UFI, The Global Association of the Exhibition Industry, successfully concluded its 92nd UFI Global Congress, held in Hong Kong SAR from 19 to 22 November.
Hosted by AsiaWorld-Expo, the event welcomed over 600 delegates from 47 countries and centred on the theme “Shaping the Future”. It also marked a double celebration: 20 years of AsiaWorld-Expo and 100 years of UFI.
“As we celebrate this centenary milestone in partnership with UFI, I am immensely proud of AsiaWorld-Expo’s role as a world-class venue hosting this exceptional congress, which also coincides with our 20th anniversary,” says Irene Chan, CEO of AsiaWorld-Expo.
“This year’s theme, focused on shaping the future, has sparked a dynamic exchange of creativity and forward-thinking ideas, while reaffirming Hong Kong’s pivotal role as a gateway to global markets and the Greater Bay Area.
To vividly showcase the city’s unique character in enhancing event diversity and depth, AWE curated immersive cultural experiences seamlessly woven into every aspect of the congress, fostering deeper connections, enriching the understanding of diverse perspectives, and igniting global collaboration to redefine the future of exhibitions.”
Chris Skeith OBE, CEO of UFI, added, “This Congress was a milestone in UFI’s history. As we celebrated 100 years of connecting people globally, we were also looking ahead and building the foundations for the next century of our industry.
Our hosts, AsiaWorld-Expo, our partners and sponsors and the UFI team truly delivered a fitting conclusion to our centennial celebrations; the energy was electric, the members were incredibly engaged from start to finish, and every indicator for the event soared well beyond expectations.
It was a powerful reminder of what this community can achieve when we come together with purpose, passion, and momentum.
In Hong Kong, we truly demonstrated our shared commitment to shaping the future together.”
Future-focused programme
Main stage delivered a bold, future-focused programme, spotlighting the forces that are reshaping the global exhibitions industry.
Dex Hunter-Torricke set the tone with a powerful keynote on disruption, AI and the need for human-centred innovation.
Venue leaders from Hong Kong, New York and Bahrain revealed how they are reinventing event spaces through sustainable operations, immersive design and a destination approach. Next, service providers unveiled breakthroughs in AI and carbon-positive solutions that are transforming operations and customer experience. Finally, leading organisers explored personalisation, festivalisation and the shift to year-round communities.
On Friday, UFI’s Next Generation Leaders took to the stage, presenting fresh perspectives on exhibition formats.
Across the programme, it was clear that collaboration, innovation and sustainability are the driving themes shaping the industry’s next era.
Insight Series – Ideas in Action
The Insight Series sessions brought together UFI Award winners and Working Groups for interactive discussions on digital innovation, marketing, HR, sustainability, and more.
Participants explored real-world case studies and co-created ideas for tackling industry challenges, from customer-driven innovation to sustainable F&B. The sessions once again demonstrated the power of peer learning and collaboration within UFI’s global community.
Bate-Papo Corner
Alongside the sessions, delegates joined lively discussions and exchanged insights at the Bate-Papo Corner, a new format side stage that debuted at this year’s Congress.
To extend the reach of the conversations beyond the event, all sessions were recorded and released as UFI Bate-Papo Unplugged podcasts, which are now available to stream on Spotify.
2025 UFI Medal of Honour recipients
UFI President Hugh Jones presented the recipients of this year’s UFI Medal of Honour, who were all recognised for their exceptional contributions to the global exhibition industry at large and the UFI community in particular.
This year, the UFI Trio selected Chen Xianjin, Michael Duck, Jo-Anne Kelleway, and Cliff Wallace.
New UFI President for 2025-26
UFI welcomed Panittha Buri, Vice Chairperson of BHIRAJ BURI GROUP, as the association’s new President for the 2025-26 year.
Buri succeeds Hugh Jones, CEO of RX. In 2026, both will serve as part of UFI’s Trio, which includes the association’s incoming, present, and outgoing Presidents.
They will be joined by incoming President Wolfram Diener, CEO of Messe Düsseldorf.
Conclusion of centennial celebrations
Throughout the week, a series of special activations celebrated 100 years of UFI, including the UFI-100 Expo Corner, which showcased historic milestones over the past century, and a 1920s-themed Welcome Reception that paid tribute to the association’s founding era.
A major highlight of the centennial year was also unveiled in Hong Kong: the launch of UFI’s new website, designed to mark the centenary and elevate member value through improved functionality, refreshed design, and expanded resources.
Business of the Association
Every year, the Congress serves as an opportunity for UFI’s governing bodies to convene, reflect on the past year, and plan for the one ahead. This included UFI’s Executive Committee, Board of Directors, Associations Committee, and Regional Chapters.
It also marked the transition of Wolfram Diener (Chief Executive Officer, Messe Düsseldorf GmbH) to David Harrison (Chief Financial Officer, IMEX Group) as UFI’s new Treasurer. Diener is stepping down from his role to join the UFI Presidential Trio as Incoming President. UFI extends its sincere thanks to him for his dedicated service as Treasurer since 2021.
Exploring Hong Kong
Beyond the sessions, delegates had the opportunity to experience the beauty of this year’s host city.
Highlights included the Congress Dinner at the M+ Museum, with sweeping views over Victoria Harbour, as well as the Tram Party and evening in the iconic Lan Kwai Fong district.
Delegates also enjoyed post-Congress tours showcasing the very best of Hong Kong, with curated excursions offering a deeper look into the city’s culture, creativity, and natural beauty.