SPECIALISED EXHIBITIONS (EXPO) – ORGANISED BUSINESS AND SERVICE EVENTS ON THE WORLD MARKET

Organising specialised exhibitions is one of the most important instruments in the strategic marketing of individual countries. Depending on the theme of organising these international events, the concept of promoting the country, region and city in which the event is being held is also carried out. The very process of organising and holding the exhibition in the modern age implies the application of new and expected technologies that direct the world economy. In this context, specialised exhibitions provide the opportunity to create an overall marketing strategy and brand of the organising countries as a place for people to meet and apply new and upcoming technologies. Based on the results of previous specialised exhibitions in the world framework, it is clear that they enable differentiation and the construction of a special market position. By holding EXPO specialised exhibitions, a process of valorisation of identity is created, as well as the highlighting of special branches of the economy, services, entertainment events, cultural and touristic potential. The conclusion is that specialised exhibitions, exhibitions and fairs contribute to the trend of promoting countries in the process of building an international position. Specialised exhibitions also have the advantage of combining business and service events with entertainment and sports events as a modern trend in business and living.