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It is a well-known fact within the international business community that fairs and exhibitions constitute an indispensable and efficient tool for the promotion of international trade. These events attract millions of clients from all corners of the world and generate an ever-increasing volume of transactions. The effectiveness of these events sterns from the following characteristics: • The identified grouping of industrial and commercial segments belonging to a certain region or specific economic block. • The natural process of sales personnel meeting their ideal clients. • The effect  that  fairs  and  exhibitions has as promotional processes.  • A synergistic multiplier effect is produced in just a few days  as a result of  the  intense exchange of information between participating companies, which constantly generates opportunities to start new alliances, make  profitable investments and  establish long-term trade relationships.