GEO Business returns to Excel London on 3–4 June, spotlighting the people and technologies using geospatial data to tackle real-world challenges. Joining this year’s speaker line-up is Cartographer, Clare Seldon.
You’ve worked in mapping for more than 25 years. What’s kept you passionate about cartography throughout your career?
I’ve worked on some amazing major events and projects over the years, and learnt so much about the wider wayfinding and transport industry that my maps went into, which really helped to show me the importance of good maps.
The British Cartographic Society (BCS) provided me with a supportive network and opportunities to share my passion for map design with a keen audience. I had access to, and was able to learn from, some of the best in the UK through the BCS, and I endeavour to pass that on to future generations myself.
You were recognised as part of the first GEO100 last year. What did that recognition mean to you personally and professionally?
Yes, I am so proud of that! I received it for my volunteer work with the BCS, with which I am a Council member and the Social Media Lead.
I opened BCS’s first social media channels in 2008. I re-invigorated them, and added LinkedIn, in 2020, to initially engage with just our members – but now we have a global audience of over 13,000 followers and subscribers.
Being recognised on the GEO100 list, particularly as a solo entrepreneur, has meant a great deal to me personally, as it has given me the visibility and outreach opportunities that small businesses can lack.
What skills do you think the next generation of cartographers most needs to develop?
This is tricky to answer, as the goal posts are moving so quickly. Adaptability is and will continue to be a key skill as technology is ever-changing. Think back to the last 10 years and each decade prior to that, and the tech has been constantly changing.
My advice? Don’t worry about AI being detrimental to your career. Tackle it with the same can-do attitude and adapt your workflow to be curious about it. Our geospatial community has a great deal to offer and will be hugely important in safeguarding the quality and analytical decision-making!
I continue to recommend that map makers try to find a specialism they are passionate about and delve into it. Other map projects may come and go, but once you find a particular sector, style, or cause that you love – you will always enjoy your work.
What do you want visitors to take away from your session at GEO Business 2026?
I hope that the audience members each feel connected to at least one of the panellists, no matter our different levels of experience with AI, and what we have to say makes them excited to move forward.
I want them to feel empowered by, and within, the community and have confidence in their long-term career decisions.
Why is an event like GEO Business so important for the industry right now?
It is important to support collaborations and encourage discussions within our industry, as we strive to highlight the importance of geospatial (and for me in particular, cartography) to the wider world.
By coming together now, we can better support each other and better serve the world as a whole going forward.
About Clare
Clare is a cartographer who has over 25 years’ experience in mapping. She is a Chartered Geographer through the Royal Geographical Society, and was one of the inaugural GEO100 last year.
As part of her freelance business, where she specialises in wayfinding and major sports and events mapping, she also delivers cartographic training at UEL and to other businesses.
Clare has been a volunteer with the British Cartographic Society since 2007, where she now sits on Council and manages the BCS’ social media, and can be found at their stand.
💡 Hear Clare speak at GEO Business 2026 in the panel session ‘Beyond the algorithm: Thriving as a geospatial professional in the age of AI’.
📆 4 June | Data Analytics & AI Stage | 12:00-12:30