UFI's "5 Trends to Watch in 2018"

December 6, 2017

UFI, the Global Association for the Exhibition Industry has taken a look into their crystal ball and come up with “5 Trends to Watch in 2018”.

The good news is the exhibition industry here in the US and in most places overseas continues to grow, the challenges include recruiting and retaining key talent and staying on top of security initiatives.

Here are UFI’s “5 Trends to Watch in 2018”.

1. The seemingly stable core

Despite political tensions, a rise in protectionism, and a perceived fragility of free trade, both the global economy and the exhibition industry as a whole are growing at a higher rate than expected. Organisers of conferences and exhibitions are benefitting from a shift in the way marketing budgets are allocated, with various research showing that companies are spending less on advertising and more on live events (and digital marketing). On the venue side, our own research shows that, in all parts of the world, venue capacities are expanding - a very strong signal that (mainly public) investors are expecting our industry to deliver revenues and profits for many years to come - based on the resilience and adaptability our industry has shown again and again in the past. However, as our industry always follows market developments, growth cannot be taken for granted, and systemic growth can only come from expanding our industry's offerings.

2. The data points to digital

At the same time, this very resilience and adaptability are facing their perhaps biggest test - and opportunity – yet, through the continuous rise in the volume of data and shift towards digitisation. We know that, globally, CEOs in our industry are focussing their organic investments and attention increasingly on two areas: on building new business models for a data driven marketing environment, and on future proofing the existing, square meter based, business models through new products. In parallel, investments in existing products will be reduced. UFI's Digitisation Index shows that, as an industry, we have begun to digitise ourselves - a simple necessity if we want to stay relevant for companies who are building complex solutions to directly interact with their consumer customers, cutting out whole segments of the traditional value chain.

3. The blurring of the lines

Besides data, another major trend picking up steam is the "blurring of the lines" between historically separate event formats like exhibitions, congresses, and conferences - this will continue and intensify . Many of the fastest growing business events currently are managed by "accidental organisers". Driven by a need from digital communities to meet in person face to face, hybrid formats like the Web Summit have evolved - part festival, past conference, part exhibition. In addition, more and more entertainment elements are blending into B2B events as well, as they adapt to changing audiences. As hybrid business events thrive, we will see more collaboration, maybe already mergers, between these new organisers, established association congresses and for profit exhibition organisers to match these developments.

4. The quest for talent and skills

Organisers and venues are rethinking who they need to hire and what skills they need to add. The evolution of our business will increasingly be shaped by a new, and somewhat younger group of leaders, many of whom are currently rising fast through the ranks of the international players of our industry. A significant number of talent programmes around the world are now offering additional opportunities for future leaders to stand out and be noticed. At the same time, education programmes still need to be developed to provide sufficient qualified talent for everyday needs, especially on the venue side. In parallel, our industry will focus even more on bringing in leadership and skills from other sectors, and will look to adding more diversity to the top levels of management. To facilitate all this, the focus of HR within companies is shifting towards more investment in people.  

5. The challenge of security

Against a backdrop of attacks on the public around the world, our industry will have to find the right answer to the challenge of security at events. In the past year, organisers and venues have been collaborating more closely to minimise risk. There is no "one size fits all", no single “check list” solution for all the different types of events. Security measures are defined by local law, cultures and threat levels, not by a global case study. The biggest challenge for exhibitions: whilst venues often know local procedures best, exhibitors and visitors will always look to the organiser for solutions. Here, probably more so than in many other areas, security for everyone at events will be shaped by the level of collaboration between all the parties involved, and this also includes the service providers.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact