LAS VEGAS — The 90sth The UFI World Congress was held in Las Vegas from November 1-4, marking the first time the event for trade show organizers, exhibition center operators, exhibition associations and select exhibition industry partners was held in the United States. Hosted by the Las Vegas Convention and Visitors Authority, more than 400 industry professionals registered to attend the Global Association of the Exhibition Industry event at the ARIA Resort & Casino.
The event lineup included updates on key destinations, discussions on meeting changing customer expectations, digitalization, the future of AI in events and decarbonization, as well as a U.S.-focused portion of the event.
Value and pricing were addressed, and a panel of leading exhibition industry executives examined what they see as the biggest challenges, changes, and opportunities for the events industry. As exhibitors demand more data to prove their ROI at shows and events, show organizers need to take a hard look at their technology stack and engage in meaningful conversations to discover how to better serve, and therefore retain and attract, exhibitors.
Sustainability and decarbonization were recurring themes throughout the World Congress. Show organizers, venues, and suppliers discussed how they are championing sustainability and finding innovative ways to reduce their environmental impact, including sourcing recycled materials, reusing show materials, and participating in waste diversion and food donation programs, as well as the importance of sharing successful practices across the industry to help everyone move toward net zero.
Related. RX CEO Hugh Jones elected UFI President for 2024-25
In the US sessions, a panel of venue representatives discussed revenue models, attracting new customers and exclusives. Venue representatives all agreed that major sporting and entertainment events are good for business, but stressed that convention and event bookings remain a top priority. The group also explained that while their venues have exclusives in place, such as electricity and catering, it is important to give show organizers options and flexibility to build the show the way they want and with whom they want, which is important for innovation and overall satisfaction for all stakeholders.
Another part of the event focused on customer experience and industry trend data. With more exhibit managers new to their roles since the pandemic, trade show organizers may want to consider implementing a program for new exhibitors and exhibit managers to better support them. Organizations should also be aware of the shift in consumer mindset at B2B events and focus on creating more experiences that facilitate natural connections.
UFI members also voted to launch a North American chapter at the event. Michael Duck, UFI President in 2023 and Executive Vice President of Business Development at Informa Markets, said: “Approximately 7% of UFI’s global membership is headquartered in this region, and more than a quarter of them are active there. UFI leadership has decided to create a North American chapter that will include Canada, the United States and Mexico, as a legacy of this year’s World Congress in the United States.”
The 2023 UFI Awards were announced at the World Congress and the winners are:
- Digital Innovation Award: Questex
- HR Awards: Easyfairs
- Industrial Partner Award: Foreign Trade Bureau, Ministry of Economic Affairs (MOEA), Taiwan
- Marketing Awards: gamescon
- Operations and Services Awards: Hong Kong Convention and Exhibition Centre
- Sustainability Award: Informa (UK)
At the end of the event, Duck passed the torch to Geoff Dickinson, CEO of dmg events, who will serve as UFI President for the 2024 term and will work with Duck and 2025 President-elect Hugh Jones, CEO of RX, throughout the next year.
“I am thrilled and honored to be joining the UFI Presidential Team in November. It’s an exciting time for the exhibition industry, with so much innovation happening around the world, and UFI is at the forefront of it all,” Jones said. “I can’t wait to get started and support the team in making the magic happen.”
The 91st The UFI World Congress will take place from November 20-23, 2024 in Cologne, Germany, hosted by Koelnmesse.
Contact Michael Duck at Michael.Duck@informa.com
Photo credit: UFI
Full coverage of UFI 90th The World Congress will be featured in the January 2024 issue of Trade Show Executive magazine. Subscribe to receive your copy here.