Was this the best UFI global congress ever? It certainly was the biggest with 600 delegates from 55 countries. Sustainability and networking were high on the agenda in the brand new, spectacular Confex Cologne the delegates came to see.
by Urs Seiler || 28 November 2024
600 delegates from 55 countries came to a memorable 91st UFI Global Congress at the magnificient, brand new Confex of Koelnmesse which catapults Koelnmesse into one of the top venues worldwide. They were full of praise for the educational and networking platform with many new faces. It was the biggest UFI global Congress ever. Participant’s numbers matched Shanghai 2016, which had been the best attended Congress to date.
The new UFI CEO Chris Skeith OBE (see below) follows Kai Hattendorf after 10 years at the UFI helm. The reign of Kai Hattendorf saw many initiatives for UFI, which will benefit its members, such as the invention of the Global Exhibition Day in June every year, the online matchmaking platform for all attendees of the UFI congresses, the industry awards and many more.
Thanks to such innovations and to a perfect organization, UFI and its congresses have become a truly efficient hub for its members. UFI after the stewardship of Kai Hattendorf has strengthened its mission as an ambassador for the global MICE industry and has become a veritable trusted brand. The new UFI President, Hugh M. Jones put it like this: «Kai, you enabled us to drive a platform for change.»
Changes to chances: content programme
The Congress opened with a keynote by Anna Rosling Rönnlund, Co-Founder of Gapminder, titled “Gaining Clarity in a Changing World.”
Gary Shapiro, President and CEO of the Consumer Technology Association, shared powerful insights on embracing change as an opportunity rather than a challenge.
The Power Hour session brought together analysts from The Economist Intelligence Unit and The Guardian for an in-depth look at forces shaping the industry. Topics ranged from the fragmented political landscape and generational divides to global economic growth and the transition to a greener, more sustainable future.
The “How I See It” sessions featured thought leaders James Latham (Founder, The Iceberg), Sonia Prashar (Managing Director, NürnbergMesse India), and Enrico Gallorini (CEO, GRS Research and Strategy).
This year’s Next Generation Leaders (NGL) delivered an engaging presentation on leveraging artificial intelligence to elevate the exhibition industry. Their insights demonstrated AI's transformative potential in driving eficiency, innovation, and growth. The NGL session, presented by young talents from the MICE industry, was extremely well received from the audience for its insights into new artificial intelligence-technologies. Geoff Dickinson, the outgoing UFI president, said: «That was absolutely outstanding.»
The presentations of AUMA’s-studies «The German Trade Fair Industries» and on «The Added Value of Trade Fair Visits: How Individual Trips Are Avoided» was an intelligently explained view by Silvia Bauermeister, Barbara Maria Lüder und Max Reichert. It‘s one thing to read a study (diagonally), but it is another thing, a more immersive experience, to have it live presented. Dr. Christian Glasmacher, Karen Brune and Jana Effmann gave an insight into the Koelnmesse.
A sensitive issue among some delegates was the discourse on politics, which was critically received. For future conferences the diversity in cultures has to be taken into account, some cultures are rather politics sensitive.
The 91st UFI Global Congress in the eyes of the delegates
Björn Kempe, founder of Expos Asia Plc is an experienced trade fair and mergers and acquisitions professional, generally not known as a diplomatic commentator, but a rather outspoken voice. Look what he said: «That is the UFI you wish. The 91st UFI Global Congress hit the right priorities, which for me were the discourses on talent and on advocacy. Our industry needs to be more recognised as an economic power. If you do these two things, talent education and advocacy, everything else falls in place.»
Gregor Bischkopf, the new IFES Executive Director: «As a new attendee I received great insights into our markets. I appreciate that the industry topic «sustainability» is so high on UFI’s agenda. IFES is looking forward to a future collaboration with UFI.»
Elisabeth Biedermann, Conteo: «UFI gives us a very good overview on the global trade fair industry. I thought the presence and the influence of the overseas markets Asia and the Middle East on the trade fair and the congress business were exiting.»
Luis Gonzaga Wan (left), Associate Director Tradeshow, Sands Venetian Macau Ltd.: «One comes here for networking, updating, meeting industry collegues. Overall we witness a perfect congress.»
Synthia Chan (middle), Council Chairperson of Macau Fair & Trade Association: «I am in a happy mood. We get to see a lot of progressive meetings for up to date industry information, meet a lot of colleagues. A lot of my issues are solved.»
Prof. emeritus Jörg Beier (right): «One can always improve on the small things. But the reason to be here is the magnificient opportunity for networking. If you want to meet and speak to people you don’t know yet, the UFI Global Congress is of the highest value.»
Andreas Züge, General Director Hannover Fairs Italy with Dorota Wallusch, mtp Grupa: «I gained a lot of insights into new technologies and strategies within our industry. For me, the chance to connect with an international audience represents the highest value.»
Handover of the presidency and a new CEO
UFI welcomed Hugh M. Jones, CEO of RX, as the association’s new President for the 2024 – 2025 year. Adressing the global community, he said: «I have three priorities: We have and need to attract talent. On sustainability: As an industry, we need to be seen as a solution to the problem. Advocacy for our industry is my third point. We need to gather more respect.
UFI has selected Chris Skeith, OBE, as the organisation’s next Chief Executive Officer, taking over from Kai Hattendorf on the 1st of January 2025. Skeith is joining UFI from the AEO (Association of Event Organisers), the leading association for organisers of events in the UK, where he has served as the organisation’s CEO since 2014. He says: «I am joining a UFI team that is already setting the global standard on research, advocacy, collaboration and community excellence, and I will do my very best to build on the great work that has been done in the last decade.»
For the first time, the UFI Medal of Honour was presented by President Geoff Dickinson (left). Selected in consultation with members of the UFI Trio, three honorees were recognised for their exceptional contributions to the global exhibition industry at large and the UFI community in particular. Recipients are Sandy Angus, third from right, (UFI President 2001–2003), Mary Larkin, fourth from right (UFI President 2020– 2021), and Kai Hattendorf, second from right (UFI CEO since 2015).
UFI also presented the winners of its marketing and its sustainability award which went to RX Germany (Reed) and the Fiera Milano and the digital innovation and human resources Easyfairs and Impact Exhibition Management.
Conclusion
«The past few days in Cologne have impressively demonstrated what we can achieve when we unite our ideas, knowledge, and passion. We are returning to our companies with renewed energy and innovative ideas, ready to set new benchmarks and shape the future sustainably», said Gerald Böse, CEO of Koelnmesse.
Alongside the sessions, delegates were able to experience the charm of Cologne while connecting with industry peers through evening outings. Highlights included the Welcome Reception that immersed delegates in the city’s Kölsch culture, a private organ concert at the historical Cologne Cathedral, and an elegant dinner at Flora Köln, in the heart of the city’s botanical gardens.
If the UFI Global Congress did not exist, would one have to invent it? I believe we can truly say the big majority of the delegates is very keen on attending. Even guests with a critical view on the event must agree. They too will return, because the UFI Global Conference is such a vital networking event.
UFI Next
5 – 7 February 2025: Global CEO Summit, Milano
13 – 24 February 2025: UFI Pacific-Conference
4 June 2025: Global Exhibition Day
3 – 7 June 2025: UFI European Events Week, Thessaloniki
19 – 22 November 2025: 92nd UFI Global Congress: AsiaWorld Expo, Hong Kong
2026: UFI Global Congress, Kingdom of Bahrain
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