87% of exhibition companies now use AI tools: UFI’s latest Barometer

Hi everyone, it’s time for Snöcap — your weekly snapshot of what’s happening in the events industry.

This week’s focus is on UFI’s 36th Global Exhibition Barometer, which reports that AI adoption among exhibition companies has increased significantly.

87% of companies report using AI tools in some capacity, up from previous surveys. The majority (68%) rely on standard AI tools, while 15% have integrated AI-powered tools into their platforms. A smaller but growing group (4%) have developed proprietary AI systems trained on internal data. Read more about it below.

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87% of exhibition companies now use AI tools: UFI’s latest Barometer

87% of exhibition companies now use artificial intelligence in their business operations, according to the 36th edition of UFI’s Global Exhibition Barometer.

The report, based on data from 378 companies across 57 countries, shows AI adoption increased 4 percentage points from six months earlier. 68 % use standard AI tools in at least some business functions, while 15% have AI-powered tools integrated into existing systems and 4% have developed proprietary algorithms.

Most companies remain in research or testing phases:

• 79% testing AI to improve company and process efficiency
• 70% testing to improve customer experience
• 57% testing to generate revenues using AI-powered products

The survey found 13% of companies report no or almost no AI use at this stage.

“This edition of the Global Exhibition Barometer confirms what we are seeing across the industry: strong, steady growth and a sector that continues to adapt at pace,” said Chris Skeith OBE, managing director and CEO at UFI. “We see solid growth in rented space and operating profits across many markets, alongside a notable acceleration in the use of AI to improve efficiency and customer experience.”

The report shows 47% of respondents reported activity increases of more than 5% in their home countries in 2025, while 44% expect similar growth in 2026.

Operating profit data shows:

• 31% of companies report annual growth of more than 10% for 2025
• 33% forecast similar increases for 2026
• 57% declare stable results for 2025 (between minus 10% and plus 10%)

Ninety-four % of survey participants believe event formats need improvement, with 37% saying all events need improvement and 58% saying it depends on the type of show.

The top priorities for format improvements are enabling visitor participation and engagement, and creating interactive learning formats, each selected by 22% of respondents.

Thirty-nine % of companies plan to increase staff numbers, while 57% will keep current staff levels stable.

“The call for more engaging and interactive event formats highlights the industry’s ongoing focus on enhancing value for participants,” Chris said. “These insights will support organizations as they update their strategies and continue to navigate an environment that remains dynamic and diverse across regions.”

UFI conducted the survey in December 2025 in collaboration with 33 associations.

GL Event’s Exhibitions division delivers 41.5% revenue growth in 2025, outperforms live events

GL events’ Exhibitions division reported revenue of €238.1m in 2025, representing growth of 41.5%, while the company’s Live division declined 5.4% to €968.8m.

The Exhibitions division’s performance was driven by a strong biennial cycle, the company said in its fourth-quarter revenue announcement. In Q4 2025, the division posted revenue of €43.8m, up 49% from €29.4m in Q4 2024.

GL events reported consolidated revenue of €1.721bn for 2025, up 5.3% from 2024.

Revenue by division for 2025:

• GL events Live: €968.8m (down 5.4%)
• GL events Exhibitions: €238.1m (up 41.5%)
• GL events Venues: €514.1m (up 16.2%)

“GL events closes 2025 with a remarkable performance, confirming the strength of our strategic vision and the proven resilience of our responsible business model,” said Olivier Ginon, Chairman-CEO of GL events Group.

France accounted for 52% of the Exhibitions segment revenue, with events including Paris Games Week, SEPEM Industries Angers, Prod&Pack Lyon and Paysalia Lyon contributing to growth. Regional events such as SIRHA Lyon, Global Industrie Lyon and CFIA Rennes made contributions to momentum.

The division recorded international growth through Expomin in Chile and the CACLP Exhibition in China. Geographic diversification continued through events including Estetika in Brazil, SIRHA Arabia in Riyadh and Tranoï Tokyo Autumn.

The Live division confirmed a rebound in the fourth quarter, supported by Mega Events including World Expo Osaka, the first milestones for the Milano Cortina 2026 Winter Olympic Games, and studies for the Aichi–Nagoya 2026 Asian Games. Sixty-two % of the division’s revenue was generated internationally.

The Venues division closed 2025 with revenue of €514.1m. In the fourth quarter, the division delivered revenue of €163.1m, up 32% from €123.5m in Q4 2024.

GL events confirmed its 2025 targets of an improved operating margin and a capital expenditure programme of around €80m. The company said net debt at Dec. 31, 2025 is expected to improve compared with one year earlier.

“With 55% of our business generated internationally, our development model demonstrates our capacity to design and deliver events for all audiences, across all geographies,” Olivier said.

Messe Stuttgart expands global portfolio with plans for a new trade fair launch in Bangkok

Messe Stuttgart will launch R+T South-East Asia in Bangkok in November 2026, expanding its R+T Alliance to seven trade fairs worldwide.

The event will take place Nov. 11-13, 2026 at the Bangkok International Trade & Exhibition Centre, running parallel to FutureBuild Asia and DOMOTEX South East Asia. The three events will create a platform for construction, design and building technologies in South-East Asia.

“With R+T South-East Asia, we are continuing to pursue our policy of strategic expansion,” said Sebastian Esswein, Vice President of Messe Stuttgart. “As a gateway to the ASEAN region, Thailand provides the perfect opportunity to meet the requirements of these key growth markets.”

Thailand is the second largest construction market in the ASEAN region with an average annual growth rate of around 5% to 6%. Infrastructure projects, smart city initiatives and the Bio-Circular-Green economy model of the Thai government create demand for solutions, the company said.

R+T South-East Asia will focus on three main areas: sun protection systems, including interior and exterior products, awnings, roller shutters, Venetian blinds, technical textiles and accessories; doors and gates, including drives, controllers and smart home technologies; and interior and exterior design, including soft decoration, outdoor furniture and home accessories.

Messe Stuttgart will organize the event in cooperation with Worldex G.E.C. Co. Ltd., Messe Hannover and GLOBUS Events.

The R+T Alliance consists of seven events worldwide, led by R+T in Stuttgart. Other events in the alliance include R+T Asia in Shanghai, Sun Shading Expo North America in Orlando, APAExpo by R+T in Valencia and R+T Turkey in Istanbul.

The alliance gives companies in the sun shading and doors/gates industry access to international markets in Europe, North America and Asia.

Events Industry Council forms committee for new economic study on business events

The Events Industry Council has announced the formation of a steering committee to guide development of the 2026 Global Economic Significance of Business Events Study, to be produced in partnership with Oxford Economics.

The committee will be chaired by Paul Van Deventer, President and CEO of Meeting Professionals International. The study will be released in May 2026 in conjunction with Global Meetings Industry Day.

“The Economic Significance Study is foundational to how we advocate for our industry worldwide,” said Amy Calvert, President and CEO of the Events Industry Council. “This Steering Committee reflects the depth, credibility and global reach of our community. Their leadership will help ensure the study continues to deliver trusted, decision-shaping insights that policymakers, destinations and industry leaders rely on.”

Paul added: “Business events are a powerful economic engine, but that impact must be clearly articulated and supported by credible, global data. I am honoured to chair this Steering Committee and to work with EIC, Oxford Economics and industry leaders around the world to help advance this essential research and amplify its influence through Global Meetings Industry Day.”

The committee brings together leaders representing regions and sectors of the business events industry. The study will measure the sector’s economic and societal contribution.

EIC also released its Q3 2025 Global Business Events Barometer, which provides insight into current conditions and indicators across the meetings and events industry.

Key findings from the Q3 2025 Barometer:

• RFP activity index measured 106% of 2019 levels, marking a recovery in global RFP activity and the highest quarter measured
• Hotel group room nights index measured 92% of 2019 levels, representing a decrease relative to Q2
• World GDP expected to expand 2.8% this year and 2.7% in 2026
• Travel spending in North America slowing to 2.5% growth this year

The findings show continued strength in global RFP activity, with demand weighted toward events planned in advance. Hotel group room nights and pricing trends reflect a recovery across regions shaped by economic and geopolitical factors.

“The Barometer offers critical context for decision-making in a complex and rapidly changing environment,” said Stephanie Harris, EIC Board Chair and President of the Incentive Research Foundation. “Together with the Economic Significance Study, it equips our industry with the data needed to tell a clear, credible and compelling story about the value of business events.”

Easyfairs introduces four new policies for a secure, inclusive and sustainable future

Easyfairs has implemented four global policies covering fraud prevention, workplace inclusion, environmental standards and health and safety protocols.

The policies govern all employees at Easyfairs and extend to contractors, suppliers and other stakeholders in certain cases. The company said the policies will guide operations at its offices, venues and events.

The four policies cover:

1. Fraud prevention: Easyfairs will maintain zero tolerance for fraud, bribery, corruption, money laundering and financing of terrorism. The policy outlines how to identify risks and requires employees and stakeholders to report incidents through the company’s whistleblowing channel.
2. Inclusion and belonging: The company commits to preventing discrimination, harassment and bullying in the workplace. The policy defines inclusion and belonging at Easyfairs and sets expectations for equal opportunities. A confidential channel allows staff to raise concerns or file complaints.
3. Environmental standards: Easyfairs will reduce waste, increase energy efficiency and support net-zero transition efforts. The policy commits the company to managing environmental risks and advancing UN Sustainable Development Goals. The company will review environmental standards through ongoing feedback.
4. Health and safety: The policy establishes safety requirements for employees, contractors, partners, exhibitors and visitors across all entities and venues. Easyfairs will meet or exceed health and safety regulations in each country of operation. Local entities may develop additional policies based on regional laws.

The policies support the company’s governance framework and operational standards for organizing and hosting events.

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