Iran International Exhibitions Association, the driving force behind the development of the country’s exhibition industry

According to the Public Relations office of the Iran International Exhibitions Association, a specialized meeting was held on May 18, hosted by the Association, aimed at strengthening constructive interaction between the government and the exhibition sector and examining strategies for the development of the nation’s exhibition industry. The meeting, convened at the Iran Chamber of Commerce, was attended by the government spokesperson, a number of senior managers from the Iran Trade Promotion Organization, and CEOs of exhibition centers from across the country. Fatemeh Mohajerani, government spokesperson; Rahim Jalili, President of the Association; and Amir Roshanbakhsh Qanbari, Deputy of the Trade Promotion Organization of Iran, were among the speakers. The full report of this meeting is provided below.

At the beginning of the session, Fatemeh Mohajerani, government spokesperson, referring to the ecosystem of the exhibition industry and emphasizing that exhibitions are a major global industry, stated: If this understanding is not correct and we think that exhibitions exist only for increased or cheaper sales, then we are missing the point and will have an incorrect approach, failing to recognize it as an industry. She noted that the COVID-19 pandemic demonstrated how disruptions in the exhibition industry can significantly impact other sectors.

Mohajerani also commended the Association and said that associations worldwide are very influential, particularly in standard-setting; many international standards starting with AS are actually the work of associations. She highlighted that associations are vital for socializing environments and explained that the Iran International Exhibitions Association, as the government’s social arm in this area, can help advance the industry scientifically and expand collaboration with academic associations. Science brings clarity and systematic classification of topics; for instance, setting standards for dress, layout, and behavior can only be accepted with scientific principles. She added that the Supreme Leader has repeatedly spoken about the economy, production, the market, and the importance of making production more public-oriented; implementing these directives is possible through scientific methods.

Mohajerani reiterated that employment is a key issue in all provinces and added that the exhibition industry, due to its broad surrounding activities—from design and booth construction to logistics—creates significant job opportunities. She explained that exhibitions do far more than simply organize events; they help address the shortage of skilled labor in other industries and can offer advisory support for training skilled personnel through partnerships with universities.

The spokesperson also emphasized that policy-making and oversight are fundamental responsibilities of governments, adding that the government’s strategy is to support the private sector. Based on the Minister of Industry's approach, there is an emphasis on delegating responsibilities, and through dialogue, entrusting matters to experts, holding joint meetings between the government and private sector, and openly addressing issues, effective results can be achieved.

She referred to the Association’s thematic branding initiative, describing it as very interesting and noting that it is based on spatial planning, meaning a focus on regional advantages—so each area does what matches its strengths, rather than all locations pursuing the same activities. She also mentioned the Association’s plan to strengthen export development exhibitions, particularly in border provinces, considering the government's strategy of leveraging capacities like neighboring countries, trade with Eurasia, and blocs such as BRICS and Shanghai. Border regions, especially those with land and sea borders, can play a vital role in this regard. She she was told that six thousand Iraqis cross the border of Khuzestan daily, and therefore such opportunities must be seized.

At the end of her remarks, she referred to the challenges facing the exhibition industry and emphasized that she would follow up on the request for the inclusion of exhibition center managers in administrative councils and also support the Association’s involvement in organizing Iran’s pavilion at Riyadh Expo.

In another part of the meeting, Rahim Jalili, President of the Iran International Exhibitions Association, stated that each province now has an international exhibition center, whereas before the Revolution, only Tehran had such a place. He explained that after the Revolution, in order to promote Iranian trade and strengthen the export of domestically produced goods, it was decided that each province should have its own exhibition complex, and with approval from the government, provincial centers obtained the necessary permits from the Trade Promotion Organization and the Ministry of Industry. He noted that most exhibition centers in Iran are privately owned, although chambers of commerce, municipalities, and other local authorities are shareholders in some provinces. Including Kish Island and free economic zones, there are now more than 35 exhibition sites nationwide. In the capital, apart from Tehran’s main exhibition center, two venues—Shahre Aftab (Sun City) and Iran Mall, both with international standards—are members of the Association.

Jalili emphasized that the Association has been designated as a partner of the Trade Promotion Organization and the Ministry, announcing its readiness to cooperate with the government to advance the exhibition industry. He pointed out that the Association has recently been granted broader authority by the Trade Promotion Organization, enabling collaboration on planning and policy, expanding international interactions, and helping organize global expos.

He elaborated on the initiatives taken to develop the industry: these include ranking exhibition centers, establishing communication networks among staff and other stakeholders, organizing training courses in public relations, executive affairs, and financial management, resolving issues faced by centers, standardizing contracts, holding regular board meetings, publishing specialized journals, launching the Association’s website, standardizing and ranking organizers and booth constructors, building communication platforms for exhibition stakeholders nationwide, launching export development exhibitions and thematic branding programs, developing a comprehensive plan for the sector, and translating news and resources from reputable international sources. 

Jalili also shared data comparing the Iranian and global exhibition industries, noting that the Iranian exhibition industry directly supports over 160,000 jobs, in addition to stimulating local businesses such as hospitality and transportation. He emphasized that more than half of the country's 10,000 knowledge-based companies participate in domestic exhibitions and that for them, exhibitions are regarded as the most important marketing tool. He remarked that while Iran's share of global exhibition industry revenue is less than half a percent, its volume share is around two percent. This gap is a major challenge, and if properly addressed, could unlock significant opportunities for income generation, job creation, and further growth of knowledge-based companies and the knowledge-driven economy.

In closing, Jalili pointed to essential measures for progress: transforming provincial exhibition centers into international trade development hubs, positioning the Iran International Exhibitions Association as the main pillar of the exhibition industry, creating a strategic working group with representatives from major city centers under the Association’s leadership, preventing duplication of efforts in government entities related to the sector, and creating appropriate conditions for infrastructure development—potentially via the capital market. These, he said, are key to developing the exhibition industry in Iran.

In the next section, Amir Roshanbakhsh Qanbari, Deputy for International Business Development at the Trade Promotion Organization, spoke about the need for decentralization in the industry. He stated that last year an MoU was signed with the Association, designating it as the Trade Promotion Organization’s executive arm for the exhibition sector. He said that there is a plan underway, known as Iran’s Commercial Capitals, to decentralize and introduce different provinces with strengths in various sectors (such as fashion or information technology) as commercial hubs to international traders. He asserted that this strategy can help develop exhibition sites nationwide.

Roshanbakhsh Qanbari emphasized the need for nationwide cooperation to develop the exhibition industry’s value chain. He stated that the role of content has been overlooked, even though it ultimately drives trade growth, and that in coming years, companies’ participation in exhibition centers must change for the better. He highlighted the significant role that artificial intelligence and modern technologies have played globally over the past two years, especially in exhibition product presentations. He called for innovation in the Iranian exhibition industry, especially in presentation and service delivery.

He pointed out that competition between the public and private sectors in Iran is somewhat uneven and that this imbalance has hindered conceptual and content development within the exhibition industry. Noting that many exhibitions have cultural components and that Iran itself is rich in history and culture, he called for greater attention to social and cultural dimensions as beneficial add-ons in the sector. He highlighted that such cultural aspects can create new revenue streams and stressed the need to support private exhibitions, welcoming the Association’s suggestions for incentive programs.

In conclusion, Roshanbakhsh Qanbari said the Association can submit its requests to the Trade Promotion Organization. He underscored that all exhibitions held across the country should comply with TPO regulations and obtain the necessary permits. Such harmonization with the Association will help create balance in the sector and prevent scheduling conflicts among exhibitions.