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10 Things You Should Know When Visiting an International Trade Fair

International trade fairs are a powerful way to open up new markets, assess competitors, meet potential buyers, and gather first-hand insights into industry trends. Whether you’re visiting as a buyer, exhibitor, or curious observer, these events can deliver huge value.

But only if you know how to best navigate them. Let’s be honest, large international events can swallow you up before you even know, especially if you’re new to the event circuit.

Below are 10 practical things you should know before you pack your bags and head off to any overseas trade fair.

1. Know That You Will Be Exhausted and Plan Accordingly

International trade fairs can be grueling.

Long travel days, jet lag, back-to-back conversations, disruptions to your daily routine; not to mention the endless walking. They will take a toll and that’s only if you’re an attendee. Having a stand comes with its shares of woes like uninterrupted standing and manual labor.

On the ground, you should wear comfortable shoes, take regular breaks, and stay hydrated. If you're part of a team, rotate responsibilities to avoid burnout.

Book accommodation that’s close to the event to maximize time for sleep and don’t forget to give yourself time after the event to unwind.

2. Know Why You’re Going in the First Place

Before anything else, define your objectives. Are you trying to scope out market trends, meet distributors, test product reactions, or generate direct leads? There are hundreds of reasons why anyone attends an industry event. Make sure you know yours or else you’ll have spent a whole lot of money for not much return in investment.

Having a clear goal creates the right headspace to manage the sheer volume of people, stands, and distractions without getting overwhelmed. This focus will help you prioritize your time, identify who you need to meet, and measure the trip's effectiveness afterward.

3. Know That the Real Work Begins at Home

Trade fairs and exhibitions are where you make first impressions. Your spontaneous chats and hallway interactions are the first sparks for what could become a partnership or a sales lead.

It’s once the event is over that you can actively work to turn that spark into a meaningful and mutually beneficial relationship. Strike while the iron is hot and reach out to the people you’ve met the first days after getting back home.

4. Research the Event Thoroughly

Not all trade shows are created equal. Some are regional, others global. Some are tightly focused on B2B buyers, while others cater to broader consumer audiences.

Review past editions of the event. Who were the exhibitors and attendees? What’s the foot traffic like? Where do top players usually set up their booths? Request any available data from organizers and speak to past attendees, if possible.

5. Plan for the Costs—And Look for Support

Trade fairs are expensive; more the further you go away from your base of operations. Travel, accommodation, meals, entry fees, and stand costs all add up fast. Consider ways to share costs, like joining a shared pavilion with other companies from your industry or country. Some government departments or industry groups even offer financial support to first-time exporters.

If you’re a first-time exhibitor, congratulations! You are the exact type of participant that trade fairs want and will make sure they make it. Ask organizers about first-time exhibitor discounts and deals, and how they can promote you to make the biggest impact.

6. Make the Most of the Show Guide

Show guides, whether printed or digital, are essential tools for navigating large trade fairs. The show guide will be your first introduction to your potential target audience.

Make sure you’re listed clearly with a compelling, jargon-free description. If you're simply attending, use the guide ahead of time to create a personalized route that ensures you don’t miss key stands. This gives you the opportunity to…

7. Learn from Other Exhibitors

Exhibitors are an underrated, often overlooked source of insight as many attending would see them only as direct competition, but that’s not how the world of business works. Talking to those around you (your best bet here are businesses targeting the same or similar markets) can yield valuable lessons.

Ask what shows they’ve tried, what worked, what didn’t, and what they’d do differently. You'll often find people are generous with advice, and you may even build informal networks that support future event planning.

8. Forget about a Leads-first Mentality and Build Relationships

It’s tempting to treat trade fairs like transactional opportunities: meet, pitch, collect cards, move on. But some of the most valuable outcomes are longer-term.

Use your time to reconnect with existing partners, nurture relationships with suppliers, and casually network with fellow visitors or exhibitors. These interactions often lead to referrals, collaborations, or future sales far beyond what’s immediately visible on the show floor.

9. Measure the Outcomes

Once you’re back home, don’t let your time there disappear into a pile of business cards and half-remembered conversations (please take the time to take notes on every conversation where possible to give you context for the future). Evaluate the event’s effectiveness based on your original goals.

Consider not only hard metrics like sales or orders, but also softer wins. New contacts, market insights, brand exposure, and media mentions fall in this category. Did you meet your ideal partners? Get product feedback? Learn about your competition? These are all valid returns on your investment.

Also reflect on what could be improved next time: Was your prep adequate? Did your booth (if exhibiting) stand out? Would another fair be a better fit?

10. Be Culturally Prepared

Attending a trade show abroad means interacting with people from a wide range of cultural backgrounds. Do your homework on the market’s business culture; this ranges from business etiquette to communication styles. Yes, globalization has to a point erased most differences, but still understanding local customs can make a major difference in how you're received.