UFI
Going Beyond in Vegas
UFI managing director and CEO Kai Hattendorf explains how he expects this year ’ s Global Congress to Go Beyond
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W put the following questions to Kai Hattendorf in the run up to the UFI Annual Congress in Las Vegas , 1-4 November :
Tell us about this year ’ s Congress theme – why did you choose ‘ Go Beyond ’? When we announced that theme early in the year , some people were puzzled , as they saw our industry still very much in recovery mode . But that ’ s really in our industry ’ s rearview mirror now , and we are back on the path of growth and ever-faster change than we were on in 2019 . As we literally go beyond where we were , the Congress is perfectly timed to drive our industry ’ s conversation and agenda forward . We are building every session , every element of the Congress with the ambition that it will push everyone ’ s journey to go beyond !
There are many industry events – especially in the US . Why is the UFI Global Congress different ? It does neither compete nor take anything away from any other event in the US – just the opposite : It adds to them ! It simply is our industry ’ s global gathering , coming to the US for once . It is where the global community meets to network , to do business , and to discuss . Where else can you meet CEOs from more than 50 exhibition markets from all around the world ? The connections you can make in just two days , the conversations you can have , and the fresh thoughts and inspirations you can take home – all these are top-rated , year after year , and even more so after the pandemic . And as a plus : A new location in a new market every year – Muscat in 2022 , Las Vegas this year , Cologne and Hong Kong in 2024 and 2025 .
What is special about being in the US this year ? It ’ s one of many ‘ firsts ’ UFI has been doing in the past ten years , as our association continues to grow and evolve . We have been a natural part of the US association ’ s ecosystem for a long time , as more and more US businesses have joined , looking to partner and expand into other markets . In addition , especially in the last years , ever more organisers are looking to launch and expand show brands into the US . Forging these connections between one market and the global industry is what UFI excels in . So , our leadership selected the bid from Las Vegas to host a UFI Congress to support all of this .
How will the programming reflect that ? Just two examples : We have added new matchmaking sessions right at the very beginning of the Congress , focussing on connecting participants from North America with other regions . Everyone can start into the Congress with new connections right away . We ’ ll have extra sessions on Friday to go deep into the way the US exhibition industry works and what the best opportunities are right now .
We know you ’ re a former ‘ media ’ colleague , having worked for years as a business journalist . Tell us the sessions that you look forward to most , putting your journalist hat on . Each and every one will be worth its own reporting – but I especially look forward to two formats : We will premiere new , compact , ten-minute talks , titled ‘ How I see it ’, where one expert will share a specific position on a top industry issue – think of them as op-ed pieces that will spark discussions and conversations . And we are evolving the ‘ Exhibition Industry Board Meeting ’ that we launched last year : A group of top leaders that we assemble to work together as a fictional Board for our whole industry , discussing and deciding on industry and investment priorities .
www . exhibitionworld . co . uk Issue 5 2023 11