Have trade fairs recovered in the post-COVID era? A comparative analysis of bleisure trends in Thessaloniki's trade fairs

Purpose This study aims to investigate the perceived changes in bleisure travel behavior due to the COVID-19 pandemic, through comparative analysis of pre- (2018) and post-pandemic (2021–2023) data. This study examines the frequency of their participation in trade fairs, their tourist activities during their stay and their destination loyalty. Design/methodology/approach The method of collecting quantitative material included a structured questionnaire, informed by a corresponding survey conducted before the COVID-19 pandemic (2018). The sample included 214 participants from the Hosted Buyers programs of TIF-HELEXPO trade fairs during 2021–2023. Descriptive statistical analysis of the data was performed, followed by a comparative analysis, using the “N-1” Chi-squared test to examine changes between the two periods. Findings The results indicate that business travelers have returned to pre-COVID levels of participation in trade fairs, with an increase in international trade fair attendance. Additionally, tourist activity also increased after the COVID-19 pandemic, while destination loyalty remained high across both periods. Research limitations/implications The study is spatially limited to Thessaloniki and focused on participants of the specific program. Future research should involve other stakeholders in the trade fair ecosystem, such as exhibitors, individual visitors, organizers, local bodies, citizens and local entrepreneurs. Originality/value The COVID-19 pandemic has profoundly impacted tourism and business travel, raising questions about the necessity of physical presence at business events. This study is significant as it provides a comparative pre- and post-pandemic analysis of business travelers’ behaviors, offering insights into the resilience of bleisure travel in Thessaloniki.