Trade Shows in Europe: Maximizing Opportunities for Business Growth

Last updated: 25 October 2023


As per the statistics, over 90% of the world’s leading international exhibitions take place in Europe, which equals more than 11,000 shows per year. Germany is said to rank first, followed by France, Spain, and the Netherlands, to organize the shows annually.

During the Covid-19, in-person trade shows have not taken place. Exhibitors, however, were able to participate and network via online portals and virtual meetings. In the summer of 2021, trade shows finally celebrated their comeback with in-person exhibitions, highlighting the importance of networking again.

In this blog, we have outlined the reasons and benefits of why B2B companies should attend trade shows in Europe. 


Importance of Trade Shows in Europe for North American B2B Companies


Recent research on North American companies has shown that 75% of B2B companies find attending European trade shows crucial for their business. This research also shows that 40% of B2B companies used trade shows as one of their marketing channels to promote their products before business expansion. Additionally, 20% of respondents said trade shows are one of their main lead sources.


Visiting Trade Shows is the First Step to Business Expansion in Europe


If your company is planning to take its step forward in the European market, it is of much help to build strong brand awareness on a global scale beforehand. Exhibiting in Europe provides you with a great opportunity to broaden your customer base beyond your horizon. Brand awareness would not only help you expand your business on the continent but give you exposure to a new worldwide market.

"The beauty of a trade show is that you can share your product or service with a pre-selected audience while learning about the competition and building relationships with new customers"


6 Benefits for SMEs that Plan to Attend Trade Shows in Europe


European exhibitions attract exhibitors, dealers, and potential customers not just from Europe but from North America and Asia as well. This data certainly braces up your decision to explore the European marketplace.

Below, we listed why North American companies should plan to attend the European trade shows:




Trade shows for small businesses as well as top-notch giants are a perfect networking opportunity to build contacts and develop connections within your niche market in Europe. Communicating with other business owners would help in broadening your business perspective and exchanging contact information, thus enabling growth in your brand message.


Face-to-face interactions


Building strong relationships with customers is what the business world is all about, and connecting with your customers face-to-face helps in building trust and increase the credibility of your business.


Greater media exposure


Business trade shows in Europe are generally captured by news channels or media articles both at local and international levels. Moreover, well-designed trade show stands, fine products and services, or clever trade show booth designs for interactions are a great way of making sure that the attendees spread the word about your brand on social media.

Exhibiting with attention-grabbing trade show booths offers maximum brand exposure and ROI possibilities for your business.


Brand building


Brand image is everything, particularly for companies that hinge on trust and excellence. Exhibiting is a perfect way to tell your target audience that your company is thoughtful, reliable, and large enough to set up trade show stands at leading trade shows and events in Europe.


Analyze the competition


Whether you are exhibiting as a small business trade show exhibitor or a Fortune 500 company, participating in exhibitions in Europe will provide you with the opportunity to analyze your competitors' strategies and products, giving you the opportunity for a competitive edge.


Generate sales on site


While the majority of exhibitors presume that trade shows are mainly for collecting leads for future marketing, you’ll be amazed to see more and more attendees buying products or services at trade show stands.

So, apart from aiming for potential customers, you should also include tangible products or services in trade show booths that help you achieve direct sales.




Being a part of the European exhibition will not only help you connect with vendors in the same business but also help you get in touch with your prospective customers and strengthen your customer base.

So, if you're ready to maximize opportunities for your business growth, EuroDev can not only support you at one of the trade shows in Europe but also help you conduct business development activities.

Check out our Sales Outsourcing services, and let's talk about your opportunities in Europe.

Source: EuroDev Persona Research 2019; data based on a report by Global Trade Report

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