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Although the distance communication systems have been developed in the last years thanks to the development of communication and information technologies, recent studies argue that simple ways of communication like fairs maintain and increase their weigh cause of their profitability. In this way the fairs represent an important communication platform, whose use is generalized in the all economic areas. The aim of this paper is analyze the evolution of fair business in Spain, in the period 2002-2009, to solve two important questions which revolve about the efficiency of this communication tool and its power to maintain and establish new business relationship. For this, this paper analyzes the main characteristics or indicators of fair business, such as number of celebrated events, areas of interest, number of exhibitors or the number of attendees, from the information of Spanish Association of Fairs.

Evolution Of Fair Business Performance As A Tool Of Marketing In Spain