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Event Update

IAW 2024 will occur between 04.03.2024 and 06.03.2024 in a face-to-face format. The event will take place at Messe Cologne. It will not feature strict Covid-19 prevention measures due to the removal of the national restrictions. Currently, Germany does not have travel limitations, such as the 3G entry policy, in place.

A Brief Overview of IAW 

IAW welcomes the retail industry to Cologne, Germany, to lay out the newest trends and latest promotional products, seasonal pulse items, trend articles. The international trade fair is the main go-to procurement platform for industry players involved in volume business. Every season, there is so much to discover and the trade fair creates ample opportunities to reach your core audience and break into foreign markets. Boost your sales and grow a dedicated following! 

GETA ltd makes sure you find a hotel booking during IAW that meets all your requirements. We have worked in business travel for over a decade and know our way around all major cities in the world. Take advantage of our hotel database in Cologne. Whether you want to stay within a set budget or wish to splurge on a 5-star hotel close to Koelnmesse, our team guarantees your comfort and wellbeing. Hostels, hotels and apartments – we have it all and we accommodate groups of all sizes. In addition to hotel accommodation for exhibitions, clients can choose from a number of our bonus services from airport transfers to booking meeting spaces at the exhibition centre. 

Why Is Your Visit Worth It? 

The promotional goods market is a field that enjoys rapid growth and trends cycle fast. IAW gives you the tools to stay relevant through its extensive scope and scale. The trade fair is the ideal place to debut products and boost direct sales. IAW continues to expand and grow. The March edition in 2023 boasted an increase in visitor numbers:  

  • 280 exhibitors from 22 countries
  • an increase of 12% compared to the Autumn Fair 2022
  • +6000 traders
  • 80 foreign countries 

Industry Relevance

Twice a year, Cologne becomes the central shop window for buyers from all over Europe as the International Promotional Goods & Import Fair (IAW) opens its doors. As the leading international order fair for promotional products, remnants, seasonal impulse articles, trend articles and volume business, IAW is an indispensable event for buyers seeking inspiration and the opportunity to order goods for an entire season. It also serves as a platform for providers to tap into completely new customer groups. 

IAW holds great significance as the most important trade fair of its kind in Germany. Over the years, it has witnessed significant growth, attracting German and European top buyers with its maximum diversity of offerings. The fair has become a key industry showcase, with a growing number of exhibitors and visitors. It provides a unique opportunity for retailers to plan, present and order complete trend assortments for retail promotions directly from the show. Under one roof, visitors have access to an enormous volume of high-quality contacts with key decision-makers of large retailers, making IAW an unrivalled networking platform. 

The fair takes place biannually, in March and September, at Koelnmesse. During these dates, Cologne transforms into a vibrant meeting hub, hosting the largest importers, wholesalers and manufacturers in Europe. The show floor at IAW features a comprehensive product offering that spans every retail segment in the market. IAW is the ultimate destination for sourcing bargain-priced quality products from the industry's biggest importers. Here are all the retail sectors that are featured during the trade fair: 

  • Food & drink
  • Toiletries & cosmetics
  • Textiles & clothing
  • Household goods & office supplies
  • Toys
  • Seasonal & trend-led products
  • Electronic goods
  • DIY & hardware products
  • Small items of furniture & home accessories
  • Gifts, jewellery, clocks & watches
  • Retail services, E-Commerce
  • Garden
  • Flowers and plants
  • Sport & leisure articles
  • Pet supplies
  • Private Labels 

Beyond its role as a trade fair for placing orders, IAW-Fair serves as a reliable barometer of trends, helping the trade identify new sales opportunities. It provides a platform for networking and connecting with the right partners, whether in private labels, high-margin own brands production, e-commerce, or finding the best tools for online shopping. The fair's dynamic supporting program, including forums, side shows and industry talks, adds to the vibrant atmosphere, offering visitors insights and inspiration. Notably, the Trendsetter Product Award recognizes the next most-sold item in the retail market, adding an extra layer of excitement and anticipation to the event. 

Who Are You Going to Meet? 

Tarraco Import Export, Topbrands Deutschland, Worldcode1, Worldwide Distributors, Laca Trade, Lifemed, Mini Max, Domus Real, Dangaard Electronics, EDCO Eindhoven and ELECTRO SHIVA are only some of the brands that showcase at IAW. Together they form a powerful mix of offerings to buyers. As a procurement platform, the trade fair pulls in consumer markets, discount stores, supermarket chains, furniture and DIY stores, mail order businesses, individual retailers and purchasing organisations. 

Roughly 48% of all trade visitors travel from outside Germany, representing France, Denmark, the Netherlands, Sweden, Spain, Italy, Ireland, the UK, Poland and Austria among others. There’s additional buyer synergy to be found in the fact that IAW co-locates with Asia-Pacific Sourcing. The two fairs together are a potent pair when it comes to positive spin-off effects. 

Additional Value of Attending 

IAW not only provides a bustling marketplace for buyers and sellers but also offers additional programming that adds value to the overall experience. One of the highlights is the free congress, which serves as a valuable resource for exhibitors and trade visitors looking to grow their business. This program features a range of informative sessions and presentations that provide insights, ideas and practical tips on various aspects of the industry. 

At the zentrada Forum, trade experts share their knowledge and expertise. Participants have the opportunity to gain valuable advice and learn from the experiences of seasoned professionals. The forum serves as a platform for discussing industry trends and exploring innovative strategies for business growth. 

Another significant feature is the E-Commerce Arena, a joint project of IAW and Restposten.de. This arena focuses on various aspects of online trade, catering to the increasing importance of e-commerce in the retail landscape. Participants in the E-Commerce Arena gain access to a wealth of useful information and practical advice, enabling them to navigate the online marketplace effectively and seize opportunities for growth.

Past editions

IAW 2024

04.03.2024 - 06.03.2024




+/- 300



Exhibitor countries

30 000

m2 of event space

5 000



Purchaser countries




Supplier countries

30 000

m2 of event space

6 000+



Visitor countries


of visitors were buyers




Exhibitor countries


of exhibitors were newcomers




Newcomer exhibitors


Exhibitor countries

+/- 5,000

Trade visitors


Visitor countries

How to get to IAW

On Foot

On Foot

Cologne Bonn Airport – not advisable

Cologne Central Station – 30 mins via Hohenzollernbrücke


By Car

Cologne Bonn Airport – 20 mins via A559 and Östliche Zubringerstraße/L124

Cologne Central Station – 10 mins via Auenweg


By Public Transport

Cologne Bonn Airport – 30 mins via S19 transport

Cologne Central Station – 10 mins via S-Bahn S6/12/9