How to Budget for an International Trade Show: UK, US, Europe and Beyond
When it comes to exhibiting at international trade shows, budgeting can feel like trying to solve a puzzle without all the pieces in place. You may have the big ideas and the drive to showcase your brand on the world stage, but if you don’t have a clear handle on the financials, things can quickly get out of control.
At Insideout Events, we’ve spent the last 18 years helping companies navigate the complexities of exhibiting across the UK, Europe, the US, the Middle East and Asia. We’ve seen budgets balloon due to poor planning, and we’ve also helped clients save thousands simply by making smarter choices early on.
If you’re preparing for a trade show overseas, here’s how we recommend approaching your budget with clarity, structure, and a few insider tips along the way.
Start with Your Purpose, Not the Numbers
Before you start crunching figures, take a step back and ask yourself what you’re trying to achieve.
Are you launching a new product to a fresh market? Looking to generate leads from a targeted audience? Hoping to cement partnerships or expand brand recognition?
The reason behind your exhibition presence should always influence your financial planning. For instance, a brand awareness push might require a bold, eye-catching stand design, while a lead generation campaign could call for a more interactive experience, complete with digital engagement tools.
Once your objectives are crystal clear, you’ll be in a much stronger position to allocate budget where it matters most.
The Core Costs You’ll Need to Consider
Regardless of where your trade show is taking place, there are some essential cost categories you should plan for. These include:
- Space rental: The cost of reserving your stand space with the organiser.
- Stand design and build: The physical construction of your exhibition stand, from initial concept to final build.
- Graphics and branding: Visual elements such as banners, panels, backdrops and brochures.
- Lighting and AV: Screens, projectors, lighting rigs and sound systems that bring your stand to life.
- Electrical and rigging: Power supplies, hanging structures, and any technical setup needed.
- Freight and logistics: Getting your stand materials and products to and from the venue.
- Travel and accommodation: Flights, hotels, meals and expenses for your team.
- Storage: If you want to reuse your stand materials, you’ll need a safe place to store them between shows.
- On-site project management: To keep things running smoothly during the event.
- Contingency fund: Always allow a buffer for unexpected expenses, usually 5 to 10 percent of your total budget.
This list may feel long, but having it mapped out from the beginning gives you the foundation for a solid, realistic budget.
How Costs Differ Across Regions
Now let’s talk about how things vary depending on where you’re exhibiting. Each region brings its own pricing structures, labour regulations and logistical challenges. Here’s a broad overview of what to expect.
Exhibiting in the UK
If you’re exhibiting at venues like the NEC in Birmingham or ExCeL in London, you’ll find that the UK is relatively efficient in terms of setup and breakdown. Labour costs are reasonable, and with our stand installation teams based just minutes from the NEC, we can often reduce both time and transport expenses.
You’re likely looking at around £300 to £450 per square metre for space rental, depending on the show and your position within the hall. Booking early often helps secure better rates.
Exhibiting in Europe
Trade shows in places like Frankfurt, Paris, and Barcelona can be slightly more expensive than in the UK, particularly in terms of venue and labour costs. However, transport across Europe tends to be more streamlined due to consistent logistics regulations.
Each country will have its own safety standards, technical rules, and union expectations, but this is where a localised team like ours in the EU becomes essential. We manage everything for you, ensuring compliance and quality control without inflated third-party costs.
Exhibiting in the United States
The US is a whole different playing field. While the shows are big and bold, the costs reflect that scale.
Space rental at shows like CES or Dreamforce often ranges from $400 to $600 per square metre. What catches many exhibitors off guard is the labour situation. Most US venues have strict union rules, which means you can’t always bring your own crew and may be required to use venue-approved contractors for even the simplest tasks.
This is one of the biggest reasons we partner with experienced US-based teams. They know the local rules inside out and help us keep projects on track and within budget.
Exhibiting in the Middle East and Asia
Countries like the UAE and China are growing rapidly as global exhibition hubs. Dubai, in particular, has become a major destination for trade shows in tech, aviation, and healthcare.
Costs here can vary widely. In some cases, materials and local labour are more affordable than in the UK or US. But the quality of service can also fluctuate, which makes trusted local partnerships crucial. That’s why we rely on vetted teams in Dubai and China to execute builds while managing the project from the UK, ensuring consistency without compromising your standards.
Travel and shipping costs to these regions tend to be higher, so plan those parts of the budget early and build in some flexibility for customs or delays.
An Example Budget Breakdown
To give you a sense of what a full budget might look like, here’s a rough guide based on a 30-square-metre custom-built stand:
Region | Estimated Budget |
UK | £25,000 – £35,000 |
Europe | £30,000 – £40,000 |
USA | £40,000 – £60,000 |
Middle East | £35,000 – £50,000 |
These figures include design, build, logistics, AV, and basic travel and accommodation. Every project is different, but this gives you a ballpark starting point for discussions with your internal team.
How We Help You Stay Within Budget
Budgeting doesn’t have to be a guessing game. At Insideout, we work with you from day one to create a clear, transparent plan that aligns with your objectives and your financial limits.
We’ll help you avoid unexpected fees, reduce waste, and look for opportunities to re-use and repurpose your stand assets where possible. Our local installation teams in the UK and Europe, combined with our trusted international partners, mean you get consistent quality without paying inflated overseas markups.
Whether you’re exhibiting in Birmingham or Boston, Dubai or Düsseldorf, we bring the same level of care and control to every event.
Final Thoughts
Planning an international exhibition is exciting, but it’s also a serious investment. With the right budget and the right team, you’ll be set up not just for a successful show but for long-term returns on your marketing spend.
If you’re thinking about taking your brand abroad, we’d love to help. Get in touch with Insideout Events and let’s start putting the right plan in place. Contact us to chat about your next event.