Heritage Meets Innovation: Tüyap’s Vision for the Future of Trade Fairs

Celebrating 45 Years of Excellence

As Tüyap Fair Organization Group celebrates its 45th anniversary, the company is looking ahead with a forward-thinking vision encapsulated in its motto: “Heritage for the Future.” With a focus on sustainability, digital transformation, education, and social responsibility, Tüyap has cemented itself as a pioneer in the trade fair industry both in Turkey and on the global stage.

Founded in 1979, Tüyap has played a critical role in shaping Turkey’s trade fair sector. Over the past 45 years, the organization has hosted over 2,000 fairs, connecting millions of visitors and participants, and driving billions of dollars in global trade. Yet, Tüyap’s impact goes beyond economics—it actively fosters cultural and environmental transformation, setting a benchmark for the future of the industry.

A Legacy Built on Numbers

Tüyap’s 45-year journey is marked by remarkable achievements:

• 1976 domestic and 216 international fairs organized to date.
• Over 380,000 participating companies and 75 million visitors served globally.
• $12 billion in trade facilitated through exhibitions.

In 2024 alone, Tüyap organized 55 fairs in 49 domestic and six international locations, hosting 12,657 exhibitors from 62 countries and attracting 3.27 million visitors from 173 nations.

“Tüyap’s role is not merely about organizing trade fairs; it is about creating a dynamic platform for collaboration, innovation, and growth,” notes Zeynep Ünal Öztop, CEO of Tüyap Fair Organization Group.

Tüyap50: A Roadmap for the Next Decade

At the heart of Tüyap’s strategy is its ambitious Tüyap50 projection, which envisions transforming the company into a global exemplar of digitally integrated, sustainable trade fairs. Key initiatives include:

• Digital Transformation: Tüyap is deploying cutting-edge digital tools to enhance internal processes and improve exhibitor and visitor experiences.
• Sustainability Commitments: From operating Turkey’s first net-zero carbon emissions fair center to adopting circular economy practices like reusing exhibition materials, Tüyap is leading the way in environmental stewardship.
• Hybrid Event Models: As part of its focus on innovation, Tüyap is developing hybrid trade fair models that combine physical and virtual elements to maximize reach and accessibility.

“Our goal is to redefine trade fairs as more than just economic transactions. They are platforms for education, culture, and societal benefit,” adds Ünal Öztop.

Driving International Collaboration

Tüyap has played a pivotal role in positioning Turkey as a leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Through partnerships with organizations like TGA and ICVB, Tüyap promotes Turkey on the global stage as a hub for international conferences and fairs.

Berkan Öner, General Manager of RX Tüyap, highlights the importance of these partnerships:

“Our collaboration with RX Global since 2012 has significantly expanded our international reach, increasing the global recognition of our fairs and strengthening Turkey’s standing in the trade fair sector.”

Education and Social Responsibility

Tüyap’s legacy is not only measured by its business achievements but also by its dedication to social impact. Key initiatives include:

• Education Support: Long-standing partnerships with organizations like Darüşşafaka support underprivileged students through scholarships and mentorship.
• Cultural Projects: Tüyap organizes the International Istanbul Book Fair, introducing thousands of students to the literary world each year.
• Disaster Relief: Following Turkey’s February 6 earthquakes, Tüyap collaborated with Need Map to establish a library in Kahramanmaraş, promoting healing through education under the motto “Books Heal.”

These initiatives underscore Tüyap’s commitment to being a force for positive change in society.

Embracing the Digital Era

Recognizing the importance of reaching younger generations, Tüyap has embraced innovative digital communication strategies. By launching a TikTok initiative, the organization aims to connect with younger audiences and position event management as an attractive career path.

Through its corporate TikTok account, Tüyap showcases its culture, values, and processes, using dynamic and relatable content to engage emerging talent and future industry leaders.

Sustainability at the Core

As a BetterStands and Net Zero Carbon Events initiative supporter, Tüyap prioritizes sustainability in every aspect of its operations. The company’s flagship venue, the Tüyap Fair and Congress Center, operates entirely on renewable energy and implements circular economy practices to minimize waste. Unused exhibition materials, such as carpets, are donated to animal shelters, creating both environmental and societal benefits.

Looking Ahead with Purpose

Tüyap’s 45th anniversary not only marks a celebration of past successes but also serves as a launchpad for future innovation. With its unwavering commitment to sustainability, digital transformation, and societal impact, the organization is poised to shape the future of the global trade fair industry.

As the company embraces its “Heritage for the Future” vision, Tüyap continues to lead by example, ensuring that trade fairs remain vital platforms for connecting people, cultures, and ideas.