From Discovery to Devotion: Designing the Visitor Experience That Drives Loyalty
Insight Series
2026-06-04 | 02:25 PM - 03:45 PM
Visitors are harder to attract, quicker to disengage, and more demanding than ever. Registrations no longer guarantee attendance, and attendance no longer guarantees satisfaction. In this interactive workshop, we will challenge assumptions about what visitors actually want from a show experience. How do you cut through the noise to reach the right audience in the first place? How do you design an on-site journey that delivers genuine value — not just footfall? What does personalisation look like at scale? And how do you turn a one-time visitor into a loyal advocate? This session is designed to spark debate, confront uncomfortable truths, and explore what it will take to build visitor experiences that are more compelling, more measurable, and truly worth the trip. Together, we will work towards shared outcomes and deliverables that UFI can potentially take forward on behalf of the industry.
