UFI Global Congress 2026 Celebrates Industry Unity and Welcomes New Presidential Leadership

Welcome to the latest edition of Snöcap.

SPOTLIGHT: The 93rd UFI Global Congress wrapped up in Bahrain this week, the first time the kingdom has hosted the gathering. Under the theme “Stronger Connections, Smarter Futures,” UFI CEO Chris Skeith said the industry’s willingness to face a turbulent year together is what defines it.

The week also brought new leadership. Wolfram Diener took over as UFI president at the close of the event, heading a 2026-27 presidential trio with outgoing president Panittha Buri and Said Al Shanfari, who is set to succeed Wolfram the following year.

Here are the full headlines from this week’s roundup:

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UFI Global Congress 2026 Celebrates Industry Unity and Welcomes New Presidential Leadership

UFI, the Global Association of the Exhibition Industry, used its 93rd Global Congress in Bahrain to rally the sector around a message of unity, as Wolfram Diener took over as the association’s president at the close of the event.

Exhibition World Bahrain and the Bahrain Tourism & Exhibitions Authority are hosting the congress Nov. 2-5 under the theme “Stronger Connections, Smarter Futures.” It is the first time the Kingdom has hosted the gathering. Ahead of the sessions, UFI members met at the General Assembly, chaired by Wolfram, to review 2026 and set priorities for 2027.

“The exhibition industry has navigated a complex and rapidly changing environment in 2026,” said Chris Skeith, CEO and managing director of UFI. “What has stood out, time and again, is the power of our community to face uncertainty together. UFI exists to strengthen that community, and this year has reaffirmed why that mission matters more than ever. Strength Through Unity is not just a theme for this report. It is what defines us as an industry.”

Panittha Buri, UFI’s outgoing president, said: “This year, UFI turns 101. An association with such a long history needs strong foundations to serve the generations ahead. Part of that work happens behind the scenes: connected systems, clear processes & one central, reliable source of information that our team can work from confidently. Our strength lies in our willingness to help one another, sharing experience, opening doors & making introductions. Inclusion becomes meaningful when members feel that they belong & can see the practical value of being part of this community.”

Wolfram heads the 2026-27 presidential trio with Said Al Shanfari, the incoming president, and Panittha. Hugh Jones ends his term on the trio.

Bahrain’s Minister of Tourism Fatima Al Sairafi said hosting the congress reflected the country’s standing in the exhibitions sector. Sarah Buhejji, CEO of the Bahrain Tourism and Exhibitions Authority and chairperson of Exhibition World Bahrain, told a panel on building confidence and growth that events should be measured by their long-term economic contribution, including to tourism, hospitality, aviation and transport.

Our very own Saad Tawfiq from Snöball also attended the congress, speaking with attendees about event marketing and peer advocacy. Those who missed meeting him can book a chat here.

GES Acquires CSG Creative to Expand Marketing and Creative Capabilities for the Exhibition Industry

GES has acquired CSG Creative from National Trade Productions Inc., adding the agency’s marketing and creative services for associations and trade events to its exhibition business.

CSG has spent nearly 25 years helping associations and event organizers grow attendance and revenue. Under the deal, it becomes an operating company within GES, keeping its brand, its clients and its team. The agency will also offer its services to GES clients. GES did not disclose financial terms.

“CSG has established itself as a leader in the association and exhibitions industry, with an exceptional track record of helping organizations and events grow through strategic marketing, creative excellence and measurable results,” said Derek Linde, CEO of GES. “This acquisition is an investment in capabilities that complement our existing services and strengthen the value we bring to clients. It reinforces GES’s commitment to specialized expertise, innovation and services that help clients build stronger brands, engage audiences and drive long-term business growth.”

Paige Cardwell, president and founder of CSG, will remain with the agency along with its staff.

“We built CSG around a passion for helping our clients succeed through smart strategy, exceptional creative and a commitment to success,” Paige said. “Joining GES gives us a global platform to bring our expertise to a broader community of event organizers while creating new opportunities for our talented team. I’m excited to build on everything we’ve accomplished while preserving the culture and client relationships that have always defined us.”

Robert Harar, chairman of National Trade Productions, said CSG had outgrown its place within the company.

“I’m incredibly proud of what Paige and the CSG team have built as part of NTP,” Robert said. “CSG has grown into one of the industry’s leading marketing agencies, and we believe GES provides the right platform for its next stage of growth. This is a great opportunity for CSG, GES and NTP, and we’re excited about what lies ahead for all three organizations.”

Opus Origin Appoints Francesca Devrient as Chief Product Officer to Drive Product Innovation Across Its Portfolio

Opus Origin has named Francesca Devrient chief product officer. She will work with portfolio founders and management teams to develop new products and revenue lines.

Francesca brings more than 20 years of experience in business-to-business and consumer markets. She held global leadership roles at Red Hat and Booking.com and senior roles at BMW and Constellation Retail. More recently, she founded Devrient Advisory, which advises startups on product strategy and growth.

“Francesca brings a rare combination of big-company experience and entrepreneurial instinct,” said Sam Jennings, CEO of Opus Origin. “She has a talent for separating real opportunity from hype, challenging assumptions, and recognizing potential others might overlook. But what makes her especially valuable is her ability to connect the dots across complex businesses, and turn that thinking into products customers actually want. That’s exactly the kind of perspective we want working alongside the businesses we back.”

“I’m energized by hungry, passionate people who have big ambitions and aren’t afraid to challenge the status quo,” Francesca said. “That’s what drew me to Opus Origin. The opportunity to work with founders across different businesses and industries, each with their own challenges and aspirations, drives me. And what makes this team special is the combination of experience, entrepreneurial spirit, and genuine care for the people and businesses we support. It’s exactly the kind of environment where I thrive.”

The appointment follows the hiring of Greg Topalian as chairman, North America, and Desiree Hanson as president, North America.

Event Tech Live 2026 Returns to London Next Week: What EventProfs Can Expect

Event Tech Live returns to Excel London next week, bringing event organizers, agencies, brands, associations and venues together with technology suppliers for two days of sessions, workshops and peer meetups.

The show runs Nov. 11-12. Entry is free for organizers, agencies, brands, associations and venues, while suppliers can attend on the second day with a £34 ticket bought online in advance.

Organizers expect:

• More than 3,000 event professionals
• Registrants with a combined event tech budget of £559 million
• More than 85 sessions, meetups and workshops
• Four stages: Main, AI & Innovation, MarTech & Growth, and Experiential & Engagement

Sessions focus on AI in event delivery, data and CRM for audience growth, proving return on investment, and live activations and accessibility. Beyond the stages, attendees can join hands-on workshops, Braindate peer conversations, a community meetup zone and a live podcast stage. An AI assistant, Erleah, is available to attendees through WhatsApp.

The second day opens with the ET50 reveal at 10 a.m. and closes with the Launch Pad startup competition final at 3 p.m.

The Event Technology Awards London take place Nov. 11 at 7:30 p.m. at Amazing Grace in Canary Wharf. A panel of 39 judges will decide winners across 37 categories, and tickets cost £225 plus VAT.

Audience to cast votes on event marketing debate

On Nov. 12, Rachel Stephan, CEO and founder of Snöball, and Dahlia El Gazzar of DAHLIA+ Agency will host “Event Marketing: Agree to Disagree” on the MarTech & Growth Stage from 10 to 10:30 a.m.

The session puts common event marketing beliefs put to the test. Attendees will receive paddles to vote “agree” or “disagree” on each motion as Rachel and Dahlia debate them out.

Who is hiring?

TikTok | Head of Global Events and Experiential Marketing, GIMC GBM – GBS

Hyve Group | Event Technology Product Specialist

Gartner | Director, Conferences Marketing, Web Strategy

Spektrix | User Events Program Manager

Harbourvest | Associate, Experiential Marketing and Events

Lucid Software | Associate Events Manager