Comeback strategy
A fair framework
for the future
UFI and associations build a new tradefair
framework and guides for action as China, Korea
and Germany lead the comeback
UFI, the global association of the exhibition industry,
has continued its work to galvanise the industry and
governments by publishing, in May, a global planning
framework for reopening exhibitions and B2B trade
events post the emergence from Covid-19.
Major organisers, venues, contractors and
destinations collaborated on the document, which lays
out guidance on timescales for reopening and a whole
range of recommendations for creating a safe and
controlled environment for tradeshows to operate in.
The framework distinguishes exhibitions from ‘mass
gatherings’, and produces an advocacy narrative on
why exhibitions must be prioritised for kick-starting
global economic recovery.
The framework includes a wholesale reconsideration
of the customer journey and provides governments and
health authorities with the information to confidently
green-light exhibitions once again.
“We hope that the industry comes together in support
of this initiative,” said UFI President Mary Larkin.
The new framework outlines five key measures to
be put in place during the build-up (planning phase),
the exhibition itself (operational phase) and following
the event (post-event review) to protect all exhibition
stakeholders:
I. Ensure personnel and personal safety
II. Enable physical distancing
III. Increase health and safety measures
IV. Implement crowd control
V. Encourage and enforce measures
UFI also notes the framework should be read in
conjunction with the WHO’s Public Health for Mass
Gatherings: Key Considerations.
The document emphasises exhibitions are not
comparable to sports events, concerts or festivals and
urges decision-makers to differentiate.
Managing Director and CEO of UFI, Kai Hattendorf,
adds: “By pledging to ensure the health and safety of all
exhibition participants, tradeshows can resume their
rightful place as a proven fast track to trade and market
recovery.”
To read Global Framework for Reopening Exhibitions
and B2B Trade Events in full, go to the UFI website:
www.ufi.org/coronavirus.
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18 Issue 3 2020