UFI, The Global Association of the Exhibition Industry, has officially begun the countdown to the 92nd UFI Global Congress, taking place 19–22 November 2025 in Hong Kong SAR, hosted by AsiaWorld-Expo.
Under the theme “Shaping the Future,” this year’s Congress will bring together industry leaders from around the world and feature new voices, session formats, and immersive activations befitting UFI’s centennial year.
“We are honoured to welcome the UFI Global Congress to Hong Kong this year,” said Irene Chan, CEO of AsiaWorld-Expo.
“This special occasion marks AsiaWorld-Expo’s 20th anniversary and UFI’s centennial celebration, showcasing our strength as a world-class MICE venue and Hong Kong’s role as a vibrant cultural hub and gateway to the Greater Bay Area.
Together with UFI’s inspiring programme, we are excited to co-curate experiences that highlight the city’s cuisine, traditions, and innovative spirit. We look forward to hosting industry leaders worldwide to shape new opportunities for growth and collaboration.”
UFI President Hugh Jones adds, “This year’s UFI Global Congress will be unlike any other in our history.
As UFI marks its centenary, we have a unique opportunity not only to honour a century of connecting people and industries worldwide, but also to look ahead and lay the foundations for the next 100 years.
Hong Kong provides the perfect backdrop for this milestone gathering, and I look forward to joining the global UFI community this November to reflect, connect, and shape the future of our industry.”
Keynote speaker and main stage sessions
We will welcome Dex Hunter-Torricke, one of the global tech industry’s leading thinkers on artificial intelligence and human connection, as this year’s keynote speaker.
A renowned Silicon Valley strategist and formerly at SpaceX, Facebook and Google, Dex will explore how AI and technological change are reshaping industries, and how the exhibitions sector can play a defining role in reconnecting people and ideas. He will reveal how innovation, human connection and collective intelligence can combine to meet the challenges of an era defined by disruption and opportunity.
The main stage programme brings together global industry leaders to explore the forces shaping the future of events. Highlights include ‘Future-first: How leading organisers are redesigning the exhibition experience’, ‘What our industry can learn from HYROX’, ‘Rethinking the role of service providers in shaping ‘what’s next’’, ‘How venues are evolving to meet the future of events’ and the popular ‘Global Economic Outlook’.
Together, these sessions offer forward-looking insights, bold perspectives and practical strategies for shaping the future of the global events industry.
Insight Series – Ideas in action
Six one-hour ‘Insight Series—Ideas in Action’ workshops will spotlight this year’s UFI Award-winning projects, each offering a unique example of innovation in practice.
Focusing on Digital Innovation, Sustainability, Marketing, Operations & Services, HR, and Industry Partnerships, each session opens with a short presentation of a winning initiative to set the scene.
From there, the real value comes from the discussion that follows: comparing approaches, swapping experiences, and translating good ideas into actionable possibilities.
Bate-Papo to make its Congress debut
The Bate-Papo Corner, a new format side stage, will make it’s debut at this year’s Congress. Inspired by the Portuguese word for “chat,” it invites delegates to engage in lively discussions and exchange insights in an informal, interactive setting.
To extend the reach of the conversations beyond the event, all sessions will be recorded and released as UFI Bate-Papo Unplugged podcasts on Spotify and other major platforms.
Return of Medal of Honour
The UFI Medal of Honour returns as a highlight of the 92nd UFI Global Congress. Revived in 2024 to honour the association’s rich history, the Medal of Honour celebrates individuals who have made an exceptional contribution to the global exhibition industry and to the UFI community.
The 2025 ceremony will once again shine a spotlight on the people whose vision, leadership, and dedication continue to shape the industry’s future, a fitting tribute as UFI marks 100 years of connecting the exhibitions world.
Celebration to mark 100 years of UFI
As part of its centennial year, UFI will mark the 100th anniversary of the association with a series of special celebrations and activations during the Congress.
Delegates will have the opportunity to experience the UFI-100 Expo Corner, which will highlight the association’s history, key milestones, and the evolution of the global exhibition industry.
Another highlight will be the 1920s-themed Welcome Reception, featuring elegant period décor and entertainment. Delegates are encouraged to dress in 1920s-themed attire, adding a touch of glamour and a nod to UFI’s history.
Change of UFI Leadership
As per tradition, the 92nd UFI Global Congress will see the annual handover of the UFI Presidency. Hugh Jones, CEO of RX, will pass the baton and the presidency to Panittha Buri, Vice Chairperson of BHIRAJ BURI GROUP.
Register now
Registration for the UFI Global Congress remains open for UFI members as well as members of SISO and UFI’s G3 partner associations AIPC and ICCA.
For more information, including the full programme and delegate list, please visit www.uficongress.org
