UFI 100th Anniversary and 92nd Global Congress Concludes Successfully Prestigious Event at AsiaWorld-Expo Shapes Exhibition Industry's Future After 25 years, the industry’s annual flagship event, the 92nd UFI Global Congress returned to Hong Kong to great acclaim and was successfully held at AsiaWorld-Expo (AWE) from 19 – 22 November. The four-day Congress brought together more than 600 top-level executives from over 50 countries and regions. AWE seized the opportunity to showcase Hong Kong’s unique appeal through food, culture, art, and city experiences, seamlessly blending business agendas with cultural immersion and revealing the city’s multidimensional energy and innovative spirit at every touchpoint. This year’s global exhibition industry annual event not only underscores Hong Kong's recognition by the global industry as an international MICE hub but also injects fresh momentum into the development of the exhibition economy in the Guangdong-Hong Kong-Macao Greater Bay Area. To provide participants with a deeper appreciation of Hong Kong’s unique urban charm, the AsiaWorld-Expo has seamlessly integrated this international conference with local cultural and creative elements, crafting a diverse exhibition experience that departs from traditional formats. Centered on the three themes of “Culinary Delights, Cultural Heritage, and Artistic Creativity,” the event incorporates distinctive features such as Hong Kong-style dim sum, red-white-blue cultural motifs, Cantonese mahjong experiences, and local art and design into the agenda. This not only highlights the richness and diversity of Hong Kong’s cultural heritage but also creates a relaxed atmosphere for business exchanges, adding a deeper level of engagement to the event. From experience planning, cocktail receptions, and gala dinners to extended activities, AsiaWorld-Expo has meticulously curated every detail to present attendees with a unique and memorable journey. At the same time, industry leaders from around the world can experience firsthand the convenience of Hong Kong as a hub within the Greater Bay Area, leveraging Hong Kong’s “dual gateway” advantage. Before the conference officially begins, participants have already embarked on a GBA familiarisation trip, starting from AsiaWorld-Expo and experiencing the convenience of the “one-hour living circle.” A dedicated Host Session explored the wealth of business opportunities and synergies unlocked by the GBA, with AWE’s strategic location serving as the perfect platform for meaningful exchange between international and GBA enterprises.   AWE elevated the experience beyond the venue by hosting the gala dinner at M+, extending the business agenda into a contemporary art space. Beyond fine wine and exquisite cuisine, the dinner features neon lights, local snacks, and cultural booths, transforming the venue into a "Hong Kong urban streetscape" that allows participants to immerse themselves in the authentic metropolitan vibe. AWE is also actively promoting the "Bleisure" travel trend, encouraging attendees to extend their stay and explore Hong Kong in greater depth. AWE meticulously planned every detail to ensure the event went beyond business exchanges, weaving deeply with the city to create a uniquely Hong Kong-style exhibition journey. Looking ahead, AsiaWorld-Expo will continue to embrace innovation as its core value, leveraging Hong Kong’s position as an international MICE hub and the regional synergies of the Greater Bay Area. Together with industry partners, it aims to explore new opportunities and drive sustainable growth for the exhibition industry.