Hosting international exhibitions around the world has become a widely accepted practice, not merely a promotion or commercial gathering, but rather a strategic tool to contribute to sustainable development and international cooperation. These events provide opportunities to showcase the nation’s capabilities and promote national branding. In this respect, international exhibitions serve as a multidimensional platform for promoting economic, technological, cultural and diplomatic purposes. This is an approach known as exhibition diplomacy.
Exhibition diplomacy is not just a potential opportunity, but a strategic need for countries seeking to raise their position in the global value chain and ease economic restrictions. In this context, the Islamic Republic of Iran exemplifies countries with sanctions affected economies that view international exhibit organisations as a means to unlock potential capabilities and stimulate economic image despite certain developmental challenges. Notable examples include hosting Iran’s Iran Exposition 2025, the Iran-Africa Trade Summit, and the international oil and gas exhibition. The key objectives of such initiatives can be summarised as follows:
Attract foreign investment and promote informal interactions
International exhibitions provide a platform for direct engagement between Iran and foreign economic actors, independent of formal fiscal mechanisms often restricted by sanctions. These informal networks may lead to flexible trade agreements and joint ventures. Furthermore, such platforms will attract foreign investors interested in announcing or expanding their presence in the Iranian market, especially foreign investors from neighboring and Asian partner countries.
Promotion of non-oil exports
Given the restrictions on oil exports, strengthening non-oil exports has become a strategic priority. By presenting the capabilities of Iran’s industrial, agriculture and services sectors to international markets, international exhibitions play an important role in this regard, thereby promoting the development of new export destinations.
We will showcase domestic capabilities and strengthen our national brands
Under sanctions, the importance of independence and domestic production increases. The international exhibition serves as a window into Iran’s technical achievements and industrial strengths, helping to strengthen the national brand and attract international interest in Iran’s products.
Promoting technology transfer and knowledge exchange
The presence of foreign companies at the exhibition promotes technology exchange, introduces domestic producers to international innovation, and contributes to the advancement of local technical knowledge. This is especially important in current environments where access to foreign technologies and equipment is restricted due to sanctions.
Create employment and support business tourism
The exhibition creates short and long-term direct and indirect employment opportunities and stimulates business tourism. This will drive revenue growth in a variety of services sectors, including hospitality, transportation and foodservice.
Conclusion
Today, Iran’s exhibition diplomacy is more than just an economic initiative. It is a comprehensive national strategy aimed at promoting intellectual and constructive engagement with the international community under the general conditions of sanctions. This multidimensional approach could evolve into a powerful mechanism for integrating the fields of economic, cultural, technical and diplomacy and regaining Iran’s regional and international status through effective planning and active policy implementation. International exhibitions must not be recognized as isolated or symbolic events but as an integral part of a long-term strategy to develop a resilient economy and strengthen Iran’s national brand.
MNA/