The event, for the meetings industry, opened its doors at Excel London yesterday (6 March).
Sullens told EN: "The show will help to showcase opportunities around the olympics, but also help businesses to see into 2013 and the opportunities beyond the sporting event."
Sullens said he was "delighted with the quality of our exhibitors this year, across the sectors of the show".
"In this economy our visitors are more focused and demanding of our event, they want to see the very best organisations to fulfil their event requirements, and I’m confident International Confex 2012 has risen to the challenge," he added.
International Confex will run between 6 and 8 March.
Running the Pyongyang Marathon, or skiing on North Korea’s uncrowded mountain slopes will be on offer at a leading travel exhibition after Reed Exhibitions secured the notable exhibitor coup of the secretive global power.