UFI, the global association of the exhibition industry, welcomed 600 delegates from 55+ countries and regions to its 91st Global Congress in Cologne, Germany, 20-23 November. According to UFI CEO Kai Hattendorf, the numbers matched Shanghai 2016, which had been the best attended Congress to date. Hosted by Koelnmesse, delegates, included members of AIPC, ICCA, and SISO associations.
“The strength of our industry lies in its ability to bring people together. 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. “It was an honour to host the Congress in our state-of-the-art conference and exhibition centre, Confex.”
Centred on the theme ‘Changes to Chances’, the Congress programme analysed the global changes underway and forthcoming, as well as examining opportunities they will provide for the sector.
Anna Rosling Rönnlund, co-founder of Gapminder, delivered the opening keynote, entitled, ‘Gaining Clarity in a Changing World’. She emphasised the importance of a fact-based approach over opinion-driven narratives to better understand the world.
Gary Shapiro, president and CEO of the Consumer Technology Association, shared powerful insights on embracing change as an opportunity rather than a challenge. He urged the global exhibition industry to pivot towards agility in today’s dynamic market, embrace failure as part of growth, and cultivate curiosity to innovate and thrive.
The Power Hour session brought together analysts from The Economist Intelligence Unit and the UK’s The Guardian newspaper for an in-depth look at forces shaping the industry. Topics ranged from the fragmented political landscape and generation divides to global economic growth and the transition to a greener, more sustainable future.
The ‘How I See It’ sessions featured James Latham (founder, The Iceberg), Sonia Prashar (managing director, NürnbergMesse India), and Enrico Gallorini (CEO, GRS Research and Strategy), who all emphasised the critical role of collaboration, connection, and inclusion in ensuring industry success.
Spotlight Sessions showcased this year’s UFI Award winners and their innovative projects, including energy, advocacy, and the pathway to achieving net zero carbon by 2050.
Perhaps the highlight of the Congress was an absorbing Next Generation Leaders (NGL) presentation on leveraging artificial intelligence to elevate the exhibition industry. Gamification was used to perfection in a collaborative effort by the five young talents, who all received a standing ovation, with many describing the session as the best NGL presentation ever at UFI.
A Country Focus Session, led by AUMA – the Association of the German Trade Fair Industry and Koelnmesse, highlighted the role of trade fairs as critical international business hubs, underscoring Germany’s leadership in fostering global connections and commerce.
Incoming president
UFI welcomed Hugh Jones, CEO of RX, as the association’s new president for the 2024-25 year. In a powerful speech, Jones said: “In 2025, we need to push ahead with initiatives focused on our exhibitions business, and we must continue to lead by example and take the wider event industry with us on this.”
Jones succeeds Geoff Dickinson, CEO of dmg events. In 2025, both will serve as part of UFI’s Trio, which includes the association’s incoming, present, and outgoing presidents. They will be joined by incoming president Panittha Buri, vice-chairperson of the Bhiraj Buri Group.
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.
In 2025, the 92nd UFI Global Congress will be held 19-22 November in Hong Kong, hosted by AsiaWorld-Expo. For 2026, the Kingdom of Bahrain has been selected as the host destination.
Photo: NGL young talent on stage in Cologne at the UFI 91st Global Congress
