How to get maximum benefit from international trade fairs. Participation in international trade fairs – is an absolute must for companies looking to succeed in a fiercely competitive global market. This article focuses on the value of trade fairs for small and large businesses that want to improve their competitiveness in today’s market conditions. Introduction In the dynamic Chinese city Shanghai in the period 1 to November 5, 2006 something revolutionary happened: at the same time held the four largest trade exhibition. Representatives from more than 700 companies gathered in Shanghai to take part in this revolution. The focus of activity was the Shanghai New International Expo Center, where he arrived on 39 875 visitors from 68 countries to participate in these events. In Shanghai, the exhibition took place the following: ENERGY Asia, Factory Automation Asia, INTERKAMA ASIA and Metal Working. Their accompanied by an extensive program that included numerous forums, lectures and workshops, including workshop of Shanghai Association of Automation, the Forum on Technology distribution of electricity, China summit metal and many other activities. Mass participation in these exhibitions market leaders to meet face to face with clients confirms the fact that international trade shows and live live, and their value does not decrease despite the fact that high-tech communication devices become more sophisticated and accessible. The success of this event also illustrates the fact that trade shows are a necessity for companies looking to succeed in a fiercely competitive global market. The strategic importance of trade fairs Standard exhibition – an event that is manufacturers, distributors or other businesses to demonstrate their products or offer services to current and potential customers, suppliers, business partners and the press.