The Expocentre Central Exhibition Complex is the largest exhibition complex not only in Moscow, but throughout Russia. Congress and exhibition activities here are only expanding every year. This is the holding of both Russian and international congresses, conferences and seminars. CVC is a member of leading international companies that bring together major market players. This includes the International Congress and Conference Association (ICCA), the International Concerts Association (AIPC), and the International Federation of Convention and Exhibition Services (IFES).

Congress and exhibition activities in the "Expocentre" is considered as one of the main areas of activity. The exhibition at the present time is a huge range of services and provides assistance to all participating companies in solving the most basic tasks of developing their business. This includes:

• search for partners and dealers;
• planning business contacts;
• study and marketing research market and competitors;
• strengthening the image;
• brand recognition;
• search for distribution channels for products.

Why Expocentre?

All exhibitions held at the Central Exhibition Complex are accompanied by a specialized business program aimed exclusively at specialists and exhibitors. Congress and exhibition activities, which includes congresses, round tables and conferences, runs throughout the exhibition. It is here that leading Russian and European experts, entrepreneurs and manufacturers, scientists and heads of ministries, technologists and designers meet and exchange experiences. A very striking example of this is the International Forum of the Exhibition Industry "5pEXPO".

Expocentre Fairgrounds is very easy to find. It is located in the very center of the capital, near the Vystavochnaya metro station and the Moscow City complex. Nearby are hotels, convenient parking, cafes and restaurants. Expocentre Fairgrounds is glad to welcome absolutely everyone and hopes that its congress and exhibition activities are able to satisfy all customer requests related to holding exhibition events of various sizes.

For holding congresses, the complex has a specially created department that organizes business programs, as well as non-exhibition events. IN this department only highly qualified specialists with professionalism and experience in holding a wide variety of events of any scale and format work. Also, Expocentre managers are ready to offer a package of services for the comprehensive maintenance of your exhibition event.

What does the congress and exhibition activity of the CEC cover?

• A range of services for choosing the concept of the event itself, its organizational, technical and informational support, as well as a qualified selection of a conference package.
• 32 multifunctional congress halls.
• 9 exhibition pavilions.
• Organization of banquets, coffee breaks, receptions and lunches.
• Modern congress equipment, as well as technical support.
• Organization of videoconferencing via the Internet.
• Assistance in establishing contacts with professional organizers of congress events in the country and abroad.

In addition to conference halls, the Expocentre Central Exhibition Complex has exhibition pavilions and open areas, which host large-scale exhibitions, congresses, forums, conferences, banquet, entertainment and corporate events, as well as music concerts.

The systematic activity of organizing various kinds of exhibitions and fairs in most countries of the world is an important branch of the economy. Russia is also characterized by such a rapidly developing business as exhibition and fair activities. This is facilitated not only by the dynamic development of local markets, investments in the economy, but also by the rapid development of the regions themselves, as it is one of the driving forces of economic development.

The concept of exhibition activity and why it is needed

This activity is aimed at finding the most rational forms of communication between trade and industry, finding new markets for goods produced in the country. At present, the activity of organizing exhibitions in Russia has a sufficient number of necessary professional resources:

• managerial;
• economic;
• technological;
• technical;
• economic;
• advertising;
• informational.

General issues of development and technology of exhibition activities in Russia have already been sufficiently studied. At present, the topic of its effectiveness is becoming more relevant.

The reason for this was certain changes in the country's economy: the period when capital was rapidly accumulating was replaced by a period of competition.

The position of the industry in the economic segment of the country today

Now, many representatives of domestic business understand that it is more profitable not to withdraw profits abroad, but to invest in their own economy. Even the essence of competition is changing: manufacturers and distributors are now concerned not so much with advertising the product itself, but with the presentation of the benefits that the buyer will receive by choosing a particular brand. That is why the exhibition and fair activity of organizations and enterprises producing and selling goods is aimed at creating demand for the object being sold. In this regard, the importance of organizing various fairs and exhibitions is noted.

These events are designed to acquaint the interested audience with the development of a particular industry and the goods and services it produces and identify the demand for them. Their value lies in creating a situation of partner communication between an exhibitor and a potential buyer. The more professionally the exhibition is organized, the more benefits can be expected from it. It is sad that at present Russian exhibition organizers are solving this problem in an unprofessional manner: without taking a progressive approach to their organization and inadequately evaluating the results of this action. Many exhibitors are not aware of the inefficiency of their participation in the fair, because they do not have the mechanism for an adequate assessment of the organization of the event.

And yet, many steps have already been taken in this direction: a classification of organizational methods has been made, on the basis of which the planning and organization of the described activities are carried out:

• theoretical models, which contain analysis and recommendations, within which the company participates in the exhibition;
• collection of analytical data about during the insertion;
• exhibition activities in general information and the rules of its organization.

Forms of holding exhibition events

The forms of organization of activity are very extensive and are able to satisfy any requests of market participants. Currently, these services are implemented through the following events: auctions, thematic weeks, exhibitions, symposiums, salons, fairs, conferences, festivals, exchanges, tastings, etc.

Despite the apparent similarity, such events differ from each other in a number of ways:

• target;
• organization procedure;
• way of participation;
• composition of involved participants and interested visitors, etc.

Currently, the activities that are the subject of discussion of this article are mainly represented by the holding of fairs and exhibitions held in the form of:

• trade and industrial fairs;
• exhibitions different levels(international, regional, city, etc.);
• specialized salons-exhibitions, etc.

Features of congress activities

Congress and exhibition activities are no less powerful advertising tools that promote various products and services. In addition, the advantage of this direction is the possibility of prompt exchange of information. The sphere includes the organization of events of various formats and scales. As a rule, this is:

• symposia;
• forums;
• seminars;
• congresses;
• summits;
• conferences, etc.

Often this vector of the exhibition and fair business is called "event", which is explained by the tourist component. Congress and exhibition activities have a significant impact on the formation and development of professional and business tourism in the regional, national and international framework. It is important to note that such exhibitions help stimulate visits by two categories of people. The first includes direct participants of exhibitions who are looking for ways to promote advertising and customers to sell their goods. The second group is people who attend exhibition events in order to familiarize themselves and further purchase products, conclude long-term contracts for cooperation or supplies.

The foundations of exhibition activities in the field of congress tourism are the basis of state economic development. The task of the industry is to create new and optimize existing enterprises in all sectors of the economy, as well as attract funds from foreign investors, the arrival of which will become a determining factor in readiness for the further growth of professional and business tourism.

The place of museums in the exhibition activity of the country

Modern exhibition activity includes in its system another important element of the cultural and educational vector. Changes in the public life of the state at the end of the twentieth century had their Negative influence and at museum exhibitions, the main task of which was to educate the people, familiarize them with the style of fine arts and orient themselves in certain genres. The exposition and exhibition activity of that period practically came to a standstill. Working for more than 20 years in the mode of "one-day" exhibitions, and today museums continue to work according to the same scheme.

Active museum and exhibition activity is preserved only in institutions that are ready to boast of the mobility of holding events. This is what allows commercial and non-commercial participants in the exposition environment to quickly respond to public requests, introduce research materials into the work of exhibitions and provide them to visitors.

Despite the fact that museum and exhibition activities are practically identical concepts, the economic component of the latter is a higher priority at the state level.

The value of exhibition and fair activities

The Russian economy, which has advanced far in its development, present stage considers exhibition and fair activities not only as a tool for pricing, searching for potential partners, attracting capital, but also as a stimulator of production based on a large scientific potential, a tool for interaction between regional and international markets.

The organization of exhibition activities implies such an economic space where technologies, services and goods could move freely, innovative business methods could appear. Not only the organization of export-import exchange is currently becoming dependent on exhibition and fair activities, without it it is difficult economic development territories within the country. This happens due to the presence of this significant integration potential, advantages over other types of communications and the ability to compare the country's economy with the world economy.

Types and differences of exhibition and fair events

The international classification system makes it possible to divide exhibitions (fairs) according to the following criteria:

• geographical composition of participants;
• branch (thematic) attribute;
• economic importance;
• territorial sign;
• time frame (duration).

This is far from the only way in which exhibition activity is classified, although it is recognized by the world community. In connection with changes in the European economy, it became necessary to streamline the activities of organizing exhibitions, relying on a territorial basis in terms of participation in the event stakeholders from a certain number of countries. The following classification is designed to assess the economic significance of a particular event in this area.

1. Global Exhibition (an event of a certain industry on a global scale; attracts participants from all over the world).
2. European Exhibition (a European-scale event; it attracts participants from all its countries).

The following structures can carry out this type of activity:

• executive authorities of the federal level and subjects of the federation;
• structures specializing in organizing such events;
• Chamber of Commerce and Industry (Chambers of Commerce and Industry);
• both industry and inter-regional associations;
• organizations of various forms of ownership, even if this activity is not their main one.

Self-government characterized by sufficient efficiency, financial stability, organization of high-quality work of municipalities are impossible without the development

The organization of exhibition activities is focused on creating an environment that will promote goods and services not only to the domestic, but also foreign markets, will force local entrepreneurs to establish economic and economic ties with foreign partners.

How is the field of exhibition activity developing in the world?

The development of activities for the organization of fairs (exhibitions) in the world does not stand still, it brings billions of dollars in income to the organizing countries, which makes them constantly compete in this area. A quarter of contracts are concluded during international events. Exhibition activity, as a business of Asian countries, has made a qualitative leap forward, overtaking the countries of Europe and America, and gaining leadership in this direction. In our country, things are happening differently.

In Russia, the development of exhibition activities is undergoing qualitative changes. Gradually, the sphere becomes an independent industry. The number of these events is growing, the requirements for them are increasing, which allows them to take their place in the global niche. This is evidenced by the open data of the International Union of Exhibitions and Fairs: in Russia there are about 250 organizers of exhibitions, 55 of which are members of the International Union; they have held more than 1200 exhibitions of various levels. The annual turnover of this in the country is more than 193 million US dollars and every year it increases by more than 30%.

Since 1991, the number of activities in this direction has increased by 17% per year. Everything says that this part the country's economy is developing adequately.

The specifics of holding exhibition events in the Russian regions

Exhibition events in our country are held in many cities, in addition to St. Petersburg and Moscow, although these cities continue to be recognized as international exhibition centers.

Some trends in the development of exhibition activities in Russia can be identified. Following the example of the world community, the country is following the path of reducing the number of universal exhibitions representing a large number of industries. Each subsequent event becomes more specialized, aimed at comprehensive coverage of a certain area of ​​exhibition activity, a manufacturer of goods or services. Increase industrial growth entails an increase in the number of exhibitions (fairs) of this subject.

The capital of Russia, Moscow, is still the city where the vast majority (more than a quarter) of such events in the country takes place, remains the center of representation of a large number of industries. But more and more clearly there is a tendency to increase the number of exhibitions (including international ones) held in regions and cities where a large number of representatives interested in consuming the presented products and services are concentrated.

The fact that exhibition activity is developing rapidly at the present stage is evidenced by the constantly increasing number of exhibitors who present their products at these events. Now their number is approaching half of the total number of participants.

At present, large-scale construction of exhibition sites is underway in Moscow (this primarily concerns the All-Russian exhibition center). The exhibition areas of St. Petersburg are constantly expanding. New centers are being renovated and built to organize exhibitions of various levels in Irkutsk, Samara, Volgograd, Tyumen, Khanty-Mansiysk, Khabarovsk, Sochi and other cities.

Unresolved problems at this stage of the existence of exhibition activities

Unfortunately, grandiose positive changes in exhibition activities are taking place against the backdrop of a number of problems that are being solved slowly and with great difficulty.

1. First of all, it should be noted the imperfection of the regulatory framework, which insufficiently regulates this type of activity. It is necessary to develop additional norms and relevant documents.
2. Lack of coordination in the planning of these activities: there is no agreement on the timing, topics, priority areas, which makes it difficult the international cooperation; the national component is weakly expressed.
3. There is no statistics of organizations engaged in exhibition activities, which hinders the analysis of their activities and makes it difficult to forecast development.
4. There is no conceptual approach of public authorities of various levels to this species activities, despite its significant importance for the development of the country's economy as a whole.
5. The low level of support for certain departments, called upon by their coordinated actions to provide state support to the exhibition activities of Russia.
6. The level of the material and technical base of this type of activity does not correspond international standards, and as one of the main shortcomings in this regard, the lack of exhibition space throughout the country.
7. Currently, foreign exhibitors more often manage to promote their products, services and technologies on Russian market. Russian goods at international fairs are not adequately represented, so it is necessary to work towards the symmetry of import-export flows.
8. The organizers of a huge number of fair projects of similar subjects do not always compete in good faith with each other, which reduces the popularization of such activities and negatively affects the development of the industry as a whole.
9. The use of exhibitions (fairs) unsuitable for this area, the lack of transport accessibility, the inability to attract a sufficient number of visitors, that is, undeveloped infrastructure.

Despite a long list of shortcomings, exhibition activity in Russia is undergoing a lot of work to organize and improve the domestic market, truly on a national scale. This happens in connection with the recognition of its political and strategic importance in the development of the country's economy.

Each enterprise in the B2B market promotes its products through all possible channels of communication with the consumer audience. Since the industrial market has its own specifics and implies to a greater extent targeted contacts with the management of the customer company, the most effective marketing promotion tool is.

The concept of congress and exhibition activities includes such events as:

• forums, symposiums, conferences, round tables and other events of a scientific and nature nature;


• events for youth (gatherings, tournaments, conferences, festivals);


• exhibitions and presentations;


• sports tournaments and championships;


• solemn events (presentation of awards, prizes, patents, etc.)

The B2B market is saturated, moreover, taking into account the consequences of the crisis, the number of consumers in the industry markets is decreasing. All this causes increasing competition between enterprises for sales markets. Under these conditions, active congress and exhibition activities allows you to draw attention to the brand, to declare its innovations, advantages, production capabilities. At the same time, it is worth emphasizing not just a wide selection of the available equipment fleet, but the wide potential of research and development activities, a unique approach to the task set by the customer and customer focus. Having gained such a reputation, the brand, and with it the enterprise, can count on invitations to participate in new major projects.

The globalization of markets determines the trend of deploying large projects - it can be the construction of a plant, a new line or production at an existing enterprise. In any case, such a project cannot be carried out by a single enterprise. That is why it is worth initially fighting for the place of a subcontractor in such a project.

Considering this situation in the B2B market using the example of a machine-building, chemical or any other complex, it is worth noting the presence of several large leading holdings or associations, which consist of a whole chain of factories and enterprises throughout the world.

With their own control centers, such enterprises work together on large projects. For example, to launch a new chemical plant, the services of metallurgical and machine-tool plants will be needed to create production shops, machine-building enterprise to equip production lines, enterprises chemical industry to equip production with raw materials and reagents, etc. This approach to the implementation of the project allows such enterprises to provide themselves with orders, performing large turnkey projects.

Benefits of congress and exhibition activities

Congress and exhibition activities The company will not only get information about the upcoming project, but also offer its services. Participation in presentations and conferences is not only a demonstration of the brand and its advantages, but also communication in a narrow circle of professionals. It is at such events that the search for business partners takes place, contacts with which are constantly maintained from project to project.

The so-called insider information, which can only be obtained in a private conversation, will allow not only to offer your services on time, but also to do it earlier than others. As practice shows, in the industry media information about new major projects appears after most of the design work has been completed and the schedule for the stages of construction and equipment of the facility has been approved. In fact, such information does not allow a third-party organization to get into the project even as a subcontractor.

A company that does not conduct congress and exhibition activities finds itself in information isolation, which does not allow it to communicate directly with large customers who, as is often the case in the B2B market, divide the vast majority of the market among themselves.

Orders that can be obtained through other marketing techniques are no match for the effectiveness of attending a symposium or conference. Friendly communication with regular customers is the source of the most relevant and new information about major projects on the market. Of course, you can focus your efforts on the development of Internet communications, but this channel of communication with the consumer audience is most effective in B2C markets.

In addition to increasing brand awareness, participation in major projects can significantly increase brand trust and strengthen your reputation in the market. Active congress and exhibition activity allows us to constantly provide ourselves not just with orders, but guarantee ourselves participation in long-term projects.

In the vast majority of cases, the construction and launch of new projects is calculated for several years, which allows us to provide our own production capacity work. The stability of the production program, procurement planning and other activities that, taking into account the long-term nature of the project, can be optimized, which invariably has a positive effect on the cost of production and the growth of the company's profit.

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In the article, on the basis of world and domestic experience in organizing congresses and exhibitions, an attempt was made to determine the prospects for the development of congress and exhibition activities at the regional level. The main directions of congress and exhibition activities and MICE tourism in Primorsky Krai are identified. The necessity of creating a Congress Bureau in Vladivostok as a center of business cooperation in the Asia-Pacific region is substantiated. The main goal of creating the Congress Bureau is to ensure the formation of the Primorsky Territory and the city of Vladivostok as an international congress center through the balanced formation and development of a modern infrastructure for high-quality holding of large interregional and international conferences, symposiums, forums, congresses and other congress events. Among the main activities of the Primorsky Territory Congress Bureau are: collection and systematization of information on congress and tourism opportunities Primorsky Territory, organizing participation in tenders of international industry associations to choose a venue for future events, attracting international events to the region, assisting planners of congress and exhibition events in choosing a venue for an event.

MICE industry

convention bureau

congress tourism

business tourism

congress and exhibition activities

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Bibliographic link

Kushnareva I.Yu., Gomilevskaya G.A. PROSPECTS FOR THE DEVELOPMENT OF CONGRESS AND EXHIBITION ACTIVITIES IN PRIMORSKY KRAI AND THE CREATION OF A CONGRESS BUREAU IN VLADIVOSTOK // Contemporary Issues science and education. - 2014. - No. 6.;
URL: http://science-education.ru/ru/article/view?id=16333 (date of access: 12/20/2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"