The Business of Fun: 10 Takeaways from TSNN’s Trade Show Talk Podcast with Alice Mathu, VP of Business Development & Partnerships, IAAPAThe Business of Fun: 10 Takeaways from TSNN’s Trade Show Talk Podcast with Alice Mathu, VP of Business Development & Partnerships, IAAPA
This month’s guest shares insights on the thrill of producing exhibitions for the global amusement park and attractions industry. Held annually in November in Orlando, last year’s flagship U.S. event set a new attendance record with more than 41,000 attendees.
September 19, 2025
In our latest episode of Trade Show Talk, I sat down with Alice Mathu, a leading figure in the global attractions and exhibitions industries, to explore her journey from Kenya when she was 25 to Orlando where today she shapes the landscapes of amusement parks worldwide.
Since joining IAAPA in 2006 as intern, Mathu, who serves as IAAPA VP of Business Development & Partnerships, has ridden the wave of IAAPA's global expansion, including the association's highly anticipated events in Europe, Asia, and the Middle East.
From stepping into uncharted territories to forging meaningful partnerships, Mathu embodies the spirit of innovation and leadership in the exhibitions industry. Her insights offer a glimpse into a world where business and entertainment converge, crafting memorable experiences for people around the globe.
As Mathu aptly summarized, "It's fun to be in the business of fun."
What follows are 10 key takeaways from our conversation. Listen to the full podcast here.
1. A Journey from Kenya to the U.S. Mathu shared her inspiring journey from Kenya to the U.S., recounting, "I left Kenya when I was 25 years old and came to the U.S. by myself." Her story is a testament to courage and resilience, illustrating how bold steps can open up a world of opportunities.
2. Discovering a Passion for Events. Upon arriving in the U.S., Mathu found her calling in the exhibition industry. "I discovered that kind of lit me up," she said, reflecting on how her initial dislike for nonprofit work led her to pursue what truly excited her—event management and exhibitions.
3. The Spark of the Exhibition Industry. Mathu thrives on the thrill of exhibitions, saying, "It's always a learning opportunity." She highlights the dynamic nature of trade shows, where every event opens doors to new insights and experiences.
4. Expansions in Exhibitions. Discussing her current work with IAAPA, Mathu described new approaches such as creating themed experiences. With a waiting list of 200 exhibitors, IAAPA got creative with using meetings space at the Orange County Convention Center. "We created a haunt pavilion," she said. These innovations cater to specific exhibitor groups, enriching the overall trade show experience.
5. Navigating Change. Mathu’s move to Orlando marked a significant shift for her organization. "We built a building here and moved right here," she noted, emphasizing how IAAPA's strategic decisions have spurred growth and allowed for more local engagement.
6. International Ventures and Challenges. Mathu is no stranger to international exhibitions, discussing their European show in Barcelona. "Barcelona has always been a natural selection for attendees," she said, acknowledging both the opportunities and challenges in diverse markets.
7. Embracing Cultural Nuances in Asia. Mathu shared insights on conducting business in Asia, stressing the importance of cultural understanding: "You want to understand people's business norms." Her strategies highlight the critical role of local knowledge and communication.
8. Expanding in the Middle East. With IAAPA's inaugural Middle East expo nearing, Mathu expressed excitement about the region's growth, "The region is booming for the attractions industry." She sees the Middle East as a strategic area ripe with potential.
9. Non-Traditional Partnerships and Growth. Mathu elaborated on IAAPA's recent strategic partnership with Licensing International: "What we realized is that there's a lot of licensing that is going on." This partnership is aimed at bridging gaps and fostering innovation within the industry.
10. Personal Insights and Advice. On a personal note, Mathu shared some memorable travel experiences and practical travel tips, emphasizing the importance of carrying cash: "I always have U.S. dollars always on me." Her advice rooted in practical experience underscores her seasoned perspective.
