The Event Trends Shaping RX in 2026
A conversation with Hugh Jones
As we head into 2026, we’re seeing clear shifts in how customers want to connect, grow and measure value.
Drawing on time spent at our events and close collaboration with teams across the business, Hugh Jones, our CEO, shares his perspective on the trends shaping RX - and how they’re influencing the way we design events, partnerships and experiences.
Together, these insights point to our most ambitious chapter yet.
1. New markets, new opportunities
One of our most ambitious moves in 2025 was our expansion into Saudi Arabia, marked by the launch of FIBO Arabia.
As Hugh reflects:
“It was fantastic to see Saudi Arabia stepping confidently onto the global wellness stage, with over 12,000 visitors from more than 40 countries, and a vibrant mix of speakers, athletes, and innovators.”
This year will see the debut of four additional RX events in Saudi Arabia, all aligned with the country’s Vision 2030; WTM Spotlight, MIPIM Middle East, Inter Aviation Arabia and Aluminium Arabia.
In fact, we are launching even more new shows in 2026, including Luxury Convergence in Cannes in April, BookCon in New York in April, Fac Tech China in Shanghai in June and DIY Con in Dallas in November, to name just a few!
As Hugh explains:
“In times of change, customers don’t need a mirror showing the present they need a window into the future,” explained Hugh. “Our job is to anticipate what’s next and bring our customers and partners face to face with those possibilities.”
More meaningful connections
Another major milestone for us in 2025 was seeing our digital ecosystem coming together to create seamless, data rich experiences for exhibitors and visitors.
“We’ve spent several years building our data foundation and refining Business Builder,” Hugh said. “In 2025, we saw that work translate into real, measurable value for our customers.”
Our Business Builder suite is designed to make every exhibitor interaction smarter and measurable – from the Lead Manager App and Exhibitor Dashboard to Colleqt, which replaces paper brochures with a QR-based content and lead capture.
At ISC West, the Lead Manager app was used to create over 157,000 leads for exhibitors. At IBTM World, RX digital solutions generated over 115,000 scans and 73,000 pre-scheduled meetings.
“This is what it looks like to put data directly into the hands of our customers, proving their ROI and helping them grow,” Hugh explains.
In 2026, Hugh revealed, RX visitors can look forward to a new mobile experience for visitors, offering personalised navigation, real-time AI-powered recommendations, and easy access to exhibitor content.
“When AI and digital tools help people arrive better prepared, navigate the floor more efficiently, and make more meaningful connections onsite, the time they spend with us becomes even more focused and valuable,” he explained.
Strategic event partnerships
2025 was a year in which RX events delivered record visitors, high energy and strong business impact. Hugh credits much of this to a shift from selling space to forming strategic growth partnerships.
“It was a year in which we stretched our thinking, created new experiences, and got even closer to our exhibitors and sponsors with a deeper understanding of what matters to them,” explained Hugh. “Increasingly, our customers see us not as event organisers but as growth partners. Our role is to create platforms that allow them to achieve their boldest ambitions.”
That philosophy is playing out across RX’s flagship shows. At G2E Las Vegas, a single booth for Dreidel Interactive evolved into a three-year growth plan which tripled its footprint in 2025 and turned G2E into its North American launchpad.
In Germany, The Quality Group returned to FIBO with a bang – thanks to RX’s creation of a bespoke 8,000 sqm “show within a show”. The immersive experience drew record crowds and amplified value across the exhibitor ecosystem.
“These partnerships show when we collaborate boldly and design with purpose, we help exhibitors create experiences that elevate their brand, attract the right audiences, and drive real business outcomes,” explained Hugh. “In 2026, we’ll be doubling down on this partnership first approach with new formats, smarter digital tools, and codesigned solutions that deliver measurable growth for our customers.”
Immersive experiences, memorable moments
In a world overflowing with digital content, audiences increasingly want what technology can’t replicate: face to face connection, authentic moments, communities they can belong to. As Hugh puts it:
“We need to create experiences that people feel, not simply attend. Take JCK Las Vegas. We took a risk last year, turning a traditional trade show into a festival of creativity. Featuring Snoop Dogg could have gone either way – but it paid off spectacularly with huge engagement, global visibility, and a powerful sense of community. Exhibitors felt seen, visitors were inspired, and our team rallied around a shared vision.”
The same philosophy drove success at MIP London, where David Beckham’s appearance aligned with the show’s focus on storytelling and media rights.
“If a celebrity moment drives new audiences and ROI, that’s smart business,” Hugh noted.
In a taste of what’s in store for 2026, PSI kicked off the year with a history making moment in Düsseldorf, setting a new Guinness World Record by showcasing 511 branded products in a single display.
“What made the PSI record so special was the way distributors, suppliers, exhibitors, and visitors all contributed items gathered throughout their professional journeys,” explained Hugh. “Together, they created a collaborative tribute to six decades of PSI – one shared display and one unforgettable industry moment. RX customers can expect more such inspiring and uniting ‘moments that matter’ in the year ahead.”
Inclusive and sustainable events
For Hugh, a standout achievement in 2025 was RX winning the UFI Sustainable Development Award for its ‘Guide to Inclusive Events’ – recognition of our commitment to creating welcoming, accessible and responsible experiences.
“At RX, sustainability and inclusion aren’t about appearances,” he said. “They’re about delivering real, measurable outcomes for our customers and the industries we serve.”
And the impact is clear.
- At All Energy Australia 2025, we helped Enphase Energy build a fully recyclable stand that cut waste by 80–90%.
- At WTM London, stronger waste plans and on floor ambassadors lifted recycling rates from under 20% to 61%.
- And through RX’s partnership with TranslateAble, many sessions at MCM Comic Con London became accessible to Deaf attendees and those with hearing loss, expanding reach and improving the visitor experience.
“In 2026 we’re rolling out our new Event Sustainability Scorecard,” revealed Hugh. “Together with our inclusivity guide, these give our teams simple frameworks to deliver sustainability and inclusion consistently – ultimately creating better, more future ready events for customers.”
Speaking of sustainability, we kicked off 2026 with the largest World Future Energy Summit yet.
“We united leaders from more than 150 countries and sparked partnerships that will accelerate a cleaner, more inclusive energy future,” said Hugh. “That’s the value our customers expect, and the impact we’re committed to delivering.”
Talent-driven growth
We closed 2025 with ten Comparably awards – all based on anonymous employee feedback – a powerful sign of the pride and passion RXers bring to their work.
“Being recognised for Best Company Culture, Leadership, Happiness and Outlook tells me one thing,” said Hugh. “Our people believe in our future, and that belief shows up in the value they deliver to our customers every day. Their curiosity, creativity and commitment fuel innovation, strengthen partnerships, and elevate every RX event experience.”
That focus on talent is set to deepen in 2026. Following the recent appointment of Amy Morton as Executive Vice President of Human Resources, we are also set to announce a new CMO. Hugh says both leaders will play a crucial role in shaping the next chapter:
“Their expertise and fresh perspectives will help us unlock new opportunities and deliver even greater value for our teams – and for our customers. The strength of our people is the strength of our events, and we aim to keep raising the bar.”
