CHICAGO — In December 2025, Koelnmesse Inc., the U.S. subsidiary of the German company Koelnmesse GmbH, announced that Mette Petersen would retire from the role of President and Managing Director, effective June 30, 2026, after 22 years.
Under her leadership, the organization grew across key performance indicators, such as profitability, personnel, exhibition square footage and specialized exhibit options.
Trade Show Executive’s (TSE) Young Professionals Corner sat down with Mette Petersen to discuss her accomplished career, lessons learned along the way and advice for rising stars.
ANDREW: What brought you to the exhibitions industry?
METTE: I was incredibly lucky to get introduced to the trade show industry by pure chance. After I completed my master’s degree many years ago, I was offered a job in exhibitions due to my language skills.
And it didn’t take long — I completely fell in love with trade shows. I find it so fascinating and rewarding to work on bringing individuals and companies together and helping them grow their business internationally.
ANDREW: What makes Koelnmesse a powerful organization?
METTE: Koelnmesse celebrated its 100th anniversary in 2024 and therefore has an incredible history.
It is deeply rooted in Germany’s history since the Founder of Koelnmesse was the Mayor of Cologne in 1924, Konrad Adenauer, who later went on to become Chancellor of Germany.
Koelnmesse has built a fantastic network of international representatives and global subsidiaries over the years, which is why most of the Koelnmesse trade shows are so international.
As a matter of fact, many of our Cologne-based shows attract more attendees from outside Germany than from inside Germany.
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ANDREW: What were some of the first professional learning experiences you had — and what did they teach you?
METTE: I quickly learned that it’s so important to listen to your customers. It’s about finding innovative solutions. And even if you can’t accommodate every request, it’s essential that they feel heard and appreciated.
ANDREW: How did you rise through the ranks at Koelnmesse Inc. and what career-advancement advice would you give to young professionals?
METTE: I had worked for another German trade show organizer on the East Coast for many years, in sales, marketing and business development.
I felt that I had accomplished everything I could there and was actively looking for the next challenge when I was head hunted to Koelnmesse. They were looking for a new Managing Director since the previous person had left quite suddenly.
Everything went very fast and I moved to Chicago within six weeks. Looking back at it today, it feels like a whirlwind experience!
Koelnmesse Inc. was a very young company then, only about a year old. So, I had to make a number of structural and HR-related changes.
What I learned from this is to be prepared to roll up your sleeves and get the work done. Be patient — making the right decisions is more important than making them fast. Believe in yourself even when you’re surrounded by skeptics.
ANDREW: What skills or qualities do you think were instrumental in your career success?
METTE: My guiding principles have always been to do everything with honesty and integrity.
And because of that, I’ve been able to build a great team of trade show professionals, most of whom have been with us for 10, 15, 20 [and] even 22 years.
We recently calculated the joint Koelnmesse expertise among our 17 team members here in the U.S. — and came up with a total of 175 years of combined experience!
ANDREW: What were some of your most important career milestones?
METTE: I was born and raised in Denmark. So, my first job in the U.S. (with Hannover Fairs USA in New Jersey) was an eye-opening experience. As you can imagine, the work culture is quite different here.
Joining Koelnmesse was a major step for me since we work in so many different and diverse industries — anything from food and food technology to video games, furniture, tools and outdoor garden equipment, dental products and even tires!
Another milestone for me was the launch of our handicraft and hobby show, h+h americas, in 2022. We had been working on the concept for a long time, but it truly came together during the pandemic.
With the launch in 2022, the timing was right, the response was strong from day one, and the show has grown steadily since by around 25–30% in 2025 alone. Seeing that first edition come to life was incredibly exciting for me.
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It has also been truly special to see h+h americas recognized three years in a row as one of the fastest-growing shows in North America, with multiple finalist nominations.
And I should not forget a truly unique highlight just recently when I was named Outstanding Show Professional of the Year by TSNN among organizers across North America, including much larger competitors.
ANDREW: Is there anything that you would have done differently?
METTE: I have been incredibly lucky during my career. Living and working in three different countries, experiencing different cultures and being able to help foster international business and relations? No, not really.
Many things in life are based on luck, [and] some would say fate. I have always been of the opinion that you have to make the best of the cards you are dealt. So, a positive and adaptable fighter attitude is very important.
ANDREW: How has the events industry changed throughout your career?
METTE: These days, there’s a lot more focus on the complete event experience with everything that entails — digital and hybrid solutions, activations, sponsorships and presentations as opposed to “only” what happens within the exhibit booth.
Attendee expectations have also evolved tremendously with more focus on personalized content and interactions. We as organizers have to consider year-round data-driven engagement with our audiences and an increased focus on sustainability.
ANDREW: What do you want your legacy to be?
METTE: I hope to be remembered for building Koelnmesse Inc. into a highly professional and reliable event partner here in the U.S. and Canada.
As the North American subsidiary of one of the leading international trade show organizers, our main mission for many years was to help support and grow U.S. exports worldwide through all the Koelnmesse trade shows around the globe, among others through our USA Pavilion programs.
However, we have also developed into a successful trade show organizer in our own right with a loyal following in conjunction with our h+h americas show in Rosemont, as well as our launch of the consumer-focused Fiber+Fabric Craft Festival in Rosemont in May this year and the other recently announced launch of h+h americas Fall Edition in Houston in early October this year.
ANDREW: If you could give entry-level events professionals one piece of advice, what would it be?
METTE: Most of the individuals I have met over the years seem to either hate or love this industry since it requires long work hours, a great deal of flexibility and being capable of “wearing many hats.”
I always highly recommend the exhibition and events industry to young entry-level professionals though. For those who like a fast-paced, team-and people-oriented company in an ever-changing environment, this industry is most fun and rewarding.
Want to learn more about Koelmesse GmbH? Click here to read about their centennial in 2024.
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