Exhibiting in another country adds a layer of difficulty that a domestic show doesn’t have, and it’s usually not the things people worry about. I run builds for international exhibitors across European fairs, and the same three challenges come up far more than any others. Here they are, with how we handle each.
1. Freight, and sometimes customs
Getting the stand to the hall on time and intact is the first challenge. Within the EU, road freight between fair cities is straightforward; the friction is timing — venues run scheduled access slots, and a truck outside its window queues. Bringing goods from outside the EU adds customs, which means paperwork and time that has to be planned, not improvised at the border.
2. Venue rules you don’t know yet
Every country’s venues have their own technical rules and, in places like France, mandatory official suppliers for electrical and rigging. An exhibitor new to a venue doesn’t know what needs approval, what’s mandated, or what gets flagged — and finding out during build-up is expensive. Local knowledge of the specific venue is what turns this from a risk into a checklist.
3. Logistics across distance
Coordinating a build you can’t visit — across time zones, languages and a team you’ve not met — is the third challenge. It’s where things fall between the gaps: who’s on site, who has the spares, who fixes the problem at 7am. A single accountable partner closes those gaps.
The one-partner advantage
These challenges shrink when one partner owns the design, build, freight, approvals and on-site crew. As part of a group spanning Europe, the UAE and the US, we can also keep one design language and one relationship for brands exhibiting across regions — so an international programme runs as one project rather than a different supplier in each country.
Related
- Custom-modular stands across Europe
- 6 benefits of exhibiting in Europe
- About SOL Germany
- Hub: Europe exhibition list
Frequently asked questions
What’s the hardest part of exhibiting abroad?
Usually freight timing and unfamiliar venue rules, not the stand itself. EU road freight is straightforward but tied to scheduled access slots; venues have their own technical rules and sometimes mandatory official suppliers; and coordinating a build you can’t visit is where things fall through the gaps.
How do I handle customs for an international show?
Within the EU there’s no customs between fair cities. Bringing goods from outside the EU adds customs paperwork and time that has to be planned in advance and handled through freight partners — not improvised at the border.
