UFI in Hongkong: Shaping the future

The 2025 UFI Global Congress is taking place from 19 to 22 November in Hong Kong. Trade fair decision-makers will be coming together at AsiaWorld-Expo to mark the association’s centenary.

On the occasion of this milestone for UFI, the 92nd Global Congress will be looking ahead as well as back. The theme is “Shaping the Future”. “There has never been a more important time to look ahead with ambition and purpose,” argues UFI CEO and managing director Chris Skeith. “This congress will challenge us to think differently, push boundaries and define what the next century of exhibitions will look like.” The congress of the global association of the exhibition industry will include speakers, global trend briefings and case studies. There will also be collaborative formats designed to spark action and lead to cross-regional insights. The congress will explore topics such as innovation in business models, technology and customer engagement. It will also examine the future of venues as agile platforms with a focus on the provision of experiences, as well addressing sustainability and resilience in an era of global challenges.

UFI recently published the 35th edition of its Global Exhibition Barometer survey. The report captures the current status and outlook of the exhibition industry worldwide. The results indicate that growth is expected in a variety of markets in 2025, after the operating profits of most companies remained stable in 2024. 34 per cent of the respondents around the world anticipate an increase of more than 5 per cent in the exhibition space rented in their country, and 36 per cent expect this to also apply to their own company. Companies in Brazil, India, Malaysia, Mexico, Saudi Arabia and the United Arab Emirates had the highest expectations. However, the same trend is not seen in the three largest trade fair markets. Most respondents there expect either stability (in the US and Germany) or a decline in activity (in China).

At the same time, growth of more than 5 per cent is expected for other revenue channels. The UFI study specifically mentions services and sponsorship. Eight out of ten companies are planning new activities, either in their typical trade fair appearances or outside their current product portfolio – or in both. More than six of every ten companies say that they use AI tools on a regular basis, and four out of ten are planning to take on new staff in the next six months. The UFI Global Exhibition Barometer has been providing benchmark data across key industry metrics since 2009. “It helps companies to gain insights into trends and to plan their business activities,” says Chris Skeith. “This new edition of the UFI Barometer highlights the differences in outlook from one region to another but also indicates that there are some very positive developments.” The high levels of recruitment and the significant proportion of companies that have integrated AI tools in their systems are particularly encouraging. 386 respondents in 58 countries took part in the study (www.ufi.org).