HONG KONG — UFI, The Global Association of the Exhibition Industry, held the 92nd UFI Global Congress Nov. 19-22, reporting more than 600 delegates from 47 countries.
The event was hosted by the venue AsiaWorld-Expo and centered on the theme “Shaping the Future,” recognizing 100 years of UFI and 20 years of AsiaWorld-Expo.
The association celebrated its anniversary with activations, including the UFI-100 Expo Corner, which displayed historic milestones, and a 1920s-themed welcome reception.
Additionally, UFI launched its new website, marking the centennial and elevating member value with updated functionality, design and resources.
“The 92nd UFI Global Congress truly reflected the momentum driving our industry forward,” Chris Skeith OBE, UFI CEO & Managing Director, said. “With UFI’s centenary as our backdrop, what struck me most was the energy and innovation shaping what comes next. This was evident throughout our time in Hong Kong, through inspiring conversations with our members, partners and sponsors. As we step into UFI’s next century, it’s these moments of connection and collaboration that propel our association and industry into the future.”
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Presidential Updates
UFI welcomed Panittha Buri, Vice Chairperson of BHIRAJ BURI GROUP, as its new President for 2025-26, who will serve as part of UFI’s Trio of Presidents: Wolfram Diener, President & CEO of Messe Düsseldorf, (incoming), Buri (present) and Hugh Jones, CEO of RX (outgoing).
“Trade fairs are under geopolitical and economic pressure and are often underestimated in their importance — even though they are systemically relevant for the economy and society,” Diener stated. “They therefore require greater public recognition and political support from the outside as well as transformation from within. I want to strengthen public awareness of the value of our industry by making even more visible what trade fairs achieve: In a world that is increasingly drifting apart, we bring market participants together, remain a place of civil exchange, make products tangible and build trust in dynamic times. It is more important than ever that we, as an industry, speak with one voice — whether organizers, venue operators or service providers. UFI creates understanding for these different roles and promotes shared interests.
“I would like to further sharpen this unifying profile. Moreover, we must become even more active where the economy needs us most: in dynamic markets and at the interfaces of global exchange. That’s why I will advocate for gaining more members in developing and emerging economies — to shape a global exhibition industry that is collaborative, forward-looking and impactful.”
Future-Centered Programming and Celebration
The event’s programming examined forces that are reshaping the global exhibitions industry, such as AI, sustainability, personalization and festivalization.
A new format side stage, the Bate-Papo Corner, allowed delegates to join lively discussions and share insights. UFI’s Insights Series brought together UFI Award winners and Working Groups for interactive conversations about digital innovation, marketing, HR, sustainability and more topics.
Also, on Friday Nov. 21, UFI’s Next Generation Leaders presented fresh perspectives on event formats.
Jones presented the recipients of the 2025 UFI Medal of Honour as well: Chen Xianjin, Michael Duck, Jo-Anne Kelleway, and Cli Wallace. To learn more about these honorees, click here.
The 2026 UFI Global Congress will take place Nov. 2-5 in Manama, Bahrain.
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