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This study aims to investigate the perceived changes in bleisure travel behavior due to the COVID-19 pandemic, through comparative analysis of pre- (2018) and post-pandemic (2021–2023) data. This study examines the frequency of their participation in trade fairs, their tourist activities during their stay and their destination loyalty.

The method of collecting quantitative material included a structured questionnaire, informed by a corresponding survey conducted before the COVID-19 pandemic (2018). The sample included 214 participants from the Hosted Buyers programs of TIF-HELEXPO trade fairs during 2021–2023. Descriptive statistical analysis of the data was performed, followed by a comparative analysis, using the “N-1” Chi-squared test to examine changes between the two periods.

The results indicate that business travelers have returned to pre-COVID levels of participation in trade fairs, with an increase in international trade fair attendance. Additionally, tourist activity also increased after the COVID-19 pandemic, while destination loyalty remained high across both periods.

The study is spatially limited to Thessaloniki and focused on participants of the specific program. Future research should involve other stakeholders in the trade fair ecosystem, such as exhibitors, individual visitors, organizers, local bodies, citizens and local entrepreneurs.

The COVID-19 pandemic has profoundly impacted tourism and business travel, raising questions about the necessity of physical presence at business events. This study is significant as it provides a comparative pre- and post-pandemic analysis of business travelers’ behaviors, offering insights into the resilience of bleisure travel in Thessaloniki.

Trade fairs have crucial socio-economic, cultural and political impacts. This paper aims to explore these multi-faceted effects at the local level from a citizens' perspective.

The economic, social, environmental and socio-cultural effects of trade fair activity are studied by employing the case study of Thessaloniki International Fair. These impacts are examined based on the views of people in the local community of the host area, conducting a fieldwork survey with questionnaires.

The analysis, based on descriptive statistics, factor analysis and induction statistics, indicates that the economic, environmental and socio-cultural effects of trade fair activity on the city are largely viewed positively by residents of Thessaloniki. Differences in representations of fair's impacts are evident in what specific groups, according to age, educational level and occupation, expect from trade fair activity.

While fairs' effects have been examined by studies in economics, sociology and politics, providing useful insights about the inter-linkages between trade fairs and host cities, they tend to pay little attention to citizens' perceptions on fairs' socio-economic implications. This paper enriches the literature on trade fairs' effects by adopting a citizens' perspective, being among the first studies to focus on representations, perceptions and views of residents of the host city to examine fairs' socio-economic implications.