– What is your opinion about the current state of the trade fair industry worldwide? Which continents have the best prospects, and which are experiencing stagnation?
Trade fairs remain an excellent tool for the international promotion of goods and services. On the one hand, they have become an essential meeting place for industry professionals. On the other, trade fairs have become increasingly professionalized and sector-specific, increasingly responding to the interests of businesses in the sectors they cover. The sector is experiencing significant growth, driven by the growing separation between trade fair organization and venue management.
All of this has also led to a significant increase in competition among trade fairs, through which a number of events have consolidated their position as the main ones and must-attend events worldwide, continentally, and nationally. Furthermore, the trade fair organization sector has also transcended national and continental borders, with it becoming increasingly common to see organizations from one country managing trade fairs in others.
– What are the basic differences between the trade fair industries in America, Europe, and Asia?
In the European Union, there is increasing competition in this sector, where trade fairs no longer compete at a national level, but rather at a European level. A single leading international trade fair is gradually emerging for each sector, displacing the others, which are finding their reach limited to more local markets. It is also on this continent that the internationalization of the sector is most evident, reflected in the growing number of trade fairs in third countries organized by European entities.
In Asia, and especially in China, the evolution of the sector has been very rapid and multiple sector-specific events have emerged in the last two or three years, often organized by foreign companies, but the development potential is still very large.
In America, no major changes are apparent, although competition in the US market, with a world-leading sector, is increasingly fierce.
– Which countries are Spanish businesspeople primarily targeting to promote their business?
The main focus is on exhibiting at major European trade fairs, which are global benchmarks in their respective sectors, many of which are held in Germany. Spanish exporters also show considerable interest in leading industry trade fairs in the US and Asia, as well as in multi-sector fairs still held in developing countries.
Trade fairs are highly valuable as a promotional tool, and for this reason, ICEX dedicates special attention to them, constantly evolving and renewing our models and investing substantial resources in supporting the participation of our companies. This year, for example, we are supporting the presence of Spanish companies, either through the official ICEX pavilion or through group participation by a sector association, at nearly 400 international trade fairs worldwide.
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