The 89th UFI Global Congress takes place in Oman. Caitlin Read shares an insight of what to expect
As the exhibitions industry continues its recovery from the impact of the global pandemic, sector leaders from around the globe will gather at the Oman Convention & Exhibition Centre, Muscat, 14-17 November, for the 89th UFI Global Congress.
While newer challenges have reared their heads, the congress will have a unique content programme and feature keynote speakers from inside and outside the sector.
The congress will look at the future of the industry alongside facilitating networking opportunities and giving attendees the chance to exchange experiences and gain new insights and ideas.
Caitlin Read (pictured left) has more than a decade of experience in the exhibitions industry, and is co-ordinating UFI’s Global Conference. She tells EW what delegates can expect.
EW: Is there a conference theme this year?
CR: We didn’t originally set a specific theme for the UFI Global Congress in 2022, but as discussions surrounding the programme evolved, and having talked with our members about what’s on their minds, the idea of ‘uncovering’ kept coming up, be that opportunities, challenges, or innovation.
We started playing with the idea of ‘uncovering the unseen’ which is what led us to choosing our keynote speaker this year: Sharmeen Obaid-Chinoy, the academy award- winning filmmaker. She will set the tone for the congress by talking about – and demonstrating to us – new ways to look at the world.
EW: As the agenda takes place, what topics will be discussed?
CR: You can expect the classics that any programme would be remiss without. We will have sessions on the state of the economy, global risks and opportunities, and trends across the industry. We’ll also be covering the timely and critical talent discussion with the Next Generation Leaders sharing their views on a transformed talent narrative for the industry.
The ‘big change’ topics of the moment include sessions on the use of data and insights to create serendipitous moments and how we’re driving sustainability in our events and businesses.
The session I am most looking forward to (but please don’t tell any of the speakers, I don’t want them to think I’m playing favourites) will be an industry Board meeting. There, we’re going to have folks from different organisations representing all the normal Board functions, providing an update from their area, and a discussion on which topics will be of critical importance on their agendas for 2023.
EW: Are the challenges faced by the industry world-wide, or are there regional differences?
CR: This is something we think about a lot when putting together the programmes for our global events: are we covering topics that show off how different regions are dealing with hot-button issues, or do we want to talk about topics that are universal to all of us?
In general, I think, there are topics that we are all thinking about, that are keeping everyone in the industry up at night in autumn 2023. These include customer experience, talent, digital, sustainability, and economic pressures, as examples. The question is how those topics are manifesting, what the pressures are and, significantly, what’s the right solution for a business, a portfolio, a show, or a team? I think that very much matters on a wide variety of circumstances, not just on geography.
What I hope events like the UFI Global Congress can do is bring people together to share insight and be able to discuss frankly and openly. They must be able to confidently say “these are the challenges we’re facing”, and that they may be inspired by how others are thinking about the same or similar topics. Or at the very least, talk with someone else who has a sympathetic ear.
EW: Why Oman? How have our hosts helped facilitate the conference?
CR: The Middle East was one of the most progressive and pragmatic regions in dealing with Covid-19 protocols. We saw events running again much quicker here than in other areas of the world, and the investment they’re making in venues, hotels, and transport links really demonstrates their commitment to our industry. They really do see business events as a true economic driver.
We’ve been incredibly impressed by the host team, the Oman Convention & Exhibition Centre and their facilities, and are looking forward to introducing folks to all they have to offer.
EW: How many delegates are we expecting and how can they register?
CR: I know the general trend in the industry right now is seeing folks registering later and later for events, but I’m beyond delighted to share that we’re pacing better than our previous record which was in Bangkok in 2019. At this rate, we’re expecting over 500 delegates, and that’s putting ‘old-world’ pacing trends against the numbers.
If we do see the uptick in late registrations that others are seeing, then this will easily be one of the largest ever UFI Global Congress.
You can register on the website uficongress.org, and of course, that will stay open up until the Congress. But, I also very much encourage folks to sort out their travel plans because the hotel blocks are quickly filling up, so if you want your choice of hotel I recommend booking that sooner than later.
What: 89th UFI Global Congress 2022
Where: Oman Convention & Exhibition Centre, Muscat
When: 14-17 November 2022
Airport: Muscat International Airport, 14 minutes taxi ride
Nearby hotels: JW Marriott Muscat; Crowne Plaza Muscat; Novotel Muscat Airport
Register: www.uficongress.org
