Welcome to the final edition of Snöcap 🏔️ for 2025!
The holiday season is here so we will keep it short and sweet (do check the job section though):
Here are the top event industry headlines of the week:
Read on for the full stories ⤵️
UFI highlights ‘human connections and trust’ among top trends to watch in 2026
UFI, the Global Association of the Exhibition Industry, has identified five trends shaping the exhibitions and business events sector in 2026, with human connection and trust leading the list.
“Human connection is not just our superpower – it is our most unique and irreplaceable strength,” UFI said. “Nothing matches the trust and authenticity created by face-to-face interactions, even as technology and AI advance rapidly.”
The five trends are:
Human connection and trust: In-person interaction remains the foundation for building relationships and enabling business despite advances in technology and AI. Face-to-face meetings cannot be replicated digitally.
Uncertainty is certain: Geopolitical tensions, supply chain fragility and economic shifts require organizations to develop resilience and agility. Rising costs reinforce the need for flexible approaches that deliver value in unstable conditions.
Experiences and engagement: Attendees and exhibitors expect meaningful, personalized experiences across the full journey. The event lifecycle now extends from pre-event anticipation through on-site immersion to post-event community building. Rising costs place emphasis on demonstrating value throughout.
Tech, AI and data: Technology, AI and data are being integrated across systems, creating efficiencies and supporting decision-making. Data-driven insight has become critical for evaluating ROI and justifying participation as costs rise.
Sustainability as a core priority: Sustainability influences how events are delivered, how organizations evaluate participation and how travel and investment decisions are made. Environmental impact is increasingly considered alongside commercial value.
Messe München expects to close record-breaking 2025 with €600 million revenue
Messe München projects 2025 will close as its most successful year, with revenues reaching approximately €600m and earnings of €100m at the group level.
The Munich-based trade fair operator hosted 18 events that drew 2.5m visitors and 21,000 exhibitors to the Riem location. An additional 73 guest events brought 13,000 exhibitors to the venue.
Financial Projections:
- Group revenue: €600m
- Group earnings: €100m
- Group EBITDA: €165m
- Munich location revenue: €520m
- Munich location earnings: €85m
- Munich location EBITDA: €145m
“2025 was a year of superlatives for Messe München,” Dr. Reinhard Pfeiffer and Stefan Rummel, the company’s co-CEOs, said. “Not only did we demonstrate the strength of our portfolio at the Munich location, but we also showed how important trade fairs are as a platform for innovation and international exchange. This record year is a tailwind for our strategic investments and the further development of Munich as a trade fair location.”
Eight of the 12 world-leading trade fairs in the company’s portfolio took place in 2025, including bauma and IAA MOBILITY, Germany’s two highest-attended trade fairs. The events generated purchasing power effects exceeding €5 billion, with 80 percent attributed to Munich and Bavaria.
IAA MOBILITY attracted 500,000 visitors with trade visitor attendance rising 13 percent compared to 2023. The German Association of the Automotive Industry and Messe München agreed in September to hold the next three editions in Munich.
Other events included drinktec, which drew 58,000 visitors and more than 1,100 exhibitors; EXPO REAL, which saw attendance increase 5 percent to 42,000 visitors; and productronica, which marked its 50th anniversary with visitor numbers up 10 percent and exhibitor participation up 20 percent.
The company’s international operations conducted 42 events in 2025, attracting 1.8 million visitors and 18,000 exhibitors. Messe München entered the U.S. market with the launch of analytica USA and transport logistic Americas.
“We will continue to invest in our international business and diversify there,” Reinhard and Stefan said. “By entering new markets with our leading trade fairs, customers get to know our brands and then also visit the respective flagship trade fair in Munich.”
Asia-World Expo becomes APAC’s first-ever venue to get ‘A Greener Future’ certificate
AsiaWorld-Expo has received the A Greener Future Certificate, becoming the first venue in the Asia-Pacific region to earn the certification.
The venue will be recognized at the International AGF Awards 2026 ceremony during the Green Events & Innovations Conference on Feb. 24 in London. The conference is held in partnership with the International Live Music Conference.
Nine venues worldwide received the certification this year. AsiaWorld-Expo joins Ancienne Belgique in Brussels, ABBA Voyage in London, Co-op Live in Manchester and M&S Bank Arena in Liverpool.
The AGF Certification uses an assessment framework developed over 18 years with input from events, suppliers and sustainability experts. Venues undergo self-evaluation, on-site inspections and post-event evidence review across 11 sustainability pillars covering local environments, community, travel, food, energy, water, waste, equity, diversity and inclusion, governance and related areas.
“We are delighted to become the first-ever Asia-Pacific venue to receive AGF certification,” Irene Chan, chief executive officer of AsiaWorld-Expo, said. “This achievement underscores AWE’s long-standing commitment to advancing sustainable development and elevating industry standards for both Hong Kong and the region. We will continue investing in green innovation as we work towards a more resilient, responsible and future-ready events ecosystem.”
AsiaWorld-Expo invested HK$1 billion in renovations and facility upgrades. The venue deployed high-efficiency water-cooled chiller systems supported by an AI control platform and smart air-conditioning for real-time optimization to address energy demands from exhibitions, conferences, concerts and sporting events.
The venue digitalized event-management processes and developed smart tools to enhance operational efficiency and reduce resource consumption. AsiaWorld-Expo maintains community engagement programs, educational collaborations and inclusion initiatives.
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