You will take over the UFI presidency in 2026. Which topics would you like to advance?
Wolfram N. Diener: 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. 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 we are 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.
The global economic situation is tense. How does this affect the trade fair industry?
Wolfram N. Diener: The exhibition industry is a seismograph for the world economy. International crises are currently putting companies under pressure – and this is noticeable at trade fairs. Since the three largest markets – the USA, Germany, and China – expect a stable to declining trend according to the latest UFI Global Barometer, there is no general sense of euphoria. What’s important now is to emphasize the USP of trade fairs: They create spaces for dialogue and cooperation – even when other channels are blocked.
A positive sign: around one-third of trade fair companies worldwide expect growth of five percent or more in 2025, and many are optimistic about the coming years. The most positive outlook can be found in growth markets such as Brazil, India, Malaysia, Mexico, Saudi Arabia, and the United Arab Emirates.
What I find even more significant, however, is that our industry is not standing still and waiting for developments – it’s taking action. Eight out of ten companies are planning new activities, six out of ten are already working actively on AI applications in their daily operations, and four out of ten exhibition companies intend to expand their workforce by the end of the year.
Artificial intelligence is an important driver for the further development of the exhibition industry. Where do you see the greatest benefits?
Wolfram N. Diener: AI becomes particularly valuable where large amounts of data, complex processes, and individual needs converge – this is exactly the case in the exhibition business. Already, almost two-thirds of trade fair companies use AI tools in their daily operations to work more efficiently. The industry is neither a pioneer nor a laggard – but it is definitely in transition.
Three areas are particularly important: First, AI offers entirely new possibilities for personalization – for example, through intelligent matchmaking tools or tailored communication with visitors and exhibitors. Second, optimized logistics, more precise space utilization, and reduced CO₂ emissions enable more sustainable planning and implementation of events. And third, AI naturally gives rise to new digital services that allow us to create innovative trade fair experiences.
Much of this can be implemented directly and independently by organizers in their operational processes – and many are already doing so. For more complex applications, specialized technology partners will certainly be needed. But one thing is clear: a successful AI strategy can only emerge from the interplay between deep industry expertise and technological know-how.
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