Vyhovsky Dmytro, Yakovyshyna Marharyta

Introduction. Modern international exhibition events are considered as an important tool of economic and social development of regions. The exhibition industry is a sector of MIСE-tourism that has significant prospects for rapid development. The massive nature of exhibitions, a significant number of exhibitors, visitors and organizers increase their effectiveness for the development of economic sectors. Exhibition events provide rapid exchange of commercial, technical and economic information between players in the industry market. The popularity of exhibition events is explained by their unique functions in the demonstration of products «live», a personal approach to consumers and partners, conducting an active dialogue with them, as well as a quick study of current offers on the industry market, comparing the range of goods and services, receiving instant feedback directly with consumers. Purpose: overview of current trends in the market of exhibition events and study of prospects for the future development of the exhibition industry. Materials and methods. The material for publication was the Euro Fair Statistics 2019–2022 reports, the Global Economic Impact of Exhibitions 2022 report, the Global Exhibition Barometer for January 2024, and the works of domestic and foreign authors devoted to the market of exhibition events. In the research process, scientific methods were used: theoretical generalization and analysis for the comparative characterization of exhibition events in terms of economic sectors and countries before and after the pandemic, logical generalization of results (formulation of conclusions). Results. The article provides an overview of modern trends in the market of exhibition events in the aspect of MISE-tourism development and their impact on the economic development of regions. The exhibition industry, as a sector of event tourism, was significantly affected by the quarantine restrictions during the Covid-19 pandemic, when all mass events were canceled. The article provides data on the number of exhibition events in the European region by country and economic sector before and after the pandemic. It is noted that exhibitions of leisure and hotel and restaurant business are most often held. Experience has shown that virtual events, compared to real exhibitions, had much lower efficiency. The article examines examples of environmental practices of enterprises in the exhibition industry. The role of the exhibition industry in achieving the goals of sustainable development is emphasized. Discussion. The organization of events, in particular the development of the exhibition industry, has significant potential in the recovery of Ukraine's economy after the war. Exhibitions serve as a powerful platform for businesses to launch new products and services, showcase the latest innovations and gain valuable feedback from industry experts and potential consumers. In further scientific research, it is proposed to focus attention on the study of the effectiveness of modern innovations in the organization of exhibition events, in particular, on the prospects of hybrid exhibitions and the use of AI.