UFI European Chapter

Minutes of the meeting held in Birmingham (UK) on Thursday 16th May 2019

Participants

Chair: Gerald Böse Koelnmesse

1st Vice-Chair: David Boon Brussels Expo Belgium

Vice-Chair: Giovanni Mantovani Veronafiere Italy

Members: Sergey Alexeev Expoforum International Russian Federation Ade Allenby Reed Exhibitions United Kingdom Eugen Alles Messe RUS Russian Federation Albert Arp Jaarbeurs Netherlands Rowena Arzt WZF Germany Enrica Baccini Fondazione Fiera Milano Italy Janos Barabas Hungexpo C. Co. Ltd. Hungary Graeme Barnett Mash Media United Kingdom Okay Basburg World Trade Center Istanbul Turkey Markus Baumann Neureuter Fair Media Germany Volker Baumann Kuehne + Nagel (Ag & Co) KG Germany Matthias Tesi Baur MBB Consulting United Kingdom Mieke Berkers Gielissen Netherlands Zaneta Barus PTAK Expo Poland David Boon Brussels Expo Belgium Magdalena Born Messago Messe Frankfurt Germany Peter Borstel Trade Fairs International Germany Ulas Boyaci Messe und Congress Germany Carlos Alberto Brazao AIP Foundation Portugal Jackie Brown Freeman United Kingdom Jessica Burr Freeman United Kingdom Silke Calder Messe Frankfurt Germany Elena Chetyrkina RESTEC Group Russian Federation Oana Cipca MECC Maastricht Netherlands

UFI, The Global Association of the Exhibition Industry, 17, rue Louise Michel, F-92300 Levallois-Perret (France), T +33 1 46 39 75 00, [email protected] - www.ufi.org

Berislav Cizmek CBBS Croatia Martin Clarke The NEC United Kingdom Giovanni Colombo Veronafiere Spa. Italy Paul Colston Mash Media United Kingdom Steve Comar Freeman United Kingdom Giorgio Contini BolognaFiere Italy Matt Coyne GES United Kingdom Regis-Emmanuel Crouzet REC Events France Kazimierz Cwikla PTAK Warsaw Expo Poland Jaime De La Figuera IFEMA Spain Denis Delforge Brussels Expo Belgium Bjorn Delin Nice Events Sweden Kirstin Deutelmoser Messe Dusseldorf Germany Laura Docampo Fira Barcelona Spain Matthias Dornscheidt Schenker AG Germany Michael Dreyer Fair Relations Germany Maria Drozdova RUEF Russian Federation Giovanna Duca Fondazione Fiera Milano Italy Stefan Eckert Koelnmesse Germany Anja Ehrke Hamburg Messe und Congress Germany Eric Everard Easyfairs Belgium Simon Farnfield Mash Media United Kingdom Daniel Feische Messe Dusseldorf Germany Holger Feist Messe Munchen Germany Roland Fleck Nurnbergmesse Germany Trevor Foley tfconnect United Kingdom Holger Friesz Ungerboeck Germany Regine Gessner EK Krause Germany Elias Gil Feria Valencia Spain Annamaria Gimigliano Veronafiere Italy Christian Glasmacher Koelnmesse GmbH Germany Lena Glauner Koelnmesse GmbH Germany Felix Goblet GL Events France Susanne Goehl Messe Munchen Germany Daniel Gogel dimedis Germany Uta Goretzsky IFES Belgium Sonia Graupera Fira Barcelona Spain Andreas Gruchow Deutsche Messe AG Germany Peter Hall Informa Markets United Kingdom Andrew Harrison ESSA United Kingdom Hilke Hartmann Nurnbergmesse Germany Gunnar Heinrich Adventics Germany Friederike Helmchen Messe Germany Cecilia Henningsson Stockholmsmassan Sweden Luca Hensel DHL Global Forwarding Italy Thorsten Hilber Ungerboeck Germany Silke Hoersch Ungerboeck Germany Lori Hoinkes Fresh Montgomery United Kingdom Danny Hulscher MECC Maastricht Netherlands Juliane Jaehnke agendum Schmitt & Jaehnke Partners Germany

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Kathryn James The NEC United Kingdom Marion Janssen Messe Essen Germany Karla Juegel Messe | Marketing Germany Haluk Kanca World Trade Center Istanbul Turkey Gwen Kaufmann Deutscher Fachverlag GmbH Germany Arjan Keizer RAI Amsterdam Netherlands Richard Kensett Explori United Kingdom Igor Kirsanov RESTEC Group Russian Federation Thorsten Klein Ungerboeck Germany Tomasz Kobierski Poznan International Fair Poland Stefan Koster Deutsche Messe Germany Gabriele Kraus IMAG Germany Kerstin Kube-Erkens Messe Berlin Germany Silvana Kurschner Leipziger Messe Germany Adeline Larroque JEC Group France Craig Le Roux Freeman United Kingdom Raymond Lentz Gielissen Netherlands Dean Linehan GES United Kingdom Sabina Linke NurnbergMesse Germany Giacomo Lucchini Fiera Milano Italy Barbara-Maria Luder AUMA Germany Richard Mann The NEC United Kingdom Jamie McStocker Blitz GES United Kingdom Simon Mills ExCeL United Kingdom Silvia Popa VIPARIS France Phil Powell Kuehne + Nagel United Kingdom Chris Preston Freeman United Kingdom David Ptak PTAK Warsaw Expo Poland Juan Pachalt AFE Spain Jeremy Rees ExCeL United Kingdom David Richards Agility Fairs & Events United Kingdom Maria Joao Rocha de Matos FIL Portugal Jan Rohde Messe Munchen Germany Katarina Rohrbach Deutsche Messe Germany Bernhard Ruess Messago Messe Frankfurt Germany Loredana Sarti AEFI Italy Wolfgang Schelkes Fair Relations Germany Lev Semenov JSC Kazanskaya yamarka Russian Federation Caroline Sheppard GL Events United Kingdom Chris Skeith AEO United Kingdom Aleksandra Solda-Zaccaro Messe Munchen Germany Enrique Soto Feria Valencia Spain Marco Spinger AUMA Germany Jason Stead GES United Kingdom Tomasz Szypula PTAK Warsaw Expo Poland Ian Taylor The NEC United Kingdom Axel Thunig Trade Fairs International Germany Jan-Hendrik Tiedje Deutsche Messe Germany Dina Tomsic Zagreb Fair Croatia Maria Tsedeviyn Expoforum International Russian Federation

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Elena Ublieva RUEF Russian Federation Gert-Jan van den Nieuwenhoff Rotterdam Ahoy Netherlands Maurits van der Sluis RAI Amsterdam Netherlands Christoph von Blumenthal Messe Munchen Germany Cordelia von Gymnich Messe Frankfurt Germany Carolin von Tippelskirch Deutsche Messe Germany Dorota Wallusch Grupa MTP Poland Jochen Witt jwc Germany Cinzia Zanin Fiera Milano Italy

European Exhibition Industry Alliance (EEIA): Barbara Weizsäcker General Secretary Belgium Sara Lanzilotta Deputy Secretary General Belgium

UFI: Nick Dugdale-Moore Regional Manager Europe France Kai Hattendorf Managing Director/CEO France

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1. Opening of the meeting by the Chapter Chair

The Chapter Chair Gerald Böse (Koelnmesse GmbH) opened the meeting.

2. Approval of the agenda and the minutes of the last meeting in St Petersburg

The minutes of the last meeting in St Petersburg meeting and the agenda of the present meeting were approved.

3. UFI updates

Nick Dugdale-Moore, UFI Regional Manager Europe, reported on the following topics:

 Membership: Global membership grown to 797 members in total. 317 of which are part of the European Chapter, which remains the largest chapter with 40% of the global membership. Asia is at 38%, 12% is from the Middle East and Africa and 10% in the Americas. 6 new members in Europe since the meeting in St Petersburg: JEC Group, Municipality of Larissa, Fiera Roma, Association of Event Venues (AEV), GRS and Honneger.

 UFI Approved Events: There were 20 new UFI Approved Events since St Petersburg,

 UFI team: Nick Dugdale-Moore became the new Regional Manager for Europe following the departure of Carine Sire, and Malgorzata Kozlowska joins as New Event & Project Coordinator

 UFI events: Various forthcoming events were mentioned including Global Exhibitions Day 2019, the 86th Global Congress, and in 2020 the Global CEO Summit, the Asia-Pacific, Latin American and European Conferences and Global Exhibitions Day 2020

 Educational Programmes: were listed including the EMD in Macau, the ISU in Cologne, the EMD in Hannover and the VMS programmes in Shanghai and Macau.

 Awards: The 6 different thematic awards were discussed, alongside the 2019 Next Generation Leaders Grant programme

 Research: An update on the various UFI research projects which fit into 3 categories: Global, Regional and Topical. Next UFI meetings: the participants were informed about the dates of the next UFI meetings.

 2020 European Conference: the date and venue was announced as May 13-15 2020 at Svenskamassan, Gothenburg, Sweden. (NB – this date has subsequently changed to June 6-8 2020)

The dates of all UFI events can be found at http://www.ufi.org/our-events/ufi-events-calendar/.

For detailed information, please refer to the meeting slides in the UFI members’ area at www.ufi.org .

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4. EEIA updates

Mr. Böse introduced Barbara Weizsäcker, General Secretary of the European Exhibition Industry Alliance (EMECA-UFI), who reported on EEIA activities and on the political scene in Brussels.

Mrs. Weizsäcker began by introducing her new colleague Sara Lanzilotta and then gave a full report on their activities.

Representation and networking

 EEIA continuously monitored relevant legislation and political moves in Brussels with special focus on IPR, Qualification and skills, R&D and innovation, export promotion, Posted Workers, services and trade  EEIA represented the exhibition industry at several official occasions and in one-to-one meetings with MEPs and Commission staff  Focus currently set on advocating for integrating exhibition participation into many of the planned programmes for the new EU Financial Framework for 2020-2027, such as SME support, R&D, Innovation and Digital programmes  Preparation for all changes in Brussels: EP Elections, new Commission President and Commission, new Council President, other top positions, Brexit…

EU Funding for promotion - including trade fairs

 DG AGRI – EU Agrifood promotion – this particular project caused some confusion amongst members who EEIA counselled directly on how to access this funding, as well as advising the EU that the organisers themselves should be the direct recipients of this funding.

 Webinar on Trade fairs participation for DG AGRI, CHAFEA

o How to prepare a high-quality proposal for EC funding for joint stands

o All steps for a successful participation, including budget, timelines, checklists

 Call for proposals for promotion activities EUR 200m

o Information to all Members about the call

o Guidance about how to best apply – eligibility not obvious

 DG MARE – Sustainable Seafood

 European Commission stand at Seafood, Brussels

o Promotion of the EU initiatives concerning fisheries and seafood

o Training and info sessions at the stand

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Business Beyond Borders – EU-funded project to support SME participation in trade fairs

 Final Report submitted, awaiting evaluation and final payment

 Successfully lobbied and won bid for EUR 1.35m for B2B meetings at 10 trade fairs, (5 EU, 5 third countries) over 2 years, overall duration 30 months

 This was run by a consortium formed by Eurochambres (Leader), UFI and EMECA (2 entities for Trade Fairs) together with Low (PR/Communication) = Steering Committee; Project Team of 3 FTEs based at Eurochambres in Brussels

 Genera, Madrid (March 2017); Africa Utility Week, Capetown (May 2017); Texworld, Paris (September 2017); Host, Milano (October 2017); Trustech, Cannes (November 2017); FIDAE, Santiago (April 2018); Cebit Australia, Sydney (May 2018); AMB Iran, Teheran (June 2018); Renewable Energy India (Sept. 2018); Vision, (November 2018)

 Financial benefit per exhibition: services by the BBB team worth EUR 90.000 and stand building costs EUR 15.000

 Advocacy for continuation or new EU-funded schemes, recommendations submitted in Final Report

Intellectual Property Rights

 Mrs. Weizsäcker gave a speech entitled “IPR enforcement at trade shows – International perspectives and best practices“ at the University of Nevada, Las Vegas, 4-5th October 2018

 Renew cooperation with the EU’s various IPR Helpdesks – (with China, Asia and Latin America) mutual benefit, multiply effects, practical use for all exhibition organisers and promotion of the EEIA brand across Europe

 Mrs. Weizsäcker reminded delegates to inform their customers by simply using these documents for their needs Publications: https://www.iprhelpdesk.eu/ http://www.ipr-hub.eu/

 Advocacy for the recognition of Exhibition Priority Certificates Position Paper for public consultation – great support from among the Members

Posted Workers Directive (1996)

Mrs. Weizsäcker reminded delegates to review this legislation as it will lead to complications which differ from each country, so delegates should check legislation in their local markets. Relevant for anyone who does any cross- border business. EEIA is lobbying to have some exemptions for the exhibition industry.

 “Same job, same place, same work conditions and same pay“:

o Remuneration in accordance with host member state law & practices

o Application of collective agreements, equal treatment of temporary agency and local workers

 Text adopted by the Council in June 2018 – transposition into national legislation by 20 July 2020

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 Full legal text in all languages: https://eur-lex.europa.eu/legal- content/EN/TXT/?uri=uriserv%3AOJ.L_.2018.173.01.0016.01.ENG

 Transport sector: sector specific legislation under negotiation – to be finalized only with new European Parliament in place

Global Exhibitions Day 2019

 Mrs. Weizsäcker confirmed they communicate the GED messages to stakeholders via

o website, twitter

o personal mailings

o personal meetings

Reporting and Presentations

 Mrs. Weizsäcker confirmed the EEIA would give regular reports at UFI European Chapter and EMECA General Assembly

 Regular contributions to UFI newsletters

 Intensive work on EU legislation and other relevant EU issues at EMECA European Union Working Group

 IFES Board Meeting, December 2018

European Parliament Elections

Mrs. Weizsäcker then gave an update on the forthcoming European Elections:

 There are many “Top Jobs” to be decided: Commission President, Council President –Spitzenkandidaten process

 No one knows what will happen with Brexit

 European Council has published draft priorities to guide the work of the EU over the next five years and open discussions

 The current agenda concluding now was agreed in June 2014 by the European Council. It focused on five priority areas:

o Jobs, growth and competitiveness

o Empowering and protecting citizens

o Energy and climate policies

o Freedom, security and justice

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o The EU as a strong global actor

 The European Council draft priorities to guide the work of the EU in the next 5 years is as follows:

o Protecting Citizens and freedoms . Security, migration, safeguard democracies, protect values and freedoms o Developing our economic base: the European model for the future . Deepen and strengthen the Single Market . Promote a level playing field – fair competition, fight unfair practices, secure strategic supply chains . Invest into skills and education, promote innovation and research . Embrace the digital transition, develop AI, promote access, sharing and use of data, ensure connectivity o Building a greener, fairer and more inclusive future . Energy, environment, climate, inclusiveness, inequalities, social protection o Promoting Europe‘s interests and values in the world . Defend interests, assert European economic, politic and security interests, position Europe as a global player in the new strategic context . Promote global rules, maintain and develop the rule-based multilateral order, ensure openness and fairness, pursue a robust, ambitious and balanced trade policy, including via FTA‘s, reciprocity, mutual benefits

Ongoing activities – Plan for 2019

Mrs. Weizsäcker then outlined the plan of their current activities:

 Make general presentations, linked to policy fields of interest, network before and after European Parliament elections, especially with new MEPs and relevant Committee chairs, new positions in Commission

 Making use of the newly produced generic Exhibition Industry video

 Industry Briefing for all Members

 Video and Leaflet presenting our sector and our challenges & asks

 Monitoring, networking, advocacy, representation continued

 Business Beyond Border Project: finalize reporting with Commission

 Lobby for EU projects involving exhibitions as key platforms in general

 Smaller EEIA Breakfast or Lunch meeting focused on basic sector presentation by UFI and EMECA representatives to MEPs and Brussels stakeholders

 Communicate around GED

 Networking in Commission to prepare for changes in positions

 Contribution and reports to UFI and EMECA Newsletters and Meetings

 Preparation 2020 EEIA Exhibition Industry EU Dialogue

For detailed information, please refer to the meeting slides in the UFI members’ area at www.ufi.org

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Mr. Böse then took a question from the floor which was related to the Labour Laws from the European Court which are quite stringent regarding the 11-hour cut-off, and how UFI would respond.

Mrs. Weizsäcker responded that the legislation and guidance was only published the day before, and she had not time to read the full ruling, and it was not yet clear if it applied to all EU countries or just Germany. The ruling stipulates that employers are required to keep accurate timekeeping for their employees. She explained that the application of the ruling was harder to ascertain and implement however there are well-known abuses, so the ruling would need to be studied, however it is possible that this might affect our industry, which could have huge implications.

Mr. Böse recommended it be referred to the UFI HR Committee who would then report back subsequently.

Another delegate from Croatia reminded the group that from Jan 1 2020 Croatia would take the EU Presidency and offered support for UFI and EEIA to continue the EU dialogue there.

Mrs. Weizsäcker reminded the group that after the EU elections and once all the post are filled next spring, to please look and see if any of the senior roles are filled by politicians from members’ respective countries and to try to use your contacts and influence to effect introductions for us.

Mr. Böse then introduced Sara Lanzilotta the team leader of the Business Beyond Borders (BBB) project, having previously worked at Eurochambres.

Business Beyond Borders

Ms. Lanzilotta introduced herself and her work of the last two and half years on the project Business Beyond Borders (BBB)

This came about because of the EEIA:

 Knowing the EU priorities and identifying the ones in line with our industry

 Having the right contacts and making a personalized lobby in Brussels to allocate funds to specific actions

 Build a strong Consortium to fulfil the EU eligibility criteria when applying for the call

 Having an efficient team to implement the action and report back to the EU Commission

The main components of the BBB pilot initiative were:

I. Organizing B2B meetings at International Trade Fairs

II. Organizing workshops and Policy debates

III. Conducting Post event follow-up

Key figures for the project were:

 10 events (5 in EU)  2549 companies participated (from 115 countries)  7751 meetings requested on the platform  3831 meetings took place

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 344 companies have deals already agreed  748 companies with a possible deal  92% satisfaction  93% interest from SMEs in future BBB events  100% interest from fairs in futur3e BBB events

Press generated included 381 media mentions in 6 countries and 12,000,000 social media impressions

The benefits for organisers were:

 BBB coordinated on their behalf to EU exhibitors  Beyond matchmaking there were synergies with speakers and EU representatives (GENERA)

For events outside EU main added value was to bring EU delegation and pavilion, which opened new lines of communication, e.g in India.

For events in Europe, added value were the synergies like the technical workshops. Projects included with IFEMA, Comexposium, Messe Stuttgart. Fiera Milano, Messe Frankfurt

Some spill-over effects included

- the creation of the Jordan National Pavilion at Texworld Paris thanks to collaboration with the World Bank and Messe Frankfurt - Facilitated the creation of an organisation in Iran which will help companies transact there - Several organisers asked BBB to go back to organise more projects.

Going forward the plan is to:

 Continue to monitor the EU priorities and identify the ones in line with our industry, especially in a period of changes (e.g. EU elections, Brexit, etc)

 Feed EU Officials with relevant information regarding the importance of our industry and the positive outcomes of the initiatives implemented

 Maintain relevant connections with the most important actors in the EU institutions as well as inform our members of the different opportunities arising

Mr. Böse thanked Sara for her important and strategic work and stressed the importance of having a proven programme with the EU.

The new EEIA video was then shown

For detailed information, please refer to the meeting slides in the UFI members’ area at www.ufi.org

5. Focus Topic 2019: Glocalisation

Mr. Böse introduced a practical example of the topic of glocalisation, a subject which was of interest to many members. He introduced Professor Glasmacher to explain the subject.

Professor Glasmacher introduced the 3 theses from the last meeting:

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 Glocalisation allows organizers to answer to local needs, make shows accessible to regional exhibitors who cannot / will not attend a global show elsewhere  Glocalisation is a strategic brand management tool to strengthen an organizer’s leading shows / brands  Glocalisation helps to put small local exhibitors/ companies in the position to grow so they will be able to exhibit at the global trade fair in the future

He defined glocalisation as follows:

 “Glocalization is the idea that in globalization local conditions must be considered”  “Products or services are designed to benefit a local market while at the same time being developed and distributed on a global level. Glocalization is a mixture of combining the words globalization and localization.”

He stressed the reasons for geocloning a show:

 Strengthen an organizer’s leading shows / brands

 Opportunity for a market entry to enlarge the portfolio

 Increase of international exhibitors, especially from the original “mother brand” sectors

 Offer a platform and meet the needs of regional exhibitors who cannot attend a global show elsewhere

 Increase the profitability of your shows by using synergy effects

 Help to put small local exhibitors/companies in the position to grow so they will be able to exhibit at the global trade fair in the future

He gave the example of the show “interzum” a biennial show which runs in Cologne in May. The last edition had 1,732 exhibitors around 1,364 of whom were international. It covers 190,000 sqm gross and is visited by 59,000 people, 51,000 of whom are international. He also introduced 16 complementary shows in the furniture interiors and design shows in the portfolio.

Specifically, he presented the examples of interzum China (Guangzhou) and Bogota (Corferias)

In China, the plan was to transfer the mother brand directly into China, so they kept the same name and identity. In Colombia there was an opportunity to buy an existing show – Mueble Madera – so in this case the plan was different.

He outlined the key stage to a plan before starting a glocalisation projects:

1) Define the target market (strategy development, research and a deep dive study) 2) Decide on the best strategy for entering the market (whether M&A of an existing event, or geoclone the mother brand) 3) Brand establishment (Business Plan, Trade Mark and agree the reasons, strategy and purpose of Geocloning 4) Marketing Plan & Timing

So with the example of the Colombian show, there was a phased rebranding with the existing show and logo with the interzum show. This started in 2018 at the mother show in Cologne.

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To ensure the smooth transition in 2022 it was planned that in 2020 the Colombian show would change from blue to red, (more aligned), which in turn would change to just interzum Bogota in 2022.

Professor Glasmacher outlined some challenges to keep in mind when approaching the 4 key stages mentioned before. (see above)

He stressed the ingredients for a sustainable geocloning strategy:

 Define a clear strategy and follow it constantly

 “Strengthen your Strength” For Koelnmesse it was the constant expansion of our worldwide trade fairs within the competence fields

 Care for your Brands

 Motivate and inform your people

 Understand your costumer and listen to them

 Constantly reflecting cultural differences

 Constantly monitoring and shaping the trade fair according to market/customer needs

For detailed information, please refer to the meeting slides in the UFI members’ area at www.ufi.org

6. Global Economic Impact of Exhibitions

Mr. Böse introduced UFI MD / CEO Kai Hattendorf and remarked that he had recently presented the new economic impact figures to the Economic Club in Cologne who were very impressed with these new figures.

Mr Hattendorf thanked Mr. Böse and proceeded to outline the new categories and definitions of the UFI research policy:

 Global Reports  Regional Reports  Topical Reports

He then gave some background information on the new Global Economic Impact study:

 Study launched with Oxford Economics in December 2018  SISO, AEO as financial supporters to share costs  Preliminary results presented in March 2019 (SISO event) and early April (UFI MEA conference). Full report with final results was released in April  Results relate, for the World and each region, to: o Exhibition metrics for net space rented, number of exhibitors and number of visitors (UFI estimations) o Direct and total output, contribution to GDP (in €/$) and total impact in terms of number of jobs impacted (OE model).

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He then presented some infographics and slides which show the key data and figures from the surveys (which can be seen in the presentation slides in the members section of the UFI website at www.ufi.org )

Mr. Böse asked about the difference between the European figures prepared by KPMG on behalf of EMECA. Mrs Weizsäcker explained that their study was based on 2017 data (as opposed to 2018 data for the UFI research) that in was solely European in focus (from 22 members) as opposed to global. The induced impact figures were higher because they included other secondary factors such as taxes, venue investments, She explained they are complementary and can be used in different contexts.

7. Any other business

No items were brought forward.

8. Venue and date of the next meeting

The next meeting of the UFI European Chapter will take place during the UFI Global Congress in Bangkok, Thailand (6-9 November 2019)

As there were no further questions nor points on the agenda, the Chair thanked the Vice-Chairs, the speakers and the participants and closed the meeting.

The presentation from this meeting is available in the members’ area of the UFI website: http://members.ufi.org/members_access.aspx

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