Trends
UFI identifies five trends to watch in 2026
s the global exhibitions
A and business events industry moves forward in 2026, five themes are shaping how organisations plan, operate, and deliver value. Human connection is not just our superpower – it is our most unique and irreplaceable strength. Nothing matches the trust and authenticity created by face-to-face interactions, even as technology and AI advance rapidly.
People expect deeper, more meaningful experiences, and technology and data integration are transforming how those experiences are delivered. Sustainability has become a central decision-making lens, supported by global collaboration and long-term industry partnerships.
Uncertainty continues to define the operating environment, placing a premium on resilience and adaptability. Rising costs and a heightened focus on ROI run through every theme, influencing how organisations prioritise investment, involvement, and impact.
1. Human connection and trust Even as technology advances and new generations reshape the workforce, our industry remains powered by people, by talent, and by the trust forged through in-person interaction.
In a world defined by geopolitical uncertainty, digital saturation, and increasing automation, human connection will continue to be more essential than ever. It remains the foundation for building relationships, sharing knowledge, and enabling business. No digital substitution matches the impact of meeting someone face-to-face.
2. Uncertainty is certain Volatility is now the operating norm. What once unfolded in occasional contingency exercises now informs everyday planning.
Geopolitical tensions, supply chain fragility, and rapid economic shifts demand that organisations develop stronger resilience and heightened agility.
The industry has become skilled at navigating unpredictability, but the future will require deeper scenario planning, greater collaboration, and closer integration across the entire exhibition ecosystem as well as destination stakeholders. Rising costs reinforce the need for smart, flexible approaches that ensure events continue to deliver value even in unstable conditions.
3. Experiences and engagement Delegates and exhibitors expect more than well-structured events.
They want experiences that feel meaningful, personalised, and memorable across the full journey. This shift extends the event lifecycle, creating anticipation before the event, immersion on-site, and lasting community afterwards.
Rising operational and participation costs place renewed emphasis on demonstrating value across the entire event experience.
Organisations collaborate in new ways to create richer, more connected event journeys that deliver value for all. Broader engagement with local businesses and community partners, as well as policymakers also become increasingly important.
4. Tech, AI and data Technology, AI, and data continue to be integrated across more systems and touchpoints, creating efficiencies and supporting smarter decision-making. Technology is no longer just an operational layer; it is an enabler of personalised engagement, extended event lifecycles, and improved productivity. As costs rise, data-driven insight becomes even more critical to evaluating ROI, optimising resources, and justifying participation. 5. Sustainability as a core priority Sustainability continues to influence how events are delivered, how organisations evaluate participation, and how travel and investment decisions are made. Increasingly, environmental impact is considered alongside commercial value and sustainability remains a defining factor in long-term strategic planning. Addressing shared challenges, from measurement and reporting to emissions reduction and longterm resilience, will require strong partnerships across the events ecosystem. EW
n To get more industry insights, visit the UFI Knowledge Hub via the www. ufi. org website www. exhibitionworld. co. uk Issue 1 2026 27