xing events com partnerships between organisers from differ ent markets At the UFI conference in Birm ingham two experts from the USA will be talking about how US players are reaching out Publisher and editor Gabrielle Weiss will be speaking with Mary Larkin executive vice president of Diversified Communications At an event about organisers business models digitisation is of course an essential topic Today digital is simply everywhere says Kai Hattendorf Digital has become as common as electricity And data handling and data security will be big topics in the fu ture He claims that shows and organisers around the world increasingly communicate digitally with their customers and communi ties all year round Data operations will be as relevant as show floor operations pre dicts Hattendorf At the UFI event in Birm ingham two British experts will address the issue of digital innovation in the event sector Katie Crocombe and Adam Parry As for event concepts festivalisation has been the buzzword in recent years In the past trade fairs were mainly product shows but the millennial and post millenni al generations expect them to be more than this We are well advised to listen closely to our customers points out Kai Hattendorf They call for very personal and individual experiences when they attend an exhibition The overlap between trade shows and con ferences congresses will also continue to grow and organisers must pay attention to these demands Plus According to a UFI Ex plori poll of over 13 000 visitors there is a growing sense of trade show fatigue espe cially in mature markets In Birmingham ex hibition strategy consultant Denzil Rankine will show how organisers can move to Exhi bition 2 0 www ufi org PB Es ist eine wachsende Messemüdigkeit zu verspüren besonders in den reifen Märkten There is a growing sense of trade show fatigue especially in mature markets Ph ot o V is itB rit ai n S im on W in na ll

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