Exploring the European Exhibitions Industry: Insights from UFI’s Nick Dugdale-Moore
July 11, 2024
What’s trending for exhibitions in Europe? In this TSNN exclusive, we interviewed UFI European Regional Director Nick Dugdale-Moore, who shared insights from the recent UFI European Conference, discussed key trends in the European market, and previewed what’s next on UFI's calendar of events.
Held June 11-13 at Messe Zürich in Zurich, Switzerland, the event attracted 300 delegates from 41 countries, including top trade show executives, show directors, and senior- to mid-level professionals from Europe and beyond.
Here are nine highlights from our conversation. Watch or listen to the full interview here.
1. Behind the scenes at the UFI European Conference: Kicking off our conversation, Dugdale-Moore reflected on the successful European Conference, which was the second largest in UFI's history, boasting nearly half of its attendees from outside of Europe. He highlighted how the event’s strength lies in the blend of productive content and vibrant networking opportunities.
2. Innovations were front and center: The organization showcased new technologies like AI-driven instant session highlights, event apps with real-time feedback, and sophisticated image-tagging systems for photos. These tech tools not only enhanced the attendee experience but also aligned with broader industry trends, such as customer focus and AI integration.
3. Highlighting the conference themes: UFI's strategic themes for 2024 played a pivotal role at the conference. Each major theme—focus on customers, AI, industry consolidation, reinforcing identity, and climate—was the subject of main stage sessions with external expert speakers and industry leaders. This inclusion of voices from outside the industry brought fresh perspectives and enriched the dialogue, challenging the status quo and sharing best practices from other sectors.
4. Quality of attendees: As Dugdale-Moore pointed out, the conference attracts C-level executives from top European organizers and venues, as well as global participants. This high-level engagement underscores UFI's strength in network-building and fostering industry innovation.
5. Educational initiatives and external insights: Dugdale-Moore emphasized UFI's commitment to incorporating external insights into their programming. The inclusion of academic figures, industry leaders, and experts from other sectors, such as the fintech industry and the World Tourism and Travel Council, highlighted their focus on broadening the knowledge base across the industry.
6. Interactive networking and experiencing Zurich: Apart from the formal sessions, UFI’s Conference offered unique experiences. Delegates enjoyed a historic city tour, a visit to the Lindt Chocolate factory, and even a game of foot volley. These activities not only showcased the beauty and culture of Zurich but also provided relaxed settings for deeper networking.
7. Current trends in the European exhibition market: The discussion also delved into current trends and how the European market is faring. Despite the challenges of supply chain issues, energy concerns, and geopolitical conflicts, the European exhibition market is outperforming global averages. Countries like Greece and Spain are leading the recovery, with revenues significantly surpassing pre-pandemic levels.
8. Upcoming events and future plans: Looking ahead, 2025 is set to be a landmark year for UFI as the association celebrates its 100th anniversary with the European Regional Conference, set for June 4-6 in Thessaloniki, Greece. The choice of Thessaloniki, a city with a rich history of hosting prestigious fairs, reflects UFI’s long-standing partnerships and regional roots.
9. Looking ahead: Dugdale-Moore shared his enthusiasm for UFI’s Global Congress, which will be held Nov. 20-23 in Cologne, Germany. Celebrating its own centenary, Cologne promises to be a central hub for the global trade show community. The event is expected to bring together 600 industry professionals from more than 50 countries.
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