UFI, the global association of the exhibition industry, has named Targi w Krakowie/EXPO Krakow from Poland as the winner of its 2025 Marketing Award.
The 2025 UFI Marketing Award topic was ‘NextGenConnect: Marketing strategies to engage the Next Generations in exhibitions’, with the objective of celebrating outstanding marketing strategies that effectively attract, engage, and inspire Millennials, Gen Z and now Gen Alpha audiences to participate in the exhibition and trade fair industry.
Ewa Woch, president, Targi w Krakowie/EXPO Krakow, said: “The UFI Marketing Award 2025 is a great honour and … we are truly moved, especially since this is the first time such a distinction has been awarded to a company from Poland.
“As a private company operating in the event organisation industry, we face challenges that differ from those encountered by large public or state-owned organisations. This makes us even more pleased that the jury recognised our efforts based on creativity, innovation, and a well-thought-out strategy. This award proves that the success of a trade fair is not only determined by budget, but above all by the strength of the idea, the commitment, and the professionalism of the entire team.”
Thanks to the award, Woch noted her team had the opportunity to present the strategy behind the 30th International Dental Trade Fair in Krakow KRAKDENT®, which opened up new international perspectives and development opportunities for the company on the global market.
Dorota Wallusch, chair of UFI Marketing Working Group, commented: “As the exhibition industry evolves to meet the expectations of new generations, we’re seeing a powerful shift – one that calls for creativity, courage, and a deep understanding of emerging values and behaviours.
“Today’s trade shows must stay relevant in a world shaped by digital ease, lifestyle integration, and social awareness. Younger generations – Millennials, Gen Z, and Gen Alpha – want more than information; they seek inspiration, authenticity, community, and meaningful experiences. KRAKDENT rose to this challenge by redefining what a dental trade show can be.
“Through a multi-layered strategy anchored in storytelling, festivalisation, influencer collaboration, and the power of local culture, KRAKDENT ignited curiosity and loyalty among young dental professionals. The results: a 100.8% increase in visitors aged 25–44 compared to the previous year, high digital engagement, and an event that blended business, learning, and lifestyle.
“KRAKDENT shows that the future of exhibitions lies in emotional connection, inclusivity, and year-round relevance.”
The jury also acknowledged two other finalists, AsiaWorld-Expo (Hong Kong) and Targi Kielce (Poland).
More information on the UFI Awards is available at www.ufi.org/awards.
The 2025 UFI Award winners will be officially celebrated and will present their projects at the 92nd UFI Global Congress, which will take place from 19-22 November 2025 in Hong Kong SAR.
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