The two-day event in June at Svenska Massan, Gothenburg focused on three topics: visitor promotional campaigns, waste management and how the stock market and big brands impact the industry.
Speakers from the UK included Exposure Communications chief executive Simon Burton, who talked about relations with the media. Reed Exhibitions marketing director Lynn Mathieson spoke about the exhibition industry's attitude towards visitors.
Last month's seminar was the second European tie-up between UFI and XM. The first took place last July at Geneva Palexpo.