Hosting international exhibitions across the globe has become a widely accepted practice—not merely as promotional or commercial gatherings but as strategic instruments contributing to sustainable development and international cooperation. These events provide countries with an opportunity to showcase their capabilities and promote national branding. In this regard, international exhibitions serve as multidimensional platforms for advancing economic, technological, cultural, and diplomatic objectives—an approach referred to as exhibition diplomacy.
Exhibition diplomacy is not simply a potential opportunity but a strategic necessity for countries seeking to enhance their position in the global value chain and mitigate economic restrictions. In this context, the Islamic Republic of Iran exemplifies a nation with a sanctions-affected economy that, despite certain developmental challenges, views the organization of international exhibitions as a means of unlocking its latent capacities and revitalizing its economic image. Notable examples include Iran’s hosting of Iran Expo 2025, the Iran-Africa Trade Summit, and the International Oil and Gas Exhibition, among others. The key objectives of such initiatives can be summarized as follows:
Attracting Foreign Investment and Facilitating Informal Interactions
International exhibitions offer a platform for direct engagement between Iranian and foreign economic actors, independent of formal financial mechanisms that are often restricted by sanctions. These informal networks sometimes lead to flexible trade agreements and joint ventures. Moreover, such platforms attract foreign investors—particularly from neighboring and Asian partner countries—who are interested in entering or expanding their presence in the Iranian market.
Promoting Non-Oil Exports
Given the limitations on oil exports, enhancing non-oil exports has become a strategic priority. International exhibitions play a vital role in this regard by presenting Iran’s industrial, agricultural, and service sector capacities to international markets, thereby facilitating the development of new export destinations.
Showcasing Domestic Capabilities and Enhancing the National Brand
Under sanction conditions, the significance of self-reliance and domestic production increases. International exhibitions serve as a window into Iran’s technological achievements and industrial strengths, helping to reinforce the national brand and attract international interest in Iranian products.
Facilitating Technology Transfer and Knowledge Exchange
The presence of foreign firms at exhibitions fosters technological exchange, introduces domestic producers to international innovations, and contributes to the advancement of local technical knowledge. This is particularly important in the current environment, where access to foreign technology and equipment is limited due to sanctions.
Generating Employment and Supporting Business Tourism
Exhibitions create both direct and indirect job opportunities—short-term and long-term—and also stimulate business tourism. This, in turn, drives revenue growth in various service sectors, including hospitality, transportation, and food services.
Conclusion
Today, exhibition diplomacy for Iran is not merely an economic initiative—it is a comprehensive national strategy aimed at fostering intelligent and constructive engagement with the international community under the prevailing conditions of sanctions. This multidimensional approach integrates the spheres of economy, culture, technology, and diplomacy, and with effective planning and proactive policy implementation, can evolve into a powerful mechanism for restoring Iran’s regional and international standing. International exhibitions must not be perceived as isolated or symbolic events but rather as integral elements of a long-term strategy for developing a resilient economy and strengthening Iran’s national brand
