Taking your exhibition stand worldwide? Here’s what you need to know.

If you’re serious about international growth, trade shows are a must in your expansion strategy. But exhibiting outside of Europe isn’t a simple plug-and-play job. Logistics, customs, local regulations, cultural differences. Without the right preparation, your trade show participation can quickly turn into a logistical nightmare.

So how do you ensure your stand is flawless, no matter where in the world you exhibit? That’s where project manager Erik comes in. He’s sharing the key do’s and don’ts of exhibiting outside of Europe.

Erik in his natural habitat: KOP's office jungle

European vs. intercontinental trade shows: what’s the difference?

When there’s no free movement of goods, we’re talking about international or intercontinental stand construction. Within Europe, we usually handle everything ourselves—but outside of Europe, it’s a completely different game.

If you’ve exhibited in Europe before, you might think it’s just a matter of moving your stand. In reality, there are many extra factors to consider.

Customs and logistics: a jungle of paperwork

“In Europe, we’re spoiled. Open borders, free trade, no hassle. But the moment you step outside of Europe, it’s a whole different story,” Erik explains.

You’ll face customs procedures, import duties, and unexpected costs. “Even in the UK, since Brexit, there’s no free movement of goods anymore. You can’t just ‘ship your stand to London.’ There’s a ton of paperwork involved.”

Different rules, different building methods 

The way stands are built varies per country. “In the Netherlands, we work a lot with custom woodwork. But in the U.S.? It’s mostly system builds like BeMatrix. You either need to adapt your stand design or adjust your approach on-site. That requires preparation.”

Hidden costs

What costs a few hundred euros in the Netherlands can easily run into the thousands abroad. Electricity, rigging, local labor costs. Everything is different. Erik: “Many companies are caught off guard by these costs. One tip: do your homework before setting a budget.” 

Common mistakes (and how to avoid them)

“I’ve seen my fair share of international trade show blunders over the years. A few examples?”

‘We’ll just ship everything.’
You can, but it’s expensive, slow, and a customs nightmare. Work with a stand builder that has a solid international network, like KOP. Erik: “Since we’re a member of IFES (International Federation of Exhibition Services), we always work with trusted local partners who meet strict quality standards.”

‘We’ll sort it out on-site.’
Need screens, furniture, or lighting? In some countries, last-minute rentals are simply not an option. Planning ahead is KEY. A good stand builder arranges everything in advance so you don’t have to worry. If you’re handling it yourself, make sure you have a detailed checklist and clear deadlines.

‘We don’t need an extra day.’
Flying in on a 10-hour flight and heading straight to the trade show floor? Bad idea. You don’t want to land, put on a suit, and jump into meetings with jet lag. Take a day to acclimate. It will pay off.

‘Our stand looks the same everywhere.’
It can, if you do it right. But that takes research. Materials and techniques differ per country. You need a stand builder who understands this and, even better, takes care of it for you.

''If you walk into a trade show hall you can usually see which stands are made by KOP.''

How to maintain quality and consistency everywhere

Your stand design is perfect. Everything is on point. But how do you ensure it looks just as sharp abroad? Erik shares how we handle it at KOP.

Control over design and execution

“We don’t leave anything to chance. That’s why we work with reliable IFES partners who meet our quality standards. And one of our project managers is always on-site to oversee the build and ensure everything is delivered exactly as planned.”

Understanding local materials and techniques

Every region uses different materials and techniques. “In Europe, we use Airtex for wall prints. In the United Arab Emirates, like in Dubai, they often use photo wallpaper, which has a completely different look. To maintain our brand standards, we find the best alternative to match our usual quality.”

Lighting, branding, and the wow factor

“For our client Foppen, we build a stand in Boston every year. Since they work with seafood products, they need refrigeration units in their stand. The problem? The rental fridges in the U.S. all have different colored lighting. Imagine the chaos. As project manager, I ensure that every fridge has the same light color before the stand opens. That’s the level of detail we focus on. We make sure logos are well-lit, materials are right, and the brand message is just as strong. Whether you’re in Boston or Beijing.”

Transport, customs, and logistics

Shipping a stand across the world is full of pitfalls. That’s why we have a seamless process to make it all run smoothly.

We only work with experienced transport partners: specialists in international exhibition logistics whom we trust completely. We also handle all customs and import requirements. Every country has its own rules. Some require a temporary import bond, while others have strict material regulations. We ensure everything is compliant. And we stick to tight deadlines. Many exhibitors underestimate how long customs procedures can take. Our streamlined process in AFAS ensures we never miss a deadline.

 ''Whether you exhibit in Boston or Beijing, the stand has to make the same impact.''

Why KOP for intercontinental trade shows?

Walk into a trade show hall on the other side of the world, and you’ll know: that’s a KOP stand. How? Erik:

“Can’t” is not in our vocabulary.

No overhead rigging allowed? We find a solution. Missing key materials? We make it work. A 98-inch TV breaks during setup? We have a replacement before the client even notices. (Yes, that actually happened.)

We handle everything. From permits and power connections to coffee. And if we don’t handle it directly, we guide you through it. Want to bring your own promo materials? We advise on shipping. Erik: “Clients should focus on the show. We handle the rest.”

Final tips for international exhibitors

Want to rock your trade shows abroad? Here are Erik’s best tips:

Create a playbook.
Document what works and what doesn’t. Write down all key dates: when was everything delivered? Keep track of all supplies: how much coffee was needed? How many spoons? It’ll make your next show much easier.

Check hidden costs.
Some venues charge sky-high prices for basic services like electricity. Research these costs upfront so you don’t get any surprises.

Plan for the unexpected.
Flights get canceled, shipments get delayed. Build in extra time. It will save a lot of stress.

Enjoy!
Yes, it’s work. But it’s also a team experience. You’re not traveling to another country every week with your colleagues. Go out for dinner, grab a drink in the evening. Make it a great experience!

Bottom line

Exhibiting outside of Europe is more than just building a stand. It’s about positioning your brand in a completely new market. With the right preparation, local expertise, and a partner who always finds a solution, your trade show participation will be a success.

Planning to exhibit internationally and aiming for nothing but the best?

Let’s talk!