The trade fair market

Trade fairs are a key driver of international trade in goods and services. They are important marketing instruments in B2B communications and they intensify competition and trade in nearly all economic regions around the globe, ensuring growth and jobs. Economic globalisation and an increased orientation towards brand names are additional factors promoting the worldwide importance of these sector-specific marketplaces. In the process, trade fair organisers are developing into marketing partners for businesses in ever more comprehensive ways.

The trade fair spectrum covers everything from special exhibitions for nearly every sector in highly developed countries to universal exhibitions in developing countries. According to data from the Global Association of the Exhibition Industry (UFI), there are around 1,200 exhibition venues and 31,000 exhibitions a year worldwide. They offer a combined hall space of more than 34.8 million square metres – or the equivalent of 460 football fields. Around 4.4 million exhibitors and more than 260 million visitors gather at these more than 31,000 exhibitions a year. Germany accounts for 10 per cent of the world’s trade fair market. 

The functions of trade fairs

Of all marketing instruments, trade fairs have by far the broadest range of functions. They directly affect business administration, national economies and society as a whole.

Marketing functions
Overall economic functions
Social functions

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