Turkiye’s leather industry is adopting a new marketing strategy called “hotel exhibitions” to help companies increase their visibility and connect directly with international buyers. The initiative, launched by the Aegean Leather and Leather Products Exporters Association, aims to address some of the challenges associated with traditional trade fairs, reports Hurriyet Daily News

The hotel exhibition model was introduced to overcome issues such as crowded exhibition venues, limited meeting time and difficulties in reaching the right buyers.

Under the approach, professional buyers in target markets are identified in advance. Buyer lists prepared with the support of local business partners and promotional agencies are reviewed by industry representatives before being matched with suitable Turkish companies.

Events are then held at selected hotels in the target countries, where ballrooms and conference halls are transformed into temporary showrooms. Invited buyers can examine products closely and hold one to one meetings with manufacturers.

Halil Gundogdu, Chairman of the Aegean Leather and Leather Products Exporters Association, speaking to Hurriyet Daily News, said the industry needed to do a better job of promoting both itself and its products.

“We will focus more on countries where our presence is weaker and where there is potential for our products. By 2027, we want to implement this system in at least five or six countries.”

– Halil Gundogdu, Chairman, Aegean Leather and Leather Products Exporters Association

According to Gundogdu, the hotel exhibition model was first introduced in Kazakhstan 3 years ago and later held in Athens, Greece, last year.

The association plans to organise similar events in Spain next month and in the United States in September as it continues expanding the initiative into new markets.