It should be noted that the Uzexpomarkaz complex includes five exhibition pavilions (11.4 thousand sq. m), two atriums (2.1 thousand sq. m), two conference halls (1.3 thousand sq. m), an open exhibition area (7 thousand sq. m), and one cinema hall with 370 seats.

During 2023–2025 and the first quarter of 2026, a total of 186 events of various formats were held at the complex.

For reference, exhibition venues such as Messe Frankfurt (Germany) and Fira de Barcelona (Spain) host more than 100 exhibitions and fairs annually.

Of the events held, 89.8 percent were international exhibitions, 5.9 percent were national exhibitions, and 4.3 percent accounted for rental activities.

The review identified a number of shortcomings in the organization of service activities at Uzexpomarkaz JSC, including:

the uneven attractiveness of event venues, resulting in almost no parallel events organized by different organizers;

the absence of flexible rental tariffs based on market demand and seasonal factors, leading to 50.3 percent of events being held in autumn and 34.6 percent in spring, while demand declined during summer and winter;

11 events were organized jointly with IFWexpo Heidelberg (Germany) and Teplo Market, while the company did not independently organize exhibitions and fairs;

insufficient provision of additional services for exhibitors, including logistics, catering, marketing, advertising, design, and photo-video services;

lack of diversification of revenue sources.

In addition, international best practices relevant to the sector were studied based on the identified challenges.

1. International practice widely uses the “Early Bird” concept, which offers special discounted rates (up to 15–20 percent) for early reservations during the summer season. Pricing is diversified according to seasonal demand.

2. Major exhibition centers in Europe have an average annual vacancy rate of 30–35 percent. This challenge is addressed by organizing seminars and training events during gaps between exhibitions and by applying dynamic pricing policies.

3. International practice places strong emphasis on diversifying revenue sources. This significantly reduces dependence on exhibition organizers while expanding the range of service offerings and strengthening financial sustainability.

The share of venue rental, which remains the primary source of revenue for exhibition centers worldwide, averaged 60–63 percent in 2025 and is expected to decline to 55–57 percent by 2028 and approximately 50 percent by 2030.

4. Major exhibition venue operators such as Tuyap (Türkiye) and IFEMA Madrid (Spain) have successfully developed a model of transformation from a “passive landlord” into an “active organizer.” Rather than limiting themselves to renting exhibition space, they organize exhibitions independently and generate up to 70 percent of their revenues through such activities.

5. The “Collaborative Stand” model enables small and medium-sized enterprises to reduce participation costs by up to 50 percent, while ensuring that exhibitors’ products complement one another.

Based on the findings of the review, recommendations were developed for Uzexpomarkaz JSC, together with the relevant ministries and agencies, to formulate a long-term strategy aimed at further improving exhibition activities and expanding the participation of small and medium-sized enterprises.

The proposed strategy includes:

✓ strengthening the institutional capacity of Uzexpomarkaz, including the establishment of offices and representative branches in foreign countries and in regions with high investment and tourism potential;

✓ developing a business strategy based on the models of major exhibition operators such as Messe (Germany), Tuyap (Türkiye), and IFEMA Madrid (Spain) to transform Uzexpomarkaz from a “passive landlord” into an “active organizer”;

✓ gradually reducing the share of venue rental income to 50 percent by increasing the share of value-added services to 30 percent;

✓ designating the Ministry of Investments, Industry and Trade and the Chamber of Commerce and Industry as authorized institutions (regulators) responsible for promoting national products in international markets.

This would include using revenues generated from exhibitions and fairs to attract foreign buyers, construct new exhibition facilities, and introduce preferential rental tariffs for small and medium-sized enterprises;

✓ leasing underutilized pavilions on a long-term basis to domestic and foreign manufacturers and startup projects under a “coworking + showroom” format;

✓ organizing open-air exhibitions dedicated to food trucks, national products, and other themes during the summer season, as well as seminars and coworking training programs in pavilions during the winter season, while introducing special “Early Bird” booking packages for low-demand periods;

✓ developing service infrastructure by introducing catering services within the exhibition complex;

✓ strengthening advertising and public relations activities through media platforms, social networks, and international publications to promote exhibitions and fairs;

✓ organizing national exhibitions and fairs for domestic manufacturers on a quarterly basis;

✓ starting from January 1, 2027, establishing broad cooperation with industrial associations operating in Uzbekistan and organizing independent exhibitions and fairs;

✓ accelerating digitalization through online registration for exhibitors, QR-based navigation systems, digital marketing tools, and the launch of a mobile application providing online access to exhibition, fair, and related information.

In conclusion, the regular organization of exhibitions and trade fairs is of significant importance for domestic producers, and the implementation of the recommendations and instructions provided by the Chamber of Accounts will play an important role in improving the efficiency and effectiveness of the Center’s operations.