Zeynep Ünal Öztop, CEO of Tüyap Fair Organization Group, states that the fair industry has undergone a significant transformation today and emphasizes that exhibitions are not just promotional platforms but strategic venues for trade, exports, and regional development. With 46 years of experience, Tüyap has created a development tool that nourishes the economy through its exhibitions, which support SMEs in accessing new markets and offer sustainable and digital solutions.
Tüyap, one of the pioneers of the Turkish exhibition industry, positions exhibitions not just as an organization but as a development tool that feeds all sectors of the economy with its 46 years of experience. Zeynep Ünal Öztop mentions that at the 30th Eurasia Packaging Istanbul Fair, which will open its doors from October 22 to 25, sustainable production, green packaging, and recycling-focused solutions will bring together both domestic producers and international participants. Highlighting the critical role of exhibitions in opening SMEs to new markets, Öztop asserts, "Exhibitions are investment areas not just for today but for tomorrow," delivering a clear message about the future of the industry. We discussed the exhibition sector and the Eurasia Packaging Fair with Zeynep Ünal Öztop.
Tüyap is one of the leading companies in the Turkish exhibition sector. As an institution, we see exhibitions not just as an organizational activity but also as a development tool. How do you think the exhibition sector is transforming today?
At Tüyap Fair Organization Group, we have always regarded exhibitions as a development tool. Because we know that when an exhibition is established, it activates a broad ecosystem that includes not only the firms in that field but also hotels, restaurants, transportation, and local producers. In other words, it creates economic vitality.
The exhibition industry is currently undergoing a significant transformation. This transformation centers around digitalization, sustainability, and global reach. With our digital platforms like MyTüyap, we are also part of this transformation. Our participants no longer just want to open a booth; they want to meet potential customers digitally before the fair, to match and meet. At the same time, they demand environmentally friendly solutions. In this regard, Tüyap Fair and Congress Center has become Turkey's I-REC certified exhibition area; we meet 100% of our electricity needs from renewable sources.
Another transformation is that exhibitions are becoming much more targeted. We work with buying delegations and bring our participants together with people with whom they can genuinely cooperate. This ensures that the exhibition is not just seen as a display but as an active trade platform.
How do you evaluate the current potential and development areas of the exhibition sector in Turkey? What is lacking in terms of legal regulations, support mechanisms, and awareness levels?
As Tüyap, we have been part of this potential for 46 years, and we see again at each exhibition that Turkey has an infrastructure that can achieve much more with the right strategies. However, to fully realize this potential, we need some structural development areas. Firstly, I believe that our sector needs to be provided with a legal framework. There is a perceived lack of a special regulation that includes clear definitions, standards, and authorizations related to exhibitions. This situation can create uncertainty for both domestic and foreign stakeholders. Ensuring that the sector speaks a common language, clarifying the rules, and providing a transparent competitive environment will also enhance the reputation of the exhibition industry.
There is still much to be done regarding support mechanisms. We particularly need sustainable and accessible support systems that will facilitate SMEs' participation in exhibitions and encourage their access to international markets. Government supports currently exist but need to be transformed into a more simplified, faster-operating structure that is sensitive to sectoral needs.
I can mention positive development regarding the sectoral awareness level. Companies now see exhibitions not just as a promotional field but as a serious investment. However, especially at the beginning of their life cycles, our small and medium-sized producers have limited experiences with exhibitions and exports and need to be informed, guided, and structurally supported regarding the opportunities offered by exhibitions.
What innovations will the Eurasia Packaging Fair, taking place from October 22 to 25, highlight this year? What are your goals in terms of visitor and participant profiles?
The Eurasia Packaging Istanbul Fair continues to stand out as the most comprehensive and effective trade platform in the region this year. At our fair, which will be held from October 22 to 25 at Tüyap Fair and Congress Center in Istanbul, all components of the sector, from packaging to food processing machines, from printing technologies to recycling solutions, will come together with their latest and sustainable solutions. This year, we aim to offer our visitors a more visionary experience thanks to our participants focusing particularly on sustainable production and packaging recycling. In addition to Turkey, we will welcome industry professionals from many countries, including Europe, the Middle East, the Caucasus, and Africa, at our fair, where our participants will have the opportunity to establish direct contact with decision-makers, increase their trade volumes, and add value to their brands. Most importantly, both the Association of Packaging Manufacturers we collaborate with and our key source of pride this year will be celebrating the 30th anniversary of our Eurasia Packaging Fair. Witnessing our fair surpass its limits every year and reach this milestone of 30 years is an important turning point for us.
The packaging industry is critically important in terms of both exports and sustainability. How are these themes addressed within the fair? How are green packaging and recycling issues handled?
The packaging industry is now in a much more strategic position with its direct contribution to exports and sustainability vision. At the Eurasia Packaging Istanbul Fair, we will focus this year on environmentally friendly production technologies, green packaging solutions, and recycling systems. Innovative companies in the sector will showcase packaging production from recyclable materials, machines with low carbon footprints, and solutions developed based on circular economy principles to fair visitors. In parallel with Tüyap's sustainability approach, we pay great attention to incorporating applications that reduce environmental impacts and awareness-raising content throughout the fair. This way, we aim to lead our sector towards a stronger and more conscious future in both commercial and environmental aspects.
Do you think exhibitions are just areas for product and service promotion, or are they strategic platforms that nourish the industrial ecosystem? How would you respond to this question based on Tüyap's experience?
As Tüyap, we have witnessed for 46 years that exhibitions are the dynamo of the industry. Each exhibition is a strategic platform where the knowledge, technology, and human resources of that sector meet; beyond commerce, collaborations, innovations, and even cultural interactions germinate. Thanks to our fairs, our participants not only meet new customers; they establish connections with suppliers, expand to new markets, and find inspiration for R&D and design processes.
How do you observe the benefits that SMEs, especially production-focused businesses, gain from exhibitions? Do exhibitions serve as a leverage for SMEs?
Absolutely, exhibitions create a strong leverage effect for SMEs. At every fair organized by Tüyap, we personally observe how especially small and medium-sized production-focused businesses take significant strides. For SMEs, the fair is not only an opportunity to showcase their products but also a ground for entering new markets, establishing direct contact with the right buyers, increasing brand visibility, and even sometimes realizing their first exports.
We see that local producers structure their export networks by meeting international buyers through fairs. We observe that the first fairs attended by SMEs are those that have international recognition within the country. Subsequently, with the experience gained from domestic fairs, they gain the courage to participate in international fairs and expand their export networks over the years through fairs.
Do you think the contribution of exhibitions to internationalization, branding, and technological transformation processes is appreciated enough? What are your expectations from public and sector representatives in this regard?
Unfortunately, the role of exhibitions in internationalization, branding, and technological transformation processes is still not appreciated adequately. However, we at Tüyap see very clearly that an exhibition is a unique platform where firms can tell the world not only about their products but also about their visions, production capabilities, and perspectives on technology. The foundation of internationalization starts with a reliable showcase. Exhibitions provide exactly this showcase. Local companies realize their first face-to-face contacts with foreign buyers in these areas, setting the foundations of their branding journeys here.
However, for all these contributions to be sustainable, more strategic support is needed. It is especially important for the public to see exhibitions as an area of promotion. Offering faster and targeted support to SMEs and facilitating participation in fairs both operationally and financially would ensure the healthy progress of this process.
From sector representatives, our expectation is for them to see exhibitions not just as an event "to be participated in" but as an integral part of their strategic planning. I always say: exhibitions are investment areas not just for today but for tomorrow. It is our greatest wish for this awareness to become more widespread among public, private sector, and all stakeholders.
Exhibitions play a significant role in regional development. What kind of efforts should be made for local producers and industrialists in Anatolia to participate more actively in these organizations?
The sustainability of regional development is critically important for local producers to access national and international markets. Exhibitions are one of the most effective ways to achieve this access. As Tüyap, we facilitate local producers in promoting their voices to the world through fairs organized in many cities from Anatolia, from Konya to Samsun, Gaziantep to Eskişehir.
However, to further expand this potential, stronger mechanisms supporting local producers' participation in fairs are needed. Firstly, the public, especially development agencies and local administrations, needs to be more actively involved in this process. Incentives in areas such as transportation, accommodation, and booth support would make a significant difference for producers. Similarly, it would be very valuable for the chambers of industry and commerce to organize informative programs that prepare regional firms for these organizations.
Moreover, not only physical participation matters but also conscious and efficient participation is important. Training models should be designed to support local producers in conducting market analysis before the fair, using the correct promotional language during the fair, and following up on leads afterward. As Tüyap, we strive to be there for them by providing both informative and matching services through our representatives. Because we believe that a strong economy rises from the local level.
Lastly, what would you like to add?
For 46 years, we have not only organized fairs but also guided a journey that traces the path of production, trade, development, and collaboration. At this point we have reached, there is a very clear picture: exhibitions are now not just events, but strategic meeting places that shape the future. We play a critical role in opening domestic producers to the world and ensuring global companies step confidently into the Turkish market.
The biggest share in this success belongs to our participating companies that walk with us, our visitors, our solution partners, and all stakeholders who have contributed. In the coming period, we will further expand our efforts in every area from digitalization to sustainability, regional development to access to global markets to be worthy of this trust.
The Eurasia Packaging Istanbul Fair is opening its doors for the 30th time
Zeynep Ünal Öztop stated that this year's Eurasia Packaging Istanbul Fair, which will be held for the 30th time, continues to be the most comprehensive platform focusing on sustainable production and green packaging solutions in the sector. Öztop mentioned that at the fair, which will take place in Istanbul from October 22 to 25, all components of the sector, from packaging to food processing machines, from printing technologies to recycling solutions, will come together, stating, "Our participants will have the opportunity to experience our sustainable solutions that support SMEs' access to new markets, as they establish direct contact with decision-makers and increase their trade volumes."
Translated by Artificial Intelligence
