UFI at 100: Shaping the Future of Exhibitions
ES. UFI is celebrating its 100th anniversary this year. What does this milestone mean for the organization, and how do you envision UFI’s role in the next century?
Chris Skeith OBE. UFI’s 100th anniversary is not just a celebration of longevity but a milestone for reflection, gratitude, and renewal. It underscores the resilience, innovation and global cohesion that have defined our industry over the past century. More than that, it is a moment to look forward, a signal to our members, partners and the wider ecosystem that UFI intends to lead with relevance, impact and adaptability for the next hundred years.
In the years ahead, we envisage UFI deepening its role as the global convener, an advocate for responsible exhibitions — particularly in sustainability — a thought leader in leveraging technology such as AI, immersive formats and data-driven event design, and a bridge between emerging and established markets. We will continue to evolve our governance, digital capabilities, membership engagement, impact measurement, and cross-sector collaboration.
ES. The 92nd UFI Global Congress is set to take place in Hong Kong from November 19–22, 2025. What are the key highlights and themes attendees can look forward to?
Chris Skeith OBE. The 92nd UFI Global Congress in Hong Kong will be a milestone moment as it coincides with UFI’s 100th anniversary. Our theme, ‘Shaping the Future’, reflects the balance between celebrating a century of achievement and preparing for what lies ahead. The programme will explore the forces driving change in our industry — from technology and sustainability to the growth of new markets. Delegates will gain insight into how exhibitions continue to evolve as a vital platform for business growth and global connection.
Hong Kong and the Greater Bay Area provide an inspiring backdrop, combining innovation, opportunity, and international collaboration. Alongside the main sessions, there will be centennial celebrations that honour our past and set the tone for the next century of exhibitions.
ES. How does this year’s Congress differ from previous editions, and what new initiatives or formats are being introduced?
Chris Skeith OBE. This year’s Congress goes beyond traditional presentations and panels to create a more participative and engaging experience. We’re introducing new Insight Series sessions, allowing delegates to explore topics such as digital transformation, sustainable operations, and evolving business models in smaller, more interactive settings. The Next Generation Leadership Grant (NGL) will continue to champion new voices within our industry. It will bring together established leaders and emerging talent to share perspectives and explore new ways of redefining exhibition formats, helping the industry remain adaptable and focused on long-term development.
A key theme emerging this year is the evolution of exhibitions into more experience-led, community-driven events that bring together business, culture and collaboration to reshape event experiences. This Congress will explore how the event ecosystem can work together to create more dynamic and collaborative formats that engage audiences on many levels.
In addition, immersive experiences across the Greater Bay Area will give participants the chance to see innovation and cross-border cooperation in action. Altogether, this Congress will be more dynamic, inclusive, and future-focused than ever before.
ES. The UFI Global Exhibition Barometer provides valuable insights into industry trends. What are some of the key findings from the latest report, and how do they reflect the industry’s current state?
Chris Skeith OBE. Our latest edition of UFI’s Barometer research highlighted contrasted outlooks within most regions on one side, and very positive signs towards developments on the other. Activity growth for 2025 was expected in different markets, with on average globally 34% of respondents anticipating an increase of more than 5% of the space rented in their country. However, this did not apply to the 3 largest markets (USA, China and Germany), where most respondents anticipate either stability or decrease. In parallel, it is especially encouraging to see high levels of recruitment – 40% of businesses were planning to increase staff numbers in the coming 6 months – and also the significant proportion of companies (63%) declaring using AI tools on a regular basis.
ES. Technology continues to transform the exhibition industry. What are some of the most impactful technological advancements UFI is focusing on?
Chris Skeith OBE. AI is clearly one to watch — it’s now part of everyday working, creating both efficiencies and opportunities, such as matchmaking and community building. At UFI, we’ve moved from experimenting with AI to integrating it into our operations. For example, our Congress website now features ASKUFI, an AI-powered chatbot that helps delegates access information quickly and improve their event experience. We’ve also introduced an AI insights platform, which captures real-time feedback during sessions to help us refine our content and engagement. Alongside this, intelligent automation and machine learning are supporting areas such as registration and logistics, freeing up teams to focus on people and relationships.
Beyond AI, we’re exploring how augmented and virtual reality can enhance exhibition experiences by combining physical and digital interaction. Through UFI’s Digital Innovation Working Group, we continue to identify and share emerging technologies that help organisers, venues and service providers adapt and grow.
ES. Sustainability is a growing concern in all industries. What steps is UFI taking to promote sustainable practices within the exhibition sector?
Chris Skeith OBE. Sustainability is one of UFI’s key priorities. Through our Sustainable Development Working Group, which was established in 2008, we coordinate global efforts and share best practices to help the industry reduce its environmental impact. We recently welcomed our first Sustainable Development Coordinator, who will help advance sustainability initiatives across our industry and expand UFI’s own sustainability journey.
UFI continues to be an active supporter of Net Zero Carbon Events and serves on the board of the Joint Meetings Industry Council, ensuring our industry remains aligned with broader global goals. We’re also part of the governing body of Better Stands, promoting the shift to reusable stands. More recently, we advocated for the establishment of a new ISO Technical Committee 354 on Events, which will include a Sub-Committee on Sustainability in Event Management to look at new potential international standards for the industry.
These actions reflect our belief that sustainability must be embedded in every part of the exhibition industry — from strategy and operations to design and delivery.
