Wolfram N. Diener, President & CEO of Messe Düsseldorf, has officially stepped into the role of Incoming President of UFI – The Global Association of the Exhibition Industry. The announcement was made on 19 November 2025 during the 92nd UFI Global Congress in Hong Kong. Diener joins current UFI President Panittha Buri (Vice-Chairperson, Bhiraj Buri Group, Thailand) and outgoing President Hugh Jones (CEO, RX, UK) to form UFI’s Presidential Trio. The full presidential transition will take place at the 93rd UFI Global Congress in Bahrain in November 2026.
Diener emphasized the crucial role trade fairs play amid global geopolitical and economic pressures.
“Trade fairs are often underestimated, yet they are essential for economic and societal progress,” he noted. “Our industry needs greater public recognition, stronger political support, and continuous internal transformation. I want to elevate the visibility of what trade fairs deliver: bringing markets together, enabling civil exchange, showcasing innovations, and fostering trust in uncertain times.”
He also highlighted the need for industry unity:
“It is more important than ever that organizers, venue operators, and service providers speak with one voice. UFI strengthens this understanding and aligns shared interests. I aim to sharpen this collective identity even further.”
A key priority for Diener will be expanding UFI’s footprint in developing and emerging markets:
“We must become more active where the global economy is growing fastest. I will advocate for welcoming more members from dynamic markets to build a collaborative and forward-looking global exhibition ecosystem.”
Reflecting on market conditions, Diener described the exhibition sector as a “seismograph for the world economy.” With the U.S., Germany, and China anticipating stable to slightly declining trends, the industry is experiencing mixed signals. However, he pointed to optimism in countries such as Brazil, India, Malaysia, Mexico, Saudi Arabia, and the UAE, where many companies expect growth of 5% or more in 2025.
Diener stressed that despite uncertainties, trade fair organizations are proactively evolving:
“Eight out of ten companies are launching new initiatives, six out of ten are already using AI in daily operations, and nearly half plan to expand their teams by year-end.”
Speaking on the rising role of artificial intelligence, he highlighted three major areas where AI is transforming the trade fair landscape:
- Personalization: Enhanced matchmaking and tailored communication for exhibitors and visitors.
- Sustainability & Efficiency: Smarter logistics, optimized space planning, and reduced CO₂ emissions.
- New Digital Services: Innovative, data-driven tools that enrich the trade fair experience.
“AI becomes truly powerful where data, complexity, and individual needs intersect—exactly the environment of the exhibition industry,” he said. While many solutions can be implemented directly by organizers, advanced applications will require strong partnerships with technology specialists. A successful AI strategy, he noted, must combine deep industry knowledge with technological expertise.
About UFI – The Global Association of the Exhibition Industry
Founded in 1925, UFI is a global, non-profit association representing more than 50,000 exhibition professionals across 90 countries. Headquartered in Paris, UFI operates regional offices in Asia, North America, Central and South America, Europe, and the Middle East and Africa.
About Messe Düsseldorf
Messe Düsseldorf is one of the world’s leading trade fair organizers, hosting around 40 trade shows—20 of which are internationally recognized leaders—within its 613,000 m² exhibition center featuring 18 halls. The organization operates more than 80 events globally and maintains a network across 142 countries, serving industries ranging from machinery and retail to health, lifestyle, mobility, and leisure.
