Beyond the booth: Why trade fairs matter for public institutions

DAR ES SALAAM: FOR many people, trade fairs are synonymous with colourful exhibition booths, product launches and commercial transactions. They are often viewed as platforms where private companies market their products, negotiate deals and expand their customer base.

That perception, while valid, tells only part of the story. Modern trade fairs have evolved into strategic platforms where governments, public institutions, businesses, investors and development partners converge to advance national economic priorities.

They are no longer simply marketplaces for goods and services, but arenas where public policy meets enterprise, investment opportunities are promoted and institutions engage directly with the citizens they serve.

The recently concluded 50th Dar es Salaam International Trade Fair (DITF), popularly known as Saba Saba, illustrated this transformation.

Held from June 28 to July 14, 2026, the golden jubilee edition attracted thousands of exhibitors and millions of visitors, reaffirming its position as one of East Africa’s premier trade and investment platforms.

President Samia Suluhu Hassan has consistently emphasised that Saba Saba is no longer merely an exhibition but a strategic bridge connecting manufacturers with buyers, investors with opportunities and Tanzania with international markets.

She has described modern trade fairs as platforms that accelerate industrialisation, expand regional trade and strengthen sustainable economic growth, while urging public institutions to participate meaningfully by showcasing reforms, engaging stakeholders and building partnerships that advance national and regional development.

That vision was echoed by Vice-President Dr Emmanuel Nchimbi, who challenged organisers and stakeholders to transform DITF into a strategic platform that advances Dira 2050 by connecting producers, investors, innovators and traders with domestic and international markets.

Achieving Dira 2050, he observed, will require a competitive private sector, increased investment, higher industrial output and stronger collaboration between government, business and development partners.

Against this backdrop, participation in trade fairs is no longer simply a public relations exercise for public institutions. It has become an essential component of public service delivery, stakeholder engagement, investment promotion and economic development.

This was evident in the participation of the Office of the Treasury Registrar (OTR), which, together with public entities under its oversight, used this year’s exhibition to engage citizens, investors, development partners and the business community.

OTR oversees 308 public entities and government minority interest companies with a combined investment portfolio valued at 92.3tri/-.

These institutions operate across virtually every sector of the economy, including energy, transport, manufacturing, agriculture, telecommunications, finance and infrastructure.

Their performance has a direct influence on economic growth, job creation and the delivery of essential public services.

Yet many citizens remain unfamiliar with the mandates, achievements and reforms taking place within these institutions.

Trade fairs help bridge that information gap.

Unlike formal meetings or technical reports, exhibitions provide an accessible environment where citizens interact directly with government officials.

Visitors ask questions, seek clarification, express concerns and learn about public services in a practical setting.

Such engagement strengthens transparency, accountability and public trust.

For oversight institutions such as OTR, exhibitions also provide an opportunity to demonstrate how public investments are managed, how governance reforms are improving institutional performance and how state-owned enterprises contribute to national development.

Rather than merely explaining policies, officials can illustrate their impact through publications, demonstrations and face-to-face discussions. Trade fairs also provide institutions with something equally valuable: Immediate feedback.

Unlike discussions held in boardrooms, exhibitions expose institutions to the everyday experiences of citizens and businesses.

Questions, complaints and suggestions gathered during these interactions help inform future reforms, improve service delivery and strengthen institutional responsiveness.

In this sense, trade fairs are as much listening platforms as they are communication platforms.

Their importance extends well beyond public engagement. Around the world, governments increasingly use trade fairs to attract investment, strengthen economic diplomacy, showcase innovation and promote national competitiveness.

Within a few days, institutions can engage investors, manufacturers, financiers, development partners and entrepreneurs who would otherwise require months of separate meetings.

As Mr Sabato Kosuri, Head of the Public Relations and Communication Unit at OTR, observes, modern trade fairs are no longer simply places where organisations display products.

“They facilitate innovation, technology transfer, investment, networking and publicprivate collaboration, all reasons governments and public agencies participate,” he said.

His observation reflects one of the greatest strengths of exhibitions: Their ability to compress months of stakeholder engagement into a single event.

While digital platforms have expanded communication channels, they have not replaced the value of face-to-face interaction in building trust, answering questions and developing long-term partnerships.

“Trade shows remain valuable in relationship-building, brand visibility, market intelligence, policy dialogue and partnership development,” said Mr Kosuri.

The international dimension of this year’s exhibition further highlighted its strategic value.

The presence of Mozambican President Daniel Chapo as Guest of Honour during the opening ceremony underscored the growing importance of Saba Saba as a platform for regional economic cooperation.

Rather than viewing Tanzania and Mozambique as competitors, President Chapo called for stronger industrial collaboration, integrated regional value chains and improved connectivity through ports including Dar es Salaam, Mtwara, Pemba, Nacala and Beira.

That vision aligns closely with the objectives of the African Continental Free Trade Area (AfCFTA), which seeks to reduce barriers to trade, stimulate industrialisation and promote regional manufacturing by encouraging African countries to trade more extensively with one another.

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At the conclusion of the golden jubilee edition, Zanzibar President Dr Hussein Ali Mwinyi challenged traders and manufacturers to take advantage of expanding markets and government initiatives aimed at promoting exports, while urging public institutions to reduce bureaucracy and improve service delivery to create a more enabling environment for businesses.

His remarks reinforced the broader message emerging from Saba Saba: That trade fairs are not only platforms for displaying products but also catalysts for connecting businesses with new markets, investment opportunities and global value chains.

According to the Tanzania Trade Development Authority (TanTrade), DITF has generated business opportunities worth more than 129tri/- over the past 50 years.

Since its inception in 1976, the exhibition has attracted participants from 54 countries, hosted more than 38,000 exhibitors and welcomed over 10 million visitors.