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Reasons for Exhibition Failures
The article discusses the reasons behind the failure of some trade exhibitions, emphasizing that the issue is not due to weak attendance or deals but rather the absence of the spirit that gives the exhibition true meaning and value. It points out that many exhibitions lack a connection to long-term economic relationships, with the problem manifesting in the design of the pavilions—being disconnected from visitors’ interests and failing to engage with their needs. This empties the event of its impact, rendering it merely a fleeting experience. The article also highlights the importance of linking exhibitions to the national innovation system through partnerships with universities and research centers. Additionally, it stresses the need to create a digital registry that promotes continuous learning and transforms the experience into an institutional memory. It explains that a successful exhibition is akin to a university or laboratory focused on knowledge and sustainable development. The article affirms that the Saudi model succeeds in transforming exhibitions from seasonal events into developmental platforms that have a lasting impact on the national economy, through adopting a strategic vision that enhances investment and innovation and reshapes the features of the national economy.
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