Exclusive: WTC Miami CEO & COO Share How They're Adapting to Market Shifts in 2025Exclusive: WTC Miami CEO & COO Share How They're Adapting to Market Shifts in 2025
In an interview at the World Trade Centers Association's North America Conference in June in Kansas City, Mo., World Trade Center (WTC) Miami President and CEO Ivan Barrios and WTC Miami COO Alice Ancona share strategies for supporting international trade amidst shifting market dynamics.
June 18, 2025
As trade show organizers, exhibiting companies, and buyers navigate new realties for international trade in the U.S. in 2025, executives for the World Trade Centers Association (WTCA) and WTC Miami told us the current challenges around tariffs are no different than those they faced during COVID.
In an interview at the WTCA's North America Conference in Kansas City, Mo., Trade Show News Network’s Danica Tormohlen sat down for a discussion with Ivan Barrios, WTC Miami President and CEO and WTCA Chair, and WTC Miami COO Alice Ancona.
“There's always a disrupt from in trade—whether it's tariffs, whether it's geopolitics, whether it's the war in Ukraine, whether it's COVID,” Ancona said. “Supply chains are vulnerable to changes in market dynamics, and those market dynamics happen all the time.”
She added: “It’s more about adapting to the market conditions, just like we had to adapt during COVID. It's COVID part two without masks. That's how you have to see it; here's another disruption.”
World Trade Center Miami, located at 5835 Waterford District Dr. in Miami, was founded in 1971. Photo: WTC Miami
Context: WTCA is a network of 300 world trade centers in nearly 100 countries and territories. Each World Trade Center operates independently. WTC businesses can be owned by developers, universities, municipalities, cities, states, local governments, or nonprofits.
Deeper dive: The WTC Miami is a nonprofit 501 C6 that has a board of directors of 25 senior business leaders in Miami. “We produce events, and it’s our main revenue generator,” Barrios explained. The biggest event WTC Miami will produce in 2025 is the America's Food and Beverage Show & Conference, which will be held Sept. 10-12 at the Miami Beach Convention Center. In 2024, the trade show attracted more than 700 exhibitors and 10,000 attendees.
WTC Miami produces America's Food and Beverage Show & Conference. Photo: WTC Miami
WTC Miami's approach emphasizes buyer-focused strategies, digital engagement solutions, and leveraging global networks to maintain strong exhibitor participation despite trade disruptions. Their experience demonstrates that trade shows can remain resilient through strategic planning, continuous innovation, and maintaining a long-term perspective—valuable lessons for all exhibition organizers facing similar challenges in today's volatile global marketplace.
Here's what trade show organizers need to know from our conversation. Watch the full interview or read highlights and key takeaways below.
Resilience in the Face of Disruption
The conversation centered on how trade shows and international business have had to adapt to constant global changes, from tariffs to geopolitical shifts. "Supply chains are vulnerable to changes in market dynamics,” Ancona said. “If you're involved in international trade—whether it’s a small, medium, or large company––you have to adapt to a constantly changing environment."
Leveraging Networks for Growth
Barrios and Ancona stressed the importance of utilizing the WTCA’s expansive network to facilitate growth. "Through the World Trade Centers Association, we've been able to make contacts in Japan, in India, in France, in Italy,” Barrios said. “You're connected."
The Miami Beach Convention Center will host America's Food and Beverage Show & Conference Sept. 10-12, 2025. Photo: Cris Ascunce
Strategic Planning and Flexibility
Ancona underscored the necessity of strategic planning. "Don't panic,” she said. “This is the time to plan. This is the time to look at resources that you have and maybe reallocate them in a different way. Trade is always like that."
Focus on Buyers and Exhibitors
Trade shows need to prioritize both buyers and exhibitors for successful events. "We're buyer focused,” Ancona said. “If exhibitors know there [are] going to be buyers at the show, that show has a high ROI for them."
Digital and International Engagement
Addressing present challenges such as visa delays and tariffs, WTC Miami is increasingly relying on digital platforms and fostering international engagement. This approach helps maintain the momentum, Ancona pointed out. "We're already used to the digital component,” she said. “There's still a way for you to participate in the show digitally."
Show signage in the lobby of the Miami Beach Convention Center. Photo: WTC Miami
10 Takeaways for Trade Show Organizers
Adaptability is Key: As Ancona said, international trade requires adaptability. Show organizers must anticipate and adjust to various disruptions.
Utilize Networks: Barrios emphasized the importance of leveraging networks to create connections and build business opportunities globally.
Strategize and Plan: Ancona insisted on the importance of strategic planning and re-evaluating resource allocation to mitigate challenges like tariffs.
Buyer-centric Approach: A focus on attracting buyers is crucial for high ROI, as mentioned by Ancona, to ensure exhibitors see the value in participating.
Digital Solutions: Adopting digital platforms can offset physical attendance challenges and broaden market reach.
Communication and Flexibility: Maintaining open communication with participants and being flexible in approach can foster continued engagement despite challenges.
Localized Focus: Barrios said, “Different regions have different opportunities,” indicating a need to align events with regional market dynamics.
Innovate Continuously: Introducing new programs and buyer incentives, WTC Miami continually adapts and innovates its offerings.
Prioritize Education: Ancona highlighted that educational sessions are essential in equipping exhibitors and participants with tools needed amid challenges.
Think Long-term: Despite immediate challenges, Barrios suggests focusing on 2026 and beyond, planning for future success.
In 2024, AF&B attracted more than 700 exhibitors and 10,000 attendees. Photo: WTC Miami
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