Pandemic led to a digital expansion in the world’s fair industry

The world’s fair sector, which plays a leading role in the development of international trade, is facing a problem of trust due to the pandemic. World companies are concerned about physically organized fairs. Companies are united in the idea of expanding digital fairs due to safety and health concerns, as well as financial losses incurred in the face of cancellations.


The fair industry, which has been leading the world trade in recent years, has entered a difficult period with the pandemic. Health and safety concerns have changed the priorities of companies around the world. The vital risk factors of physical gatherings have brought a digital expansion to the world fair industry. Global Meetings & Events 2021 Research by American Express Meetings & Events; It shows that companies around the world find physically organized events and fairs risky and unsafe in terms of health. 77 percent of the companies cite social distance as the reason for this, and 52 percent indicate the hygiene factor. 59 percent of the world companies draw attention to the fact that the cancellation conditions of physical fairs cause serious financial difficulties. 68 percent of the participants point out that physical fairs should not be organized unless a fully safe environment is built with the precautions to be taken regarding health and safety. When considered in Europe, 87 percent of the companies are distant from such organizations due to risk factors. North American companies, on the other hand, anticipate that a quarter of the fairs in 2021 will be held virtually, and physical meetings will be held as boutique events with less than 25 participants. In world companies, the idea that platforms that carry physical events and fairs to digital environment will become more and more widespread is gaining importance.

Yusuf Yenitürkoğulları, founder of ExpoValley Digital Fair platform, who evaluated the developments in the World Fair sector after the pandemic, said: “World companies are abstaining from physical fairs due to health and safety concerns. The vital risks created by physical fairs are considered a priority more than the sustainability of commercial activities. This brings with it important steps towards the expansion of the digitalization movement that started in the fair sector in the world. In the World Fair sector, which directs the commercial relations of many sectors, from automotive to defense, from food to service, there is a change in which the weight of digital fairs is felt. By following in the footsteps of this change, world companies have seen that they can build their future plans on more rational strategies with the time and cost savings offered by digital fairs. The World Fair sector is also turning to digital fairs both in terms of quickly compensating for losses and in terms of giving a new dimension to the commercial activities of companies.”

World companies are following in the footsteps of digital

Drawing attention to the expectation that digital fairs, which respond to the search for solutions during the pandemic period, are expected to become permanent rather than an alternative in the world companies, Yusuf Yenitürkoğulları made the following assessment on the subject: “Companies operating in any country of the world exist by participating in these fairs. In particular, exporters gain the ability to move internationally through digital fairs. They get opportunities to introduce themselves in the country they are in, to open up to new markets and to develop new collaborations. This situation brings them serious cost and time savings. In a period of uncertainty, they obtained very productive results in terms of continuing commercial activities. Thanks to these fairs, new actors were added to international trade. Accelerating the steps of the Turkish exhibition industry towards digitization will further increase these gains.”

Investment in digital has become a priority for companies

Yusuf Yenitürkoğulları pointed out that solutions that minimize costs provide a great advantage for companies in an increasingly challenging competitive environment, and summarized these advantages as follows: “Every step taken towards digitalization brings efficiency increase as well as time and cost savings for companies. Digital fairs serve this purpose while bringing together hundreds of companies on the same platform in a global competitive environment. These fairs, which completely eliminate the concept of time and space, make it possible to reach a wider geography with lower prices compared to physical fairs. It also eliminates the costs incurred in the face of cancellations in physical fairs and secures companies financially. Moreover, support for participation in physical fairs is also offered for digital fairs. Companies should prioritize participation in these fairs in order to bring a new breath to their activities under the severe conditions of the pandemic. Thus, they can find the opportunity to open up to new markets and develop new collaborations.”

Decisive role in future trade relations

Noting that research indicates that digital fairs will play a decisive role in realizing the short and long-term goals of companies, Yusuf Yenitürkoğulları said, “We are laying the foundations of long-term cooperation between countries and companies through the digital fairs we organize as ExpoValley Digital Fair Platform. We offer a new generation fair experience with these fairs that we plan using the latest technologies. With the instant translation service we offer, video conferencing services, and automatic calendar integration, we transform this experience into new collaborations. While doing this, we also continue our efforts to develop digital fairs in line with the needs of companies and markets and to integrate the latest technologies.”

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