Swiss LiveCom Association Sets the Course for Growth

At its general meeting on September 8, 2026, at the Festhalle Bern, the Swiss LiveCom Association EXPO EVENT defined clear strategic priorities for the coming years. The focus is on national expansion, stronger political advocacy, sustainability, and the further development of the XAVER Awards. At the same time, Bala Trachsel and Nicole Pandiscia took over as the association’s new co-presidents.

Going forward, the association will focus on intensified regional market development to better reach companies and professionals throughout Switzerland. The association aims to continue its targeted efforts to grow its membership in various regions and cantons. According to the association, the LiveCom industry plays an important economic and social role throughout Switzerland—ranging from major international events to trade shows and conferences, as well as festivals, corporate events, and tourist attractions. In addition, the association has created a platform for «Trade Shows & Venues» where trade show organizers, exhibition centers, and other stakeholders can discuss common challenges, developments, and policy issues.

Political Advocacy: The Industry Wants to Be Heard

Alongside its national expansion, the Swiss LiveCom Association EXPO EVENT is expanding its advocacy efforts in close collaboration with the Alliance of Event Organizers« Associations. Managing Director Martin Troxler emphasizes: »We are actively and collectively advocating for the political interests of our industry and our members at the national level.”

Last year, the focus was on, among other things, the new fire safety regulations, the SRG Halving Initiative, Parliamentary Initiative 20.406 by Andri Silberschmidt, and the partial revision of the Epidemics Act. Through position statements, workshops, and direct dialogue with policymakers and authorities, the association brought the industry’s perspective to political processes and advocated for practical and economically viable framework conditions.

Focus on Sustainability and the Circular Economy

The Swiss LiveCom Association EXPO EVENT also plans to further expand its commitment to sustainability. Plans for 2027 include an introductory consultation, the further development of the certification program, additional certification partners, and the expansion of the sustainability toolbox. In the coming years, training programs, a roundtable series, reverse monitoring, and a collection of best practices are set to be added. At the same time, consulting services in French-speaking Switzerland and Ticino will be expanded. According to the association, the goal is to make sustainability practical, economically relevant, and implementable in the industry’s day-to-day operations.

The XAVER continues to evolve

The Swiss LiveCom industry’s most important awards program is also set to undergo further development. The XAVER Award will be positioned even more strongly as a platform for quality, innovation, and industry dialogue. The XAVER LiveComvention, held for the first time this year, represents an important next step in this effort: The «unconference» brings together experts, executives, clients, service providers, and up-and-coming talent, and deliberately focuses on discussion rather than traditional lectures. Co-President Bala Trachsel explains: «The existing awards day is to be expanded into a more comprehensive multi-event day that brings together various formats from across the industry.»

New Faces at the Top of the Association

At the general meeting, the association bid farewell to President Christian Künzli as well as board members Danilo Dela Ca and Andy Kern. Going forward, the Swiss LiveCom Association EXPO EVENT will be led by a co-presidency consisting of Bala Trachsel, CEO and founder of the creative agency Republica (Bern), and Nicole Pandiscia, founder and event manager of EventsDesigner Sagl (Ticino). With this new leadership model, the association is aiming for broader support and diverse perspectives. «The LiveCom industry is facing major changes—from new technologies and sustainability to shifting audience expectations. We don’t want to simply observe these developments or react to them; we want to actively shape them,» said the new co-presidents at the Festhalle Bern.

The association is also seeking additional expertise and broader support on its board. The General Assembly elected Juan Becerra of the Nüssli Group, Michel de Maddalena of Evenjo, Fabio Marino (Head of Operations, co-owner, and managing director of Verve Festival and Kopfklang), and Jean-Pierre Pigeon, Managing Director of the 2M2C Montreux Music & Convention Center, as new members of the board. The four new board members bring diverse perspectives and many years of experience in the fields of event production, festivals, venues, and live communication.

More information about the Swiss LiveCom Association EXPO EVENT is available at www.expo-event.ch.

September 8, 2026, will be a special day for the Swiss live communications industry: Swiss LiveCom Association EXPO EVENT will bring together three events for the first time at the Festhalle Bern—the General Assembly, the new XAVER LiveComvention, and the XAVER Award Night. The highlight will be the 2026 XAVER Award, which honors the best LiveCom projects of the past year. In addition, this year’s XAVER Lifetime Achievement Award will go to Urs Kessler, the longtime CEO of Jungfraubahnen.

President Christian Künzli is enthusiastic: «XAVER has always stood for the diversity and quality of our industry. With LiveComvention, we are now creating additional opportunities for exchange, discussion, and looking toward the future.»

Premiere of the XAVER LiveConvention

New to the program is the XAVER-LiveComvention—a participatory format designed as a so-called “unconference.” Instead of traditional lectures, it features “bar camps”—open sessions without a predetermined agenda. Industry professionals, innovators, service providers, and up-and-coming talent come together to discuss current topics such as artificial intelligence, sustainability, international competitiveness, and the future of live communication.

Bala Trachsel, Vice President of the Swiss LiveCom Association EXPO EVENT, sums up the goal: «With the XAVER-LiveComvention, we want to create a place where the future of our industry is not only discussed, but also jointly debated and shaped. The LiveComvention stands for exchange, creativity, and the courage to break new ground.»

49 projects are competing for the 2026 XAVER Award

For this year’s edition of the XAVER Award 2026, 49 projects were submitted, all of which are intended to showcase the quality, creativity, and innovative strength of the Swiss LiveCom industry. An independent panel of experts thoroughly reviewed and evaluated the submissions back in May. The awards are presented in eight categories: Best Corporate Event, Best Consumer/POS Event, Best Public Event, Best Exposition Project, Best Exhibition Stand, Best Brand Worlds & Installations, Best Efficiency Project, and Best Supplier Services.

In addition to the jury awards, the Public XAVER is also presented, which is determined by online voting. Voting was open until 11:59 p.m. on September 7.

Urs Kessler: A Life's Work in Pictures and Experiences

The 2026 XAVER Lifetime Achievement Award goes to Urs Kessler, who served as CEO of Jungfraubahnen from 2008 to 2025—spending a total of 38 years with the company. During this time, the 64-year-old native of the Bernese Oberland consistently delivered spectacular events with international appeal: from Roger Federer to Bryan Adams to Lang Lang, he brought countless superstars to the region. In doing so, he had a lasting impact not only on the development of the Jungfraujoch—Top of Europe—but also on the Swiss event and LiveCom landscape.

With SnowpenAir on the Kleine Scheidegg, he spent more than two decades creating a festival that was second to none. He is being honored for his life’s work and his courage in consistently combining tourism, brand promotion, and live experiences.

Tickets for LiveComvention and the XAVER Awards Night

Tickets for the XAVER LiveComvention and the XAVER Award Night can be purchased individually or as a combo package. Members of the Swiss LiveCom Association are eligible for a special rate.

For more information and tickets, visit www.expo-event.ch.

The Swiss LiveCom industry has exceeded its own forecasts, is investing in innovation, and is looking to the future with optimism despite challenging market conditions. This is shown by the Event Trend Study Switzerland 2026, which was jointly conducted by the industry associations Swiss LiveCom Association Expo Event, svtb, Tectum, and VSSA. At the same time, the four associations are making clear demands: fair pitch fees, greater influence in federal Bern, and an end to the stereotype of the «analog event industry.».

Growth Exceeds Expectations

About half of the companies surveyed generated annual revenue of more than one million Swiss francs in 2024. Among stadium and arena operators, 44 percent even reported revenue exceeding five million Swiss francs. Many companies expect further growth in 2026—in a market environment where numerous traditional marketing disciplines are struggling with declining attention, increasing algorithm fatigue, and waning consumer confidence.

The numbers prove it: Live communication remains highly relevant. About 78 percent of the industry’s revenue is generated in physical spaces, particularly through public and corporate events. Where digital reach loses its impact, face-to-face interaction gains in importance.

The Swiss LiveCom industry is more digital than its reputation suggests

The study debunks a widespread cliché: The Swiss LiveCom industry is no longer a purely analog field. About two-thirds of companies already use artificial intelligence, and 31 percent use it regularly. At Expo Event, the usage rate is 78 percent. AI is used in particular in marketing, creative work, and project development; it is also becoming increasingly important in technical areas.

Jörg Gantenbein, President of svtb, sums it up: «We are neither analog nor behind the times. Two-thirds of the industry is already working with AI—but as an enhancer, not a replacement. What we lack are not tools, but technological standards that keep pace with the speed of our innovations.» At the same time, 80 percent of members would like concrete support for continuing education in tool proficiency and regulatory guidance, according to the press release.

Economic value is underestimated

Despite positive trends, the industry is grappling with structural challenges. More than a third of all pitches remain unpaid—even though the effort involved often runs into the five-digit range. About 90 percent of the companies are micro- and small businesses, many of which are family-owned businesses and training centers that generate significant regional economic value.

Christian Künzli, president of the Swiss LiveCom Association Expo Event, explains: «Our industry is becoming increasingly professional and delivering measurable results—but we aren’t earning proportionally more money. As long as one-third of all pitches are done for free, we are collectively undermining our own value. This has to stop.»

Marc Hofstetter, president of Tectum (the Swiss Association of Marquee Builders and Temporary Structures), also calls for greater political recognition: «We are an SME sector. Ninety percent of the companies employ fewer than 50 people; many train apprentices, and many are second- or third-generation family businesses. When policymakers talk about promoting Switzerland as a business location, we must be included—not just as event technology providers, but as part of Switzerland’s economic and cultural infrastructure.»

Face-to-face encounters remain irreplaceable

Especially in an increasingly digital world, the live experience remains irreplaceable. While algorithms distribute attention, real encounters foster trust, emotion, and lasting memories. Philipp Musshafen, President of VSSA (Association of Swiss Stadium and Arena Operators) and CEO of AG Hallenstadion, says: «Every day, we see what no digital format can replace: thousands of people, a shared experience, collective emotion. That is precisely where the enduring power of live communication lies.»

Three Demands from the Alliance

Based on the study’s findings, the four associations have formulated three joint demands: First, binding industry standards for appropriate compensation for pitch services should be introduced. Second, there needs to be visible representation of the LiveCom industry’s interests in Bern. Third, live communication should be recognized as an economic and cultural factor—it creates value, fosters innovation, and provides training opportunities, and deserves the same political attention as other key industries.

About the study

The 2026 Swiss Event Trend Study is a joint member survey conducted by the four associations Swiss LiveCom Association Expo Event, svtb, Tectum, and VSSA. It was conducted by GIM Suisse between January 12 and February 6, 2026. Of the 774 members contacted, 203 participated, representing a response rate of 26 percent. This is the third edition of the study, following those published in 2022 and 2024. The full study is available for download on the websites of the participating associations.

For more information about the Swiss LiveCom Association Expo Event, please visit www.expo-event.ch.