The ongoing conflict in the Middle East is affecting many countries and disrupting international trade, business travel and, potentially, trade fairs. The Promosalons network, with offices in 50 countries, has consulted its local offices to gain a clearer picture of the situation in the various countries and to assess the potential impact on the network’s member trade fairs*. This feedback from the ground, obtained thanks to the local presence of our offices and their in-depth knowledge of economic activity across various sectors, contributes to the Promosalons network’s monitoring of international markets and business tourism.
Disruptions to international trade
When it comes to international trade, countries are affected differently depending on the structure of their trade. More than half of respondents report a very significant or fairly significant impact on their imports, particularly for petroleum products (oil, gas, fertilisers and petroleum derivatives). Japan, for example, imports 94% of its oil from the Middle East, yet it has the largest strategic reserve in the world.
Nearly half of the responding countries also report an impact on exports, with these countries suffering from disruptions to maritime transport flows (Australia, China, India, Malaysia, South Africa, etc.) as well as a decline in exports to the Middle East (in the automotive, engineering, luxury goods and defence sectors). Other oil and gas exporting countries, such as Algeria and Norway, are, on the contrary, benefiting from an increase in their exports.
Three-quarters of the responding countries are experiencing an impact on transport and logistics, whether in maritime shipping or air transport, notably a country such as India, whose air routes pass largely through the Middle East.
The impact on business travel and trade fairs
These rising costs, combined with disruptions to air travel, are likely to affect business travel, with some countries having recently called for travel restrictions (Norway, Thailand). Whilst the impact of the conflict on trade fairs is currently very limited (except in the Middle East, where events are being postponed), fears of a prolonged conflict or an economic recession are leading to a wait-and-see approach regarding trade fairs in the coming months. The cost and availability of air travel will be a major factor in decisions regarding participation by countries further afield, particularly those in Asia. Conversely, companies from the Maghreb may shift their travel and investment towards Europe rather than the Middle East and Asia.
Situations vary from country to country
This crisis is therefore affecting the responding countries in different ways: in the Middle East, Israel is facing considerable pressure on its economy, whilst Saudi Arabia is showing a degree of resilience thanks to the diversification of its logistics routes. In Africa, several countries are experiencing economic and logistical turbulence, but they may also be able to capitalise on opportunities in terms of trade relations. Most Asian countries are seeing an impact on their international trade and fuel supplies, which may affect production in certain sectors. For European countries, the impact of the conflict is moderate and indirect, except on energy prices. As for the Americas, the impact is very limited due to the geographical distance from the conflict.
*Survey conducted from 23 to 27 March 2026 and presented to the Promosalons Board of Directors on 31 March 2026.
35 delegations responded to the survey: South Africa, Algeria, Germany, Australia, Brazil, China, Colombia, Korea, Ivory Coast, Denmark, Egypt, Spain, United States, Finland, Ghana/Benin, Arabian Gulf, Greece, Hungary, India, Indonesia, Israel, Italy, Japan, Malaysia, Morocco, Norway, Netherlands, Poland, Portugal, Czech Republic, United Kingdom, Sweden, Taiwan, Thailand, Turkey.