In a fiercely competitive business landscape, institutions and companies must establish a dynamic, flexible, and adaptive structure that keeps pace with technological advancements and views every new market as a potential customer. In today's world, the most effective means of meeting these criteria is through active participation in exhibitions, conferences, and congresses. These events offer a unique opportunity not found in other marketing tools. They facilitate direct, face-toface interactions between buyers and sellers, a crucial element for sealing deals and enable thorough comparisions with competing products.