PARIS — More than 221 trade show executives from 32 countries attended the UFI 2021 European Conference online on June 9-10. The flagship event for the European trade show industry, led by UFI Regional Director for Europe Nick Dugdale-Moore, with support from technology partner Grip, included information sessions, networking, matchmaking and business development opportunities for its online attendees.
With many events going exclusively digital during the COVID-19 pandemic (and many assuming that future events will likely include a digital component), the conference provided some insights into how to adapt to the digital event space. As Olivier Ferraton, CEO of GL events, said of his experience hosting sports events: “Hybrid solutions are a fact of life; there’s nothing to fear.”
Philippe Brocart of Maison & Objet, who has six years of experience running a digital marketplace and an in-person trade show, said: “We don’t sell square meters; we offer business opportunities on the platform.”
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While the focus was on digital events, the conference also featured several sessions on the re-emergence of in-person trade shows as the pandemic begins to ease, at least in some parts of the world. Sophie Holt, CEO of Explori, shared the findings of the third edition of the Global Recovery Insights report that her company produced in partnership with UFI and with the support of the Society for Independent Show Organizers (SISO). Among the report’s findings was that 70% of those who attended digital versions of trade shows now want to attend in-person events, indicating that there will likely be significant pent-up demand once trade shows resume on-site operations.
Exactly when this will happen in Europe varies from country to country. Some are fully open for trade shows, while others are still waiting for the green light for larger business group gatherings. Conference attendees generally agree that exhibitions are the fastest way to boost post-pandemic economic recovery, although governments still need to be better informed about this. As Rita Marques, Portugal’s Secretary of State for Tourism, said, “exhibitions and trade events have a huge role to play in our economic recovery.”
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UFI’s Dugdale-Moore said: “Of course, we would have preferred to meet in person, but this year’s digital conference offered positive outcomes in terms of lessons learned and perspective on what comes next. On behalf of the UFI team, I would like to thank the speakers and panellists for providing such compelling and valuable content. UFI members will be able to follow all the sessions in the members’ section of the website once the event platform closes. I am already looking forward to the next European conference in Poznan, Poland in May 2022, hosted by our friends at Grupa MTP.”
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For those looking to experience the event in person before 2022, UFI will host its 2021 World Congress live in Rotterdam, the Netherlands, from November 3-6. Registration for the event is now open. For more information or to register, visit www.uficongress.org.
Contact Nick Dugdale-Moore on +33 1 4639 7500 or nick@ufi.org