IIR Exhibitions, organiser of media exhibition IPEX, has confirmed the return of the show’s country-specific international days.

Non-UK visitors are welcome on any day of the exhibition, which runs from 18 to 25 May at Birmingham NEC, but certain days will have a particular global focus.

"We trialled this before, but we didn’t promote it properly," IPEX marketing director, Nick Craig Waller tells EN. "After receiving positive exhibitor feedback, we felt the idea could work if implemented correctly. Each day will have international briefings and speakers, along with flags, signs and cuisine, aligned to each particular global region."

The IPEX team has hosted mini-road shows across the globe to raise awareness of the concept: “We’ve been all over, from China to the US via Europe, to ensure everyone knows about the benefits this project brings.”

IPEX event director, Trevor Crawford, says: "As an international exhibition, we constantly look at ways to enrich our visitors’ experience. We’re working with over 60 regional trade associations to further engage with potential international visitors."

The international regions have been confirmed as Middle East and Africa, China and Japan, India, Germany, Scandinavia, Eastern Europe, North America and Europe.