Mikael Jansson, CEO and founder of Fairlink, is one of the trade fair industry’s most influential figures. With over 40 years’ experience, he has made his mark as an adviser to both trade fair organisers and exhibitors. He represents Sweden in the global organisation UFI, is a highly regarded speaker and the author of the industry classic *Mässguru*. For his long-standing commitment, he has received several awards, including ‘Passionate Figure of the Year’ at the Gyllene Hjulet awards.
🗓️ On 18 February, Mikael will take to the stage at Möten & Event 2026. Ahead of this, we interviewed him about his insights and perspectives on the trade fair industry:
Hello Mikael! We’re so delighted that you’ve agreed to speak at Möten & Event 2026. Could you tell us a bit about yourself and why you’ve chosen to speak at our trade fair?
– I started my business in 1986 and have since analysed over 1,000 trade fairs, trained generations of exhibitors and written several books on the subject. I love meeting people and discussing the history, present and future of trade fairs, and I look forward to sharing my experiences at your event.
What is the biggest change you have seen in the industry over the last ten years?
– The industry has become considerably more professional, but also more challenging. These days, it is no longer enough for an exhibitor to have an attractive stand – they need to combine digital and physical initiatives seamlessly. At the same time, the rewards for those who succeed have grown. For organisers, the business today is completely different from what it was ten years ago.
Vilken roll What role do you think trade fairs play in an age when so much takes place online?du att mässor har i en tid när mycket sker digitalt?
– The role of trade fairs is more important than ever. We are no longer just talking about B2B or B2C, but about H2H – Human to Human. Whether you’re selling to businesses or private individuals, the deal begins in the customer’s heart. If the heart says yes, the customer then turns to the brain for rational evaluation. Meeting face to face is still the most effective way to gain trust and build relationships, especially when customers have more options than ever before.
What do you think is the most exciting thing going on right now in the world of meetings and events?
– The development of the next generation of trade fairs and the new trade fair landscape is very exciting. Technology, such as AI, new generations entering the workforce, and increasing demands for sustainability, safety and security are transforming the entire industry and creating new opportunities.
If you could give one piece of advice to companies exhibiting at trade fairs, what would it be?
– Ensure that all staff at the stand have the right knowledge, motivation and energy. They are the ones who create the experience that visitors will remember.
Would you like to take part in Meetings & Events 2026? Please contact:
Maria Geterud
Business Manager
📞 +46 763 01 26 00
📩 maria@liveexpo.se