UFI Looks to 2027 After a Year Defined by Industry Unity and Global Engagement

UFI’s 2026 General Assembly in Bahrain reviewed a year of activity across advocacy, research, sustainability and professional development, while setting out the association’s priorities and leadership for the year ahead. The discussion comes as the exhibition industry navigates a rapidly changing environment and seeks to reinforce the collective structures needed to respond to it.

The strength of an industry association is measured not only by the events it convenes, but by the connections, evidence and shared interests it helps its members build. That was the underlying message of UFI’s annual review, presented to member representatives gathered in the Kingdom of Bahrain on 2 November, ahead of the 93rd UFI Global Congress.

Chaired by Incoming UFI President Wolfram Diener, the General Assembly looked back on the association’s work throughout 2026 and outlined its direction for 2027. The review covered a broad programme spanning regional engagement, policy advocacy, sustainability, industry research and learning, reflecting UFI’s role as a platform for coordination across the global exhibition sector.

UFI CEO and Managing Director Chris Skeith OBE (pictured below) placed the year’s work in the context of an industry facing uncertainty and rapid change, emphasising the importance of collective action:

“The exhibition industry has navigated a complex and rapidly changing environment in 2026. What has stood out, time and again, is the power of our community to face uncertainty together. UFI exists to strengthen that community, and this year has reaffirmed why that mission matters more than ever. Strength Through Unity is not just a theme for this report. It is what defines us as an industry.”

For President Panittha Buri, the association’s ability to serve its members over the long term depends both on its internal foundations and on the practical relationships it fosters. As UFI marks its 101st year, she highlighted the importance of ensuring that its structures remain fit for future generations:

“This year, UFI turns 101. An association with such a long history needs strong foundations to serve the generations ahead. Part of that work happens behind the scenes: connected systems, clear processes & one central, reliable source of information that our team can work from confidently.

Our strength lies in our willingness to help one another—sharing experience, opening doors & making introductions. Inclusion becomes meaningful when members feel that they belong & can see the practical value of being part of this community.”
 

A global programme, with advocacy at its core

UFI’s events remained central to its member engagement in 2026. The calendar opened with the Global CEO Summit in Vienna in January, followed by the Asia-Pacific Conference in Bangkok in March. In June, İzmir, Türkiye, hosted the largest UFI European Conference to date, incorporating the Event Directors Summit. The 93rd Global Congress in Bahrain, held under the theme Stronger Connections, Smarter Futures, brought the year’s international programme into focus.

Further regional activity was scheduled before the end of 2026, with UFI’s first Central & South American Regional Conference and Event Directors Summit in Brazil, alongside the Africa Exhibition Forum. The expansion of these formats reflects the association’s effort to connect professionals and address regional priorities across a geographically diverse industry.

Advocacy also remained a defining strand of UFI’s work. Delegation visits to Indonesia, Korea and Bahrain provided opportunities to engage directly with government ministers and underline the economic and strategic contribution of exhibitions. The 11th Global Exhibitions Day, celebrated in June, continued to grow in scale, reach and participation.

At regional level, UFI contributes to policy initiatives through the Exhibitions & Conferences Alliance (ECA) in North America and the European Events and Exhibition Industry Alliance (EEEIA) in Europe. Its wider institutional involvement includes a board seat at the Joint Meetings Industry Council (JMIC) and the chairmanship of ISO TC354 for Events, through which it works with member associations and other industry stakeholders on international initiatives and standards.

Evidence, sustainability and professional development

Research remains another important dimension of UFI’s contribution to the sector. During 2026, the association updated its Global Exhibition Industry Statistics Report and World Map of Venues, while publishing two editions of its Global Exhibition Barometer, whose participation continues to grow.

UFI also developed country-level economic impact studies and updated the Oxford Economics Global Economic Impact Report, based on 2024 activity. The report estimates that exhibitions generate approximately €368 billion in total output and €215 billion in GDP, while supporting around 4.3 million jobs worldwide. These figures provide an important evidence base for advocacy, helping industry stakeholders communicate the sector’s contribution to economies and employment.

On sustainability, UFI’s working groups and task forces continued to support the Net Zero Carbon Events initiative, which welcomed Joanna Fuhlendorf as its new Project Director. The Better Stands initiative was recognised with the 2026 UFI Sustainable Development Award, reflecting continued efforts to advance more sustainable practices across exhibition operations.

The association’s awards programme also recognised innovation and best practice across Digital Innovation, People & Culture, Industry Partners and Sustainable Development. Winners were announced in June and are being showcased through the Insight Series at the Bahrain Congress, alongside a new webinar programme planned for the end of the year.

Professional development is being adapted to changing member needs under UFI’s evolving Learning portfolio. The Exhibition Essentials Course and Event Directors Summit are extending their reach, while a 365 engagement platform gives former delegates opportunities to remain connected beyond individual in-person events.

The Next Generation Leadership Grants continue to support emerging professionals through collaborative projects. Previous recipients now form the Next Generation Leadership Network, which remains active throughout the year through dedicated webinars and contributions to future grant cohorts and other UFI initiatives, including the association’s 5 Trends programme.
 

Medals of Honour recognise three industry contributors

The 93rd UFI Global Congress also provided the setting for the announcement of the association’s 2026 Medals of Honour, recognising three individuals for their longstanding contributions to the global exhibition industry.

This year’s recipients are Paul Woodward, Chairman of Paul Woodward Advisory and former UFI Managing Director; Ray Bloom, Chairman of the IMEX Group; and Ravinder Sethi, Executive Chairman of R.E. Rogers India Pvt. Ltd.

Their selection reflects three distinct dimensions of contribution to the sector: institutional leadership and the development of UFI itself; the creation of international platforms connecting the business events community; and the strengthening of the association’s presence and network across India and the Asia-Pacific region.

Introduced in 2024, the Medal of Honour extends UFI’s tradition of recognising service and excellence beyond formal positions, acknowledging sustained commitment, influence and contributions to the wider exhibition community. Recipients are selected annually by the UFI President in consultation with the Presidential Trio and announced during the Global Congress.
 

A new leadership team and the road to 2027

The General Assembly also marked a transition in UFI’s governance. Following an election year, members welcomed a new Board of Directors, Executive Committee and Chapter Chairs. The association said the level of participation in the electoral process reflected the importance members attach to its work and expressed its intention to build on that engagement with the incoming leadership.

Wolfram Diener (pictured above), CEO of Messe Düsseldorf, will assume the UFI Presidency at the close of the 93rd Global Congress. For the 2026–2027 term, he will join the Presidential Trio alongside Incoming President Said Al Shanfari, CEO of Oman Convention and Exhibition Centre, and Outgoing President Panittha Buri, Vice Chairperson of BHIRAJ BURI GROUP. The transition also concludes Hugh Jones’s three-year term in the trio, for which UFI expressed its appreciation.

The 2027 calendar will begin with the Global CEO Summit in Madrid, from 27 to 29 January, followed by the Asia-Pacific Conference in Bali on 18 and 19 March, hosted by the Indonesian Exhibition and Convention Association (IECA). The European Conference will take place in Rimini from 2 to 4 June, hosted by Italian Exhibition Group, before the 94th UFI Global Congress brings the international community to Guadalajara, Mexico, from 2 to 5 November.

Taken together, the review and the year ahead point to an association seeking to strengthen its influence through several complementary roles: convening industry leaders, representing the sector in policy discussions, producing evidence of its economic contribution and supporting the development of its people. In a period of considerable change for exhibitions, UFI’s central proposition remains that the industry is better equipped to respond when its members act together.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.