As the global exhibitions and business events industry moves into 2026, UFI- The Global Association of Exhibition Industry, has identified five major trends that are set to influence how organisations plan, operate, and deliver value. At the heart of these trends lies the enduring power of human connection, which continues to remain the industry’s most distinctive and irreplaceable strength.
While technology and artificial intelligence are advancing rapidly, UFI highlights that nothing matches the trust, authenticity, and impact created through face-to-face interactions. At the same time, expectations are evolving, with participants seeking deeper, more meaningful experiences supported by technology, data integration, and sustainable practices.
The operating environment remains uncertain, shaped by geopolitical tensions, economic volatility, and rising costs. This has placed renewed emphasis on resilience, adaptability, and return on investment, influencing how organisations prioritise their strategies and resources.
1. Human Connection and Trust
UFI underscores that despite technological progress and generational shifts in the workforce, the exhibitions industry continues to be driven by people and the trust built through in-person engagement. In an era of digital saturation and automation, human connection remains essential for relationship-building, knowledge exchange, and business growth.
2. Uncertainty as the New Normal
The report notes that volatility has become a constant rather than an exception. Organisations are increasingly required to embed resilience and agility into everyday planning. Geopolitical challenges, supply chain disruptions, and economic fluctuations demand stronger collaboration and deeper integration across the exhibition ecosystem, including destinations and local stakeholders.
3. Experiences and Engagement
Exhibitors and visitors now expect more immersive, personalised, and memorable experiences that extend beyond the show floor. The event journey increasingly begins before the event, peaks on-site, and continues afterward through ongoing community engagement. Stronger partnerships across industry players and host destinations are helping enhance value and impact.
4. Technology, AI, and Data
Technology, AI, and data are becoming integral across exhibition operations, enabling smarter decision-making, improved productivity, and more personalised engagement. UFI points out that technology is no longer merely an operational tool but a strategic enabler, especially as data-driven insights play a critical role in measuring ROI and optimising resources amid rising costs.
5. Sustainability as a Core Priority
Sustainability remains a central pillar shaping the future of the industry. UFI emphasises that environmental impact is increasingly considered alongside commercial value in decision-making. From exhibitions & venues to corporate boardrooms, sustainability continues to influence long-term strategy, requiring strong partnerships to address emissions reduction, reporting, and long-term resilience.
Together, these five trends reflect an industry that is evolving rapidly- balancing innovation with human connection, resilience with growth, and sustainability with commercial success-as it prepares for the challenges and opportunities of 2026.
