UFI Comment
Where are
we going?
Kai Hattendorf
UFI Managing Director
UFI’s Kai Hattendorf surveys 2019 in
exhibitions, and outlines the five key
trends that will define the coming year
et ready to enter the
‘20s of this century! As
we enter a new decade,
the world seems to
have become less stable and more
disrupted in many aspects of life - in
politics, tech, society and in business.
Every year, UFI tracks
developments in the exhibitions and
events industry worldwide - at our
events, in conversation with our
members and through many other
channels. Here are our five trends
that leaders in exhibitions and events
should all be watching out for in 2020:
Peak globalisation
The growth of the global economy is
slowing. The US-China trade conflict
is leaving a mark on the economy
of both countries, and on the rest
of the world. In addition, political
uncertainty is prevalent in many
countries around the world, causing a
general trend towards protectionism.
Some analysts are predicting that
we are on the verge of reaching the
peak of globalisation. With this comes
the re-emergence of more regional
trading patterns. The message for our
globally connected industry is clear:
balancing portfolios across regions
and industries is essential to remain
successful in the years ahead.
and delays in venue projects, as
temperatures became too hot for
workers.
Keeping our customers’ trust
There is an ever-increasing focus on
customer-centricity, driven by the
trend of recent years to create more
unique visitor experiences at events.
This focus takes many shapes and
forms, but at the core is the need
for our industry to remain a trusted
partner by our customers.
A lot of this revolves around data
and transparency at all customer
touchpoints – from pricing policies to
visitor numbers to ROI data. If indeed
“data is the new oil,” then the data
used to attract exhibitors and visitors,
and the data generated for them,
must be trustworthy and stand up to
scrutiny.
Business model evolution
Trade shows have become a blend
of formats, combining elements of
the tradeshow floor with theatres for
exhibitor presentations, conference
stages, and experiential programmes.
The evolution of the business model
is progressing, and old “silos” of
competencies between trade show
and conference managers are
disappearing.
A new, more diverse mix of
industry leaders and hands-on
teams is redefining the trade show
experience. This change is also
leading to an ongoing review of
business models and pricing models.
In addition to the traditional “space
sold” approach, new revenue streams
are emerging.
Stay unique and diverse
More diversity in leadership for
companies within our sector will drive
the continued success of our industry
as a whole. Our role as your association
is to support you by providing a
platform for industry collaboration.
At UFI, we are proud to be the global
trade association of the exhibition
industry – and for you, too.
Serious about sustainability
The discussion around sustainable
development will continue to heat
up, with every industry challenged
to prove their tangible contributions
to a more sustainable way of doing
business. In 2019, we already saw
weather-related show cancellations
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Issue 6 2019
w w w.exhibitionworld.co.uk