The UFI Board of Directors has elected Hugh Jones, CEO, RX, as the UFI President for the 2024-25 period
ES. Can you take us through your journey in the exhibition industry, highlighting key experiences and turning points that have shaped your career and perspective?
Hugh Jones. Well, it’s been quite the ride so far, marked by significant experiences and pivotal moments. I joined RX in early 2020, and the pandemic was undoubtedly a turning point, testing our resilience and adaptability.
It was challenging to say the least but also an opportunity to harness our collective strength. Emerging from it, we have transformed RX, streamlining our teams, introducing more rigour to our events and in how we sell and market them. My team is now fearless and innovative, ready for all the challenges we are sure to encounter. We’ve turned adversity into a catalyst for growth, and every show we organize reflects the pride and magic of our people and their absolute focus on our customers.
ES. As CEO, you oversee all aspects of RX’s management. How do you define the core mission and vision of RX, and what impact do you aspire to have on the global exhibition landscape?
Hugh Jones. At RX, our mission is clear – we’re in the business of building businesses. We strive to create environments where our customers can thrive. Our vision is to be a catalyst for global business growth and innovation. We are redefining exhibitions as platforms for meaningful connections, fostering industry collaboration, and driving economic progress. I aspire for everyone at RX to harness the big bets and grow our customers’ and our own businesses.
ES. In your view, what makes exhibitions a vital part of the business landscape today? Can you share an example of how an exhibition has successfully facilitated significant business outcomes for participants?
Hugh Jones. Exhibitions are crucial because they provide unmatched opportunities for face-to-face interactions, relationship building, and knowledge sharing. They are places where ideas are exchanged, partnerships are forged, and innovations are unveiled. For instance, at our recent World Hydrogen Summit, exhibitors secured partnerships that significantly advanced renewable energy projects across three continents. These outcomes underscore the enduring value of exhibitions as engines of global business. During our recent shows, we’ve seen exhibitors rebuild their databases and meet new buyers, achieving results that surpass pre-pandemic levels. These interactions translate into real business outcomes, with exhibitors reporting increased sales, expanded networks, and strategic partnerships. The power of face-to-face must never be underestimated.
ES. With technological advancements shaping the event industry, how is RX adapting to these changes? Can you discuss any innovative strategies or technologies RX is implementing to enhance the exhibition experience for both exhibitors and attendees?
Hugh Jones. Customers come to RX events to meet new buyers and suppliers; to help move potential sales transactions forward, and to learn more about how their markets are evolving. RX has made significant progress in digitising those behaviours, for example by providing exhibitors with digital records of meetings and actionable digital lead information to make follow up easier. Through Colleqt we also help provide visitors with targeted digital information about individual exhibitor offerings, replacing less actionable paper catalogs and reducing waste.
In the future we expect to further enrich the lead information that is provided to exhibitors, helping them to prioritise which leads to follow up by better understanding the profiles and intent of potential buyers. We also expect to continue digitising different aspects of visitor behaviour at events, for example by capturing the outcomes of meetings and enabling visitors to collect different types of product and seminar information.
ES. What trends do you believe will shape the future of exhibitions and trade shows in the next few years? How is RX positioning itself to lead in these evolving areas?
Hugh Jones. I believe that the future of exhibitions will be defined by sustainability, technological innovation, and personalization. AI-driven matchmaking, real-time data analytics, and eco-friendly practices will become standard.
RX focuses on delivering solutions that benefit our customers through the detailed understanding of their desired outcomes. AI will drive best in class real time matchmaking based upon real time scheduling and specific buyer/exhibitor preference. AI will also help buyers discover new exhibitors by looking at who they have already met and recommending similar exhibitors in real time at the event. Our commitment to sustainability is evident in our Net Zero Carbon Events initiative, to reach Net Zero by 2024, ensuring we lead the charge toward a more sustainable industry. By anticipating these trends, we are poised to offer cutting-edge solutions and setting the benchmark for excellence.
ES. Sustainability is increasingly important in the events industry. What initiatives is RX pursuing to promote sustainable practices within exhibitions, and how do you measure success in this area?
Hugh Jones. Sustainability is central to RX’s mission. Our Sustainability Playbook and Net Zero Carbon Events roadmap guide our efforts to minimize the environmental impact of our events. Initiatives like reducing waste, adopting renewable energy sources, and digitizing processes are key to minimizing our environmental footprint. Success is measured through metrics like reduced carbon emissions, increased recycling rates, and feedback from stakeholders who adopt sustainable practices at our events. Our commitment to sustainability extends beyond compliance; it’s about making a positive impact on the planet and inspiring others to do the same.
ES. Looking ahead, what are your aspirations for RX in the coming years? How do you envision the role of RX evolving within the global exhibition landscape?
Hugh Jones. My aspiration for RX is to continue driving industry transformation by creating value for our customers and shaping the future of exhibitions. We aim to expand our reach, diversify our offerings, and lead with innovation. We will evolve by leveraging technology, enhancing sustainability, and fostering inclusivity. We aspire to be the preferred partner for businesses seeking meaningful connections and growth opportunities, ensuring every event is a catalyst for great success.
ES. What message would you like to give to the exhibition industry at large?
Hugh Jones. To the exhibitions industry, there are 3 things I want to say: Firstly, Talent. We all know that thousands of extraordinary people have stumbled into the events industry, and while we will continue to gain talent through chance, now is the moment to push a collaborative and concerted campaign to show people the many wonderful reasons they should be choosing our sector more proactively.
Secondly, Sustainability. While we are all distracted by the challenges of the day – inflation, short term economic pressures etc – sustainability is the possibly the most significant challenge we face mid- to long term. As an industry, we need to be seen as part of the solution to the climate crisis, not as part of the problem. Moving forward, we need to push ahead with initiatives focused on our exhibitions business, and we must continue to lead by example and take the wider event industry with us on this. We have to show that coming to events acts as a carbon consolidator -where else can you meet all the stakeholders for your industry, under one roof, without travelling to see them each individually and with the emissions burden that demands?
And thirdly, we want to improve our collective advocacy on behalf of our industry. Exhibitions are just one part of the global events industry. We are the “E” in the term “MICE” – Meetings, Incentives, Conferences, Exhibitions. We can achieve a lot by arguing our case of economic impact and relevance, but we also need to engage and drive the positioning of the whole sector. I say let’s embrace change and innovation together. The challenges of the past years have shown us the importance of adaptability and resilience. By prioritizing sustainability, leveraging technology, fostering collaboration, and diversity we can redefine the industry for the better. Let’s commit to creating environments where businesses thrive, connections flourish, and meaningful experiences are delivered. Together, we can lead the industry into a new era of excellence.
