Svyaz, the International Exhibition for Information and Communications Technology, stands as the largest event of its kind in Russia and Eastern Europe. The 38th edition, held from 7 to 10 April 2026 at the Timiryazev Centre in Moscow, brought together more than 360 companies from Russia, Belarus, and China across an exhibition area exceeding 15,000 square metres. Organized by EXPOCENTRE under the support of the Russian Ministry of Industry and Trade and the Russian State Duma Committee on Science and Higher Education, and under the auspices of the Russian Chamber of Commerce and Industry, Svyaz forms the anchor event of Russian Week of High Technologies.
With 15,400 professional visitors from 30 countries and 82 Russian regions, and a conference programme featuring a plenary session on telecommunications as the basis of technological sovereignty, Svyaz serves as a critical platform for dialogue between government, industry leaders, and technology providers. While the exhibitors and their technologies occupy the centre stage, a specialised workforce of interpreters, booth assistants, hostesses, and models works behind the scenes to ensure that the event functions smoothly and that business communication flows without interruption.
Interpreters: Enabling Cross-Border Communication
At an exhibition where China maintains a national pavilion and companies from Belarus, Taiwan, and other regions participate alongside more than 180 Russian exhibitors, interpreters are indispensable. The international presence creates a constant demand for language mediation across the exhibition halls.
Interpreters at Svyaz work in various capacities. Consecutive interpreters accompany foreign exhibitors during negotiations with Russian telecom operators, system integrators, and government procurement specialists. They must be fluent not only in general business language but also in the specialised terminology of the ICT industry—network infrastructure, cybersecurity systems, data centre equipment, satellite communications, IoT solutions, and AI applications. A conversation about 800 Gbit/s backbone platforms, Wi-Fi 7 switches, or contactless data transmission based on fiber-optic cables requires an interpreter who understands the technical context, not merely the words.
For the business programme and official events, simultaneous interpreters may be deployed to provide real-time translation for international participants. The Svyaz Forum includes the Plenary Session on Telecommunications as the Basis of Technological Sovereignty, strategic sessions on research and universities as drivers of telecom industry development, and discussions on digital sovereignty, AI, and regulatory evolution. This mode of interpreting demands intense concentration, rapid processing, and familiarity with the subject matter.
The business significance of interpretation at Svyaz cannot be overstated. When a Chinese technology company negotiates with a Russian system integrator, or when a Belarusian equipment manufacturer discusses terms with a Moscow-based telecom operator, the negotiation process depends on clear, precise communication. An interpreter’s ability to convey technical specifications, delivery terms, and regulatory requirements accurately can determine whether a deal is concluded or lost.
Booth Assistants: The Operational Core of Exhibition Stands
Booth assistants form the operational backbone of exhibitor stands at Svyaz. Their role combines reception duties, product knowledge, and logistical support, making them essential to the smooth functioning of each exhibition space.
A typical booth assistant at Svyaz is responsible for greeting visitors, managing the flow of attendees at the stand, distributing catalogues and technical documentation, and supporting the sales team in identifying serious business prospects. With the exhibition covering the full spectrum of ICT—from telecom equipment and network infrastructure to cybersecurity, data centres, IoT, and navigation services—booth assistants must be prepared to engage with a diverse professional audience.
For international exhibitors, booth assistants often serve a dual function, combining reception duties with interpretation. A Chinese network equipment manufacturer or a Belarusian cable producer may rely on a bilingual booth assistant to handle initial inquiries from Russian visitors, explain product specifications, and collect contact information for follow-up. This requires not only language skills but also a working understanding of the exhibitor’s product range and the Russian ICT market context.
The physical demands of booth work at a four-day exhibition are considerable. Assistants stand for extended periods, manage crowds during peak hours, and maintain a professional demeanour throughout. The Timiryazev Centre’s modern exhibition space, hosting Svyaz on a new platform, requires assistants to navigate the venue efficiently and remain alert across long working days.
Hostesses: From Greeters to Strategic Brand Ambassadors
The role of hostesses at Svyaz has evolved considerably from simple greeting duties. In an exhibition environment where visitors include telecom operators, government officials, enterprise IT directors, and procurement specialists, the modern hostess functions as a brand ambassador and a critical component in a company’s lead generation efforts.
At Svyaz, hostesses serve as the first point of contact for visitors, acting as an initial filter who greets attendees and quickly assesses their role and interest level. Is this a curious student, or a high-potential procurement director from a major telecom operator? By qualifying visitors through predefined questions, hostesses ensure that technical staff time is optimised for maximum return on investment.
Their responsibilities extend beyond welcoming. Hostesses manage the flow of visitors, schedule meetings, coordinate product demonstrations, and capture lead data accurately using tablets and CRM tools. In an industry built on reliability, security, and technological sovereignty, the hostess projects an image of organised, professional efficiency, making the company appear as well-managed as its products.
The Svyaz hostess must also possess product literacy. While not expected to be network engineers, top-tier ambassadors are thoroughly briefed on the company’s products and services. They understand key messaging, can identify a qualified lead based on a visitor’s questions, and know exactly which specialist on the team to introduce them to. They can articulate the value proposition of service routers, cybersecurity solutions, or data centre infrastructure with confidence.
The role also requires cultural and linguistic competence. A skilled hostess is often fluent in both Russian and English, and sometimes Chinese given the significant participation from that country. They can seamlessly greet a delegation from Belarus, converse with executives from China, and explain technical details to engineers from Russian regional companies, all while navigating subtle cultural formalities.
Models: Presentation Beyond Aesthetics
Models at Svyaz serve a functional role that extends beyond visual appeal. In the context of an ICT exhibition, models may be engaged for product presentations, equipment demonstrations, and promotional activities that require a polished, professional presence.
Exhibitors showcasing network equipment, data centre solutions, or consumer electronics may use models to create visually compelling demonstrations that attract visitor attention. The exhibition’s focus on high-technology solutions—from 800 Gbit/s backbone platforms to Wi-Fi 7 switches and contactless data transmission technologies—means that well-presented demonstrations can be a significant draw for visitors seeking to understand complex technical solutions.
The distinction between models and hostesses at industry exhibitions can be subtle. Models may focus more on visual presentation and promotional engagement, while hostesses typically handle informational and logistical tasks. In practice, individuals working in these roles often possess overlapping skills, and the boundaries between them may shift depending on the needs of the exhibitor and the dynamics of the event.
For Svyaz specifically, models might be engaged by companies presenting consumer electronics, navigation systems, or innovative telecom solutions. The Russian Week of High Technologies includes a consumer electronics show alongside Svyaz and the Navitech navigation display, creating opportunities for exhibitors to use models in visually oriented presentations.
A Collaborative Professional Ecosystem
What unites interpreters, booth assistants, hostesses, and models at Svyaz is their shared function as facilitators of communication, experience, and business interaction. The exhibition’s stated purpose is to demonstrate achievements in information technology and telecommunications, to promote business networking, and to develop strategies for the introduction of 5G networks, AI, and cyber defence systems. The quality of the support workforce directly influences how effectively these objectives are achieved.
Svyaz has maintained its status as the leading platform for the ICT industry in Russia and the CIS for nearly five decades, since 1975. That longevity depends not only on the exhibitors and their products but also on the professional infrastructure that makes the event navigable, accessible, and productive for all participants. Whether interpreting a technical negotiation, welcoming a delegation from the Chinese national pavilion, or ensuring that an international exhibitor’s stand runs smoothly, these professionals contribute to the exhibition’s continued relevance in a changing economic landscape.
The modern Svyaz brand ambassador—whether called interpreter, booth assistant, hostess, or model—is a strategic investment. They are the human face of a technical brand, the friendly guide in a vast sea of information, and the critical first connection that can lead to significant business partnerships. In the competitive world of Moscow’s high technology exhibitions, where major contracts are negotiated and technological standards are set, these professionals are the human connection that illuminates the path to new business.
