From Location to Marketing, from Strategy to Budget: A Breath of Fresh Air at the Istanbul Stationery and Office Supplies Fair
The Istanbul Stationery and Office Supplies Fair, one of the longest-standing events in the stationery sector, is on the verge of a significant transformation. At a consultation meeting organized under the leadership of TÜKİD, the future of the fair was thoroughly discussed from every angle. Based on the opinions, expectations, and feedback of participating companies, a fundamental transformation of the event’s organizational structure is being planned. With discussions centered on a new venue, new dates, and a new vision, the goal is to establish a sustainable structure that will inject new vitality into the sector.
The future of the Istanbul Stationery and Office Supplies Fair, one of the most established and comprehensive events in the stationery sector, is poised to enter a new era. A significant change regarding the fair’s venue is on the agenda, as the event has been bringing industry professionals together under one roof for over 30 years. Organized in collaboration with TÜKİD and hosted by the Tüyap Fair and Congress Center in Beylikdüzü by the Tüyap Fair Group for the past 10 years, the fair has initiated a strategic evaluation process based on the opinions and suggestions of industry representatives. The most recent edition of the event, which holds the distinction of being Eurasia’s largest stationery fair, took place from February 19–22, 2025. One of the most critical steps in this process was the Istanbul Stationery and Office Supplies Fair Consultation Meeting held on Tuesday, July 1, 2025. Members and industry representatives, gathered at the invitation of the TÜKİD Board of Directors, discussed decisions that will shape the fair’s future. The meeting, which began with an opening speech by TÜKİD President Taha Keresteci, featured in-depth discussions aimed at creating a more efficient, inclusive, and sustainable stationery fair for the industry. The decisions made are expected to provide the fair with a new vision and bring fresh dynamism to the sector.
Mayor Keresteci: “The Current Conditions of the Fair Are Unsustainable”
Speaking at the Istanbul Stationery and Office Supplies Fair Consultation Meeting on July 1, TÜKİD President Taha Keresteci provided a comprehensive assessment of the fair’s current organizational structure and venue. In his speech, Keresteci noted that there had been complaints following the February 2025 fair, citing low attendance and logistical issues, as well as the fact that the fair’s venue had shrunk back to 10,000 m² , and the fact that the percentage of visitors from within Istanbul remained at 15–20%, stating that continuing the fair at TÜYAP was not sustainable. Additionally, following discussions with the Istanbul Fair Center as an alternative, it was shared that Halls 1 and 3, totaling 11,000 m², are suitable for the fair, the infrastructure has been renovated, and they can easily accommodate the number of participants. Keresteci emphasized the importance of the process, stating, “For our sector, this change has become a necessity to ensure an inclusive and sustainable fair.” Keresteci also provided details regarding the fair date, stating, “Following our discussions with both fair organizing companies, April emerged as the preferred month for the fair. TÜYAP indicated that the fair could be held during the first week of April, which coincides with the period following the Ramadan holiday.” The Istanbul Exhibition Center (İFM), meanwhile, proposed the week of April 12–19, 2026, indicating that the fair could take place between Wednesday and Saturday during that period. “Surveys and phone interviews with participants revealed a strong preference for holding the fair in April,” he said. As a result, a date range that both meets participant requests and aligns with the industry calendar began to take shape.
NOT A SPATIAL TRANSFORMATION, BUT A STRATEGIC ONE
TÜKİD President Taha Keresteci emphasized that moving the fair to the Istanbul Fair Center represents not only a spatial but also a strategic transformation. In preliminary discussions with the new fair organizer, Keresteci noted that TÜKİD could manage 50% of the fair’s budget, stating, “This brings numerous advantages, ranging from social media promotions to promotional support and hotel accommodations.” Noting that a new sense of motivation has been gained through the location advantage, central transportation convenience, and budgetary transparency, Keresteci remarked, “It is exciting for us to have brought so many issues to the table in such a short time.” He noted that the new organizing firm has guaranteed international fair status in the second year. Keresteci noted that due to space constraints, there could be a 10–20% reduction in booth square footage. He clarified that prices did not double as claimed during the transition to IFM, but rather there was a 20–30% difference compared to TÜYAP. “Perceptions have been shattered,” said Keresteci, emphasizing that the decision was made through the collective will of the sector.
EVERY DETAIL MUST BE CAREFULLY CONSIDERED
Industry representatives attending the meeting expressed their satisfaction with TÜKİD’s swift action. Cihangir Aydın from Karadeniz Stationery noted, “It’s significant that a step we’ve been waiting for so long was taken this quickly,” while Cihan Şahinler from Merkez Import asked whether the location advantages at TÜYAP would be preserved with the transition to the Istanbul Fair Center (İFM) and whether there was a possibility of moving the fair date to an earlier time. Caner Taşdemir from Teknik Atılım shared the view that, “Trade volume is declining, costs are rising; therefore, it is critical that the new location also offers cost advantages.” Serhat Çelik from Adel Kalemcilik emphasized the importance of sharing the number of foreign visitors and their distribution by country in advance. Hakan Melek from Melek Stationery noted, “Sundays used to boost fair traffic; we’re curious why this practice was discontinued,” drawing attention to weekend attendance. Erol Aykut from Eraysan Group stated, “The new location and date present an opportunity to balance hidden costs.” Representatives of the Toy Retailers Association, meanwhile, stated that holding the toy fair and the stationery fair simultaneously could benefit both sectors. Ahmet Yüksel of Bigpoint Stationery, a veteran of the industry, pointed out the fair’s decline over the years, saying, “We used to be known as the world’s third-largest stationery fair; today, however, many major buyers no longer come to Istanbul.” Emphasizing that the Istanbul Stationery Fair has lost its appeal, Yüksel suggested, “Events in Antalya have become more effective. Perhaps this fair should be moved there,” he suggested. Tarkan Doğan, a representative of Şahin Stationery, noted, “We’ve identified 5,500 sales points just in the Marmara Region. The Istanbul Fair’s potential is still very high,” underscoring the need for a coordinated and organized marketing strategy. Erkan Tekin from Tekiner Stationery, however, asked, “Managing the budget by 50% is good, but how will we attract international participants with this budget? What are the concrete plans to increase the number of qualified visitors?” Sertaç Yörük from Doruk Tanıtım, on the other hand, welcomed the change of venue: “We need to create a new perception. TÜYAP was no longer generating excitement.” He also expressed the view that holding a large-scale fair spanning three or four halls by merging with the toy sector would increase the number of participants. The opinions clearly highlighted the expectation for renewal. Throughout the meeting, evaluations regarding the fair’s date, target market, and strategic direction continued. Senan Arslaner of As Defter emphasized that April is not a suitable time for an export-focused trade show: “Wholesalers in Europe, particularly in France, complete all their purchases by November. Our order period closes by mid-February. Holding a trade show in April is too late for exports.” Namık Öztürk from Timon A.Ş., however, believes that simply changing the date and location won’t be enough: “The trade show is getting smaller every year. If we want to reverse this trend, we need broader projects that can include neighboring sectors like the toy industry.” In response to Öztürk’s criticism, it was revealed that management is preparing a four-pronged marketing-focused action plan, which will target a multi-layered audience ranging from buyers to teachers, and from municipalities to chain stores. Faruk Çelikten from Barker Stationery, meanwhile, emphasized the importance of strong digital promotion: “If we use social media effectively, we can create excitement, not just make announcements.”
EXPORT-ORIENTED APPROACH
In his closing remarks at the meeting, TÜKİD President Taha Keresteci outlined both the association’s new export-focused plans and the visionary responsibility they have undertaken. “April may be too late for exports, but we plan to establish a different structure to turn this situation into an opportunity. We are preparing for a new export event in the format of a hotel trade show—completely closed to the domestic market and open only to invited international buyers—where B2B meetings will take place. This event will be open to all our members with export aspirations,” he said. Keresteci emphasized that the decision to move to the Istanbul Fair Center (İFM) was not merely a physical change: “There were serious shortcomings regarding social media and promotion at TÜYAP. While visitor numbers have declined over the years, budgets were not utilized effectively. We will now establish a structure that is not just operational but also strategic, planning, and managing communication. A professional team dedicated solely to the fair will be hired within the association. This way, even if the organizer changes, institutional memory will be preserved.” Noting that visitor numbers have declined significantly in recent years, Keresteci stated, “This decline is not merely a matter of timing. No fair can survive without effective promotion, proper budget allocation, and PR and social media strategies,” and called on all industry representatives to unite.
A NEW BEGINNING IN APRIL
At the end of the meeting, a survey was conducted among participants regarding the fair’s holding in April at the Istanbul Fair Center (İFM). In the vote, the majority supported holding the Istanbul Stationery Fair at the İFM from April 15–18. With this update to the fair calendar, the event will now take place in April instead of February. April was determined to be the most suitable time frame based on both the industry calendar and participant surveys.