You are planning to go to a trade show abroad to showcase your products to potential customers. If they do not speak your language, and you do not speak theirs, what will you do?
You may call upon a host/hostess, but beyond welcoming visitors, this person is unlikely to have the necessary technical knowledge to provide the information/explanations that will strengthen their interest.
The alternative: a spokesperson who can quickly understand the main technical aspects of your products and promote them to those who visit your stand. In short, a bilingual sales representative at your disposal for the duration of the trade show, and beyond if required (translation of emails/documents, interpreting during meetings, conference calls…).