Everything You Need to Know About Going to Trade Fairs

Trade fairs can be a complicated time for anyone in attendance. You have a lot to organise, including your hotel, the date of your arrival, whether you want a booth or you just want to look around, and more.

Whether you’re deciding to go as a guest or rent a booth for yourself, there’s plenty to learn from trade fairs.

Here’s our guide to everything you need to know about going to trade fairs.

What’s the Purpose

When you decide to go to a trade fair, you need to determine the purpose of the trade fair in the first place. Going as an attendee is a much different experience than going as a business with its own booth, and understanding what your business needs is an important step when planning your trade fair involvement.

Whether you rent a booth depends entirely on whether you have a business need to present or gain contacts at the fair itself. If you want to meet new people and to build new connections for your business, then you need to figure out what the purpose of the fair is and what YOUR purpose is.

All About Time and Money

You’ll have to dedicate a significant amount of time and money to attend a trade fair. That means you’ll have to prepare well in advance and you’ll have to budget a significant amount of money to make sure you cover the necessary expenses for the trip.

Koeln Messe Fair People

When you get closer to your trade fair, you can start to work on your objectives for the trade fair itself. Do you want to increase sales? Do you want to make more connections to help your business grow? Whatever your purpose is for going, you need to have a set goal in order to make the most out of the trip.

If you decide to rent a booth for the trade fair, you need to make arrangements for your advertising, work schedules, and more.

All About The Space

You’ll also need to know the size of the booth you’re looking for. Trade fairs have different sizes for different needs, and each booth will cost a different amount of money. You might consider getting a smaller booth that allows you to raise awareness about your brand rather than trying to sell products if you’re a new business. If you have a large, established customer base, a larger booth is a great way to showcase your new products or services.

Setting up your space so that it’s visually appealing and functional is a key part of attracting potential customers to your booth. If your layout isn’t simple and easy to navigate, customers won’t want to walk through your booth. Think about what the experience would be like if you were a customer in order to understand what works and what doesn’t when it comes to setting up your booth.

All About the Neighbours

Those who set up next to you during the trade fair will determine how your trade fair goes. When you have the right people and businesses next to you, you’ll be able to build connections and potential distributors and customers. Some of the best connections that you make are the businesses you are close to at the trade fair.


Going to trade fairs can be a stressful time. That’s because you have plenty to prepare for and you need to budget appropriately, whether you’re going as an attendee or a vendor. You’ll have to take time off and figure out all of the small details back home. If you are attending a fair as a visitor to look at and possibly buy equipment or products, it is a good idea to arrive at the fair city a day before the trade fair opens to recover from the flight and arrive refreshed from your journey. Trade fairgrounds, especially in German are vast, and it is important to have a plan of which companies stands you wish to visit. By checking the official website it is possible to know who is exhibiting and where they are located. In some cases it is possible to purchase catalogues online. The average fair duration is about 4 days, and many visitors find they do not need to spend the entire time at the fair, although for the larger fairs, many German city centre hotels insist on minimum stay periods of fair duration. Peter Stephenson at Trade Fair tours has been assisting exhibitors and visitors for over 25 years and has a wealth of knowledge and experience. He can advise which fair entrance tickets offer free rail travel, which cities impose a “cultural tax” and how to avoid paying the tax, plus many other tips. Call him on 0478 625477

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