"UNICERA HAS BEEN POSTPONED FOR THE COMMON INTEREST OF THE INDUSTRY"

The UNICERA Istanbul International Ceramics, Bathroom, Kitchen Fair, which has been held uninterrupted for 36 years, was not held this year and has been postponed to 2026. In our interview with UNICERA International Fairs INC. General Coordinator Aydın Eser, we discussed the reasons for the postponement and the state of global trade fairs.

FATMA BATUKAN BELGE

UNICERA, originally scheduled for November this year, has been postponed to 2026. Could we learn why?

The economic turmoil experienced globally and in our country has caused a significant slowdown in the ceramics industry, as in many other sectors. The contraction in the domestic market and the uncertainty surrounding export markets have led our industry stakeholders to reevaluate their plans for the year. Following extensive discussions with our members and exhibitors, we concluded that postponing UNICERA Istanbul to 2026 would be in the best interest of our industry. The wisdom of this decision has become even more evident as similar international trade fairs have taken steps to postpone or downsize their events.

We operate with the understanding that our fair must contribute to the development of the sector under all circumstances. We believe this postponement will allow our exhibitors to prepare more strongly and showcase their innovations more effectively. We are determined to continue our efforts to offer both our visitors and industry representatives a more comprehensive, more productive, and more internationally impactful fair in 2026. We wholeheartedly believe that UNICERA Istanbul will continue its path, not being postponed, but rather strengthening.

UNICERA is one of the two largest ceramics fairs in Europe, the fair with the highest brand value in Turkiye, and has a history spanning 36 years. How was its postponement received, especially by foreign exhibitors and visitors?

Given UNICERA Istanbul's 36 years of experience and international brand value, the postponement decision was closely followed, particularly by our international exhibitors. While our exhibitors expressed their disappointment that the fair had to be moved to 2026, they stated that this timeframe provided an opportunity for more comprehensive preparation. We also noted that there was room for improvement in the announcement of the postponement to international visitors. We are carefully evaluating this feedback and are taking the necessary steps to improve our communication processes.

We prioritize maintaining and building on UNICERA Istanbul's strong global reputation. In 2026, we aim to deliver a more inclusive and powerful exhibition experience that exceeds the expectations of our international exhibitors and visitors.

UNICERA International Fairs Inc., established within the Turkish Ceramics Federation with the support of TIMDER, began its activities in 2021. What were the benefits of organizing the fair through this company?

The launch of UNICERA International Fairs Inc. in 2021 has brought significant professionalism and flexibility to our trade fair organization processes. This structure has transformed our accumulated knowledge and industry experience into a more systematic management model. Our ability to respond to exhibitors' needs and expectations faster, more effectively, and with a more solution-oriented approach has significantly increased. For our members, having a specialized structure that provides direct contact throughout the trade fair process and closely monitors industry dynamics has provided a significant advantage.

This transformation has contributed to the fair's stronger position in terms of both content and operational excellence. With the establishment of UNICERA Inc., our country has gained a valuable and sustainable corporate structure in the field of fairs.

Furthermore, the Turkish Ceramics Federation has established a highly strategic and valuable corporate entity for the sector by establishing UNICERA Inc., the owner of one of the world's two most important ceramics fairs. This structure has strengthened our country's trade fair capacity and further solidified the Turkish ceramics industry's position in the international arena. We believe that this corporate model will continue to benefit the sector even further in the coming period.

Next year, the Ceramtech Ceramic Technologies and Raw Materials Fair will be held alongside UNICERA Istanbul for the first time. What kind of interaction do you anticipate?

The fact that next year's Ceramtech Ceramic Technologies and Raw Materials Fair will be held alongside UNICERA Istanbul has generated strong anticipation and excitement across the industry. This combined structure will bring together the entire value chain of the ceramics industry under one roof, creating a unique meeting place. We received particularly positive feedback from our discussions with Italian machinery manufacturers, and we were particularly pleased that they expressed their willingness to participate as a union. We believe that Ceramtech's involvement will foster stronger collaboration among technology manufacturers, raw material suppliers, and end-product companies.

The innovative steps UNICERA Istanbul has taken in the sector to date will create even greater synergy with Ceramtech. This new structure will add strategic value to both our country and the international ceramics ecosystem. Among the most significant benefits will be increased sectoral know-how sharing, the establishment of new business connections, and greater visibility of technological advancements. We wholeheartedly believe that the coming together of the two fairs in 2026 will create a powerful gathering that will serve as an example for the ceramics world.

It's said that trade fairs are losing their relevance in every field because world trade operates through different channels. Would you agree? Can different methods replace the face-to-face interaction at trade fairs?

The increasing digitalization of global trade and its diversification across different channels are significantly transforming global trade dynamics. It's clear that companies that fail to adapt to this transformation will fall behind in competition; therefore, correctly interpreting this change and integrating it into strategies is critical. However, despite all these developments, we cannot agree with the view that trade fairs have lost their function.

Trade fairs are unique platforms that bring together producers and buyers in the same environment, allowing for detailed product inspections, strengthening business partnerships, and building trust-based relationships. While digital environments facilitate access to information, face-to-face interaction still plays a decisive role in decision-making. Seeing and touching a product, conducting a mutual technical evaluation, and establishing trust are the fundamental advantages trade fairs offer.

Therefore, digital methods can complement trade fairs, but they cannot completely replace them. We believe that trade fairs will continue to strengthen commercial ties across sectors.

The global ceramics industry has a market value of $60 billion. How do current developments affect this market? And how do these influence the Turkish ceramics industry?

The global ceramics industry, with a volume exceeding $60 billion, continues to grow steadily on a global scale. However, economic fluctuations, rising energy costs, changes in logistics, and geopolitical uncertainties can occasionally impact the pace of this growth. As the market becomes more attractive, the entry of new producing countries further intensifies competition and challenges global price balances.

The Turkish ceramics industry, a strategic sector that generates high added value, is directly affected by these developments. Both changes in cost structures and increasing competition require our companies to focus on more innovative and efficient production models. It is clear that sectoral support and policies that enhance competitiveness are crucial for maintaining our strong position in the international market. Turkiye's ability to further advance its global potential in ceramics will be possible through the right strategic steps.

At this point, strengthening our government's incentive and support mechanisms for the sector plays a critical role in enhancing our competitiveness. We believe that, supported by the right policies, the Turkish ceramics industry will achieve a much stronger position in the global market.