Iran: a flourishing trade show market just opening up to international organisers, says John Pringle, CEO of Exhibitions Intelligence.
With the lifting of sanctions, international exhibition organisers are turning their attention to Iran. What might surprise some of them is the maturity of the exhibitions market they find there.
The domestic show market has been flourishing in Iran despite the longstanding international sanctions. Most shows are young, having been established in the 1990s or 2000s, but in that short space of time, the market is already almost four times the size of the tradeshow market in South Africa, a much longer standing - and more open - market. The Iranian exhibitions market is well developed by sector; it has good show sizes; and healthy stand prices. The show infrastructure is good, both in Tehran and in a number of other cities.
This market has been built by a wide range of local, independent organisers - it is all but untouched by the major global organisers and the German Messen. The local organisers are professional, they have established brands and longstanding relationships in their sectors. They too are exploring the opportunities created by the lifting of sanctions, so many will be open to exploring the possibility of international partnership.
The opening up of the market has led to growth forecasts for the Iranian economy of between 6 and 7 per cent p.a. 2016 and 2017. This can only inject significant further life into an already dynamic exhibitions market.
Based on the Exhibitions Intelligence report: the Tradeshow Market in Iran. See www.xireports.com for details
