UFI European Events Week 2025: Reimagining ROI, Relationships, and Revenue in Thessaloniki

When nearly 400 exhibition leaders from 37 countries gather in a sunlit city like Thessaloniki, something special happens. From June 3–7, 2025, the UFI European Events Week became more than just a conference; it became a dynamic meeting ground for honest dialogue, shared challenges, and bold new ideas. Hosted by TIF-HELEXPO and marking the centennial anniversaries of both UFI and the venue, this edition was the largest regional event in UFI’s history, offering timely insights on where our industry is headed next.

A Shift from Volume to Value: What ROI Means in 2025

Against the backdrop of global economic uncertainty — with a slower recovery across European markets and weakened U.S. rebookings — one theme echoed through the sessions and conversations: Exhibitor ROI isn’t just important, it’s everything. Organizers shared that success is no longer measured by badge scans alone. Instead, it’s about pipeline quality, targeted meetings, and lead nurturing across the full sales cycle.

What became clear is that organizers need better alignment with exhibitors’ goals, whether it’s new client acquisition or retention. The complexity lies in measuring it. But as the conversation at UFI revealed, embracing a data-first mindset and making ROI tangible is the foundation for future-proofing events.

Bate Papo: A Fresh Format for Real Talk

One standout initiative was the launch of the Bate Papo Corner, an open-stage forum hosted in the networking area. These casual, high-energy sessions invited attendees to drop the formalities and engage in peer-led conversations on everything from AI experimentation to visitor diversity and inclusion.

What made Bate Papo work was its informality. No slides, no stage fright. Just people in the trenches, exchanging stories, frustrations, and wins. It gave a real voice to the broader audience and sparked some of the most honest and actionable conversations of the week.

Make That Mobile App Money: Turning Tech Into Revenue

Another key highlight was the session "Make That Mobile App Money!", where Swapcard’s  Chief Customer Officer, Arnaud Nouchy joined CloserStill Media’s Event Director, Joe Kowalsky, onstage to demystify mobile monetization. The room was packed, and the energy was high, in part because Joe brought real-world insights and practical knowledge as an organizer who has successfully transformed mobile into a revenue engine.

The talk offered practical strategies for turning event apps into high-performance assets: from smart meeting programs and sponsored placements to interactive exhibitor tools and advanced analytics. Joe’s firsthand examples from his experience at CloserStill Media showed how these strategies were already delivering tangible results, demonstrating that mobile apps can be powerful tools for driving both engagement and revenue. For many organizers still seeing apps as cost centers, the session was a wake-up call: Digital isn’t just an add-on,  it’s a key monetization channel waiting to be optimized.

The Elephant in the Room (And the Workshop That Took It On)

One session that sparked lively debate was fittingly titled “The Elephant in the Room”, where participants worked through the toughest issues in digital transformation, from ROI pressure to internal resistance. The format encouraged deep collaboration: Each team had an hour to assess a specific challenge’s urgency, impact, and possible solutions.

The session proved how much can be achieved when experts come together to address shared challenges. 

Despite the short time, the session was a powerful demonstration of the potential of collaboration in solving industry-wide issues and advancing digital transformation across the events sector.

Closing Reflections: Why Thessaloniki Felt Different

What truly set UFI European Events Week 2025 apart wasn’t just the speaker lineup or the stunning Greek setting. It was the spirit of openness. 

As our industry shifts toward more accountable, tech-enabled, and attendee-first models, events like this serve as checkpoints to regroup, rethink, and reimagine what’s possible. 

If there’s one takeaway from the event, it’s that the future of trade shows isn’t about returning to how things were. It’s about moving forward — together — with curiosity, collaboration, innovation, and courage.

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