Nearly 300 exhibition industry leaders from across the Asia-Pacific region gathered in Macau in March 2024 for the UFI Asia-Pacific Conference, marking the event’s first return to the city since 2008 and reflecting shifting dynamics in regional collaboration, technology adoption, and exhibition development.
The UFI Asia-Pacific Conference returned to Macau for the first time since 2008, convening on 7–8 March 2024 at The Parisian Macao. The event brought together nearly 300 exhibition and event industry leaders from 20 countries and regions, including strong representation from Greater China, marking a significant regional gathering for the global exhibitions community.
Organised by UFI – The Global Association of the Exhibition Industry, the conference was hosted locally by the Macau Fair & Trade Association and was co-located with the first Asia edition of the Event Directors Summit, an invitation-only forum for senior exhibition organisers.
This year’s programme focused on how the Asia-Pacific exhibition market is responding to structural change. Discussions examined the growing role of the Guangdong–Hong Kong–Macau Greater Bay Area as a cross-border exhibition and business cluster, with speakers highlighting opportunities for organisers operating across interconnected cities and markets. Technology also featured prominently, particularly the use of artificial intelligence to support visitor engagement, matchmaking, and data-driven decision-making, alongside evolving exhibition formats such as hybrid and consumer-facing events.
Sustainability was addressed through practical considerations rather than abstract frameworks. Sessions referenced venue operations, resource efficiency, and the responsibilities of organisers in managing long-term environmental impact, reflecting how these issues are increasingly embedded in operational planning across the industry.
Beyond the main conference programme, the co-located Event Directors Summit provided a closed-door setting for senior leaders to exchange experience on strategic and operational challenges. The conference also included regional association meetings and a student engagement component involving participants from City University of Macau, reinforcing links between industry, local institutions, and future talent.
The UFI Asia-Pacific Conference is a long-running regional fixture within UFI’s global calendar, rotating across host cities to reflect market developments. Its return to Macau in 2024 underscored the city’s re-emergence in the regional MICE landscape and reaffirmed the conference’s role as a platform for regional dialogue and professional exchange as the exhibition sector continues to evolve.
