Top 100 international trade shows to grow your business globally

International trade shows are more than just large gatherings of industry professionals — they are powerful hubs where businesses forge partnerships, discover innovations, and unlock access to new markets. For companies looking to expand globally, attending the right trade shows can open doors that no digital campaign can match.

From bustling convention centers in global capitals to niche exhibitions in specialized hubs, these events bring together thousands of decision-makers, buyers, and innovators under one roof. But with so many options worldwide, deciding which shows are worth your time and budget can be daunting.

That’s why this guide doesn’t just give you a list, it gives you a framework for choosing the right shows, making the most of your attendance, and turning your participation into measurable ROI.

A recent study by the Global Association of the Exhibition Industry highlighted that 85% of senior executives believe in-person events and trade shows are irreplaceable components of their marketing strategy. This statistic underscores the vital role that trade shows play in building connections, understanding industry trends, and leveraging opportunities for businesses across the spectrum.

How to choose the right international trade show for your business

Not all trade shows are created equal. Some are industry-defining spectacles that draw tens of thousands of buyers, while others are hyper-focused gatherings where a single conversation can secure a game-changing deal. Here’s how to evaluate which ones belong on your calendar.

Match the event to your industry and goals

Look for shows that cater to your exact sector or a closely related one. If your product serves multiple industries, identify where your highest-value buyers are most likely to attend.

Ask yourself:

• Does the attendee profile match my ideal customer persona?

• Are my competitors or industry leaders exhibiting?

• Is the show known for attracting international buyers or mainly regional traffic?

Assess the ROI potential

Trade shows require significant investment — booth fees, travel, shipping, and staff time. Calculate potential return by:

• Reviewing past exhibitor reports for attendee numbers and lead quality

• Considering the show’s track record for closing deals post-event

• Talking to peers who have attended previously

Consider location and timing

An event’s location impacts both cost and opportunity. A show in a mature market may deliver stable leads, while one in an emerging market could open doors to entirely new regions. Timing also matters — ensure it doesn’t clash with other critical industry events or your own sales cycles.

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Top 100 international trade shows

International trade shows

Location

Country

Estimated attendance

Number of exhibitors

The best international trade shows to attend or exhibit in 2025

Selecting the appropriate trade shows to attend or exhibit at is the first step toward success. Here’s how to make choices that align with your business objectives:

Avoid the “shiny object” syndrome

It’s easy to be enticed by large, well-publicized events. However, bigger isn’t always better. Consider the following:

• Relevance over size: Focus on events that cater specifically to your industry or target market. A smaller, niche trade show may attract attendees more aligned with your business goals, leading to higher-quality leads and partnerships.

• Resource allocation: Large events often require substantial investments in booth space, travel, and marketing. Assess whether the potential exposure justifies these costs.

Industry-specific vs. cross-industry shows

Deciding between specialized and broad-spectrum events depends on your objectives:

• Industry-specific shows: These events allow for targeted networking and positioning as an industry leader. For example, CHINAPLAS 2025, scheduled for April 15–18 in Shenzhen, China, focuses on the plastics and rubber industries, attracting professionals and decision-makers in that sector.

• Cross-industry shows: Participating in broader events can open doors to new markets and diverse audiences. However, ensure that your product or service has cross-industry appeal to make the most of such opportunities.

New vs. established shows

Both new and long-standing trade shows offer unique advantages:

• Established shows: These events, like CES 2025 held from January 7–10 in Las Vegas, USA, offer a proven track record and attract a large, diverse audience. They provide extensive networking opportunities but also come with higher competition.

• New shows: Emerging events may offer innovative formats and less crowded spaces, allowing for greater visibility. Research the organizers’ credibility and the event’s promotional strategies to assess potential ROI.

Calculating ROI before you commit

Before committing to an event, evaluate its potential ROI:

• Set clear objectives: Define what you aim to achieve—be it lead generation, brand awareness, or partnership opportunities.

• Analyze attendee profiles: Review past attendee demographics to ensure the event attracts your target audience.

• Budget considerations: Account for all expenses, including booth setup, travel, accommodations, and marketing materials. Compare these costs against the potential benefits to determine feasibility.

What nobody tells you about succeeding at international trade shows

International trade shows have an official side — the halls, the booths, the agendas — and then there’s the real side, where the biggest deals and smartest moves happen quietly, often far from the public floor. If you’ve only followed the typical advice, you’ve probably missed the strategies that seasoned exhibitors use to turn these events into revenue machines. Here’s the unfiltered version.

The first conversation isn’t the one that closes the deal

Most new exhibitors expect to seal opportunities at the booth. In reality, the booth is just the first filter — it’s where you identify whether a prospect is worth deeper pursuit. The conversion often happens on the third touchpoint: a scheduled meeting after the show, a shared dinner, or a follow-up call that builds on the booth conversation.

Smart teams use the booth to create momentum, not to force decisions. They focus on leaving prospects curious and committed to continuing the conversation, knowing that’s where the actual close will happen.

ROI is often hiding in existing relationships

Your best wins may not come from brand-new leads. At many international shows, the biggest contracts are signed with customers you already know — but only after you deepen the relationship in person.

For example, a supplier at Gulfood in Dubai might use the event to launch a new product line, inviting existing distributors for a private preview. The “return” isn’t measured in new leads but in expanded orders and stronger agreements with current partners.

The most valuable meetings happen off the floor

On the show floor, attention is fleeting. People are pulled in a dozen directions. The best conversations often take place away from the crowd, in a quiet lounge, a private meeting suite, or over dinner.

Veterans of events like CES or Hannover Messe will often rent a meeting space at a nearby hotel, scheduling back-to-back sessions with prospects they pre-qualified before the show. This controlled environment allows for uninterrupted discussions, demos, and negotiations.

You can double your qualified leads without a bigger booth

Booth size isn’t the main driver of lead volume, flow design is. Exhibitors who understand visitor psychology create layouts that guide people naturally through their space, sparking conversations at multiple touchpoints.

That might mean positioning an interactive display where traffic bottlenecks, placing seating where discussions can happen privately, or designing a “show-and-share” station that encourages visitors to bring colleagues over. The goal is to maximize dwell time and conversations, not just square meters.

Competitor research is a hidden goldmine

Trade shows are the rare place where you can see your competitors’ products, positioning, and pitch strategies in action — all in one room. Experienced attendees dedicate time to visiting competitor booths, attending their presentations, and noting customer reactions.

The trick is to do it discreetly and respectfully. You’re not there to copy, but to understand the trends, messaging angles, and customer questions shaping your market.

Follow-up is more intelligence work than sales pitch

After the event, most companies blast a “thank you for visiting” email to everyone. The pros treat follow-up like reconnaissance: reviewing notes, tracking engagement with shared content, and mapping prospect behavior to intent.

If a lead clicks through a technical specification PDF twice within a week, that’s a sign of serious interest. Tools like momencio make this tracking automatic, so you can focus on moving the right conversations forward quickly.

Regional and cultural realities most guides skip

Every international trade show comes with its own unwritten rules. Understanding them can mean the difference between a polite conversation and a productive relationship.

• Asia: Relationships are often built over multiple encounters. Expect to be invited to dinners or informal gatherings where business talk is secondary but relationship building is primary.

• Europe: Many shows include a heavy conference agenda alongside the exhibition. Participating as a speaker or panelist can dramatically boost your profile.

• Middle East: Hospitality is central. Offering coffee, tea, or small snacks at your booth isn’t just polite — it’s expected.

• North America: Booth staff are trained to engage visitors within seconds. If you don’t greet someone immediately, they will likely walk on.

Major changes in the international trade shows in 2025

The trade show landscape is continually evolving. Staying abreast of current trends ensures you remain competitive and relevant.

AI-powered business matchmaking

Artificial Intelligence is revolutionizing how exhibitors and attendees connect:

• Personalized networking: AI analyzes attendee interests and behaviors to suggest optimal matches, facilitating meaningful interactions. This technology enhances the efficiency of networking efforts, ensuring you meet the right contacts.

• Enhanced engagement: AI-driven tools can schedule meetings, send reminders, and provide real-time analytics, allowing for dynamic adjustments to your strategy during the event.

Rising booth prices: what’s behind the costs and how to budget smartly

The cost of exhibiting is on the rise due to several factors:

• Increased demand: Post-pandemic, there’s a surge in companies eager to showcase their offerings, leading to higher booth prices.

• Enhanced services: Organizers are providing advanced technological integrations and improved facilities, contributing to cost increases.

To manage these expenses:

• Early planning: Book your space well in advance to take advantage of early-bird discounts and secure prime locations.

• Modular booth designs: Invest in flexible booth setups that can be adapted for various shows, reducing the need for new constructions each time.

• Shared spaces: Consider co-exhibiting with complementary businesses to split costs while expanding your reach.

Sustainability is now mandatory at many shows

Environmental responsibility has become a priority:

• Organizer requirements: Many events now mandate sustainable practices, such as using eco-friendly materials and minimizing waste. For instance, Heimtextil 2025 in Frankfurt emphasizes sustainability, encouraging exhibitors to adopt green solutions.

• Brand image: Adopting sustainable practices not only complies with regulations but also enhances your brand’s reputation among increasingly eco-conscious consumers.

Evolution of trade show lead capture methods

Traditional lead collection methods are being replaced:

• Digital integration: Utilize QR codes and NFC technology for seamless information exchange, reducing reliance on physical business cards.

• Real-time data analytics: Employ tools that provide instant insights into attendee interactions, enabling immediate follow-ups and personalized engagement strategies.

Strategic prep checklist for international shows

Instead of the usual “pack business cards” advice, focus on moves that give you a measurable advantage:

• Map competitor locations on the floor plan to spot foot traffic patterns you can leverage.

• Identify anchor events (keynotes, major launches) that will pull crowds and plan your outreach around those surges.

• Pre-load follow-up content — microsites, PDFs, videos — so they can be sent instantly when a conversation ends.

• Schedule time for intelligence gathering, not just lead collection.

Why this approach works

By moving beyond the tired pre/during/post checklist, you signal to both readers and search engines that your content offers real, experience-driven insight. It’s actionable, unique, and speaks directly to the realities of doing business at international trade shows. For Google, this raises information gain. For your audience, it builds trust that you know the game behind the scenes — not just the brochure version.

How to maximize your booth investment and get more leads

Maximizing ROI from trade shows involves strategic planning and execution.

Pre-event digital marketing: driving traffic to your booth

Building anticipation before the event is crucial:

• Social media campaigns: Announce your participation across platforms, share sneak peeks of what attendees can expect, and create event-specific hashtags to increase visibility.

• Email outreach: Send personalized invitations to existing clients and prospects, offering exclusive incentives for visiting your booth.

• Collaborate with organizers: Leverage the event’s marketing channels to feature your brand in newsletters, websites, or app highlights.

Attending as a visitor? Here’s how to get the most value without a booth

Not every business needs a booth. Attending trade shows as a visitor can be just as effective if your goal is networking, scouting competitors, or finding partners. Without the commitment of an exhibit, you can move freely, have meaningful conversations, and still generate valuable leads.

How to get meetings with the right people

Trade shows are filled with decision-makers, but they are also busy. Getting meetings requires a proactive approach.

• Register early and use event networking platforms to schedule appointments in advance
• Attend speaker sessions and industry panels where key decision-makers are likely to be present
• Follow social media event hashtags to track where important conversations are happening
• Engage with exhibitors by asking about their products or solutions rather than leading with a sales pitch

Where to network at trade shows beyond the exhibit floor

Most of the real business at trade shows happens outside the booths. Some of the best networking opportunities take place in:

• Networking lounges and VIP areas designated for meetings
• Industry receptions and after-hours events where executives are more relaxed
• Conference sessions where attendees are open to discussions before and after the presentations
• Coffee shops or nearby restaurants where attendees gather between meetings

How to get past gatekeepers and meet decision-makers

At large trade shows, executives often have assistants or representatives screening conversations. To bypass this:

• Research the company and key decision-makers before the event
• Approach mid-level managers who may connect you with senior decision-makers later
• Be direct and ask for a short conversation instead of a full meeting
• Reference a common industry challenge or trend to spark interest

How to work a trade show like a sales pro even if you hate selling

Trade shows are not just for aggressive salespeople. If selling makes you uncomfortable, focus on:

• Asking insightful questions that help prospects share their pain points
• Building relationships by offering valuable insights instead of a hard pitch
• Exchanging contact information and following up later with a well-thought-out message

The key is to be approachable, listen more than you speak, and make genuine connections rather than just handing out business cards.

What to do after the trade show to actually close deals

Attending a trade show is just the first step. The real success comes from what happens afterward.

Why 80% of trade show leads go nowhere and how to fix that

Studies show that most trade show leads are never followed up on. This is often due to:

• Lack of a clear post-event follow-up plan
• Relying on generic email templates that don’t stand out
• Failure to personalize outreach based on trade show conversations

To fix this, create a structured lead nurturing process before the event. Categorize leads based on their level of interest and set follow-up tasks immediately after the show.

Follow-up tactics that actually work in 2025

Instead of sending a simple “nice to meet you” email, make your follow-ups more engaging:

• Reference specific details from your conversation to make it personal
• Send a short video message instead of just text to stand out
• Provide additional value, such as an industry report or case study related to their interests
• Connect on LinkedIn and continue the conversation beyond email

Speed matters. Following up within 48 hours keeps the conversation fresh and increases your chances of closing deals.

Using trade show data to improve your sales and marketing strategy

Trade show data isn’t just for immediate follow-ups. It can also provide long-term insights into customer preferences and industry trends.

• Analyze which booth visitors engaged the most and what topics interested them
• Track which sessions or networking events led to the most valuable conversations
• Adjust your sales messaging based on the pain points discussed during the event

By integrating trade show data into your CRM, marketing automation tools, and sales strategy, you can continuously improve your event ROI.

Read more about 10 proven strategies for boosting event ROI and engagement

How momencio elevates your effectiveness at international trade shows

International trade shows are complex terrains — fast-moving, multi-faceted, and full of people to meet and context to capture. This is where momencio moves beyond being just another event tool. It transforms trade show participation into a smooth, intelligent, and high-impact engine—from the moment you scan a badge to when your biggest deals close weeks later.

Universal lead capture with AI-powered enrichment

momencio’s edge starts with its Universal Lead Capture technology. Whether attendees scan QR badges, hand over business cards, or even wear a simple name tag, momencio captures every detail and enriches it instantly using AI. You get firmographics, verified contacts, and even LinkedIn profiles—all in real-time. No manual lookup, no incomplete data. That’s proper lead intelligence that works across any event.

LiveMicrosites™ and SmartSend™ for ultra-quick personalization

Forget delayed follow-ups. With LiveMicrosites™, you can create a personalized content hub for each lead—while they’re still standing at your booth. Couple that with SmartSend™, and you’ve got follow-up tools that launch the moment the conversation ends. This ensures you stay top-of-mind before they’ve even left the venue.

End-to-end insight with IntelliStream™ and AI IntelliSense™

momencio lets you see the full engagement journey: in-booth behaviors, follow-up interactions, and microsite activity—all in one live feed via IntelliStream™. You also get AI IntelliSense™, an insight engine that surfaces hot leads, content impacts, and pipeline gaps as they happen—giving your team real-time clarity on who to prioritize next.

Engage with gamified content and digital assets at the ready

Break through trade show fatigue with gamification tools. Whether it’s a quiz, leaderboard challenge, or quick survey, you can spark memorable interactions and capture rich data in the process. Your booth comes alive with interactive digital assets, available instantly through the app—from PDFs and videos to slides and HTML5. No printers, no delays, just engagement.

CRM integration and real-time dashboards—no cleanup required

Say goodbye to post-show chaos. momencio syncs fully enriched leads directly into your CRM or marketing automation platform—fields mapped, tags intact, no data cleanup needed. At the same time, event performance dashboards keep you plugged into lead flow, content engagement, and pipeline impact as tradeshow metrics roll in.

Built for smarter lead intelligence—from booth to close

At its core, momencio is an event intelligence engine. The platform is designed not just to capture and store data, but to turn that activity into actionable strategy. You’ll see which assets spark interest, which reps drive conversations, and where pipeline momentum stalls—all in real-time.

Conclusion

International trade shows are where industries converge, markets open, and opportunities move from talk to transaction. But they are also intense, competitive environments where success favors the prepared, the adaptive, and the data-driven. The difference between returning with a pocket full of business cards and returning with a pipeline full of qualified opportunities lies in how effectively you capture, manage, and act on every interaction.

We’ve explored the unspoken truths of thriving at these events — from knowing that the real deals often happen away from the booth, to understanding the cultural nuances that build trust faster. And we’ve shown how technology, when used intelligently, can multiply your impact.

With momencio, you’re equipped not just to participate in international trade shows, but to dominate them. From universal lead capture and AI-powered enrichment, to instant personalized follow-up and real-time engagement insights, every tool is designed to make your event investment measurable and repeatable.

In the end, the goal isn’t just to attend the world’s biggest events — it’s to leave them knowing exactly which conversations will turn into business, and having the momentum to make it happen. The right strategy, combined with the right tools, ensures that international trade shows become more than a line item on your budget. They become the moments where your business takes its biggest steps forward.

FAQs for international trade shows

1. How do I choose the right international trade shows to attend?
   1. Choosing the right trade shows involves evaluating your business goals, target market, and budget. Consider trade shows that align with your industry focus and have a high attendance rate for your target audience. Research past event success stories, attendee demographics, and exhibitor reviews. Prioritize events that offer the best opportunities for networking, learning, and showcasing your products or services.
2. What should I bring to international trade shows?
   1. Prepare a comprehensive checklist that includes business cards, promotional materials, product samples or demos, and any digital presentations or videos. Don’t forget essential tech like laptops, tablets, chargers, and international power adapters. Also, consider comfortable attire and a small first aid kit, as trade shows can involve long days on your feet.
3. How can I effectively network at international trade shows?
   1. Effective networking starts with being proactive and prepared. Schedule meetings in advance, use the trade show’s app or social platforms to connect with attendees, and don’t hesitate to introduce yourself to new people. Be genuine in your interactions, and focus on building relationships rather than just collecting contacts. Follow up promptly after the show with personalized messages.
4. How do I follow up with leads after the trade show?
   1. Quick and personalized follow-up is key. Segment your leads based on interest level or potential and tailor your communication accordingly. Utilize the information you gathered during conversations to make your follow-up relevant and engaging. Employ a CRM tool like momencio to automate and track these interactions efficiently.
5. Can digital marketing enhance my trade show success?
   1. Absolutely. Use digital marketing before, during, and after the trade show to maximize your visibility and engagement. Before the event, announce your participation through social media, email newsletters, and your website. During the trade show, use live tweeting, Instagram stories, and LinkedIn posts to engage with attendees in real-time. Afterward, digital campaigns can help maintain momentum and nurture leads.
6. What are the latest trends in trade show technology I should be aware of?
   1. Emerging trends include augmented reality (AR) for immersive product demonstrations, AI for personalized attendee experiences, and advanced lead capture solutions like momencio for seamless information collection and follow-up. Sustainability in booth design and materials is also a growing trend, reflecting broader environmental concerns.
7. How can I measure the ROI of attending an international trade show?
   1. To measure ROI, you need to track both direct and indirect benefits. Direct benefits include sales and leads generated from the event. Indirect benefits might be harder to quantify but can include brand exposure, networking opportunities, and insights into market trends. Set clear KPIs before the event, such as the number of leads captured, meetings scheduled, and follow-up engagements initiated.
8. What strategies can I use to stand out from competitors at a trade show?
   1. Innovative booth design, interactive product demos, and engaging storytelling can help you stand out. Consider hosting live demonstrations, talks, or Q&A sessions to draw attention. Offering exclusive trade show promotions or launching a new product can also differentiate you from competitors. Utilize social media to create buzz around your booth and offerings.
   2. Cultural awareness at international trade shows is crucial. Understanding and respecting the cultural norms, communication styles, and business etiquette of the show’s host country and international attendees can significantly enhance your interactions and potential for success. When in doubt, err on the side of formality and take the time to learn basic greetings in the languages of key attendee groups.
9. What are the best practices for sustainable participation in international trade shows?
   1. Opt for digital over printed materials, use sustainable materials for your booth design, and minimize waste by planning accurately for promotional item distribution. Consider the environmental impact of your travel and lodging choices and participate in or initiate carbon offset programs related to the event. Engage with organizers and attendees about best practices for sustainability before, during, and after the show.