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In established economies trade fairs are a vital part of the marketing mix, along with direct selling, advertising and the Internet. In new and emerging markets they are the catalyst for industrial and commercial development:
They promote industrial development and technology transfer
They foster regional and national industry, by functioning like a product showcase
The stimulate international investment in industry and infrastructure
They raise the occupancy rates of, among other things, hotels, restaurants and means of transport;
They create direct employment in convention centres, hotels and restaurants, and indirect employment, thus contributing to the development of small and medium size companies.
They add value to the profile of the city/region