UFI Working Group
Industry partners driving customercentric innovation
n today’ s exhibition
I landscape, innovation isn’ t only about dazzling booth designs or cutting-edge event tech; it’ s also about the behindthe-scenes partnerships that keep shows running smoothly. Industry partners often determine whether an event is remembered for its seamless execution or for the logistical challenges that detract from its impact.
This year’ s UFI Industry Partners Award highlights that dynamic. The 2025 accolade went to Kuehne + Nagel. By developing Max Visibility, a logistics solution that gives exhibitors realtime insight into their shipments, Kuehne + Nagel has set a benchmark not only for logistics providers but for all partners across the exhibition ecosystem.
The global exhibitions sector relies on a vast network of suppliers and partners from logistics companies to technology providers, each contributing in ways that often go unnoticed by attendees.
The UFI Industry Partners Award was designed to recognise precisely such initiatives that go beyond operational excellence to deliver new value through collaboration and innovation.
The visibility gap Kuehne + Nagel recognised that exhibitors were consistently reporting the same pain point: uncertainty around shipments. Valuable goods, often sensitive medical devices or equipment, travelled across continents with little transparency. Exhibitors
were left anxious, unsure of whether shipments had cleared customs or would arrive on time.
This lack of visibility didn’ t just generate stress; it had real business consequences. Organisers faced last-minute crises, exhibitors bore additional costs, and visitors occasionally arrived to find stands missing key exhibits.
The breakthrough: Giving shipments a voice Kuehne + Nagel’ s answer was Max Visibility. Using smart labels and sensors, the system allows exhibitors to track not only where their shipment is, but also how it’ s being treated. Was it exposed to shock? Did the temperature remain stable for sensitive goods? These details are now accessible in real time.
All this information is integrated into Kuehne + Nagel’ s existing digital platforms like myFairLOG and the Expo & Event Webshop, meaning exhibitors and organisers can now manage bookings, customs clearance, and live tracking through a single interface.
The solution was tested at Arab Health, one of the world’ s largest medical exhibitions, where it quickly proved its worth:
• 83 % of exhibitors felt more in control of their shipments
• 93 % rated the process as more user-friendly
• Service inquiries dropped by 30 %
• Customs clearance delays decreased by 15 %
The numbers speak to the wider industry demand: exhibitors want control, reassurance, and transparency, and they’ re willing to embrace innovation that delivers it.
Max Visibility as a system emerged through direct collaboration with exhibitors, incorporating their feedback at every stage. This bottomup approach ensured the solution addressed real-world pain points rather than innovation for innovation’ s sake.
Industry partners act as enablers of event success. In an era of heightened customer expectations and tighter margins, reliability and transparency are no longer“ nice-to-haves”, they are essentials.
Looking ahead The recognition raises a larger question for the industry: how can partners continue to innovate in ways that directly benefit exhibitors and organisers? Whether through smarter logistics or technology that personalises visitor journeys, the challenge will be to ensure that innovation remains anchored in customer needs.
As exhibitions grow ever more global and complex, one lesson from the 2025 UFI Industry Partners Award rings especially true: innovation is not a solo act. It’ s the product of collaboration, listening, and a shared commitment to making the customer experience seamless. EW www. exhibitionworld. co. uk Issue 5 2025 55