What are the trends in exhibitions in Europe? In this TSNN exclusive, we interviewed UFO Nick Dugdale-Moore, European Regional Director, who shared his thoughts on the recent UFI European Conferencediscussed key trends in the European market and provided a preview of what’s next in the UFI events calendar.
Held from June 11 to 13 at Zurich Fair in Zurich, Switzerland, tThe event attracted 300 delegates from 41 countries, including trade show executives, show directors and senior and mid-level professionals from Europe and beyond.
Here are nine highlights from our conversation. Watch or listen to the full interview here.
1. Behind the scenes at the UFI European Conference: To kick off our conversation, Dugdale-Moore discussed the success of the European conference, which was the second largest in UFI’s history, with nearly half of its attendees coming from outside Europe. He highlighted the strength of the event as its mix of productive content and dynamic networking opportunities.
2. Innovations were at the forefront: The organization showcased new technologies such as AI-driven instant sessions, event apps with real-time feedback, and sophisticated image tagging systems for photos. These tech tools not only enhanced the attendee experience, but also aligned with broader industry trends such as customer centricity and AI integration.
3. Highlight the conference themes: UFI’s 2024 strategic themes played a central role at the conference. Each major theme (customer focus, AI, industry consolidation, identity building, and climate) was the subject of sessions on the main stage with external expert speakers and industry leaders. This inclusion of voices from outside the industry brought new perspectives and enriched the dialogue, challenging the status quo and sharing best practices from other sectors.
4. Quality of participants: As Dugdale-Moore pointed out, the conference attracts senior executives from major European organisers and venues, as well as participants from around the world. This high-level engagement underlines UFI’s strength in networking and promoting industrial innovation.
5. Educational initiatives and external lighting: Dugdale-Moore highlighted UFI’s commitment to incorporating external perspectives into its programming. The inclusion of academic figures, industry leaders and experts from other sectors, such as the fintech industry and the World Travel and Tourism Council, highlighted their desire to broaden the knowledge base across the sector.
6. Interactive networking and discovery of Zurich: In addition to the formal sessions, the UFI conference offered unique experiences. Delegates were able to enjoy a guided tour of the historic city, a visit to the Lindt chocolate factory and even a foot volleyball match. These activities not only showcased the beauty and culture of Zurich, but also provided a relaxed setting for deeper networking.
7. Current trends in the European exhibition market: The discussion also focused on current trends and the situation of the European market. Despite challenges related to supply chain issues, energy concerns and geopolitical conflicts, the European exhibition market is outperforming global averages. Countries such as Greece and Spain are leading the recovery, with revenues well above pre-pandemic levels.
8. Upcoming events and future projects: Looking ahead, 2025 promises to be a milestone year for UFI as the association celebrates its 100th anniversary with the European Regional Conference, scheduled for June 4-6 in Thessaloniki, Greece. The choice of Thessaloniki, a city with a rich history of hosting prestigious trade shows, reflects UFI’s long-standing partnerships and regional roots.
9. Future prospects: Dugdale-Moore shared his enthusiasm for UFI World Congresswhich will be held from November 20-23 in Cologne, Germany. Celebrating its centenary, Cologne promises to be a central hub for the global trade show community. The event is expected to bring together 600 industry professionals from more than 50 countries.
