Engineer Seyyed Hossein Mir Zafar Juyan, in addition to his long experience in managing various departments of the Iran International Exhibitions Company, is one of the well-known lecturers and researchers in the exhibition industry, and the books he has authored are among the textbook sources of educational and scientific centers in the exhibition industry. In response to the invitation of the Exhibition Industry Book of the Year, Mir Zafar Juyan has sent an exclusive note about the position and role of the exhibition industry in advancing the country's economic development, which you will read:

In advance, I congratulate the arrival of the beautiful spring and the new year to all those involved and interested in this industry, and I wish everyone a year full of health, abundant activity, and a suitable outlook. I also sincerely congratulate the Exhibition Industry Day to the activists of this industry.

In the current era and present age, one of the most profitable and influential industries on the economic, cultural, political, and social indicators of any country is the exhibition industry. The reason for this should be considered the vast scope that has involved many people in society and has very high job creation. This very profitable service industry, as one of the influential industries and the driving engine of the country's trade and export development, unfortunately has not yet reached its true position in our country, while in developed countries and even in the Middle East region, it has a very suitable and acceptable position. Today, although exhibitions are increasingly used as a vehicle for marketing and trade development, more important than the economic dimension of exhibitions is their communication dimension, which, like a communication channel, has a function for transferring concepts, information, and awareness to message recipients, because in this industry all producers, whether of goods or services, present their products as participants in a suitable setting and communicate with customers in the form of visitors. For the creation and success of exhibitions, various markets are formed, including: the organizer and participant market, the participant and visitor market, the participants and contractors market, the site owners and contractors market, and so on, which brings about suitable economic impact, increased employment, and the development of trade and exports, etc. The impact and contribution of exhibitions on other key industries in countries and income generation, based on UFI research, has been calculated as approximately 9% for organizers, about 9% for restaurants and food services, about 11% for exhibition services, about 7% for booth construction, about 16% for transportation and warehousing, about 20% for retail, about 24% for hotels and accommodations, and 4% for others.

I must state that an exhibition is a center for the exchange of information and for reaching modern phenomena of science and industry and the transfer of technology, and due to extensive international communications, access to new markets, and the creation of a suitable platform for exhibition participants, it is of great importance. Holding an exhibition creates healthy domestic and international competition and also develops tourism and national employment. The ever-increasing importance of exhibitions in economic development and prosperity clearly reveals the need for greater attention to exhibitions and for revitalizing the exhibition industry in every country, and the support of organizations, governmental and executive authorities, and the private sector is increasingly reflected in the future effects of holding exhibitions. Therefore, the necessity of paying attention to the views of specialized and experienced executives on national and international scenes also emphasizes that this perspective must be strengthened within the country and find a suitable and growing trend. Because the exhibition industry is a quick-return industry, it can have a very suitable and good effect on the economy, employment, and reduction of unemployment, since it can quickly create employment by hiring personnel. Holding exhibitions, especially at international and regional levels, affects various aspects of the local economy and causes its dynamism, including helping the development and prosperity of the tourism industry and maintaining and improving the level of domestic employment.

Toffler says: The person of the future will face several inevitable phenomena: instability, renewal and newness, diversity, and multiplicity. In other words, the connection and relationship of humans with individuals, objects, places, organizations and institutions, ideas, and the flow of information will constantly become more unstable, newer, and more diverse. Given global conditions, regional and national conditions, and numerous similar instabilities in the field of economics and living conditions, this obliges us to adopt an implementable and reliable solution through correct and long-term planning and goal-setting for the future of this industry, which is facing a new and different generation, more aware and more equipped with modern technological tools, highly creative, and constantly changing, as well as powerful competitors at the regional level, and to have a road map for the future, which itself will be a prerequisite for development and investment.

The Iran International Exhibitions Company, as the specialized parent company of this industry, which has the largest and most beautiful exhibition venue in the country, according to its articles of association, inherent duties, and legal capacities, although it has the ability to hold exhibitions inside and outside the country, must play an effective role in revitalizing the business environment and holding international exhibitions throughout the country, so that through creating empathy and synergy and helping to create a suitable platform for the development of the country's trade and exports through creating new legal capacities, it also strives to develop exhibition education and culture and how to use this important marketing tool.

Also, considering Iran's participation in Expo 2025 Osaka, Japan, it should be stated that our presence in expos, which are the most important exhibition events in the world, is the greatest opportunity for us to showcase the economy, history, civilization, culture, and future plans of our country to the world and to generate income by attracting capital and foreign tourists and laying the groundwork for trade and cultural development. This income may in the short term come from concluding contracts with foreign countries or selling goods, but in the long term, our presence in such international gatherings will be the best opportunity to introduce the country's brand. Using the country's potential and actual capacities and presenting them at Expo requires increasing society's awareness of the importance of Expo. Numerous goals are hidden in Expo, and we must be able to make the utmost use of this opportunity within a period of 6 months.