随着全球展览行业协会（UFI）即将在2025年迎来其百年庆典，UFI不仅回顾了其辉煌的历史，同时也在积极拥抱未来。为了适应行业快速变化，UFI已经推出了新的视觉形象，标志着其品牌重塑的一部分。在这次独家采访中，UFI首席执行官Kai Hattendorf阐述了UFI未来几年的新举措、面临的挑战与所持的抱负。从可持续发展到地区市场变化，我们将带您一起了解UFI准备如何应对全球展览行业不断演变的格局。
As UFI, the Global Association of the Exhibition Industry, approaches its centenary in 2025, the organization is reflecting on its history while embracing the future. A new visual identity has already been launched as part of the rebranding, signaling UFI’s commitment to adapt to a rapidly changing industry. In an exclusive interview, Kai Hattendorf, CEO of UFI, outlines new initiatives, challenges, and ambitions for the coming years. From sustainability efforts to regional market shifts, here's a look at how UFI is preparing to navigate the evolving landscape of the global exhibitions industry.
全球展览行业协会(UFI)
首席执行官
当UFI推出新标志时，您曾评论说：“是时候重新思考和重新构想UFI的形象了。”那么，在未来的发展蓝图中，UFI有哪些新的创想呢？
When UFI launched its new logo, you commented that “it was time to re-think and reimagine what UFI looks like.” What new ideas do you have for UFI moving forward?
随着这次品牌重塑，我们希望确保UFI能够更好地迎接和适应未来，特别是在我们迎来百年庆典之际。UFI之前的标志和品牌形象是在本世纪初推出的，当时UFI经历了一次重大的重新定位。那时，品牌的重新设计主要是为了支持UFI当时日益扩大的全球影响力，适应UFI当时的角色。时至今日，近二十五年过去，UFI已经经历了巨大的成长与变化，成为全球展览行业的无可争议的代表，现在它在世界各地设有区域办事处，拥有四大活动支柱，并为全球会员和整个行业提供了丰富的产品和服务。
新的视觉形象不仅支持和凸显了UFI及其使命，而且品牌的外观总是机构身份、信念、价值观和优先事项的体现。UFI成功的“秘诀”就是对上述这些方面的专注和使命感，正如来自世界各地的行业领导者为之付出的承诺，已经有整整一个世纪之久。UFI的全名是“全球展览行业协会”，为了实现这一目标，我们必须每天都在全球展览行业中，扮演好作为“行业代表”的角色。
With the re-branding, we want to make sure that UFI is ready to embrace the future as we turn 100 years old. UFI’s previous logo and brand identity were introduced early into this century when UFI underwent a major repositioning. Back then, the brand’s redesign was all about supporting UFI’s growing global reach and role.
Almost a quarter of a century later, UFI has grown, changed, and evolved a lot. As the undisputed global representative of the sector, it now has regional offices around the world, four activity pillars, and many products and services for our global membership and the industry at large.
The new visual identity supports and strengthens UFI and UFI’s work. A brand and its appearance are always an expression of an institution’s identity, beliefs, values, and priorities. The “secret” of UFI’s success is this focus and purpose, shown by the commitment of so many industry leaders from all around the world for already one full century. UFI’s full name is “The Global Association OF the Exhibition Industry,” and to succeed in that, we must every day be the global association FOR the exhibition industry.
在UFI迎来百年庆典之际，回顾过去100年的历程，有哪些遗产值得特别强调、传承和扩展？
UFI成立于1925年，最初的目标是为欧洲的展览组织者和场馆提供一个交流和对话的平台。当时，约有20多家组织者和场馆参与其中，至今几乎所有这些成员都还在持续为UFI贡献力量！如今，UFI的会员数量接近1000家，分布在全球90多个国家和地区。尽管展览行业在过去的一个世纪里发生了巨大变化，UFI的核心使命始终未变：成为交流平台，定义并推广行业中的卓越表现与最佳实践，成为不同文化、身份和商业模式能够汇聚交流的地方。全球会员和对话将持续扩展，亚洲，尤其是中国，在这其中扮演着重要角色。
UFI was set up in 1925 as a platform to have exchange and dialogue, starting with a group of 20+ European organisers and venues. Almost all of them have stayed on as members until today! At present, UFI is closing into having 1,000 member businesses in 90 and more countries and regions all around the world – and it is still driven by the very same mission: To be the platform, the network for exchange. To define and identify excellence and best practices in our industry. And to be a place where different cultures, identities, and business models can meet. Global membership and dialogue will expand, and Asia, especially China, has a big role to play here.
UFI的日常工作及会员服务的四大支柱业务是：活动、研究、教育和倡导。UFI在这些领域将在未来一年采取哪些新的举措？
Events, research, education, and advocacy are the four main pillars of UFI’s work and member services. What new initiatives will UFI undertake in these areas in the coming year?
UFI的百年庆典将在2025年11月于中国香港举行，届时将举行一次全球大会，标志着我们大会的历程将经过美国、德国，最后到达亚洲这一全球展览市场最为重要的三大市场之一，这无疑具有非凡的意义！在这一年里，我们还将举办一系列全球和区域性活动，包括2025年2月在澳大利亚墨尔本举行的亚太会议（2月13-14日）。全球展览晴雨表（Global Exhibition Barometer）的下一版研究报告也将在2月初发布。新的场馆管理学校(Venue Management School)、展览管理学校(the Exhibition Management School)以及其他教育课程也将在澳门举行（请参见www.ufi.org/education了解详情）。此外，我们的全球倡导工作将继续发展壮大，与ISO、联合国气候变化框架公约（UNFCCC）等机构的合作也将不断深入。
近年来，数字化和可持续发展已成为行业趋势。UFI将在未来一年采取哪些步骤，推动行业向数字化和可持续发展过渡？在这两个领域是否有会员实践经验值得推广和分享？
Digitalization and sustainability have become popular trends in recent years. What steps will UFI take in the coming year to encourage the industry to transition towards digitalizatoin and sustainability? Are there any member practices in these areas that are worth promoting and sharing?
可持续发展可能是我们面临的中长期最重要的挑战。作为一个行业，我们必须被视为应对气候危机的解决方案的一部分，而不是问题的一部分。我们不能满足于表面化的“象征性举措”或任何可能被视为“绿色洗涤”的做法。UFI在2021年发起了“净零碳活动”倡议，并为整个活动行业（不仅仅是展览）管理和推动了这一项目。UFI的可持续发展工作小组是UFI成立的历史最悠久、最有经验、也是最成功的工作小组之一。
但我们还需要做得更多，且必须共同努力。我们需要推动更多聚焦展览业务的可持续性项目，并继续通过以身作则，带领整个活动行业走在前列。我们必须证明，参加展会是实现碳汇的途径——在同一个屋檐下与行业内的所有利益相关者见面，避免一对一的旅行，减少碳排放负担。
Sustainability is possibly the most significant challenge we face mid- to long term. As an industry, we need to be seen as part of the solution to the climate crisis, not as part of the problem. And we will not get away with symbolism or anything that can be seen as “greenwashing.” UFI was key in setting up the “Net Zero Carbon Events” Initiative in 2021, and we managed and grew that program on behalf of the whole events industry – way beyond exhibitions. And UFI’s working group for sustainable development is one of the oldest, most experienced, and most successful groups that UFI has ever created.
But we need to do more and we need to do more, together. We need to push ahead with initiatives focused on our exhibitions business, and we must continue to lead by example and take the wider event industry with us on this. We have to show that coming to events acts as a carbon consolidator - where else can you meet all the stakeholders for your industry, under one roof, without travelling to see them each individually and with the emissions burden that demands?
2024年对于许多公司来说是一个充满挑战的年份。展望2025年，您认为展览和活动行业的公司应该采取哪些措施，才能保持竞争力？
2024 is a challenging year for many. Looking ahead to 2025, what do you think companies in event and exhibition industry should do to stay competitive?
我们将在不久后发布UFI的《2025年五大趋势》，并将在其中详细讨论这个问题。但我们可以在2024年创纪录的业绩基础上继续前进——在全球范围内，行业的收入创下了历史最佳。
We will release UFI’s “5 trends to watch in 2025” soon, and we will cover this there specifically. But we can build on a record-breaking 2024 where, globally, on average, our industry is recording its best year ever on revenues.
中国展览行业的从业者普遍认为，今年的市场氛围相对较为平淡。您如何看待中国市场面临的挑战？UFI是否有相关的数据可以与我们分享？
Industry professionals in China’s exhibition sector generally feel that the market atmosphere is quite subdued this year. How do you view the challenges facing the Chinese market? Does UFI have any relevant data on this that you can share with us?
我们行业的发展往往与我们服务的市场和地区的经济发展相一致。中国是疫情后最后一个完全复工的主要市场，因此仍然需要一些“赶超”的时间，然而初期的复苏速度还是非常快的。根据我们最新的晴雨表数据，2024年中国展览行业预计增长约4%，与2023年相比增幅较温和，大部分企业预计收入保持稳定。列出的排名前三位的管理问题是国内经济状况、全球经济形势和行业竞争——这三者在中国比在全球同行中显得更为重要。有趣的是，中国企业在地缘关系问题上的关注度远低于全球同行，显示出他们更多地关注国内市场。
Our sector’s development always somewhat mirrors the economic developments of the markets and geographies that we serve. China was the last major market to reopen fully after the pandemic, so there is some “catch-up” still to do. At the same time, the initial recovery was extremely fast. Our latest barometer data shows a small 4% growth in 2024 compared to 2023, with most businesses expecting stable earnings. The top three management issues listed are the state of the domestic economy, global economic developments and competition within the industry – all three issues are seen as much more critical issue vs global peers. Interestingly, Chinese businesses remain much less concerned than global peers on geopolitical challenges, indicating a focus on the domestic market.
UFI非常重视培养和指导下一代展览行业的专业人士。对于未来的行业专业人士，您有哪些期望和寄语？
UFI places great emphasis on educating and guiding the next generation of professionals. What are your hopes and messages for the next generation of professionals in the exhibition industry?
我们的行业独特之处在于它热情欢迎拥有各种不同技能和职业背景的人，而这种多样性使我们在面对挑战时更具韧性。同时，向新人们传授、确保他们掌握我们行业的工具也很重要。
向所有行业新人们致以热烈的欢迎！请以你的力量，帮助我们不断变得更好！我们将帮助你们成长，推动我们整个行业不断前进。
作为UFI，我们将继续发展我们的教育项目——其中一些最初是以中文推出的，特别关注中国市场的发展。与此同时，“UFI认证活动”已成为优质展会的标志，而“UFI认证专业人员（UCP）”资格正在迅速成为行业专业人士展示技能和能力的标杆。
Our industry is unique in its ability to welcome people with vastly different skill sets and professional journeys, and this diversity makes us uniquely resilient. At the same time, it is important to teach and learn the “tools of our trade”.
To everyone new in the industry: Welcome! Do your part to make us better! Let us help you to grow, and push us forward as an industry.
As UFI, we will continue to grow our educational programmes – some of which we actually launched in mandarin initially and with a focus on the development of the Chinese market specifically. While the “UFI Approved Event” has become THE differentiator for quality shows, our “UFI Certified Professional – UCP” designation is fast becoming the equivalent for an industry professional to showcase skills and competencies.
您是否还有其他想法或信息希望与我们分享？
每个协会的强大，取决于其会员的活跃参与和对其使命的支持。请为协会贡献出你的力量，成为其中的一分子！展望2025年，许多机会等待着我们，包括6月份“全球展览日”的10周年纪念。对我个人而言，过去十年能够领导这个独特的组织，是一份巨大的荣幸和难得的机遇。
Every association can only be as good as its members, who are active and support it. Do your part to be a part! 2025 will hold lots of opportunities, including the 10th anniversary of Global Exhibitions Day in June. For me, personally, it’s been an immense honour and opportunity to work at the helm of this unique organisation for the past ten years.
来源：中外会展CICE
