This case study aims to assess the past, present and future prospects, along with the problems of the China Import and Export fair, commonly known as the "Canton Fair". It gives a chronological analysis of the fair characteristics, show management, exhibitor and buyer profile and interaction, and appraises aspects of the venue and scale of show development, community impacts, as well as examines the implications of the transformation from a solely export-oriented fair to both an import and export fair. Secondary research, observations and in-depth interviews with relevant industry executives form the basis of this case study analysis.