voronkov, President of the Russian Union of Exhibitions and Fairs and Director General of ExpoForum-International, emphasised that the exposition movement plays a vital role in bringing people closer together and fostering unity.

"Because an exposition is an event — a co-being, a shared existence, where two people who meet represent something greater than just two. Why have we gathered here in this hall today? Why is this so important? We could have just watched the broadcast on TV. But no! It’s because something common arises between us. We create it together, we live it, and we are filled with it," explained Sergei Voronkov.

Victoria Agafonova, Deputy Director General for Exposition Activities at the National Exhibition Centre "BelExpo," illustrated the opportunities and prospects that cooperation with colleagues from other countries opens up for industry professionals through the example of collaboration with the National Centre RUSSIA.

"Congress and exposition activities is a sector that must always stay at the forefront of events and change, so we constantly need to learn from each other. Our cooperation with the National Centre RUSSIA is a brilliant confirmation of this. The successfully held exposition ‘My Belarus’ in Belarus was, in part, inspired by the events and the overall strategy of preparing and conducting the RUSSIA EXPO. And most importantly, we absorbed its unique atmosphere, which, I believe, thanks to this friendship and cooperation, made our exposition a success," said Victoria Agafonova.

Key events of the two-day program included the First Championship of Event Professions "Event Architect" — a creative competition for high school students, university students, and young professionals eager to develop in the events industry, as well as the Summit of Historical Regions "Growing Through Events," which discussed the unique potential of the regions recently incorporated into Russia for hosting exhibitions, congresses, and developing tourism.

Throughout both days, the National Centre RUSSIA hosted presentations and film screenings of the Second Geobrands Festival "Land of Discoveries," culminating in a large-scale awards ceremony for the winners. The main goal of the Festival is to create video portraits of specific territories highlighting their investment and tourist appeal. The initiative was launched in 2023 as a continuation of the "Development and Promotion of Territories " nomination of the Silver Archer National Award.

The business psychologist and founder of the EXPOschool, Yelena Konvisar, held a highly attended workshop #THANKYOUMOTHERLAND. She told how the RUSSIA EXPO influenced the events industry and strengthened the potential of the regions, emphasizing the long-term educational, technological, methodological, and other impacts produced by the exposition.

Tatiana Petrovskaya, founder of the company EVENT-LAWYERS, author and instructor of courses at the Ostankino Higher School of Cinema and Television, HSE, and RANEPA, led a workshop on copyright protection.

The programme concluded with a panel discussion titled "How to Develop National Centres in the Regions of Russia?" Experts discussed how to make the National Centre RUSSIA’s branches drivers of regional and national development. The focus was not only on practical solutions but also on the mission of creating a unified cultural and educational space — fostering pride in one’s small and great homeland, as well as turning expositions into a powerful tool for conveying meaningful messages, values, and national identity.