Agility Fairs Events Handles in excess of 1 000 major events each year Provides tailored one stop shop solutions Has on site project managers and experts Has specialised handling and transportation capabilities Why not discover what Agility can do for you fairs agility com Agility FE Visit us at www agility com fairsevents World Logistic Leaders and Specialists in Exhibition Freight Forwarding B reaking old habits can sometimes be a necessary step in our rapidly chang ing times And this will be happening at the upcoming UFI congress in the five million metropolis in north western Rus sia Every year we work on honing the fea tures of our event Kai Hattendorf tells us That s why there will be a few new ele ments again in Saint Petersburg announces the UFI managing director There will be a panel discussion on digital transformation a new format that is set to break down barri ers If we invite non industry experts they will normally tell us what they are working on and provide some stimulating ideas Hat tendorf describes the traditional approach But actually we want our external guests to get talking with people from the industry he explains the concept behind this year s UFI Global Congress The aim of the global association of the exhibition industry is to mirror global trends at its events What is changing right now How fast and where is it happening Kai Hattendorf gets to the point He currently sees several major trends One of them is the further development of the Konfex concept thanks to the rampant festivalisation trend This is a process we are seeing worldwide analyses Hattendorf Driven by the new generation community meeting places are emerging where the focus is rather on engag ing in a dialogue than on products South by Southwest in Austin Texas which brings together festivals conferences and exhibi tions is an event many are trying to emulate The fact that several trade show organisers have recently been spotted there underlines the importance of this trend Efforts like this are to be seen elsewhere too the best exam ple in Europe being Cebit New formats like this are a game changer in marketing In stead of selling floor space it s all about find ing marketing oriented solutions says Hat tendorf This is flanked by reorganising and rebudgeting measures Sustainability plays an increasingly im portant role in the exhibition industry and this doesn t stop at green events The term has a much broader meaning now says Kai FOCUS UFI IN ST PETERSBURG Breaking down barriers The UFI Global Congress will be coming to Saint Petersburg from 31 October to 3 November The motto of the 85th edition is The Dynamics of Transition Our Industry s Complex Future

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