The social role of art fairs has often been overlooked in academic discussions, which have primarily emphasized their commercial aspects. However, as these events are open to the public, it is important to consider audience perceptions and examine how art fairs can contribute socially as well as economically. This study, based on a post-visit survey of 71 visitors to the Hybrid art fair in Madrid (March–April 2022), found that despite their commercial nature, the public perceives art fairs as spaces for education and cultural engagement. Audience expectations for social commitment remain consistent regardless of prior experience with art fairs. These findings indicate that art fair organizers should prioritize audience development and social impact, paving the way for future research and potential evolution of the art fair model.