In recent years, the trade show industry has evolved dramatically, becoming a cornerstone of the global economy. Trade shows aren’t just about innovation and networking—they also generate significant economic impact on a worldwide scale. With over 32,000 trade shows held each year and more than 4.5 million exhibitors involved, the trade show sector contributes over $275 billion to the global economy. These figures represent a huge opportunity for companies looking to expand their reach and drive sales growth.

Each year, more than 300 million people attend international trade shows. These events attract a wide range of participants, from professional buyers and corporate decision-makers to investors. In Europe, the trade show industry generates around €106 billion annually, supporting over 1.3 million jobs. In the U.S., the industry is valued at over $97 billion, and it continues to grow, especially as in-person events make a comeback following the COVID-19 pandemic. Asia is also emerging as a major player, with booming trade show activity in key markets like China and India.

For companies, participating in a trade show is a significant investment. In addition to the costs of setting up a booth, staffing, and promotional materials, companies pour large amounts of money into ensuring their brand stands out in a crowded marketplace. For many companies, especially those who regularly exhibit at top-tier trade shows, participation costs can range from tens of thousands to hundreds of thousands of dollars per event. In exchange, companies are seeking to maximize their visibility and connect with new customers and business partners.

However, one of the major challenges for companies is that their visibility is often limited to the few days the trade show is active. Once the event wraps up, much of their promotional efforts risk fading into the background, resulting in missed opportunities to continue engaging with customers and keeping their interest alive.

In recent years, technology has provided new solutions to help companies discover where trade shows are taking place around the world. Platforms like neventum and 10times have made it easier for companies to find the most relevant trade shows for their sector. These sites offer research tools that simplify the process of finding events. However, these portals are limited to general information such as the event’s name, dates, and trade show venue references.

While trade show discovery portals are crucial, companies are increasingly seeking more advanced solutions to maintain their visibility beyond the temporal and geographic boundaries of physical trade shows. The future of the trade show industry isn’t just about the days when the event takes place—it’s about maintaining a constant digital presence that allows ongoing engagement with the audience long after the exhibition doors close.

This is where new streaming platforms come into play. Beyond offering the opportunity to virtually attend events, these platforms allow companies to extend their presence over time, keeping the audience’s interest alive through high-quality digital content. Streaming platforms are quickly becoming an essential tool for companies looking to expand their global visibility.

Among the emerging solutions in the digital trade show sector, streaming is starting to play a pivotal role. These platforms provide companies with the opportunity to broadcast their booths and presentations to a global audience, enabling them to extend their visibility far beyond the days of the physical event. Companies can upload videos, interviews, presentations, and interactive content that can be accessed via mobile devices, tablets, PCs, and Smart TVs. Additionally, these platforms offer multilingual translation capabilities, opening up new avenues for companies to reach international markets and potential customers across the globe.

One example of these new platforms is Ufair.tv (www.ufair.tv), the first platform aiming to radically change how companies participate in trade shows and manage their visibility.

With this platform, companies can create their own digital business hub—a true virtual booth— and keep it active for a full 24 months, extending the visibility of their products and services well beyond the close of the physical trade show. Additionally, the platform offers the ability to translate videos and content into multiple languages, making it easier for companies to connect with a diverse global audience.

Ufair.tv has set the goal of collaborating with at least 85 trade fair venues around the world by the end of 2025, representing about 5% of the global structures with dimensions larger than 5,000 square meters, with a business volume projected in the eight-figure range.