UFI’s 5 trends to watch in 2025

Paris, 3rd December: In 2024, the global exhibition industry recovered from the pandemic. After seeking views from its members and industry leaders worldwide, UFI, The Global Association of the Exhibition Industry, has released its “5 trends to watch in 2025”, presenting view on trends that will shape the next 12 to 18 months.

The five trends are as follows:

1.     Better – but good enough?

Customer focus has been driven by additional data insights into exhibitors’ and visitors’ needs and wants, therefore the industry will have to improve following the needs.

2.     The changing climate’s impact on operations

Business operations will be impacted by severe weather events, which will also impact running costs, attendee travel, and infrastructure availability.

3.     Accelerating AI

GenAI has become widely used in the last year, and it continues to advance fast. It strengthens the role of authentic face-to-face events, but it also changes sourcing processes.

4.     The Battle for Identity and Awareness

Governments understand the industry’s strategic value will change the industry’s perception and positioning, especially in fast-growing countries.

5.     Stay ready for disruption

Organisations and stakeholders in the industry will need to review and expand their capabilities to monitor and quickly respond to fast-changing situations.