CHICAGO — From Canada to Chile, event professionals work tirelessly around the world.
But no matter where you are, UFI (Universal Association of the Exhibition Industry) has your back. The association has been advocating for events around the world for nearly a century and plans to continue its efforts for the next or more events.
UFI recently launched a new logo and updated branding to mark the start of its centenary year and announced that Chris Skeith, OBE, will become its next chief executive in 2025.
trade show director (TSE) spoke to UFI’s current CEO Kai Hattendorf about its rich history and bright future, and how young professionals can get involved.
ANDREW: What should new event professionals know about UFI?
Kai: We are the global association for the exhibition industry, a global community of industry leaders and professionals.
When you want to connect with people in your home country, you can do so through your country’s industry associations, such as the International Association of Exhibitions and Events. When you want to make international industry connections, do it through UFI.
ANDREW: How did UFI come about? What was its original mission?
Kai: UFI was founded in 1925 by 20 organizers/venues from across Europe.
The main goal of UFI was to develop cooperation among European international trade fairs in order to revitalize international business after the First World War. In 1937, UFI represented 33 member organizations.
ANDREW: How has UFI changed over the decades?
Kai: After World War II, UFI moved from Milan to Paris. The number of members continued to grow, reaching 100 companies in 40 countries by 1975.
By the end of the Cold War in 1990, the UFI had 153 members: 110 in Europe, 21 in Asia, 9 in Africa, 7 in South America, 5 in North America, and 1 in Australia. UFI successfully brings together trade show organizations from five continents and can truly call itself a global organization.
The Asia-Pacific Chapter was established in the 1990s and has a regional office in Hong Kong.
In 2003, UFI changed its name to the name it uses today: “UFI – Global Association of the Exhibition Industry”. Since then, additional regional chapters have been established, each providing services through regional offices: Middle East/Africa (with an office in Dubai), Central and South America (with an office in Colombia), and North America (with an office in Colombia). with an office in Dubai). United States) – Today UFI operates on five continents.
ANDREW: How does UFI help the exhibition industry?
Kai: UFI directly represents approximately 50,000 exhibition industry employees worldwide and works closely with its 72 national and regional association members.
Through events, research, education and advocacy – the four pillars of the association – UFI, always in partnership with national events industry associations, is committed to supporting all players in the industry around the world.
UFI’s work evolves as industry needs change – when industry demands more and better global data, we deliver essential research projects such as the UFI Barometer. When industries need education, we provide the necessary programs. We develop and expand our advocacy work when we need to drive conversations with politicians and stakeholders.
For example, we launched a program in Saudi Arabia with Informa-Saudi Joint Venture to launch a new entry-level program to teach people the basics (of exhibitions)… We will expand this program with the largest organizers, They may use all their resources. New employees go through these three- to five-day introductory courses.
Critically, UFI’s actions are coordinated through a global network of volunteer industry leaders on the UFI Board of Directors.
related. UFI Release 33RD Global Exhibition Barometer Report; Global industry set for record year in 2024
ANDREW: How will UFI’s recent rebranding help the association?
Kai: Our brands support and enhance UFI and UFI’s work. A brand and its appearance are always an expression of an organization’s identity, beliefs, values and priorities – it is the soul of the brand.
Brands are also the backbone of an organization. It carries heritage and experience, and communicates an identity and a set of values – the brain, if you like, of a brand.
Finally, a brand must also be able to simply make a difference – at an event or online, through tactile or digital means – and this is the craft that the brand demonstrates.
ANDREW: How has UFI helped your career?
Kai: I first got involved when my previous employer, Messe Frankfurt, won a UFI award for a marketing project. This allowed me to attend my first UFI conference and expand my network internationally. Little did I know that a few years later, I would be asked to lead this organization.
The greatest benefit of the past ten years at UFI has clearly been the opportunity to work with and learn from many of the best and brightest industry leaders from around the world.
ANDREW: How can young event professionals get involved with UFI?
Kai: Three simple things: Follow UFI on LinkedIn. Check if your company is a UFI member – if so, find out how to become active in a UFI chapter or working group, or join the online UFI community. And – keep an eye out for our programs like the Next Generation Leadership Grant and how they can enhance your journey in this amazing industry.
Andrew: What advice would you give to young event professionals who want to get more involved?
Kai: Network with industry associations…you’ll always find people willing to help you, introduce you to the community, and answer questions.
If you can get over the fact that we hang out on the platforms we use and we know how to use, it’s incredibly easy to connect and connect—none of which are on Twitter, Instagram, or TikTok. You’ll mostly find them on LinkedIn and sometimes on Facebook.
Don’t hesitate to introduce yourself and say, “Hi, I’m new to this industry and I see you work for this association and I have a few questions. Would you mind giving me 10 to 15 minutes?” out of a hundred people Ninety-five people would be happy to do that.
Additionally, invest your time and resources in attending industry events. Find out if your company is a member of one of these organizations. If so, ask them to send it to you. If not, ask them why not.
The pandemic has taught us that going digital is a great way to stay connected, but it’s also like your iPhone battery—it drains. You need to recharge, and recharging in a relationship is when you’re face to face.
To learn more about UFI, click here.
Leave a Reply Cancel reply
You must be logged in to post a comment.