{"id":7253,"date":"2025-08-27T00:00:00","date_gmt":"2025-08-26T22:00:00","guid":{"rendered":"https:\/\/www.motenevent.se\/meet-mikael-jansson-ceo-fairlink\/"},"modified":"2026-09-22T13:30:14","modified_gmt":"2026-09-22T11:30:14","slug":"meet-mikael-jansson-ceo-fairlink","status":"publish","type":"post","link":"https:\/\/www.motenevent.se\/en\/meet-mikael-jansson-ceo-fairlink\/","title":{"rendered":"Meet Mikael Jansson \u2013 CEO, Fairlink"},"content":{"rendered":"\n<p>Mikael Jansson, CEO and founder of Fairlink, is one of the trade fair industry\u2019s most influential figures. With over 40 years\u2019 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 <em>*M\u00e4ssguru*<\/em>. For his long-standing commitment, he has received several awards, including \u2018Passionate Figure of the Year\u2019 at the Gyllene Hjulet awards.   <\/p>\n\n<p><strong><strong>\ud83d\uddd3\ufe0f On 18 February<\/strong><\/strong>, Mikael will take to the stage at M\u00f6ten &amp; Event 2026. Ahead of this, we interviewed him about his insights and perspectives on the trade fair industry: <\/p>\n\n<p><strong>Hello Mikael! We\u2019re so delighted that you\u2019ve agreed to speak at M\u00f6ten &amp; Event 2026. Could you tell us a bit about yourself and why you\u2019ve chosen to speak at our trade fair?<\/strong><br\/>\u2013 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. <\/p>\n\n<p><strong>What is the biggest change you have seen in the industry over the last ten years?<\/strong><br\/>\u2013 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 \u2013 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.   <\/p>\n\n<p><strong>Vilken roll What role do you think trade fairs play in an age when so much takes place online?du att m\u00e4ssor har i en tid n\u00e4r mycket sker digitalt?<\/strong><br\/>\u2013 The role of trade fairs is more important than ever. We are no longer just talking about B2B or B2C, but about H2H \u2013 Human to Human. Whether you\u2019re selling to businesses or private individuals, the deal begins in the customer\u2019s 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.    <\/p>\n\n<p><strong>What do you think is the most exciting thing going on right now in the world of meetings and events?<\/strong><br\/>\u2013 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. <\/p>\n\n<p><strong>If you could give one piece of advice to companies exhibiting at trade fairs, what would it be?<\/strong><br\/>\u2013 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. <\/p>\n\n<p>Would you like to take part in Meetings &amp; Events 2026? Please contact: <\/p>\n\n<p><strong>Maria Geterud<\/strong><br\/>Business Manager<br\/>\ud83d\udcde <a href=\"tel:+46 763 01 26 00\">+46 763 01 26 00<\/a><br\/>\ud83d\udce9 <a href=\"mailto:maria@liveexpo.se\">maria@liveexpo.se<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mikael Jansson, CEO and founder of Fairlink, is one of the trade fair industry\u2019s most influential figures. With over 40 years\u2019 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 [&hellip;]<\/p>\n","protected":false},"author":235,"featured_media":5271,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Meet Mikael Jansson | M\u00f6ten & Event","_seopress_titles_desc":"Mikael Jansson, CEO and founder of Fairlink, is one of the trade fair industry\u2019s most influential figures. 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