International Confex is more than just a conference or an exhibition—it is where the events industry comes to learn, adapt, empower, and give back to its community. International Confex is more than an event; it is a family reunion, and it is calling you home.
Legacy in the making
From the mid to late 1990s, International Confex evolved under the stewardship of Brian Wiseman, followed by key industry figures such as Duncan Reid, Jonny Sullens, James Samuel, and Jessica Blue. Under various owners, including UBM, these leaders played pivotal roles in shaping what has become one of the industry’s most significant events. The show eventually transitioned to Mash Media ownership in 2013, continuing its innovation and industry influence legacy. Julian Agostini, owner of Mash Media and International Confex says: “Many individuals have been involved in running it (International Confex)—if you look around the exhibition industry, almost everyone has worked on Confex at some point.”
Regardless of who has been at the helm, the show has constantly buzzed with energy. A room filled with endless possibilities for your events, it is where you’ll find everything you need—and uncover things you never even realised you wanted or existed. What makes International Confex unique is that the industry itself leads it. When everyone comes together and collaborates, the show becomes more than just an event—it becomes a symbol of the industry’s strength and innovation. Like a great library that tells stories of old, Confex brings together everything event professionals need to innovate, grow, and shape the industry’s future.
First and foremost, as a community, Mash Media didn’t hesitate through the hardships of COVID-19. They hosted the very last show before lockdown began and the first show after it ceased, portraying the strength of unity as a community and serving as a pillar for the events industry. Giving to and receiving from the industry is the heartbeat of events, and that’s what makes the sector so special. Agostini says: “Running that first post-COVID event, even knowing attendance would be low, was important to me.”
Right place, right time
On 26 and 27 February, International Confex will take over the halls of Excel London, hosting over 500 exhibitors and welcoming thousands of attendees. That is a lot of influential people in one place—searching for something, or someone, with the next big idea. For anyone in the events industry, this is the place that cannot be missed.
Richard Armitage, director at Expoplatform Ltd. and long-time attendee of the show, discusses the show’s importance: “The show is very important to the industry. Confex is where contractors, organisers, and venues collaborate to network, showcase, and learn. Exhibitions like this champion face-to-face marketing, which remains crucial even in today’s digital world.”
Gina Kay, International Confex’s marketing manager began her journey into the event as a student volunteer. Sharing the importance of the show to young professionals, she says: “Confex is invaluable for students and young professionals. It’s a baptism of fire—in the best way! Students can gain hands-on experience, make industry connections, and get a real sense of the scope and potential of the events industry. For example, I volunteered as a student and later found my footing in the industry through those connections.”
She adds: “The show is literally the definition of right place, right time. If you’re a student, you can come on Day 2 and there are mentoring sessions, panels, content that is dedicated to students and making sure that employers are going to those sessions too.”
Vital for venues
A venue can be a make-or-break choice for any event organiser. In 2016, Confex moved from Olympia to Excel London, where it has thrived ever since. On the success of Excel as a venue that hosts International Confex and helps the vision come to life, Jack Newey, chief commercial director at Mash Media, says: “We moved the show to Excel, which was transformative for us. The team there has been incredibly supportive for the industry and the event itself. Their commitment to driving attendance and taking an active role in the show has made a huge difference. They also contribute significantly to marketing the event, which has been a major advantage.”
On the benefit of venues engaging with the show, Richard Armitage says: “Venues benefit enormously from exhibiting. It’s an opportunity to showcase their facilities, attract organisers, and establish relationships. For organisers, especially those new to the industry, it’s invaluable to see venues in person rather than just in ads or online. Confex also helps smaller regional venues compete against larger players.”
Agostini adds his tips for venues exhibiting at International Confex: “For venues considering exhibiting, my advice is simple: follow our exhibiting protocol, and you won’t fail. With 5,000 event planners in one place, there’s no reason not to be part of it. If you don’t see the value in being there, you’re in the wrong job.”
Vibrant and full of energy for years to come
Today, International Confex has evolved into a dynamic hub for the events industry, spanning two full days packed with everything professionals need to succeed. Growing year on year, it continues to introduce innovative ideas and trends, adapting to attendees’ needs to help their businesses and events thrive. But Confex won’t stop there—there’s always more to do, more to give, and more to explore.
Agostini says: “Every year, we introduce new initiatives. Technology has transformed the exhibition landscape, particularly with pre-arranged meetings. We don’t do hosted buyer programmes because I don’t believe in them—I’ve never seen solid data proving their value. To me, they feel transactional, like a forced interaction rather than a genuine business relationship. However, pre-arranged meetings using tech have revolutionised exhibitions, and we’ve embraced that. I see Confex continuing to push boundaries and introducing new ideas to keep it relevant. It remains the most powerful show of its kind in the UK—if you’re in the events industry, you need to be there.”
You are cordially invited to International Confex at Excel London on 26–27 February 2025 for its 43rd edition.
We can’t wait to welcome you.
#SeeYouAtConfex
