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Trade show
Exhibition for companies of a specific industry to present their new products

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 trade shows held every year, and several online directories have been established to help organizers, attendees, and marketers identify appropriate events.

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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 2011.2

Use

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.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.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.8

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.9

List of major venues

#GroundCityIndoor floor areaOutdoor floor area
1Hanover FairgroundHanover496,000 m2 (5,340,000 sq ft)58,070 m2 (625,100 sq ft)
2World Market Center Las VegasLas Vegas460,000 m2 (5,000,000 sq ft)22,300 m2 (240,000 sq ft)
3Messe FrankfurtFrankfurt366,600 m2 (3,946,000 sq ft)96,000 m2 (1,030,000 sq ft)
4Fira de BarcelonaBarcelona365,000 m2 (3,930,000 sq ft)50,000 m2 (540,000 sq ft)
5Fiera MilanoMilan345,000 m2 (3,710,000 sq ft)60,000 m2 (650,000 sq ft)
6Canton Fair ComplexGuangzhou338,000 m2 (3,640,000 sq ft)1043,600 m2 (469,000 sq ft)
7Las Vegas Convention CenterWinchester, Nevada (Las Vegas)297,000 m2 (3,200,000 sq ft)
8KoelnmesseCologne284,000 m2 (3,060,000 sq ft)100,000 m2 (1,100,000 sq ft)
9Messe DüsseldorfDüsseldorf262,740 m2 (2,828,100 sq ft)43,000 m2 (460,000 sq ft)
10McCormick PlaceChicago248,000 m2 (2,670,000 sq ft)
11Parc des Expositions de VillepinteParis246,300 m2 (2,651,000 sq ft)
12Paris expo Porte de VersaillesParis227,000 m2 (2,440,000 sq ft)
13Feria de Madrid IFEMAMadrid200,000 m2 (2,200,000 sq ft)
14National Exhibition CentreSolihull, UK186,000 m2 (2,000,000 sq ft)100,000 m2 (1,100,000 sq ft)
15Messe MünchenMunich180,000 m2 (1,900,000 sq ft)425,000 m2 (4,570,000 sq ft)
16Messe NürnbergNuremberg180,000 m2 (1,900,000 sq ft)50,000 m2 (540,000 sq ft)
17Messe BerlinBerlin160,000 m2 (1,700,000 sq ft)390,000 m2 (4,200,000 sq ft)

List of major trade shows

Fairs with a published attendance of more than 50,000
TitleDescriptionDatesLocationVisitors
AgQuipAgricultureAugust 22–24, 2017Gunnedah, New South Wales,  Australia100,000 approximately in 200511
ANUGAFood and beverageOctober 7–11, 2017Koelnmesse,  Germany165,000 approximately in 201712
Arab HealthHealthcareJanuary 24, 2022 - January 27, 2022Dubai World Trade Centre,  United Arab Emirates58,028 in 202213
AutomechanikaAutomotive aftermarketSeptember 13–17, 2016Messe Frankfurt,  Germany136,000
BAUMAConstructionApril 8–17, 2019Munich,  Germany620,000 in 201914
Beef AustraliaBeefMay (triennially)Rockhampton,  Australia90,000 in 201515
Berlin Music WeekMusicSeptember 3–7, 201416Berlin,  Germany70,000 in 2012
Bologna Motor ShowAuto showDecember 3–11, 2016Bologna,  Italy450,000 in 201317
boot DüsseldorfBoatsJanuary 21–29, 2017Messe Düsseldorf,  Germany267,379 in 200818
Buenos Aires International Book FairBooksApril 27 – May 15, 2017Buenos Aires,  Argentina1,240,000 in 200819
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 200820
CeBITInformation and communication technologyMarch 20–24Hanover,  Germany480,000 in 200721
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 200822
COMPUTEX TaipeiComputer showMay 30, 2017 – June 3, 2017Taipei,  Taiwan106,517 in 200823
CONEXPO-CON/AGGConstructionMarch 7–11, 2017Las Vegas Convention Center,  Taiwan145,000 approximately in 200824
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 countries25
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 202426
EICMAMotorcyclesNovember 10–13, 2016Fiera Milano,  Italy504,999 in 200827
EurofloraFlower showApril/May once time every 5 yearsGenoa,  Italy730,000 in 198628
EuroShopRetailingMarch 5–09, 2017Messe Düsseldorf,  Germany104,766 in 200829
Farnborough Air ShowAerospace16–22 July 2018Farnborough Airport, Hampshire,  United Kingdom209,000 (2012)
FieracavalliHorse showNovember 10–13, 2016Verona,  Italy125,975 in 200830
Fiera internazionale del libroBooksMay 18–22, 2017Turin,  Italy300,000 in 2007
Frankfurt Book FairBooksOctober 11–15, 201731Messe Frankfurt,  Germany280,194 in 201132
Games ConventionVideo gamesended 2008Leipzig,  Germany203,000 in 200833
GamescomVideo gamesAugust 21–25, 2018Koelnmesse,  Germany350,000 in 201734
Genoa International Boat ShowBoatsSeptember 21–26, 2017Genoa,  Italy236,322 in 200835
GITEXConsumer electronicsMarch 29, 2007 – April 1, 2017Dubai,  United Arab Emirates146,000 in 201636
Hannover MesseIndustry, technologyApril 24–28, 2017Hanover,  Germany193,222 in 200837
High Point MarketFurnitureApril and OctoberHigh Point, North Carolina,  United States70,000-80,000
IFAConsumer electronics and home appliancesSeptember 1–6, 2017Berlin,  Germany240,000 in 201638
IITF (India International Trade Fair)Consumer productsMid-NovemberDelhi,  India
imm CologneFurnitureJanuary 15–21, 2018Koelnmesse,  Germany106,677 in 200839
InnoTransRail Transport TechnologySeptember 22–25, 2020Messe Berlin,  Germany106,612 in 201040
IntermotMotorcyclesOctober 3–7, 2018Koelnmesse,  Germany203,000 in 201241
International CESConsumer electronicsJanuary 9–12, 2018Las Vegas Convention Center, Nevada,  United States177,000+ in 201642
Internationale Automobil-AusstellungCarsSeptember 14–29, 2017Messe Frankfurt,  Germany931,700 in 201543
IGW BerlinSustainable agricultureJanuary 20–29, 2017Messe Berlin,  Germany424,502 in 200844
ITB BerlintourismMarch 10–12, 2017Messe Berlin,  Germany149,776 in 200845
International Technical Fairmachine engineering, automobiles, transport, information technologies, software, electronics, electrical engineering, construction, chemistry, power engineering, ecologySeptember 25–30, 2017Plovdiv,  Bulgaria141,000 in 2006
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)46May 22–30, 2019Jakarta,  Indonesia
Kolkata International Book FairBooksLate January - Early FebruaryKolkata,  India2,000,000 in 2012 - largest book fair in the world47
Light + BuildingArchitectural lighting designMarch 18–23, 2018Messe Frankfurt,  Germany167,084 in 200848
MEDICA Trade FairMedical technologyNovember 13–16, 2017Messe Düsseldorf,  Germany136,871 in 200849
Mobile World Congressmobile telephonyCommunicationsFebruary 27, 2023 – March 2, 2023Barcelona, Spain95,000 in 202350
SIAL ParisFood industryOctober 15, 2022 - October 18, 2022Paris,  France310,000 in 201851
Mondial de l'AutomobileAuto showSeptember 29, 2016 – October 16, 2016Paris,  France1,400,000 in 200652
NAB ShowBroadcastingApril 6–09, 2025Las Vegas Convention Center, Nevada,  United States61,000+ in 20245354
The NAMM ShowMusicJanuary 16–19, 2020Anaheim, California,  United States115,88855
NAIASCarsJanuary 14–21, 2018Detroit, Michigan,  United States800,000 in 201856
National Agricultural FieldaysAgriculture4 days in mid JuneHamilton,  New Zealand125,878 in 200757
Novi Sad FairAgricultureMiddle of MayNovi Sad,  Serbia600,000
Nuremberg International Toy FairToys, GamesFebruary 1–6, 2017Nuremberg,  Germany80,000 in 201158
Paris International Agricultural ShowAgricultural showFebruary 25, 2017 - March 5, 2017Paris,  France619,000 in 201759
Paris Air Show - SIAEAerospaceJune 19–25, 2017Paris,  France322,000 in 2017
PhotokinaPhotographyMay 27–30, 2020Koelnmesse,  Germany180,000 in 201860
Salone del Mobile (International Furniture Fair)FurnitureMarch 2007FieraMilano,  Italy270,000 in 200761
SEMA ShowAutomobile aftermarketFirst week of NovemberLas Vegas, Nevada,  United States125,000 in 201462
SHOT ShowFirearmsJanuary 22–25, 2019Sands Expo, Las Vegas, Nevada,  United States60,000+ in 201863
SIMAReal estateMay 25–28, 2017Madrid,  Spain122,760 in 200864
SIMO TCIConsumer electronicsOctober 18–20, 2017Madrid,  Spain300,000 approximately65
Sydney Royal Easter ShowAgriculture14 days over EasterSydney,  Australia900,000 in 200766
Tehran International Book FairBooksMay 3–13, 2017Tehran,  Iran2,000,000 approximately in 2010
The Big 5ConstructionNovember 26–29, 2017 (annual)Dubai,  UAE78,579 participants in 201667
Thessaloniki International FairGeneralAnnuallyThessaloniki,  Greece250,000 in 201168
Tokyo Motor ShowAuto showsOctober 27, 2017 - November 5, 2017Tokyo,  Japan1,512,100 in 2005
Tokyo Game ShowVideo gamesSeptember 21–24, 2017Tokyo,  Japan271,224 in 201669
Trade Expo IndonesiaExportOctober 24–28, 2018BSD City,  Indonesia28,00070
World Ag ExpoAgricultureAnnuallyTulare, California,  United StatesApprox. 100,000 annually71
World Dairy ExpoDairy industryOctober 3-03, 2017Alliant Energy Center, 2015 at Madison, Wisconsin,  United States75,000

See also

  • Media related to Trade fairs at Wikimedia Commons

References

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