Preparing for 2026 trade shows in advance

11 Dec 2025

As 2026 approaches, the diverse industries can once again look towards diverse opportunities. These include the chance to attend diverse leading events. These range from Christmasworld, Ambiente Germany and Creativeworld to INTERMOT Cologne. Such events are among the primary modes for various companies to achieve business goals. Among them are raising brand awareness, networking and presenting innovations. As a result, according to Global Spec, 75% of business-to-business (B2B) buyers intend to attend at least one trade show in 2026 and 55% over two. Yet, to ensure their successful attendance, participants ought to prepare in advance. What steps should you take when preparing for the 2026 trade shows in advance?

Begin as early as possible

When preparing for 2026 trade shows in advance, begin as early as possible. It is advisable to start six to twelve months in advance. It applies not only to the 2026 events but also to all other leading events.

What to begin preparing?

You should prepare several details during the six to twelve-month period. These include:

Your business objectives;
The event that will optimally complete them;
The total budget for the significant aspects of your preparations;
Your booth’s visual concept;
The total booth space.

What steps should be taken when preparing these steps?

When preparing for 2026 trade fairs, begin by considering diverse leading events. Note which one is most optimal for your industry and company. Once you have selected the suitable event, focus on defining your budget.

To define your budget, consider significant aspects related to the event. These include transport, booth space, accommodation, marketing, staff training, ware production, etc. Ensure you have carefully considered each detail and allocated the appropriate amount of funds. Once done, proceed with considering all steps related to your booth’s visual concept. These include its form, space, and features. Once done, proceed with securing the booth space from the event organiser.

Once the booth has been designed and rented or booked, prepare your wares and pitches. Depending on the dimensions, quantity and complexity of each product or service, producing them can take up a notable amount of time. Thus, it is advisable to begin developing your wares as early as possible to ensure they are ready for your attendance. Similarly, opt for preparing the concepts for your pitches, such as the outlines and goals, which will aid in completing them.

Continue the momentum

When preparing for 2026 trade shows in advance, never overlook continuing the momentum. It applies especially to the period between two and six months before the event begins. It is vital because it ensures you will be prepared as you get closer to attending your target trade show.

What to prepare during this phase?

There are several steps to take during this stage. Among them are:

Secure the booth construction team;
Organise the marketing materials;
Further develop your sales pitches;
Organise transport;
Secure accommodation;
Prepare the events you will present at your booth.

How to proceed with each step in the checklist?

To begin with, continue checking your booth. These include examining all details. It includes securing the team that will build it. These include training your own team or hiring a professional team from the organiser. Next, proceed with designing, ordering and preparing all marketing materials. Like the wares you will present at the event you attend, ensuring such marketing wares are presentable and eye-catching is vital. They are often one of the first details attendees notice when studying the exhibitor booths. Similarly, such promotional materials can take a significant amount of time to be produced. Hence, it is vital to begin their production and design at least two months in advance.

Next, focus on further developing your sales pitches, including adapting them for each potential lead. Also, ensure all pitch details are optimal and, if needed, that all accompanying documents are in order. Next, plan the promotional activities at your booth. These include all contests, giveaways, and special events that will appeal to visitors. Or, focus on creating a checklist of all the sub-events you will attend during the event.

Next, focus on logistics and accommodation aspects. These include securing all the transportation options you need. Ensure you do not overlook details such as necessary documents to prepare and the time required to prepare them. Also, do not overlook ensuring backup options in case of unexpected situations. Similarly, secure the accommodations for your team. For the task, consider all you need when booking a corporate hotel, then find a suitable business travel management company. Once done, proceed to examine databases featuring hotels that meet your requirements.

Take care of the last details

When the events begin in one to three months, initiate the final stage of preparation for the 2026 trade shows in advance.

What does it include?

The checklist for this final stage of your preparations should include:

Confirm the marketing materials and booth construction;
Begin social media promotions;
Schedule the assembly;
Inform your client base;
Train your staff.

How to proceed with each step?

During this phase, several steps ought to be taken. These include finalising the construction schedule of your booth. Additionally, ensure the completion of the production of your wares and marketing materials. For the task, ensure that all details, such as the necessary declarations, are secured. It includes all invoices, plans, and documents for additions such as Wi-Fi and electronics. Once all these details are prepared, finalise your logistics as the next step. It includes ensuring all transports are ready. It also encompasses having all wares and marketing materials prepared and shipped.

Next, focus on checking your social media promotions and intensifying them. These include engaging email campaigns, newsletters, your website and social media. Ensure you announce your participation and invite potential leads towards your booth. Additionally, opt to inform your client base during this phase to ensure they remain informed.

Once you have intensified your social media, proceed towards training your staff. It includes informing them of how to conduct the sales pitches you have prepared in advance. The training should also include comprehensive preparation for demonstrating your wares. It should also encompass lead generation tactics. It will ensure that your team, which will serve as part of your brand recognition development, will perform optimally. Do not overlook training them in navigating the cultural dufferences during trade shows. Additionally, during this phase, prepare follow-up strategies and plans. It will ensure you will be ready for the stage when the events you plan to attend end.

Preparing for 2026 trade shows in advance can ensure your participation in diverse leading events proceeds without challenges. The preparation ensures that all aspects are optimised and that you are ready for each trade show. Apart from the mentioned steps to take, there are several other steps to consider and take. If you would like to learn about them, contact Travel 2 Fairs Ltd.