ES. How does theme of the UFI Asia Pacific Conference 2024 reflect with the current landscape of the exhibition industry in the Asia Pacific region?
Kai Hattendorf. One of the key themes of the programme is sustainability. Sustainability will shape the outlook for Asian exhibitions for years to come. Successful events in Asia will need to incorporate elements of sustainability. Another key theme of the conference is the return to growth. Our most recent UFI Global Barometer report shows that key markets such as China are finally surpassing 2019 levels. The conference will also examine growth opportunities across the region.
ES. Could you highlight some of the key topics and discussions that attendees can expect at the UFI Asia Pacific Conference 2024? How do these topics address the evolving needs and trends within the exhibition sector?
Kai Hattendorf. In addition to sustainability and growth, the conference will also include important topics such as changing event formats and the role of AI in events. Together these topics will define the direction of our industry in Asia for years to come.
ES. Collaboration and innovation are essential for driving growth in the exhibition industry. What initiatives or partnerships is UFI fostering to promote collaboration and innovation among stakeholders in the Asia Pacific region?
Kai Hattendorf. UFI puts a lot of emphasis on both collaboration and innovation. We promote innovation through discussions at our events, such as the upcoming conference in Macau, and through our education programmes, such as the Venue Management School (VMS) and the Exhibition Management School (EMS).
We promote collaboration through facilitating dialogue between our stakeholders – once again at our events and through our education programmes. We also engage governments at many levels across Asia through our advocacy initiatives. This serves to promote collaboration with one of our industry’s most important stakeholders: government bodies. Global Exhibition Day (GED), held on 5th June this year, is an excellent example of UFI facilitating collaboration in the global exhibition community.
ES. Sustainability is increasingly becoming a focal point for businesses across industries. How is UFI integrating sustainable practices into its events?
Kai Hattendorf. We signed on to the Net Zero Carbon Events Initiative as a supporting association, and we are working with the guidance and materials provided to reduce the ecological impact of our events. As we go through the process of setting up methodologies and metrics, we work
with our respective hosts to implement good practices that we know from around the world – from avoiding single-use plastics to optimising food options and portions, from going paperless where possible to providing low to zero carbon transport options. The list is long, and as we organise events in all parts of the world, the approaches and solutions are always local.
ES. In your views, how can our industry effectively integrate sustainable best practices to mitigate the impacts of the climate crisis while maintaining operational efficiency and competitiveness?
Kai Hattendorf. In 2023, for the first time, the global surface temperature partially tracked 1.5 degrees Celsius higher than in pre-industrial times as planet Earth experienced the hottest year on average since the dawn of humanity. Extreme weather conditions will lead to more frequent show cancellations and postponements. They will also impact travel and show attendance. Climate-related reporting standards are being introduced. More and more businesses are prioritising their investments to match emission targets. The “Net Zero Carbon Events” Initiative delivers good practices and evolving industry standards, but our industry will need to speed up and go beyond the “low-hanging fruit” if we want to remain in control over how our industry responds to this very real threat.
ES. How can businesses adapt to the radical changes brought about by AI in their respective industries, ensuring a balance between technological advancement and human-centric values such as ethics and inclusivity?
Kai Hattendorf. The launch of the original iPhone in January 2007 became a watershed moment for many industries, including ours. As smartphone penetration grew, the way we organised and served those on our show floors around the world changed dramatically. I think this industry evolution serves as a good blueprint when we discuss how AI will change our industry. Our latest barometer shows that 9 out of 10 businesses are sure that AI will have a major impact, and around 1/3 of businesses globally are already working with the technology in some areas.
We will work with this year’s group of “Next Generation Leaders” to analyse and share ideas on to to benefit from AI – see here for more details: ufi.org/ngl
ES. Can you share some insights into the educational programs or initiatives that UFI is offering to support professional development in the region?
Kai Hattendorf. I already mentioned the Next Generation Leadership Grant Programme – a huge opportunity for industry talent to shine. The deadline to apply for this year is 7 April 2024, and we encourage people from all backgrounds and roles within the exhibition industry to apply.
Our UFI Exhibition Management School will run another online edition, with live, online classes starting 24 June 2024.
For other UFI education programmes, please check our education portal at ufi.org/education.
ES. As the exhibition industry evolves, what are your predictions for the future of trade shows and events in the Asia Pacific region? How is UFI positioning itself to lead and navigate through these changes?
Kai Hattendorf. Trade shows in Asia will become more innovative, more international, and more tech-driven. We expect to see a rapidly expanding role for AI at trade shows in Asia as well as evolving event formats to become more innovative and experiential. There will be an increasing recognition that international participation will drive growth at all shows. Finally, the rise of India. There is a strong sense that India is poised to quickly grow and take its place alongside China as one of the leading exhibition markets in the region.
ES. Finally, what message would you like to convey to attendees and stakeholders of the UFI Asia Pacific Conference 2024 as they prepare to participate in this significant industry event?
Kai Hattendorf. Come to Macau – we’re ready for you. Connect with your peers, discuss what is next, and leave with new insights and opportunities for your business to grow.
