Trade show

Stands and crowd during MWC Barcelona 2019

Stands during MWC Barcelona 2019, a trade show for the mobile communications industry in Barcelona, Spain

A trade show, also known as trade fair, trade exhibition, or trade exposition, is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services, meet with industry partners and customers, study activities of competitors, and examine recent market trends and opportunities.

In contrast to consumer 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 the press, therefore trade shows are classified as either "public" or "trade only". A few shows are hybrids of the two; one example is the Frankfurt 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<ref>CIC Economic Significance Study Executive Summary p.5 http://www.conventionindustry.org/ResearchInfo/EconomicSignificanceStudy/ESSExecSummary.aspx Template:Webarchive</ref> trade shows held every year, and several online directories have been established to help organizers, attendees, and marketers identify appropriate events.

History

Modern trade shows follow in the tradition of trade fairs established in late medieval Europe such as the Champagne fairs or the Skåne Market, in the era of merchant 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 a religious 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 the Industrial 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 of Asia, 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.<ref>Template:Cite web</ref>

Use

File:IBM CeBIT 2010.jpg

IBM stand during CeBIT 2010 at the Hanover Fairground, the largest exhibition ground in the world, in Hanover, Germany

File:MESAP 2017. - štand HGK.jpg

A small trade show in Croatia, with the exhibition booth of the Croatian Chamber of Economy

Trade shows play important roles in marketing as well as business networking in market sectors that use them. People will seek to meet people and companies at their own level in the supply chain, as well as potential suppliers and potential buyers.<ref name=Entrep>Template:Cite news</ref>

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.<ref name=Entrep/> Booths range from simple tables to elaborate constructions.<ref>Template:Cite news</ref>

Trade shows often involve a considerable investment in time and money by participating companies.<ref>Template:Cite web</ref> The planning includes arranging meetings with other attendees beforehand and resources to follow up on opportunities that are created at the show.<ref>Template:Cite news</ref> Costs include space rental, booth design and construction of trade show displays, telecommunications, travel, accommodations, and promotional literature and items to give to attendees.<ref name=Entrep/>

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.<ref>Template:Cite book</ref>

File:A Photo of the LDI 2013 Conference in Las Vegas, NV.jpg

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

List of major venues

#	Ground	City	Country	Indoor floor area	Outdoor floor area
1	Hanover Fairground	Hanover	Template:Flag	Template:Convert	Template:Convert
2	World Market Center Las Vegas	Las Vegas	Template:Flag	Template:Convert	22,300 m2 (240,000 sq ft)
3	Messe Frankfurt	Frankfurt	Template:Flag	Template:Convert	Template:Convert
4	Fira de Barcelona	Barcelona	Template:Flag	Template:Convert	Template:Convert
5	Fiera Milano	Milan	Template:Flag	Template:Convert	Template:Convert
6	Canton Fair Complex	Guangzhou	Template:Flag	Template:Convert<ref>Template:Cite web</ref>	Template:Convert
7	Yashobhoomi	Delhi	Template:Flag	Template:Convert	Template:Convert
8	Las Vegas Convention Center	Winchester, Nevada (Las Vegas)	Template:Flag	Template:Convert
9	Koelnmesse	Cologne	Template:Flag	Template:Convert	Template:Convert
10	Messe Düsseldorf	Düsseldorf		Template:Convert	Template:Convert
11	McCormick Place	Chicago	Template:Flag	Template:Convert
12	Parc des Expositions de Villepinte	Paris	Template:Flag	Template:Convert
13	Paris expo Porte de Versailles			Template:Convert
14	Feria de Madrid IFEMA	Madrid	Template:Flag	Template:Convert
15	National Exhibition Centre	Solihull, UK	Template:Flag	Template:Convert	Template:Convert
16	Messe München	Munich	Template:Flag	Template:Convert	Template:Convert
17	Messe Nürnberg	Nuremberg		Template:Convert	Template:Convert
18	Messe Berlin	Berlin		Template:Convert	Template:Convert

List of major trade shows

Fairs with a published attendance of more than 50,000

Title	Description	Dates	Location	Visitors
AgQuip	Agriculture	August 22–24, 2017	Gunnedah, New South Wales, Template:Flagu	100,000 approximately in 2005<ref>Template:Cite web</ref>
ANUGA	Food and beverage	October 7–11, 2017	Koelnmesse, Template:Flagu	165,000 approximately in 2017<ref>Template:Cite web</ref>
Arab Health	Healthcare	January 24, 2022 - January 27, 2022	Dubai World Trade Centre, Template:Flagu	58,028 in 2022<ref>arabhealthonline.com</ref>
Automechanika	Automotive aftermarket	September 13–17, 2016	Messe Frankfurt, Template:Flagu	136,000
BAUMA	Construction	April 8–17, 2019	Munich, Template:Flagu	620,000 in 2019<ref>Template:Cite web</ref>
Beef Australia	Beef	May (triennially)	Rockhampton, Template:Flagu	90,000 in 2015<ref>Zonca, Craig Organisers claim big success at Rockhampton beef expo Template:Webarchive, Queensland Country Hour, ABC Rural, Australian Broadcasting Corporation, 8 May 2015. Retrieved 10 December 2017.</ref>
Berlin Music Week	Music	September 3–7, 2014<ref>Template:Cite web</ref>	Berlin, Template:Flagu	70,000 in 2012
Bologna Motor Show	Auto show	December 3–11, 2016	Bologna, Template:Flagu	450,000 in 2013<ref>it:Motor Show</ref>
boot Düsseldorf	Boats	January 21–29, 2017	Messe Düsseldorf, Template:Flagu	267,379 in 2008<ref name="Euro Fair Statistics 2008">Template:Cite web</ref>
Buenos Aires International Book Fair	Books	April 27 – May 15, 2017	Buenos Aires, Template:Flagu	1,240,000 in 2008<ref>The Fair was a success and they are already working for 2009 Template:Webarchive, Clarin, May 13, 2008</ref>
Cairo International Book Fair	Books	January 27, 2017 - February 10, 2017	Cairo, Template:Flagu	2,000,000 in 2007
Canton Fair	Consumer and industry products	Spring 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, Template:Flagu	192,013 in Spring Session 2008<ref>Template:Cite web</ref>
CeBIT	Information and communication technology	March 20–24	Hanover, Template:Flagu	480,000 in 2007<ref>CeBIT End of Show Report 2007 Template:Webarchive, CeBIT. Retrieved October 19, 2007.</ref>
CES (Consumer Electronics Show)	Consumer electronics	Jan 7 – Jan 10, Every Year	Las Vegas Convention Center, Template:Flagu
Comic Market	Comics	August 11–13, 2017	Tokyo, Template:Flagu	550,000 in Summer Session 2008<ref>Template:Cite web</ref>
COMPUTEX Taipei	Computer show	May 30, 2017 – June 3, 2017	Taipei, Template:Flagu	106,517 in 2008<ref>Template:Cite web</ref>
CONEXPO-CON/AGG	Construction	March 7–11, 2017	Las Vegas Convention Center, Template:Flagu	145,000 approximately in 2008<ref>Template:Cite web Note: figures include attendees for the co-located International Exposition for Power Transmission.</ref>
Creative Expo Taiwan	Cultural and creative industries; design; brands and licensing; crafts	August 2, 2025	Taipei Nangang Exhibition Center, Taipei, Template:Flagu	650,000 in 2025<ref>Template:Cite web</ref>
Dhaka International Trade Fair	Consumer products	January 1 - January 31, Every Year	Bangabandhu Exhibition Center, Dhaka, Template:Flagu	Hundreds of Thousands
Drupa	Printing equipment	May 31 – June 10, 2016	Messe Düsseldorf, Template:Flagu	393,654 in 2004 from 127 countries<ref>Template:Cite web</ref>
Dubai Airshow	Aerospace	Biennial	Dubai World Central, Template:Flagu
Ekushey Book Fair	Books	February 1 - February 28, Every Year	Bangla Academy, Ramna, Dhaka, Template:Flagu	70,000
E3 (Electronic Entertainment Expo)	Video games	June 13–15, 2017	Los Angeles, California, Template:Flagu	68,400 (2017)
EAA AirVenture Oshkosh	Aerospace	Last week of July, yearly	Wittman Regional Airport, Oshkosh, Wisconsin, Template:Flagu	686,000 in 2024<ref>Template:Cite web</ref>
EICMA	Motorcycles	November 10–13, 2016	Fiera Milano, Template:Flagu	504,999 in 2008<ref name="Euro Fair Statistics 2008" />
Euroflora	Flower show	April/May once time every 5 years	Genoa, Template:Flagu	730,000 in 1986<ref>Template:Cite web</ref>
EuroShop	Retailing	March 5–09, 2017	Messe Düsseldorf, Template:Flagu	104,766 in 2008<ref name="Euro Fair Statistics 2008" />
Farnborough Air Show	Aerospace	16–22 July 2018	Farnborough Airport, Hampshire, Template:Flagu	209,000 (2012)
Fieracavalli	Horse show	November 10–13, 2016	Verona, Template:Flagu	125,975 in 2008<ref name="Euro Fair Statistics 2008" />
Fiera internazionale del libro	Books	May 18–22, 2017	Turin, Template:Flagu	300,000 in 2007Template:Citation needed
Frankfurt Book Fair	Books	October 11–15, 2017<ref>Template:Cite web</ref>	Messe Frankfurt, Template:Flagu	280,194 in 2011<ref>Template:Cite press release</ref>
Games Convention	Video games	ended 2008	Leipzig, Template:Flagu	203,000 in 2008<ref>Template:Cite web</ref>
Gamescom	Video games	August 21–25, 2018	Koelnmesse, Template:Flagu	350,000 in 2017<ref>Template:Cite web</ref>
Genoa International Boat Show	Boats	September 21–26, 2017	Genoa, Template:Flagu	236,322 in 2008<ref name="Euro Fair Statistics 2008" />
GITEX	Consumer electronics	March 29, 2007 – April 1, 2017	Dubai, Template:Flagu	146,000 in 2016<ref>Template:Cite web</ref>
Hannover Messe	Industry, technology	April 24–28, 2017	Hanover, Template:Flagu	193,222 in 2008<ref name="Euro Fair Statistics 2008" />
High Point Market	Furniture	April and October	High Point, North Carolina, Template:Flagu	70,000-80,000
IFA	Consumer electronics and home appliances	September 1–6, 2017	Berlin, Template:Flagu	240,000 in 2016<ref>Template:Cite web</ref>
IITF (India International Trade Fair)	Consumer products	Mid-November	Delhi, Template:Flagu
imm Cologne	Furniture	January 15–21, 2018	Koelnmesse, Template:Flagu	106,677 in 2008<ref name="Euro Fair Statistics 2008" />
InnoTrans	Rail Transport Technology	September 22–25, 2020	Messe Berlin, Template:Flagu	106,612 in 2010<ref>Template:Cite news</ref>
Intermot	Motorcycles	October 3–7, 2018	Koelnmesse, Template:Flagu	203,000 in 2012<ref>Template:Cite press release</ref>
International CES	Consumer electronics	January 9–12, 2018	Las Vegas Convention Center, Nevada, Template:Flagu	177,000+ in 2016<ref>Template:Cite press release</ref>
Internationale Automobil-Ausstellung	Cars	September 14–29, 2017	Messe Frankfurt, Template:Flagu	931,700 in 2015<ref>Template:Cite press release</ref>
IGW Berlin	Sustainable agriculture	January 20–29, 2017	Messe Berlin, Template:Flagu	424,502 in 2008<ref name="Euro Fair Statistics 2008" />
ITB Berlin	tourism	March 10–12, 2017	Messe Berlin, Template:Flagu	149,776 in 2008<ref name="Euro Fair Statistics 2008" />
International Technical Fair	machine engineering, automobiles, transport, information technologies, software, electronics, electrical engineering, construction, chemistry, power engineering, ecology	September 25–30, 2017	Plovdiv, Template:Flagu	141,000 in 2006Template:Citation needed
Jakarta Fair	Retail (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)<ref>Template:Cite news</ref>	May 22–30, 2019	Jakarta, Template:Flagu
Kolkata International Book Fair	Books	Late January - Early February	Kolkata, Template:Flagu	2,000,000 in 2012 - largest book fair in the world<ref>KOLKATA INTERNATIONAL BOOK FAIR – A MELTING POT Template:Webarchive</ref>
Light + Building	Architectural lighting design	March 18–23, 2018	Messe Frankfurt, Template:Flagu	167,084 in 2008<ref name="Euro Fair Statistics 2008"/>
MEDICA Trade Fair	Medical technology	November 13–16, 2017	Messe Düsseldorf, Template:Flagu	136,871 in 2008<ref name="Euro Fair Statistics 2008"/>
Mobile World Congress	Mobile telephony, communications	February 27, 2023 – March 2, 2023	Barcelona, Template:Flagu	95,000 in 2023<ref>Template:Cite web</ref>
SIAL Paris	Food industry	October 15, 2022 - October 18, 2022	Paris, Template:Flagu	310,000 in 2018<ref>Template:Cite web</ref>
Template:Sort	Auto show	September 29, 2016 – October 16, 2016	Paris, Template:Flagu	1,400,000 in 2006<ref>Template:Cite web</ref>
NAB Show	Broadcasting	April 6–09, 2025	Las Vegas Convention Center, Nevada, Template:Flagu	61,000+ in 2024<ref>Template:Cite web</ref><ref>Template:Cite press release</ref>
The NAMM Show	Music	January 16–19, 2020	Anaheim, California, Template:Flagu	115,888<ref>Template:Cite press release</ref>
NAIAS	Cars	January 14–21, 2018	Detroit, Michigan, Template:Flagu	800,000 in 2018<ref>Template:Cite web</ref>
National Agricultural Fieldays	Agriculture	4 days in mid June	Hamilton, Template:Flagu	125,878 in 2007<ref>Template:Cite web</ref>
Novi Sad Fair	Agriculture	Middle of May	Novi Sad, Template:Flagu	600,000Template:Citation needed
Nuremberg International Toy Fair	Toys, Games	February 1–6, 2017	Nuremberg, Template:Flagu	80,000 in 2011<ref>Template:Cite press release</ref>
Paris International Agricultural Show	Agricultural show	February 25, 2017 - March 5, 2017	Paris, Template:Flagu	619,000 in 2017<ref>Template:Cite web</ref>
Paris Air Show - SIAE	Aerospace	June 19–25, 2017	Paris, Template:Flagu	322,000 in 2017
Photokina	Photography	May 27–30, 2020	Koelnmesse, Template:Flagu	180,000 in 2018<ref>Template:Cite web</ref>
Salone del Mobile (International Furniture Fair)	Furniture	March 2007	FieraMilano, Template:Flagu	270,000 in 2007<ref>Template:Cite web</ref>
SEMA Show	Automobile aftermarket	First week of November	Las Vegas, Nevada, Template:Flagu	125,000 in 2014<ref>Template:Cite web</ref>
Semicon Taiwan	semiconductors	September 4, 2024	Taipei, Template:Flagu	85,000 in 2025<ref>Template:Cite web</ref>
SHOT Show	Firearms	January 22–25, 2019	Sands Expo, Las Vegas, Nevada, Template:Flagu	60,000+ in 2018<ref>Template:Cite web</ref>
SIMA	Real estate	May 25–28, 2017	Madrid, Template:Flagu	122,760 in 2008<ref name="Euro Fair Statistics 2008"/>
SIMO TCI	Consumer electronics	October 18–20, 2017	Madrid, Template:Flagu	300,000 approximately<ref>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</ref>
Sydney Royal Easter Show	Agriculture	14 days over Easter	Sydney, Template:Flagu	900,000 in 2007<ref>About the 2008 Show Template:Webarchive, Sydney Royal Easter Show Website. Retrieved March 14, 2008.</ref>
Taipei AMPA	Auto shows	April 23, 2025	Taipei, Template:Flagu	55,000 in 2025<ref>Template:Cite news</ref>
Taipei Game Show	Video games	February 24, 2025	Taipei, Template:Flagu	370,000 in 2025<ref>Template:Cite news</ref>
Taipei International Book Exhibition	Books	February 4–9, 2025	Taipei, Template:Flagu	570,000 in 2025<ref>Template:Cite web</ref>
TAIROS	Robots	August 20, 2024	Taipei, Template:Flagu	320,000 in 2024<ref>Template:Cite news</ref>
Tehran International Book Fair	Books	May 3–13, 2017	Tehran, Template:Flagu	2,000,000 approximately in 2010Template:Citation needed
The Big 5	Construction	November 26–29, 2017 (annual)	Dubai, Template:Flagu	78,579 participants in 2016<ref>Template:Cite web</ref>
Thessaloniki International Fair	General	Annually	Thessaloniki, Template:Flagu	250,000 in 2011<ref>Template:Cite web</ref>
Tokyo Motor Show	Auto shows	October 27, 2017 - November 5, 2017	Tokyo, Template:Flagu	1,512,100 in 2005Template:Citation needed
Tokyo Game Show	Video games	September 21–24, 2017	Tokyo, Template:Flagu	271,224 in 2016<ref>Template:Cite web</ref>
Trade Expo Indonesia	Export	October 24–28, 2018	BSD City, Template:Flagu	28,000<ref>Template:Cite news</ref>
World Ag Expo	Agriculture	Annually	Tulare, California, Template:Flagu	Approx. 100,000 annually<ref>Template:Cite web</ref>
World Dairy Expo	Dairy industry	October 3-03, 2017	Alliant Energy Center, 2015 at Madison, Wisconsin, Template:Flagu	75,000

Trade shows and stand design

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.<ref>Template:Cite web</ref>

See also

• Agricultural show
• Buyers Market of American Craft
• County fair
• Lead retrieval
• List of world's fairs
• Rodeo
• Sample fair
• State fair
• World's fair
• Hall of Nations

External links

• Template:Commons category-inline