How to exhibit at a trade fair
The whole of participation, from choosing the fair and signing the plot contract to the stand brief and post-fair follow-up: who does what when, which document goes where, and where the most common mistakes appear.
Exhibiting is not a purchase decision but a project management job. The organiser, the venue, the forwarder, the stand builder, the customs broker and your own sales team work on the same calendar; a delay by one raises the cost for another. The order below is the one we follow on every project and the one we recommend to first-time exhibitors.
Two documents should never leave your desk during the process: the organiser's exhibitor manual (technical regulations) and the trade fair checklist.
01
1. Choosing the right fair
Three questions decide the fair: are the visitors people who make purchasing decisions, is the fair held in your target market, and have the exhibitor and visitor figures of past editions been independently audited. Sectoral fairs bring fewer but better qualified visitors than general fairs; the support regulation also backs sectoral fairs with a higher ceiling.
The official list of fairs in Türkiye is TOBB's annual fair calendar; the 2026 calendar holds 289 fairs, 155 of them in Istanbul. For abroad, the Ministry of Trade's individual participation list and national participation list are the reference. Where the lists are and how to read them is explained in organisers and calendars; dated fairs are also on our fair calendar.
Our advice for a first fair: not the largest sectoral fair in your target market, but a mid-sized fair where more than half the visitors are buyers. A small stand disappears at a huge fair; at a mid-sized fair the same budget puts you in front.
02
2. Plot and contract
At domestic fairs a written contract between organiser and exhibitor is mandatory; it states the plot location and square metres, the participation fee and what it covers, the fair services and mutual responsibilities (TOBB, Procedures and Principles for Organising Fairs in Türkiye). At fairs abroad the organiser's standard participation contract and technical regulations do the same job.
In plot allocation, application order and the day the deposit reaches the account are decisive. An early applicant can choose a corner or island plot; a late one settles for a row stand. When choosing, look at proximity to the hall entrance and main aisle, the number of open sides, columns and service hatches, and the height of neighbouring stands.
- Row stand: one side open to the aisle; the cheapest and least visible option.
- Corner stand: two open sides; the most balanced choice for a first fair.
- Peninsula: three open sides; a wide surface for product display.
- Island stand: four open sides; needs a large plot and a tall structure.
Why position matters more than price is explained with examples in our article on choosing your fair space.
Payments go from the exhibiting company's bank account to the organiser's account; cash payments are not accepted for support purposes. At domestic fairs, invoicing the participation and stand fees in Turkish lira is a support condition.
03
3. Budget, brief and stand
Build the budget item by item rather than as a single figure: space rental, stand, graphics, freight, travel and accommodation, staff, promotion, insurance and contingency. The items are opened one by one in budget and cost items.
The stand brief consists of six facts: fair and date, plot size and number of open sides, the size and weight of the products to be shown, meeting space needs, the budget ceiling and brand rules. No concept is drawn without these six in writing. The road from design to production is described in stand design and production; stand types can be compared on the stand types page.
The stand project goes to the organiser for approval: a dimensioned drawing, the electrical load and, where required, an engineer's signature. A stand without approval does not enter the hall. Your stand builder runs this step, but you should check that the documents went in on time.
If your fair date is set, the countdown has started
The stand calendar starts the day the plot contract is signed. Send the fair name, date and plot size; within two business days we come back with a concept visual and an itemised quote. Asking for a quote commits you to nothing.
04
4. Freight, build-up, fair, dismantling
Products and stand reach the hall by two separate routes: stand parts in the builder's vehicle, products usually with the fair forwarder. Abroad, a temporary export declaration or an ATA Carnet is needed; details in freight, customs and the ATA Carnet.
Build-up happens in the window opened by the organiser, with registered vehicles and certified staff. Keeping the stand open from the first to the last day is a support condition; a stand packed up early has its application rejected. Dismantling starts on closing night. The rules are collected in build-up and dismantling.
The work does not end with the fair: visitor data is followed up within the first week, support documents are uploaded to DYS within three months. Stand staff and lead management and after the fair cover this part.
05
The five most common mistakes
- Checking the support list after the fair. A request to add a fair not on the list must be filed in DYS at least one month before the fair starts (Circular art. 5). There is no remedy afterwards.
- Choosing the plot at the last minute. An early contract means both a good plot and the early-booking rate.
- Having the stand invoiced as a single line "stand". The support requires an itemised invoice and a stand expense statement.
- Leaving graphic content to build week. Print is the last link in the delivery chain; text and image approval should come with the design approval.
- Leaving visitor data in the business card box. A visitor not called in the first week after the fair becomes a competitor's customer.
06
Frequently asked questions
- What is the latest date to decide on exhibiting?
Nine months before the fair for a comfortable calendar. Six months is still possible; under three months the plot choice narrows, freight and visas get tight for a fair abroad, and the stand type shifts to a system stand.
- National pavilion or individual participation?
In a national pavilion the organiser appointed by the Ministry rents the area in bulk and usually offers a standard stand and freight package; it makes a first fair abroad easier. In individual participation you choose the plot and the stand yourself; it allows custom design and your own position. The support routes differ; see state support for fairs abroad.
- Is it worth exhibiting with a small plot?
Yes, at the right fair. For domestic support a minimum of 9 square metres is required; a 12–18 square metre corner plot is enough for one product family and one meeting point. A small stand in the right hall beats a large one in the wrong hall.
- Can we have a custom stand instead of the organiser's shell scheme?
Yes. You tick the "space only" option in the contract; the shell scheme package fee drops out and your own builder makes the stand. In a national pavilion, space only can also be agreed with the organiser.
Sources
- Procedures and Principles for Organising Fairs in Türkiye — TOBB
- Circular on fair supports — Turkish Ministry of Trade
- TOBB 2026 fair calendar announcement — TOBB
- Tips for trade fair participation — AUMA
Still have a question?
Whatever stage you are at, we can point you in the right direction in ten minutes by phone or WhatsApp. You do not have to ask for a quote; answering a first-time exhibitor's question is part of our job too.