UFI European Events Week 2025

07:30 - 08:15

UFI Sports Club

European Conference track – Open to all

Start your day in Thessaloniki with the UFI Sports Club's invigorating sunrise sessions. Industry movers DSV invite you to join the UFI & TIF-HELEXPO teams to start your day with a some exercise and a smile. We have different options for you to try onsite, so hopefully there is something for everyone!

Seafront Makedonia Hotel: Running + Cycling + Mobility and flexibility class
Capsis Hotel: Zumba by the hotel pool

DSV Solutions Ltd

08:30 - 10:00

Associations Committee Meeting (by invitation only)

Associations Committee

09:00 - 10:00

Networking Refreshments

European Conference track – Open to all

09:25 - 09:50

Bate-papo Corner: Talks, Ideas, Exchange: "Gen Z - I want it all, now! (But only 4 days a week)"

European Conference track – Open to all

We are excited to launch the Bate-papo corner at the European Conference this year – a side-stage where open talks and discussions can take place between delegates on a wide range of topics. This is located in the main networking / coffee area, and the stage is hosted by Joe Kowalsky of CloserStill Media USA.

The Bate-papo corner will be hosted by former UFI Next Generation Leader Joe Kowalsky from CloserStill Media USA. We currently have a sponsor opportunity for the Bate-papo corner – contact ana@ufi.org for more details.

Joseph Kowalsky

10:00 - 10:15

Opening Performance & Welcome

European Conference track – Open to all

10:15 - 10:30

Welcome From the Moderators

European Conference track – Open to all

Chloe Richardson Nick Dugdale-Moore

10:30 - 11:00

European Market Update

European Conference track – Open to all

This session will provide a strategic overview of the global exhibition industry, with a particular focus on Europe. It will examine the economic landscape, country performance profiles, and the performance of leading organizations. Additionally, it will explore pricing trends across the region, offering insights into the key forces shaping the industry's future.

Sebastian Witt

11:00 - 11:20

Doing Business in Greece - A Golden Opportunity

European Conference track – Open to all

Greece was one of the fastest economies to recover from the pandemic. UFI Global Barometer data showed that in 2024 the Greek exhibition industry achieved 151% of 2019 revenues, the highest figure in Europe and second highest globally after India. With some world leading industries (maritime / shipping, agriculture, tourism etc.) and a mature exhibition infrastructure, this session will look at opportunities for organizers in Greece.

Dr. Kyriakos Pozrikidis Alexis Lagoudakis

11:20 - 11:50

How Is the Industry Performing? Scores From Exhibitors and Visitors

European Conference track – Open to all

Both exhibitor & visitor satisfaction scores jumped significantly when we returned from the pandemic. Historically, NPS scores for exhibitors were only NPS -17. What does that picture look like now? Does the jump indicate a fundamental shift in the way our customers perceive the value of exhibitions? Or is that bump fading? Hear the findings from the latest UFI & Explori research, which we will present for the first time here.

Mark Brewster Chloe Richardson

11:30 - 11:50

What is the ROI of Exhibitions? Part I

European Conference track – Open to all

11:50 - 12:20

What is the ROI of Exhibitions? What Do Our Customers Want?

European Conference track – Open to all

While exhibitor NPS scores jumped hugely after the pandemic and seem to be stable at the new baseline, organisers still need to offer exhibitors much better ways to measure their ROI, ROT, how to get the leads into the top of funnel sooner etc. Brands complain that they often have very little information on which to base budget decisions, which vary wildly from show to show. In this engaging session we will hear from Ewa Doromoniec Vieira who signs off on Signify's global portfolio of shows

Ewa Doromoniec Vieira Chloe Richardson Ele Mather

12:20 - 12:30

UFI 100 years - Founding Members Celebration & Quiz

European Conference track – Open to all

12:30 - 13:30

Networking Lunch

European Conference track – Open to all

IT EX Italian Association of International Exhibitions

12:35 - 13:35

Bate-papo Corner: Talks, Ideas, Exchange

European Conference track – Open to all

We are excited to launch the Bate-papo corner at the European Conference this year – a side-stage where open talks and discussions can take place between delegates on a wide range of topics. They will take place during the networking breaks and lunches, and delegates can either sit and take part in the chat or can listen on “silent disco” style headphones while grabbing a coffee or checking out the UFI 100-year exhibition. Something on your mind? Some sessions we have deliberately left empty for open-mic style sessions, the topics of which will be decided on the day.

The Bate-papo corner will be hosted by former UFI Next Generation Leader Joe Kowalsky from CloserStill Media USA. We currently have a sponsor opportunity for the Bate-papo corner – contact ana@ufi.org for more details.

12:35 - 13:00 - Easy Chat GPT Prompts – Learn 5 Hacks Now

Speaker: Tim Groot, CEO & Founder - Grip

13:00 - 13:25 - Why Is It So Hard to Prove the ROI of Exhibitions?

Speakers: Chloe Richardson, Emcee - Empowered By Chloe

Ele Mather, Senior Manager, Creative Experiences - PwC

Joseph Kowalsky Tim Groot Ele Mather Chloe Richardson

13:30 - 13:35

Welcome Back From the Moderators

European Conference track – Open to all

Chloe Richardson Nick Dugdale-Moore

13:35 - 14:05

Behind the Hype: How Agentic AI Drives the Revolution and Lets Us Work Smarter, Not Harder

European Conference track – Open to all

The AI revolution isn’t just about automation—it’s about intelligent, proactive AI agents that can take action, adapt, and optimize workflows without constant human input. In this session, we’ll dive into the real impact of Agentic AI on the exhibition industry, breaking down its role in business efficiency, problem-solving, and decision-making.

Stephane will give practical (and eye-opening) demonstrations of how this emerging technology allows exhibition companies to focus on high-value tasks while AI handles the rest.

Stephan Forseilles

14:05 - 14:25

Attracting Younger Audiences Through Digital Channels

European Conference track – Open to all

Dimitris Papastergiou

14:25 - 14:40

Unveiling the Elephant in the Exhibitions Room: Digital Innovation and Marketing Insights - Learnings from the Digital Innovation Leadership Insight Series

European Conference track – Open to all

In this session Enrico and Dorota will take us through the discussions and outcomes of the 3 hour workshop on Wednesday.

The UFI Leadership Insight Series are designed to create "change" for participants through interactive sessions and learning. Featuring expertise from both within and outside the exhibition industry, sessions are shaped by diverse perspectives, providing valuable knowledge for participants to take away.

Enrico Gallorini Dorota Wallusch

14:40 - 15:00

Event Directors in the Hot Seat - Learnings From the Event Directors Summit

European Conference track – Open to all

The Event Directors Summit takes place the day before the Conference, bringing together an exclusive group from our organizer community - Exhibition Directors, Portfolio Directors etc. of some of Europe's leading exhibition brands. MCI's Oscar Cerezales will present the results from this workshop with some insights from this group, together with two of UFI's Presidents who took part in the course. More information about the Event Directors Summit here.

Oscar Cerezales Hugh Jones Geoff Dickinson

Map Your Show

15:00 - 16:00

Networking Break

European Conference track – Open to all

15:00 - 15:45

Speed Networking Session II

European Conference track – Open to all

ExpoPlatform

15:05 - 15:55

Bate-papo Corner: Talks, Ideas, Exchange

European Conference track – Open to all

We are excited to launch the Bate-papo corner at the European Conference this year – a side-stage where open talks and discussions can take place between delegates on a wide range of topics. This is located in the main networking / coffee area, and the stage is hosted by Joe Kowalsky of CloserStill Media USA.

The Bate-papo corner will be hosted by former UFI Next Generation Leader Joe Kowalsky from CloserStill Media USA. We currently have a sponsor opportunity for the Bate-papo corner – contact ana@ufi.org for more details.

15:05 - 15:30: "Female Visitor Target Groups - Diversity Topic or Real Business Impact?"

Speaker - Susanne Hennigers, Director Corporate Partnerships & Platform Growth, Messe München

15:30-15:55: "Agile Minds, Inclusive Cultures"

Speaker: Sonia Thomas, Vice President, Women In Exhibitions International

Sonia Thomas Susanne Hennigers Joseph Kowalsky

16:00 - 16:05

Welcome Back

European Conference track – Open to all

16:05 - 16:35

New Formats, Experiences and Revenue Streams - The Venues Perspective

European Conference track – Open to all

Organizers are making an increasing amount of their revenue through digital and non-traditional (sqm) sales. What does this mean for venue operators? How can they make sure to maintain and increase their revenues in the face of this trend? And what other types of events, experiences, and products can they offer to capitalize on this trend?

Carina Montagut

16:35 - 18:00

Break out/Deep Dive Session

European Conference track – Open to all

Joseph Kowalsky

19:30 - 23:00

Networking Dinner

European Conference track – Open to all

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Programme at Glance

Fast Schedule

Day 1

Event Directors Summit Icebreaker

Day 2

Event Directors Summit

Roadmap to Inclusion: From Internal Values to External Impact

Navigating the US Exhibition Ecosystem: Strategies for Success

Networking Lunch

Unveiling the Elephant in the Exhibitions Room: Digital Innovation and Marketing Insights

Net Zero Measurement: Establishing Data Benchmarks for the Exhibition Industry

First-timers Reception

Speed Networking I

Europe Chapter Meeting

Welcome Reception

Day 3

UFI Sports Club

Associations Committee Meeting (by invitation only)

Networking Refreshments

Bate-papo Corner: Talks, Ideas, Exchange: "Gen Z - I want it all, now! (But only 4 days a week)"

Opening Performance & Welcome

Welcome From the Moderators

European Market Update

Doing Business in Greece - A Golden Opportunity

How Is the Industry Performing? Scores From Exhibitors and Visitors

What is the ROI of Exhibitions? Part I

What is the ROI of Exhibitions? What Do Our Customers Want?

UFI 100 years - Founding Members Celebration & Quiz

Networking Lunch

Bate-papo Corner: Talks, Ideas, Exchange

Welcome Back From the Moderators

Behind the Hype: How Agentic AI Drives the Revolution and Lets Us Work Smarter, Not Harder

Attracting Younger Audiences Through Digital Channels

Unveiling the Elephant in the Exhibitions Room: Digital Innovation and Marketing Insights - Learnings from the Digital Innovation Leadership Insight Series

Event Directors in the Hot Seat - Learnings From the Event Directors Summit

Networking Break

Speed Networking Session II

Bate-papo Corner: Talks, Ideas, Exchange

Welcome Back

New Formats, Experiences and Revenue Streams - The Venues Perspective

Break out/Deep Dive Session

Networking Dinner

Day 4

Welcome Refreshments

Xchange Theatre Sessions

Conference Reopens

Hearing Our Voice: How Can the EU Support Exhibitions?

Learnings From the Leadership Insight Series on Sustainable Development

Promoting Reusability with “Better Stands by NZCE”

Networking Break

Roadmap to Inclusion: Learnings from the Leadership Insight Series

Ascending Olympus - The Next Generation of Greek Talent

Opportunities Across the Atlantic Ocean - Learnings from the Leadership Insight Series on the US market

New Formats - The Organizers Perspective

Conference Summing Up and Reflections

Closing Lunch

Special Networking Experience: UFI Olympic Games at the beach

Day 5

Post-Conference Tours

Programme European Conference