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Trade show

From Wikipedia, the free encyclopedia
(Redirected fromTrade fair)
Exhibition for companies of a specific industry to present their new products
Stands and crowd during MWC Barcelona 2019
Stands duringMWC Barcelona 2019, a trade show for themobile communications industry inBarcelona,Spain

Atrade show, also known astrade fair,trade exhibition, ortrade exposition, is an exhibition organized so thatcompanies in a specificindustry can showcase and demonstrate their latestproducts and services, meet with industry partners andcustomers, study activities of competitors, and examine recentmarket trends andopportunities.

In contrast toconsumer shows, only some trade shows are open to the public, while others can only be attended by company representatives (members of the trade, e.g.professionals) and members of thepress, therefore trade shows are classified as either "public" or "trade only". A few shows are hybrids of the two; one example is theFrankfurt Book Fair, which is trade only for its first three days and open to the general public on its final two days. They are held on a continuing basis in virtually all markets and normally attract companies from around the globe. For example, in the U.S., there are currently over 10,000[1] trade shows held every year, and several online directories have been established to help organizers, attendees, andmarketers identify appropriate events.

History

[edit]

Modern trade shows follow in the tradition of trade fairs established in late medieval Europe such as theChampagne fairs or theSkåne Market, in the era ofmerchant capitalism. In this era, produce and craft producers visited towns for trading fairs, to sell and showcase products. These markets were held annually or on several specific days a year, usually at geographically particularly favorable locations and in conjunction with areligious festival in order to benefit from the rush of the public. The tradition of fairs taking place in spring and autumn has been preserved in some cases until today. From the late eighteenth century, industrial exhibitions in Europe and North America became more common reflecting the technological dynamism of theIndustrial Revolution.

In the late 19th century, the concept of annual industry-wide trade shows gained traction, spreading from European manufacturing centers to North America. By the 20th century, specialized companies came into existence simply to manage the trade-show industry, and permanent trade show grounds or convention centres were established as venues that featured a rotating calendar of trade shows.

In the 21st century, with the rapid industrialization ofAsia, trade shows and exhibitions are now commonplace throughout the Asian continent, with China dominating the exhibitions industry in Asia, accounting for more than 55 per cent of all space sold in the region in 2011.[2]

Use

[edit]
IBM stand duringCeBIT 2010 at theHanover Fairground, the largest exhibition ground in the world, inHanover,Germany
A small trade show inCroatia, with the exhibition booth of theCroatian Chamber of Economy

Trade shows play important roles inmarketing as well asbusiness networking in market sectors that use them. People will seek to meet people and companies at their own level in thesupply chain, as well as potential suppliers and potential buyers.[3]

Generally there will be a central trade show floor with booths where people exhibit their goods or services, and throughout the day there will be seminars for continuing education on matters relevant to the industry, like best practices, trends, and regulation. There will also be some shared meals with keynote speakers, and social events in the evenings.[3] Booths range from simple tables to elaborate constructions.[4]

Trade shows often involve a considerable investment in time and money by participating companies.[5] The planning includes arranging meetings with other attendees beforehand and resources to follow up on opportunities that are created at the show.[6] Costs include space rental, booth design and construction of trade show displays, telecommunications, travel, accommodations, and promotional literature anditems to give to attendees.[3]

In addition, costs are incurred at the show for services such as electrical, booth cleaning, internet services, and drayage (also known as material handling). This local spending on logistics leads cities to promote trade shows as a means of local economic development, as well as providing opportunities for local businesses to grow, and attract new businesses to come.[7]

The large format work that can be done at international trade shows

List of major venues

[edit]
#GroundCityCountryIndoor floor areaOutdoor floor area
1Hanover FairgroundHanoverGermany496,000 m2 (5,340,000 sq ft)58,070 m2 (625,100 sq ft)
2World Market Center Las VegasLas VegasUnited States460,000 m2 (5,000,000 sq ft)22,300 m2 (240,000 sq ft)
3Messe FrankfurtFrankfurtGermany366,600 m2 (3,946,000 sq ft)96,000 m2 (1,030,000 sq ft)
4Fira de BarcelonaBarcelonaSpain365,000 m2 (3,930,000 sq ft)50,000 m2 (540,000 sq ft)
5Fiera MilanoMilanItaly345,000 m2 (3,710,000 sq ft)60,000 m2 (650,000 sq ft)
6Canton Fair ComplexGuangzhouChina338,000 m2 (3,640,000 sq ft)[8]43,600 m2 (469,000 sq ft)
7YashobhoomiDelhiIndia300,000 m2 (3,200,000 sq ft)71,000 m2 (760,000 sq ft)
8Las Vegas Convention CenterWinchester, Nevada (Las Vegas)United States297,000 m2 (3,200,000 sq ft)
9KoelnmesseCologneGermany284,000 m2 (3,060,000 sq ft)100,000 m2 (1,100,000 sq ft)
10Messe DüsseldorfDüsseldorf262,740 m2 (2,828,100 sq ft)43,000 m2 (460,000 sq ft)
11McCormick PlaceChicagoUnited States248,000 m2 (2,670,000 sq ft)
12Parc des Expositions de VillepinteParisFrance246,300 m2 (2,651,000 sq ft)
13Paris expo Porte de Versailles227,000 m2 (2,440,000 sq ft)
14Feria de Madrid IFEMAMadridSpain200,000 m2 (2,200,000 sq ft)
15National Exhibition CentreSolihull, UKUnited Kingdom186,000 m2 (2,000,000 sq ft)100,000 m2 (1,100,000 sq ft)
16Messe MünchenMunichGermany180,000 m2 (1,900,000 sq ft)425,000 m2 (4,570,000 sq ft)
17Messe NürnbergNuremberg180,000 m2 (1,900,000 sq ft)50,000 m2 (540,000 sq ft)
18Messe BerlinBerlin160,000 m2 (1,700,000 sq ft)390,000 m2 (4,200,000 sq ft)

List of major trade shows

[edit]
Fairs with a published attendance of more than 50,000
TitleDescriptionDatesLocationVisitors
AgQuipAgricultureAugust 22–24, 2017Gunnedah,New South Wales, Australia100,000 approximately in 2005[9]
ANUGAFood and beverageOctober 7–11, 2017Koelnmesse, Germany165,000 approximately in 2017[10]
Arab HealthHealthcareJanuary 24, 2022 - January 27, 2022Dubai World Trade Centre, United Arab Emirates58,028 in 2022[11]
AutomechanikaAutomotiveaftermarketSeptember 13–17, 2016Messe Frankfurt, Germany136,000
BAUMAConstructionApril 8–17, 2019Munich, Germany620,000 in 2019[12]
Beef AustraliaBeefMay (triennially)Rockhampton, Australia90,000 in 2015[13]
Berlin Music WeekMusicSeptember 3–7, 2014[14]Berlin, Germany70,000 in 2012
Bologna Motor ShowAuto showDecember 3–11, 2016Bologna, Italy450,000 in 2013[15]
boot DüsseldorfBoatsJanuary 21–29, 2017Messe Düsseldorf, Germany267,379 in 2008[16]
Buenos Aires International Book FairBooksApril 27 – May 15, 2017Buenos Aires, Argentina1,240,000 in 2008[17]
Cairo International Book FairBooksJanuary 27, 2017 - February 10, 2017Cairo, Egypt2,000,000 in 2007
Canton FairConsumer and industry productsSpring session: April 15–19 (Phase 1); April 23–27 (Phase 2); May 1–5 (Phase 3). (111th Session)

Autumn session: October 15–19 (Phase 1); October 23–27 (Phase 2); October 31- November 4 (Phase 3).

Guangzhou, China192,013 in Spring Session 2008[18]
CeBITInformation and communication technologyMarch 20–24Hanover, Germany480,000 in 2007[19]
CES (Consumer Electronics Show)Consumer electronicsJan 7 – Jan 10, Every YearLas Vegas Convention Center, United States
Comic MarketComicsAugust 11–13, 2017Tokyo, Japan550,000 in Summer Session 2008[20]
COMPUTEX TaipeiComputer showMay 30, 2017 – June 3, 2017Taipei, Taiwan106,517 in 2008[21]
CONEXPO-CON/AGGConstructionMarch 7–11, 2017Las Vegas Convention Center, United States145,000 approximately in 2008[22]
Creative Expo TaiwanCultural and creative industries; design; brands and licensing; craftsAugust 2, 2025Taipei Nangang Exhibition Center,Taipei, Taiwan650,000 in 2025[23]
Dhaka International Trade FairConsumer productsJanuary 1 - January 31, Every YearBangabandhu Exhibition Center, Dhaka, BangladeshHundreds of Thousands
DrupaPrinting equipmentMay 31 – June 10, 2016Messe Düsseldorf, Germany393,654 in 2004 from 127 countries[24]
Dubai AirshowAerospaceBiennialDubai World Central, United Arab Emirates
Ekushey Book FairBooksFebruary 1 - February 28, Every YearBangla Academy,Ramna, Dhaka, Bangladesh70,000
E3 (Electronic Entertainment Expo)Video gamesJune 13–15, 2017Los Angeles,California, United States68,400 (2017)
EAA AirVenture OshkoshAerospaceLast week of July, yearlyWittman Regional Airport,Oshkosh,Wisconsin, United States686,000 in 2024[25]
EICMAMotorcyclesNovember 10–13, 2016Fiera Milano, Italy504,999 in 2008[16]
EurofloraFlower showApril/May once time every 5 yearsGenoa, Italy730,000 in 1986[26]
EuroShopRetailingMarch 5–09, 2017Messe Düsseldorf, Germany104,766 in 2008[16]
Farnborough Air ShowAerospace16–22 July 2018Farnborough Airport, Hampshire, United Kingdom209,000 (2012)
FieracavalliHorse showNovember 10–13, 2016Verona, Italy125,975 in 2008[16]
Fiera internazionale del libroBooksMay 18–22, 2017Turin, Italy300,000 in 2007[citation needed]
Frankfurt Book FairBooksOctober 11–15, 2017[27]Messe Frankfurt, Germany280,194 in 2011[28]
Games ConventionVideo gamesended 2008Leipzig, Germany203,000 in 2008[29]
GamescomVideo gamesAugust 21–25, 2018Koelnmesse, Germany350,000 in 2017[30]
Genoa International Boat ShowBoatsSeptember 21–26, 2017Genoa, Italy236,322 in 2008[16]
GITEXConsumer electronicsMarch 29, 2007 – April 1, 2017Dubai, United Arab Emirates146,000 in 2016[31]
Hannover MesseIndustry,technologyApril 24–28, 2017Hanover, Germany193,222 in 2008[16]
High Point MarketFurnitureApril and OctoberHigh Point, North Carolina, United States70,000-80,000
IFAConsumer electronics andhome appliancesSeptember 1–6, 2017Berlin, Germany240,000 in 2016[32]
IITF (India International Trade Fair)Consumer productsMid-NovemberDelhi, India
imm CologneFurnitureJanuary 15–21, 2018Koelnmesse, Germany106,677 in 2008[16]
InnoTransRail Transport TechnologySeptember 22–25, 2020Messe Berlin, Germany106,612 in 2010[33]
IntermotMotorcyclesOctober 3–7, 2018Koelnmesse, Germany203,000 in 2012[34]
International CESConsumer electronicsJanuary 9–12, 2018Las Vegas Convention Center,Nevada, United States177,000+ in 2016[35]
Internationale Automobil-AusstellungCarsSeptember 14–29, 2017Messe Frankfurt, Germany931,700 in 2015[36]
IGW BerlinSustainable agricultureJanuary 20–29, 2017Messe Berlin, Germany424,502 in 2008[16]
ITB BerlintourismMarch 10–12, 2017Messe Berlin, Germany149,776 in 2008[16]
International Technical Fairmachine engineering,automobiles,transport,information technologies,software,electronics,electrical engineering,construction,chemistry,power engineering,ecologySeptember 25–30, 2017Plovdiv, Bulgaria141,000 in 2006[citation needed]
Jakarta FairRetail (Cars and motorcycles, electronics, sports equipment, fashion accessories and garments, to household utilities, furniture, food, handcrafts, herbs and medicine, cosmetics, banking services and many others)[37]May 22–30, 2019Jakarta, Indonesia
Kolkata International Book FairBooksLate January - Early FebruaryKolkata, India2,000,000 in 2012 - largest book fair in the world[38]
Light + BuildingArchitectural lighting designMarch 18–23, 2018Messe Frankfurt, Germany167,084 in 2008[16]
MEDICA Trade FairMedical technologyNovember 13–16, 2017Messe Düsseldorf, Germany136,871 in 2008[16]
Mobile World CongressMobile telephony,communicationsFebruary 27, 2023 – March 2, 2023Barcelona, Spain95,000 in 2023[39]
SIAL ParisFood industryOctober 15, 2022 - October 18, 2022Paris, France310,000 in 2018[40]
Mondial de l'AutomobileAuto showSeptember 29, 2016 – October 16, 2016Paris, France1,400,000 in 2006[41]
NAB ShowBroadcastingApril 6–09, 2025Las Vegas Convention Center,Nevada, United States61,000+ in 2024[42][43]
The NAMM ShowMusicJanuary 16–19, 2020Anaheim, California, United States115,888[44]
NAIASCarsJanuary 14–21, 2018Detroit,Michigan, United States800,000 in 2018[45]
National Agricultural FieldaysAgriculture4 days in mid JuneHamilton, New Zealand125,878 in 2007[46]
Novi Sad FairAgricultureMiddle of MayNovi Sad, Serbia600,000[citation needed]
Nuremberg International Toy FairToys,GamesFebruary 1–6, 2017Nuremberg, Germany80,000 in 2011[47]
Paris International Agricultural ShowAgricultural showFebruary 25, 2017 - March 5, 2017Paris, France619,000 in 2017[48]
Paris Air Show - SIAEAerospaceJune 19–25, 2017Paris, France322,000 in 2017
PhotokinaPhotographyMay 27–30, 2020Koelnmesse, Germany180,000 in 2018[49]
Salone del Mobile (International Furniture Fair)FurnitureMarch 2007FieraMilano, Italy270,000 in 2007[50]
SEMA ShowAutomobileaftermarketFirst week of NovemberLas Vegas, Nevada, United States125,000 in 2014[51]
Semicon TaiwansemiconductorsSeptember 4, 2024Taipei, Taiwan85,000 in 2025[52]
SHOT ShowFirearmsJanuary 22–25, 2019Sands Expo,Las Vegas,Nevada, United States60,000+ in 2018[53]
SIMAReal estateMay 25–28, 2017Madrid, Spain122,760 in 2008[16]
SIMO TCIConsumer electronicsOctober 18–20, 2017Madrid, Spain300,000 approximately[54]
Sydney Royal Easter ShowAgriculture14 days overEasterSydney, Australia900,000 in 2007[55]
Taipei AMPAAuto showsApril 23, 2025Taipei, Taiwan55,000 in 2025[56]
Taipei Game ShowVideo gamesFebruary 24, 2025Taipei, Taiwan370,000 in 2025[57]
Taipei International Book ExhibitionBooksFebruary 4–9, 2025Taipei, Taiwan570,000 in 2025[58]
TAIROSRobotsAugust 20, 2024Taipei, Taiwan320,000 in 2024[59]
Tehran International Book FairBooksMay 3–13, 2017Tehran, Iran2,000,000 approximately in 2010[citation needed]
The Big 5ConstructionNovember 26–29, 2017 (annual)Dubai, UAE78,579 participants in 2016[60]
Thessaloniki International FairGeneralAnnuallyThessaloniki, Greece250,000 in 2011[61]
Tokyo Motor ShowAuto showsOctober 27, 2017 - November 5, 2017Tokyo, Japan1,512,100 in 2005[citation needed]
Tokyo Game ShowVideo gamesSeptember 21–24, 2017Tokyo, Japan271,224 in 2016[62]
Trade Expo IndonesiaExportOctober 24–28, 2018BSD City, Indonesia28,000[63]
World Ag ExpoAgricultureAnnuallyTulare, California, United StatesApprox. 100,000 annually[64]
World Dairy ExpoDairy industryOctober 3-03, 2017Alliant Energy Center, 2015 atMadison,Wisconsin, United States75,000

Trade shows and stand design

[edit]

A well-designed exhibition stand plays a crucial role in attracting attention, communicating brand identity, and engaging potential clients during trade shows. Beyond serving as a physical space, the stand becomes a strategic marketing tool that can influence perception, differentiate from competitors, and support lead generation. Elements such as visual impact, functionality, and visitor experience are key factors in maximizing return on investment. For companies participating in highly competitive environments, the quality and creativity of their stand design often directly affect their overall event success.[65]

See also

[edit]

References

[edit]
  1. ^CIC Economic Significance Study Executive Summary p.5http://www.conventionindustry.org/ResearchInfo/EconomicSignificanceStudy/ESSExecSummary.aspxArchived 2017-04-20 at theWayback Machine
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  3. ^abcApplegate, Jane (17 September 2001)."How to Work a Trade Show".Entrepreneur.Archived from the original on 9 December 2021. Retrieved8 June 2018.
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  53. ^"SHOT Show Celebrates 40th Anniversary".National Shooting Sports Foundation. January 26, 2018. Archived fromthe original on October 20, 2018. RetrievedOctober 20, 2018.
  54. ^SIMO e-life 2007 aims to become an annual point of reference for the video-games sector throughout Europe SIMO press release, July 25, 2007. Retrieved on October 11, 2007
  55. ^About the 2008 ShowArchived 2008-05-16 at theWayback Machine, Sydney Royal Easter Show Website. Retrieved March 14, 2008.
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  58. ^"2025 Taipei International Book Exhibition: Over 570,000 Visitors, Driving Global Publishing Exchange".tibe.org.tw. 2025-02-11. Retrieved4 June 2025.
  59. ^蔣佳璘 (2024-08-28)."機器人與自動化工業大展閉幕 觀展人數近32萬新高" (in Chinese (Taiwan)).United Daily News. RetrievedJuly 22, 2025.
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  61. ^"76η Διεθνής Έκθεση Θεσσαλονίκης" [76th Thessaloniki International Fair]. www.helexpo.gr. Archived fromthe original on 22 January 2012. Retrieved1 March 2012.
  62. ^"Tokyo Game Show: 2016 Attendance".Archived from the original on 2017-03-08.
  63. ^"Trade Expo Indonesia 2018 Dongkrak Nilai Transaksi Hingga 5 Kali Lipat".Kompas.Archived from the original on 29 October 2018. Retrieved29 October 2018.
  64. ^"Approx. 100,000 attendees".International Agri-Center. internationalagricenter.com.Archived from the original on June 13, 2020. RetrievedJune 13, 2020.
  65. ^"Elephant Projects | Design of custom stands".Elephant Projects. Retrieved2025-10-17.

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