This study is proposed to verify the relevance of trade fairs in the integrated marketing communications strategy of companies, by means of an exploratory and descriptive research. Whenever possible, different opinions from experts in trade fairs were mentioned, illustrated by examples, objecting a major comprehension by the readers of the subject. With the bibliography used, it was concluded that the trade fairs are an important communication channel in the Integrated Marketing Communications strategy, because they are very versatile and reach different publics along the whole productive process. These publics are well qualified because they are disposed to receive marketing messages and make the trade fairs an ambient propitious to generate business, including international business. The success of participation in trade fairs depends, however, of a well formulated and implemented plan of marketing and integrated marketing communications. Aiming that, it is necessary to have a better comprehension of the complex ambient of trade fairs and its role in the Integrated Marketing Communication strategy.