We’re at a turning point in the events industry. Tech is both the opportunity and the distraction. If you’re not paying attention, you’re either chasing the wrong innovation or missing the right one. Strategic thinking, not FOMO, is the way forward.
Few people are better placed to reflect on this than Kai Hattendorf. After a decade leading UFI, the global association for the exhibition industry, he’s stepped into a new phase—HTF, as he calls it (his initials turned brand), where he’s advising organizations like Sesamers, writing sharp commentary, and taking time to rethink what events should become.
We caught up in Biarritz during Sesame Summit 2025 for a fireside chat to make sense of where we’re headed.
What is an Event, Really?
Turns out, there’s no clean definition. “Event” could mean a corporate offsite, a trade show, a concert, or a wedding. The formats change, but the reason people gather doesn’t: connection with purpose.
Kai compares the challenge to journalism, another sector struggling with its boundaries. “If people come together for a reason, that’s an event. The rest is taxonomy.”
The Great Convergence
We thought Covid would change everything. It didn’t. What it did do was clarify the value of face-to-face. Digital has its place, especially for maintenance, but it’s in-person where the relationship is built (or rebuilt). The “Uber of Events” never materialized, and that’s fine.
What we learned: digital can extend reach, but presence still holds power.
Conferences have started to look like trade shows. Exhibitions now have speaker lineups. Why? Because content drives contact. Participants want context and personal value, not just transactions.
Kai puts it simply: we’ve broken silos, and it’s about time.
Where’s the Innovation?
Kai doesn’t do hype geography. Instead, he points to contextual innovation. For example:
- GCC (like KSA & Dubai): heavy investment and appetite for experimentation as highlighted by Monty Munford.
- Asia (Singapore): still the benchmark for regional hub strategy.
- Europe: follow the startup scenes: Nordics, France, and others are quietly iterating.
- US: more cautious now. Less “build it and they will come.”
It’s not about where. It’s about who, and why.
The Role of Events in a Polarized World
In a time of war, misinformation, and deep divides, events still offer something algorithms can’t: a chance to see the other side. “When it matters, people meet,” Kai reminds us.
Whether you call it diplomacy, dialogue, or just showing up, events are one of the few tools we have to build shared understanding.
Also: geocloning is real. Global brands are localizing their formats, not just exporting them.
Looking Ahead: The 2030 Blueprint
So, what might the ideal B2B event in 2030 look like?
- AI-prepared: matches and content delivered before arrival
- Smaller, sharper: curated on-site interactions
- Human-first: focus on conversation, not broadcast
- Experience-rich: less stage, more connection
If Kai were launching a new event brand today? He’d strip it to the bone. One clear value prop. Flawless delivery. No gimmicks. Just radical focus on quality and human relevance.
Final Thought
Kai’s message is clear: don’t get distracted. The fundamentals haven’t changed: people meet to connect, to trade, to learn, to align. But how we do that? That’s evolving fast.
So the question for every event professional is: are you building something people actually want to show up for?