Structural determinants of trade fair attendance: evidence from European exhibition tourism

Purpose This study aims to examine the structural determinants of visitor attendance at trade fairs and their relevance for exhibition tourism. By analyzing key factors that influence attendance, the study provides insights for trade fair organizers and tourism stakeholders aiming to enhance event attractiveness and reach. Design/methodology/approach The research uses a panel data econometric approach, using data from the Global Association of the Exhibition Industry (UFI) from 2001–2022. A random effects panel regression model assesses the determinants of visitor attendance, distinguishing between total and foreign visitor participation. Diagnostic tests for multicollinearity, heteroskedasticity and autocorrelation ensure robustness through fixed-effects estimations and subsample analyses. Findings Venue size, exhibitor diversity and international representation significantly influence visitor attendance. Indoor exhibition space and the number of represented countries positively impact foreign visitor participation. The analysis also reveals that while an increase in foreign exhibitors with individual booths enhances international appeal, excessive exhibitor representation may reduce overall visitor numbers, potentially due to niche targeting effects. The findings highlight the continued importance of physical trade fairs despite digitalization trends. Originality/value This study uses a large-scale, multi-year panel data set to empirically identify the structural drivers of trade fair attendance. It contributes to exhibition tourism research by clarifying how event-level attributes shape visitor participation.