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UFI – The Global Association of the Exhibition Industry promotes, represents and serves the interests of the world’ s leading show organisers, fairground owners and operators, major national and inter national associations of the exhibition industry and industry partners. As a non-political and non-profit organisation, UFI’ s main goal is to serve the exhibition industry worldwide and to emphasise its unique marketing characteristics for the development of world trade.
Present on six continents, in 84 countries, UFI is a unique and neutral forum for dialogue dedicated to all professionals involved in the trade fair business. Serving the exhibition industry since 1925, UFI applies its professional experience and renown to providing its members and the industry with the extensive know-how required to meet the challenges of ever-changing needs. Being a member of UFI is a proof of quality and international recognition. Over 4,500 tradefairs and exhibitions are organised by its members. More than 900 of these are international exhibitions, approved by UFI, based upon strict and exacting quality criteria, assuring excellent services for the benefit of exhibitors and visitors.
UFI President: Panittha Buri UFI Managing Director / CEO: Chris Skeith, OBE UFI Head of Marcomms: Pierre Aurelien Vidon
17 rue Louise Michel 92300 Levallois-Perret, France Tel: + 33( 0) 1 4639 7500 Fax: + 33( 0) 1 4639 7501 Email: info @ ufi. org Website: www. ufi. org
UFI Asia / Pacific Regional Office: Suite 4114, Hong Kong Plaza 188 Connaught Road West Hong Kong, S. A. R Tel:( 852) 2525 6129 Email: asia @ ufi. org
UFI Middle East / Africa UFI MEA Office Info Salons Middle East Office Sheikh Zayed Rd City Tower 2, Office 2001A PO Box 58580 Dubai, United Arab Emirates Tel: + 971( 0) 4 331 7180 E-mail: mea @ ufi. org
UFI Latin America Corferias Cra 37 # 24-67 Auditorium Second Floor Bogota, Colombia Tel: + 571 3445486 E-mail: anamaria @ ufi. org
The opinions and views expressed in Exhibition World do not necessarily reflect UFI policy or position.
In this issue:
NEWS & OPINION
5 Editor’ s Note 6-7 Global Snapshot 9 UFI Column:
CEO Chris Skeith
50 Recruitment: Investment is flowing; so is talent, says Miranda Martin, MD, tfconnect
FEATURES
19 Mouth-to-mouth marketing cocktail in Munich: How Snöball helped drinktec drive 4,145 new registrations with peer referrals
24 Transferable skills let the music play: How RE Rogers used its precision event logistics skills to power major concerts in India
34 Taking the temperature: Paul Cook looks at how climate change is impacting exhibitions
INSIGHTS & INTERVIEWS
Far left, top: SISO’ s CEO draws lessons from the World Cup, p21 Left: Mark Parsons traces a map never drawn, p36
Far left, bottom: Voice of the busy Hyve: Mark Shashoua on latest deal, p39
Left: Phil Soar finds a link between the Premier League and trade shows, p41
11 Building at every level: John McGovern, CEO / owner Grimes McGovern & Associates reviews events M & A in H1 2026
26 Dubai innovating with infrastructure: Mahir Julfar, EVP at Dubai World Trade Centre on venue strategy for a smart new events era
28 Same brand, different worlds: Ian Cummings on holding global standards and local expertise in the same hand
31 Experia Events continuing to chart Singapore’ s events tailwinds for BAAFEx: Agency MD Leck Chet Lam about show plans and their contribution to growth on the island state
www. exhibitionworld. co. uk Issue 4 2026 3