"Combining tradition with adaptability is key to staying competitive"
The leaders of the global trade fair industry are meeting at the UFI Global Summit in Milan, Italy, these days. An important date for Chris Skeith, OBE, who took up his new position as Managing Director of the global trade fair organisation UFI in January. In an interview with Jörn Holtmeier, AUMA Managing Director, the new UFI CEO explains what his first projects are in UFI's 100th anniversary year and what Europe can learn from the new trade fair markets- translated into German.
Dear Chris Skeith, you took over as Managing Director of the World Association of the Exhibition Industry UFI in January. Congratulations! What will be your first project?
Thank you for the kind words! My first project as UFI Managing Director focuses on listening, learning, and connecting with our global community. Over the coming months, I’ll engage with members, stakeholders, and teams to gather insights that will shape UFI’s future strategy and strengthen our collective impact. Key upcoming events, like the Global CEO Summit in Milan and the Asia-Pacific Conference in Melbourne, will provide vital opportunities to foster collaboration and innovation across the industry. As we celebrate UFI’s 100th anniversary, I’m excited to honour our rich legacy while driving forward sustainable growth and ensuring exhibitions remain a key platform for global connections.
You have been with the Association of Event Organisers (AEO) and therefore have a lot of experience with the British trade fair business. How was the trade fair business on the island recently? What will be the challenges in your new job?
The UK market is going well, both in terms of domestic activity (the number of events and economic impact are back to pre-pandemic levels) and internationally. UK organisers are expanding their businesses in key markets & regions. The members face common challenges to those faced in the rest of the world, such as industry recognition with governments and regulators, attracting and retaining the very best talent, and sustainability. Most AEO members are already members of UFI, and I’ve previously Chaired the UFI Association Committee and sat on the UFI Executive Committee and Board, so my new role is in many ways is an evolution and one I am very much looking forward to.
UFI was founded in Milan in 1925. The 100th anniversary is coming up. What does UFI have planned? Can you tell us anything about the event yet?
As we celebrate 100 years, it’s a moment to reflect on our history, explore our archives, and embrace the future with vision and ambition. This milestone is about honouring the past while giving back to our members with more value and opportunities. We’re launching a new website and sharing special content to celebrate our journey. Our regional events will host activities throughout the year, culminating in a grand celebration at the Global Congress in Hong Kong—bringing our community together to mark this occasion and shape the future.
After the coronavirus pandemic, the trade fair industry has picked up strongly and is growing worldwide. Which regions are experiencing the biggest growth and what can Old Europe with its traditional trade fair brands learn from the new ones?
The trade fair industry has shown remarkable resilience and growth since the pandemic, with regions like Asia-Pacific and the Middle East leading the way. For example, Malaysia and Thailand reported exceptional revenue growth of 143% and 139%, respectively, in 2023 compared to 2022. Similarly, Saudi Arabia continues to expand its influence, driven by Vision 2030 and significant investments in infrastructure and events. With its established trade fair brands, Old Europe can learn from this dynamism by embracing innovation, leveraging technologies like AI, and adopting agile practices. Combining tradition with adaptability is key to staying competitive in this evolving landscape.
Which three developments will change the global trade fair industry the most throughout the next years?
Three major developments will shape the global trade fair industry in the years ahead. First, technology will play a transformative role. AI, AR, and VR are changing the game by enabling personalized experiences, immersive virtual exhibits, and smarter event management. For instance, AI can more effectively match attendees with exhibitors, making events more engaging and efficient.
Second, sustainability will be a key focus. The demand for greener events is growing, and organizers will need to embrace practices like renewable energy use, waste reduction, and carbon offset programs to stay relevant.
Lastly, emerging markets like Asia-Pacific and the Middle East are booming. With significant investments in infrastructure and innovation, these regions are setting new benchmarks. Traditional markets can learn a lot by adapting to this dynamism and focusing on cross-border collaborations to stay competitive.
February 2025
Chris Skeith has been CEO at UFI since 1 January 2025, taking over from Kai Hattendorf. He joins UFI from the Association of Event Organisers (AEO), where he served as CEO since 2014. During his tenure, he worked on advancing the UK and international events industry and collaborated closely with UFI’s management on issues ranging from event management to advocacy.
Chris has been actively involved with UFI for years, chairing the Associations Committee and serving on the Executive Committee. His earlier career includes roles at the Audit Bureau of Circulations and leading associations like ESSA and AEV. In 2021, he was awarded an OBE for services to the events industry.
When asked about his favourite trade fair, Chris Skeith says: „It is hard to identify a single trade show, so I would have to say trade shows that bring the exhibition industry together, such as International Confex in the UK, and IMEX in Frankfurt.“
Read here the German translation of the interview with Chris Skeith, OBE, CEO UFI.