International trade fairs: how to design experiences visitors truly remember
International trade fairs: how to design experiences visitors truly remember
Every year, thousands of professionals travel to attend international trade fairs such as Mobile World Congress, IBTM World, ISE, Smart City Expo and Seafood Expo Global.
Attendance figures are huge.
Stands are more spectacular than ever.
Agendas are packed with meetings.
And yet, all too often the experience ends up exactly the same as at every other fair.
Attendees arrive, walk the aisles for hours, visit a few stands, attend a talk and head back to the hotel.
Everything works.
But little comes as a surprise.
That is where something increasingly important comes into play: designing the visitor experience.
Because a trade fair is no longer just about bringing companies together in one place.
It’s about creating connections, conversations and moments that people remember once the event is over.
The experience starts long before stepping onto a stand
When we think of an international trade fair, we tend to picture the exhibitors, the conferences or the business meetings.
But the visitor journey begins much earlier.
It begins the moment they walk through the venue doors.
Every interaction shapes how the event is perceived:
- the arrival
- registration
- the welcome
- the first few minutes
- the shared spaces
- the networking areas
- the breaks
- the side activities
Each of these moments is an opportunity to create a more human, dynamic and memorable experience.
It’s not about packing the programme with performances.
It’s about creating the right atmosphere at every moment.
Entertainment shouldn’t be a last-minute add-on
One of the most common mistakes is thinking about entertainment when practically the whole fair has already been designed.
In reality, it should be the other way round.
When the experience is planned from the outset, entertainment stops being a standalone show and becomes a tool that enhances the entire visitor journey.
It can help to:
- welcome attendees
- build energy during the opening
- spark conversations in the lounge areas
- liven up the coffee breaks
- give product launches a boost
- activate high-traffic areas
- improve the experience between talks
- turn a networking party into an event that genuinely connects people
Each intervention has a different objective.
And that is precisely why no two should be designed the same way.
A trade fair is full of moments that are also part of the experience
When people talk about an international trade fair, many think only of what happens inside the exhibition hall.
Yet many professional relationships are born outside official hours.
It is increasingly common for the following to be organised during a trade fair:
- private cocktail receptions
- client dinners
- sponsor events
- exclusive gatherings
- networking parties
- product presentations
- celebrations for exhibitors
In many cases, these events are even more important than the activity inside the venue itself.
This is where the more relaxed conversations happen, where business relationships grow stronger and where brands have the chance to offer a truly distinctive experience.
Organisers and exhibitors have different needs
Although both take part in the same fair, their objectives are not exactly the same.
For trade fair organisers
The goal is usually to improve the overall visitor experience.
Some of the areas where a well-designed experience can add the most value are:
- opening ceremonies
- welcome shows
- accreditation areas
- lounge areas
- networking
- activations throughout the day
- closing ceremonies
- official fair events
The goal isn’t entertainment for its own sake.
It’s to make visitors experience a fair that feels dynamic, polished and with a personality of its own.
For exhibiting companies
Exhibitors are looking for something different.
They want to attract visitors, spark conversations and strengthen client relationships.
To do so, they often organise side activities such as:
- private presentations
- receptions
- cocktail parties
- dinners
- VIP events
- client parties
- exclusive experiences during the fair
These activities help extend the relationship with attendees well beyond the time they spend in front of the stand.
Designing experiences takes far more than booking artists
At Romslo Entertainment, we like to say that we don’t just design performances.
We design the energy of the event.
That means understanding what each moment needs.
Sometimes it will be live music.
Other times a DJ.
A string quartet.
A roaming band.
A visual performance.
A master of ceremonies.
Or simply creating the right atmosphere so that people want to stay, talk and enjoy the moment.
The choice should never be made with only the show in mind.
It must serve the purpose of that space within the overall experience.
That’s why we talk about designing the emotional architecture of the event, rather than simply booking entertainment.
We also produce the events that take place around the fair
Many companies come to a city to take part in a major international trade fair and need to organise various events during those days.
In these cases, we act as a partner specialising in the end-to-end production of those experiences.
We can take care of:
- venue sourcing
- technical production
- sound and lighting
- catering
- supplier coordination
- entertainment
- logistics
- event management
- full delivery
That way, both organisers and exhibitors have a single point of contact who can coordinate everything needed for each experience to work.
Our experience at international trade fairs
In recent years, we have worked on projects linked to some of the world’s most important international trade fairs, collaborating with both organisers and exhibiting companies.
We are also partners of RX Global, one of the largest organisers of international trade fairs and events, which gives us first-hand knowledge of the pace, the needs and the high standards these gatherings demand.
Our mission isn’t to organise the fair.
It’s to help the experiences that take place in and around it reach the same level of quality as the event itself.
A great trade fair isn’t remembered just for its stands
People rarely remember every meeting they had.
Or every talk they attended.
What stays in the memory are the feelings.
The welcome that surprised them.
The conversation that began over a cocktail.
The music that accompanied an important moment.
The energy of a networking party.
The little details that made the experience feel different.
Because, in the end, an international trade fair isn’t just a place to do business.
It’s a space where people build relationships.
And those relationships always grow out of a great experience.
Are you organising experiences during an international trade fair?
At Romslo Entertainment, we help trade fair organisers, exhibiting companies, agencies and DMCs design and produce memorable experiences before, during and after every event.
From opening ceremonies to private events, networking, end-to-end production and carefully designed entertainment to accompany every moment.
If you’re preparing your presence at an international trade fair, we’d be delighted to help you create an experience that leaves a lasting impression.