UFI, the global association of the exhibition industry, has unveiled its programme for the 91st Global Congress, which takes place 20-23 November 2024 at Koelnmesse in Cologne, Germany. Centred on the theme ‘Changes to Chances’, this year’s programme will explore global trends reshaping the exhibition industry and attempt to uncover strategies to transform these shifts into opportunities for growth.
“We are delighted to be hosting this year’s Congress,” says Gerald Böse, CEO of Koelnmesse. “The theme Changes to Chances gets straight to the heart of our times. Koelnmesse is celebrating its 100th anniversary this year and we are aware of the challenges and changes in the markets. This makes the exchange with industry professionals in Cologne all the more important: We are not resting on our laurels, but are constantly developing trade fairs to maintain their innovative strength as well as our own.”
UFI president Geoff Dickinson adds: “This year’s Congress comes at a pivotal time for our industry, offering a unique opportunity for us to unite, strategise, and reimagine how we can turn today’s changes into tomorrow’s chances. We are excited to welcome everyone to Cologne and look forward to the conversations that will shape the future of our sector worldwide.”
Keynote speaker and main stage sessions
UFI will welcome Anna Rosling Rönnlund, Stockholm-based co-founder of Gapminder, as this year’s Keynote Speaker. Anna is renowned for her commitment to dispelling misconceptions about global development and challenging stereotypes. In a time of challenges, she will aim to give delegates a deeper understanding of societal progress and global trends.
This year’s Power Hour session is set to offer a comprehensive view of the key forces shaping the global landscape. Zoë Williams of the UK The Guardian newspaper will offer insights into societal trends, examining how social shifts and challenges are influencing communities, while Tom Rafferty and Matthew Sherwood from the Economist Intelligence Unit will discuss the geopolitical forces impacting global trade and security as well as the economic trends affecting businesses worldwide. Together, they will provide a thought-provoking discussion on the broader forces driving change and their implications for the exhibition industry.
Additional highlights include insights from Gary Shapiro on adapting and thriving in a rapidly evolving industry, perspectives from the Global Exhibition Industry Board Meeting, where senior executives will discuss growth and opportunity, and more. Delegates can look forward to learning, networking, and exchanging ideas with top voices from within and outside the industry.
Spotlight sessions and focus on Germany
Returning by popular demand, parallel Spotlight Sessions will offer a deep dive into topics that matter most to the industry. From advocacy and digital innovation to venue management and beyond, these sessions offer delegates operational insights from experts who are leading the way, including this year's six UFI Award winners.
Friday afternoon brings this year’s Country Focus sessions, spotlighting Germany. Led by AUMA – Association of the German Trade Fair Industry, these sessions will provide an in-depth look into the forces shaping one of the world’s top exhibition markets.
Medal of Honour
On the eve of the association’s centennial in 2025, UFI is tapping into its rich history and will celebrate the return of a legacy award scheme. For the first time, UFI will award the ‘UFI Medal of Honour’, building on the historic medal awards that were last celebrated in 2001.
This highest UFI recognition will be granted to up to three individuals annually for their exceptional services to the global exhibition industry at large and the UFI community in particular.
The UFI president will select recipients in consultation with the respective members of the UFI trio, and those chosen will be awarded during a special ceremony at the Congress.
AI-powered matchmaking
Speed Matchmaking will take place just before the Congress sessions officially kick off, offering participants a head start on building valuable business connections. Using AI-driven technology, each participant will be matched for six one-on-one meetings, creating a tailored networking experience for all.
Xchange sessions
Delegates can also look forward to the return of Xchange sessions on Wednesday afternoon, where destinations and event tech leaders present their latest developments. These sessions offer a unique glimpse into the innovations shaping the landscape of the global exhibition industry.
Experience Cologne’s rich history
Beyond the sessions, delegates will have the opportunity to experience Cologne’s rich history and culture. From an exclusive organ concert at the renowned Cologne Cathedral to dinner at Flora Köln, the city’s Botanical Garden, each outing is designed to showcase Cologne’s distinctive charm.
For those looking to explore further, three curated post-Congress tours provide even more chances to delve into Cologne’s heritage.
UFI leadership
As always, the Congress also provides the backdrop for a multitude of meetings for UFI’s leadership, regional chapters, and working groups. The association’s General Assembly will take place, as will many side meetings among associations attending.
The Global Congress in Cologne will see the annual handover of the UFI presidency. Towards the end of the Congress, Geoff Dickinson, CEO of dmg events, will pass the baton and the presidency to Hugh Jones, CEO of RX.
Cologne will also be the last major UFI event under the leadership of outgoing CEO Kai Hattendorf. On 1 January, 2025, Chris Skeith will take over as the association’s new chief executive officer.
Registration for the UFI Global Congress remains open for UFI members as well as members of SISO and UFI’s G3 partner associations AIPC and ICCA.
For more information, including the full programme and delegate list, please visit www.uficongress.org.
For sponsor inquiries, please contact events@ufi.org.
