Abstract
Trade fairs are critical platforms for small-scale entrepreneurs, offering opportunities for market exposure, networking, and business development. The Lagos International Trade Fair at Tafawa Balewa Square (TBS) is one of West Africa’s most prominent trade events, attracting thousands of local and international participants annually. Despite its potential benefits, small-scale entrepreneurs often face financial, operational, and logistical challenges that limit their ability to fully leverage trade fair participation. This study examines the challenges and opportunities experienced by small-scale entrepreneurs at the 2025 Lagos International Trade Fair, with the aim of generating insights that inform practical support and policy mechanisms for micro, small, and medium enterprises (MSMEs). A qualitative research design was adopted, employing a case study approach to explore participants’ experiences in depth. Data were collected through focus group discussions with small-scale entrepreneurs from diverse sectors, including fashion, food, technology, and crafts. Thematic analysis was used to identify key patterns, highlighting both the benefits and limitations of trade fair engagement. Findings reveal that trade fairs enhance market visibility, facilitate business networking, and create opportunities for partnerships and market expansion. Government support and enabling policies further strengthen these outcomes by providing infrastructure, institutional support, and capacity-building initiatives. However, participants reported significant challenges, including high participation costs, competition with larger firms, limited strategic capacity, and difficulties sustaining business visibility post-event. The study concludes that while trade fairs offer substantial opportunities for small-scale entrepreneurs, targeted interventions such as subsidised participation, training programmes, and post-event engagement are essential to maximise their benefits. Insights from this research provide practical recommendations for entrepreneurs, policymakers, and trade fair organizers, aiming to enhance inclusivity, effectiveness, and long-term business growth for MSMEs in Lagos.