V. Trade Fair Participation
F. Risk Management

Trade shows combine opportunities and risks. The opportunities are meeting new clients, developing a better company image and placing orders. However, there exist normal economic risks such as less contacts and contracts; low turnover and a low contribution margin. These risks can be minimized if the planning and preparation for the participation is done correctly.55) 
Other external factors might influence the trade fair participation as well:

• Political Risk
  - Revolutions and
  - Hostile interventions by the government;
  - Unforeseen loss of a licence;
  - War risk.
  For example:
  After September 11th, 2001 the visitor rate at the COMDEX, Las Vegas dropped from 250.000 people in 2000 to 150.000 in 2001
   
• Medical Risk
  - For example infection risk by SARS
  For example:
  - Hong Kong Trade Development Council and China External Trade Development Council were forced to cancel four important industrial mega-shows in Hong Kong and Taiwan
  - Fair organizers worldwide prepared special services for exhibitors and visitors from effected regions