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.
Trade shows are crucial for businesses, entrepreneurs, and enthusiasts in diverse industries. These dynamic gatherings provide valuable networking opportunities, learning experiences, and avenues for business expansion. Whether attending for the first time or are a seasoned exhibitor, mastering the art of navigating these events can greatly enhance trade fair journey.[1]
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[2] trade shows held every year, and several online directories have been established to help organizers, attendees, and marketers identify appropriate events.
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 an 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.[3]
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.[4]
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.[4] Booths range from simple tables to elaborate constructions.[5]
Trade shows often involve a considerable investment in time and money by participating companies.[6] The planning includes arranging meetings with other attendees beforehand and resources to follow up on opportunities that are created at the show.[7] Costs include space rental, booth design and construction of trade show displays, telecommunications, travel, accommodations, and promotional literature and items to give to attendees.[4]
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.[8]
| valign=bottom; style="text-align:left" | Ground | valign=bottom; style="text-align:left" | City | valign=bottom | Indoor floor area | valign=bottom | Outdoor floor area | |
|---|---|---|---|---|---|---|---|---|
| 1 | Hanover Fairground | Hanover | 496000sqm | 58070sqm | ||||
| 2 | World Market Center Las Vegas | Las Vegas | 460000sqm | |||||
| 3 | Messe Frankfurt | Frankfurt | 366600sqm | 96000sqm | ||||
| 4 | Fira de Barcelona | Barcelona | 365000sqm | 50000sqm | ||||
| 5 | Fiera Milano | Milan | 345000sqm | 60000sqm | ||||
| 6 | Canton Fair Complex | Guangzhou | 338000sqm[9] | 43600sqm | ||||
| 7 | Las Vegas Convention Center | Winchester, Nevada (Las Vegas) | 297000sqm | |||||
| 8 | Koelnmesse | Cologne | 284000sqm | 100000sqm | ||||
| 9 | Messe Düsseldorf | Düsseldorf | 262740sqm | 43000sqm | ||||
| 10 | McCormick Place | Chicago | 248000sqm | |||||
| 11 | Parc des Expositions de Villepinte | Paris | 246300sqm | |||||
| 12 | Paris expo Porte de Versailles | Paris | 227000sqm | |||||
| 13 | Feria de Madrid IFEMA | Madrid | 200000sqm | |||||
| 14 | National Exhibition Centre | Solihull, UK | 186000sqm | 100000sqm | ||||
| 15 | Messe München | Munich | 180000sqm | 425000sqm | ||||
| 16 | Messe Nürnberg | Nuremberg | 180000sqm | 50000sqm | ||||
| 17 | Messe Berlin | Berlin | 160000sqm | 390000sqm |
| Description | Dates | Location | Visitors | ||
|---|---|---|---|---|---|
| AgQuip | Agriculture | August 22–24, 2017 | Gunnedah, New South Wales, | 100,000 approximately in 2005[10] | |
| ANUGA | Food and beverage | October 7–11, 2017 | Koelnmesse, | 165,000 approximately in 2017[11] | |
| Arab Health | Healthcare | January 24, 2022 - January 27, 2022 | Dubai World Trade Centre, | 58,028 in 2022[12] | |
| Automechanika | Automotive aftermarket | September 13–17, 2016 | Messe Frankfurt, | 136,000 | |
| BAUMA | Construction | April 8–17, 2019 | Munich, | 620,000 in 2019[13] | |
| Beef Australia | Beef | May (triennially) | Rockhampton, | 90,000 in 2015[14] | |
| Berlin Music Week | Music | September 3–7, 2014[15] | Berlin, | 70,000 in 2012 | |
| Bologna Motor Show | Auto show | December 3–11, 2016 | Bologna, | 450,000 in 2013[16] | |
| boot Düsseldorf | Boats | January 21–29, 2017 | Messe Düsseldorf, | 267,379 in 2008[17] | |
| Buenos Aires International Book Fair | Books | April 27 – May 15, 2017 | Buenos Aires, | 1,240,000 in 2008[18] | |
| Cairo International Book Fair | Books | January 27, 2017 - February 10, 2017 | Cairo, | 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, | 192,013 in Spring Session 2008[19] | |
| CeBIT | Information and communication technology | March 20–24 | Hanover, | 480,000 in 2007[20] | |
| CES (Consumer Electronics Show) | Consumer electronics | Jan 7 – Jan 10, Every Year | Las Vegas Convention Center, | ||
| Comic Market | Comics | August 11–13, 2017 | Tokyo, | 550,000 in Summer Session 2008[21] | |
| COMPUTEX Taipei | Computer show | May 30, 2017 – June 3, 2017 | Taipei, | 106,517 in 2008[22] | |
| CONEXPO-CON/AGG | Construction | March 7–11, 2017 | Las Vegas Convention Center, | 145,000 approximately in 2008[23] | |
| Dhaka International Trade Fair | Consumer products | January 1 - January 31, Every Year | Bangabandhu Exhibition Center, Dhaka, | Hundreds of Thousands | |
| Drupa | Printing equipment | May 31 – June 10, 2016 | Messe Düsseldorf, | 393,654 in 2004 from 127 countries[24] | |
| Dubai Airshow | Aerospace | Biennial | Dubai World Central, | ||
| Ekushey Book Fair | Books | February 1 - February 28, Every Year | Bangla Academy, Ramna, Dhaka, | 70,000 | |
| E3 (Electronic Entertainment Expo) | Video games | June 13–15, 2017 | Los Angeles, California, | 68,400 (2017) | |
| EICMA | Motorcycles | November 10–13, 2016 | Fiera Milano, | 504,999 in 2008 | |
| Euroflora | Flower show | April/May once time every 5 years | Genoa, | 730,000 in 1986[25] | |
| EuroShop | Retailing | March 5–09, 2017 | Messe Düsseldorf, | 104,766 in 2008 | |
| Farnborough Air Show | Aerospace | 16–22 July 2018 | Farnborough Airport, Hampshire, | 209,000 (2012) | |
| Fieracavalli | Horse show | November 10–13, 2016 | Verona, | 125,975 in 2008 | |
| Fiera internazionale del libro | Books | May 18–22, 2017 | Turin, | 300,000 in 2007 | |
| Frankfurt Book Fair | Books | October 11–15, 2017[26] | Messe Frankfurt, | 280,194 in 2011[27] | |
| Games Convention | Video games | ended 2008 | Leipzig, | 203,000 in 2008[28] | |
| Gamescom | Video games | August 21–25, 2018 | Koelnmesse, | 350,000 in 2017[29] | |
| Genoa International Boat Show | Boats | September 21–26, 2017 | Genoa, | 236,322 in 2008 | |
| GITEX | Consumer electronics | March 29, 2007 – April 1, 2017 | Dubai, | 146,000 in 2016[30] | |
| Hannover Messe | Industry, technology | April 24–28, 2017 | Hanover, | 193,222 in 2008 | |
| High Point Market | Furniture | April and October | High Point, North Carolina, | 70,000-80,000 | |
| IFA | Consumer electronics and home appliances | September 1–6, 2017 | Berlin, | 240,000 in 2016[31] | |
| IITF (India International Trade Fair) | Consumer products | Mid-November | Delhi, | ||
| imm Cologne | Furniture | January 15–21, 2018 | Koelnmesse, | 106,677 in 2008 | |
| InnoTrans | Rail Transport Technology | September 22–25, 2020 | Messe Berlin, | 106,612 in 2010[32] | |
| Intermot | Motorcycles | October 3–7, 2018 | Koelnmesse, | 203,000 in 2012[33] | |
| International CES | Consumer electronics | January 9–12, 2018 | Las Vegas Convention Center, Nevada, | 177,000+ in 2016[34] | |
| Internationale Automobil-Ausstellung | Cars | September 14–29, 2017 | Messe Frankfurt, | 931,700 in 2015[35] | |
| IGW Berlin | Sustainable agriculture | January 20–29, 2017 | Messe Berlin, | 424,502 in 2008 | |
| ITB Berlin | tourism | March 10–12, 2017 | Messe Berlin, | 149,776 in 2008 | |
| International Technical Fair | machine engineering, automobiles, transport, information technologies, software, electronics, electrical engineering, construction, chemistry, power engineering, ecology | September 25–30, 2017 | Plovdiv, | 141,000 in 2006 | |
| 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)[36] | May 22–30, 2019 | Jakarta, | ||
| Kolkata International Book Fair | Books | Late January - Early February | Kolkata, | 2,000,000 in 2012 - largest book fair in the world[37] | |
| Light + Building | Architectural lighting design | March 18–23, 2018 | Messe Frankfurt, | 167,084 in 2008 | |
| MEDICA Trade Fair | Medical technology | November 13–16, 2017 | Messe Düsseldorf, | 136,871 in 2008 | |
| Mobile World Congress | mobile telephonyCommunications | February 27, 2023 – March 02, 2023 | Barcelona, Spain | 95,000 in 2023[38] | |
| SIAL Paris | Food industry | October 15, 2022 - October 18, 2022 | Paris, | 310,000 in 2018[39] | |
| Auto show | September 29, 2016 – October 16, 2016 | Paris, | 1,400,000 in 2006[40] | ||
| NAB Show | Broadcasting | April 06–09, 2025 | Las Vegas Convention Center, Nevada, | 61,000+ in 2024[41] [42] | |
| The NAMM Show | Music | January 16–19, 2020 | Anaheim, California, | 115,888[43] | |
| NAIAS | Cars | January 14–21, 2018 | Detroit, Michigan, | 800,000 in 2018[44] | |
| National Agricultural Fieldays | Agriculture | 4 days in mid June | Hamilton, | 125,878 in 2007[45] | |
| Novi Sad Fair | Agriculture | Middle of May | Novi Sad, | 600,000 | |
| Nuremberg International Toy Fair | Toys, Games | February 1–6, 2017 | Nuremberg, | 80,000 in 2011[46] | |
| Paris International Agricultural Show | Agricultural show | February 25, 2017 - March 5, 2017 | Paris, | 619,000 in 2017[47] | |
| Paris Air Show - SIAE | Aerospace | June 19–25, 2017 | Paris, | 322,000 in 2017 | |
| Photokina | Photography | May 27–30, 2020 | Koelnmesse, | 180,000 in 2018[48] | |
| Salone del Mobile (International Furniture Fair) | Furniture | March 2007 | FieraMilano, | 270,000 in 2007[49] | |
| SEMA Show | Automobile aftermarket | First week of November | Las Vegas, Nevada, | 125,000 in 2014[50] | |
| SHOT Show | Firearms | January 22–25, 2019 | Sands Expo, Las Vegas, Nevada, | 60,000+ in 2018[51] | |
| SIMA | Real estate | May 25–28, 2017 | Madrid, | 122,760 in 2008 | |
| SIMO TCI | Consumer electronics | October 18–20, 2017 | Madrid, | 300,000 approximately[52] | |
| Sydney Royal Easter Show | Agriculture | 14 days over Easter | Sydney, | 900,000 in 2007[53] | |
| Tehran International Book Fair | Books | May 3–13, 2017 | Tehran, | 2,000,000 approximately in 2010 | |
| Construction | November 26–29, 2017 (annual) | Dubai, | 78,579 participants in 2016[54] | ||
| Thessaloniki International Fair | General | Annually | Thessaloniki, | 250,000 in 2011[55] | |
| Tokyo Motor Show | Auto shows | October 27, 2017 - November 5, 2017 | Tokyo, | 1,512,100 in 2005 | |
| Tokyo Game Show | Video games | September 21–24, 2017 | Tokyo, | 271,224 in 2016[56] | |
| Trade Expo Indonesia | Export | October 24–28, 2018 | BSD City, | 28,000[57] | |
| World Ag Expo | Agriculture | Annually | Tulare, California, | Approx. 100,000 annually[58] | |
| World Dairy Expo | Dairy industry | October 3-03, 2017 | Alliant Energy Center, 2015 at Madison, Wisconsin, | 75,000 |