Speaking ahead of the Conference Summit, Piers Bearne acknowledged that this convergence would provide a "major threat" to the conference industry but that companies should embrace it.
He said: "Those who artificially stop their LSEs from evolving into the new model will remain in the 'boom and bust' cycle, and ultimately be outcompeted by exhibition, digital and media companies."
Bearne, also co-founder of Global Transport Forum, said that one event in 20 had a real exhibition component, but that the events were "the major drivers of profitability and growth".
He added: "In the exhibition world, almost all shows now have content, but I'd say that no more than a quarter have quality content and meaningful conferences at their core. So this convergence is still very new."
The integration of content-led events and exhibitions is a key topic up for debate at this year’s Conference Summit, hosted by Global Conference Network, which is being held on 6 December at Dexter House, London. Bearne will act as a moderator.
Other speakers include Kevin Jackson, executive director at George P Johnson; Giles Cummings, divisional director for large scale events at i2i Events Group; and Katherine Kreuter, head of event productions and content at Procurement Leaders, the global intelligence network.