If you are reading this column, chances are you’ve been involved with more than a few tradeshows. Whether that involvement’s direct, or indirect, how do you define a tradeshow?
The Oxford Languages Dictionary defines it as: “an exhibition at which businesses in a particular industry promote their products and services.”
Google AI says: “A trade show is an event where businesses in a specific industry display and demonstrate their products and services to a targeted audience.”
Merriam Webster states a tradeshow is “a large exposition to produce awareness and sales of especially new products within an industry.”
Different Types of Shows
Tradeshows encompass all types of businesses and services, including healthcare, manufacturing and technology (to name only a few). They can attract fewer than a thousand people to more than a 100,000. They may host a few dozen exhibitors to a few thousand exhibitors, and everything in between. One thing is certain: Whatever its size or scope, a tradeshow requires buyers and sellers—aka, attendees and exhibitors.
Obviously, Business to Business (B2B) shows count as tradeshows. But what about Business to Consumer (B2C) shows? Shows like auto shows, RV shows, air shows, or arts and crafts shows? Does an event need to be held at a convention center to be considered a tradeshow? What about non-traditional events?
Tradeshows and Festivals
Electrify Expo is an auto show, tech show, and festival. The San Francisco Game Developers Conference is being renamed in 2026 to the “GD Festival of Gaming.” It will be designed more for networking and have a festival feel to it, with the exhibit hall being broken up into five “neighborhoods.” If not its own event, can a tradeshow be part of a separate festival or sporting event?
SXSW has been held in Austin Texas since 1987. This week-long event is a music festival, film festival, and tech event all rolled into one. It attracts about 150,000 people and had an economic impact of $377 million in 2024. The crowds attracted businesses including Rivian, Direct TV, Delta, Samsung, AT&T, KFC, Pizza Hut as well as many other star-ups and established brands.
The Boston Marathon is the world’s oldest annual marathon, attracting 30,000 entrants and 500,000 spectators along its 26-mile course. Runners pick up their bibs at the convention center, where an Expo offers official merchandise and exhibits. The expo attracts the 30,000 runners, 150 exhibitors (including Adidas, Nike, and Reebok), and as many as 100,000 attendees. The Expo is “widely recognized as the running industry’s premiere event for new products and services.”
The Head of Charles is the world’s largest regatta (boat racing), and another annual Boston event. It typically attracts 11,000 athletes and 300,000 spectators. The riverbank houses tents, pavilions, crowds, official sponsors, and three exhibition areas: the Riverbender, the Weld Exhibition Venue, and the Attager Rowing & Fitness Expo. Exhibit spaces range from 10-by-10 to 20-by-20 to 23-by-43. Businesses exhibiting are as diverse as apparel, footwear, software, energy drinks, handbags, food and beverage, and of course rowing product vendors. A sample of brand names present includes: AT&T, Delta, EMC, Aston-Martin, Lincoln, Dunkin, Heineken, AARP, Brooks Brothers, GEICO, and Renewal by Andeson.
Brand Versus Generic
Kleenex, Band-Aid, AstroTurf, and Thermos were once brand specific names that are now often used to name any type of tissue, adhesive bandage, artificial grass, or a vacuum insulated container. Aspirin was once a Bayer brand name; now the word is universal. Some more modern generic names that were once specific brands include Jacuzzi, Post-it, Plexiglass, Sharpie, Taser and Velcro.
Defining an Industry
Definitions can change over time. I am suggesting that the term “tradeshow” has evolved from a “brand name” for shows relating solely to the “trade” to a “generic name” meaning any type of show with people, products, and exhibits. It may be B2B, B2C, some combination of both, or even part of a festival or a sporting event.
“Tradeshows are unique three-dimensional environments where people mingle, share ideas, display products, and create memories.” That’s my definition. What’s yours?
Photo by Katherine Isbell, courtesy Head Of The Charles
This story originally appeared in the Q1 2026 issue of Exhibit City News, p. 84. For original layout, visit https://issuu.com/exhibitcitynews/docs/exhibit_city_news_-_jan_feb_mar_2026/84.
