Update note: price ranges to be reviewed once a year; check they remain consistent with market quotes and feedback.
"How much does it cost to exhibit?" is the first question any prospective exhibitor asks, and the least well documented. Organisers quote a price per square metre that represents only a fraction of the final bill. This guide breaks down the real budget, item by item, with price ranges observed on the French market. The goal: to walk into negotiations with no bad surprises.
The Principle: The Square Metre Is Only the Starting Point
The most common rule of thumb in the trade is to multiply the cost of renting the space by three to four to get the total budget. In other words, if renting your space costs 5,000 euros, plan a total budget of 15,000 to 20,000 euros. This rule is worth what any rough estimate is worth, but it has the merit of recalling a truth: the bare space represents only a quarter or a third of the spend. Here are the items that make up the rest.
1. Renting the Space
This is the base item, billed per square metre. At French B2B trade shows, the ranges observed generally sit between 150 and 600 euros per square metre, depending on the show's reputation, the city, the date and above all the location. A corner stand or one on a main aisle can cost 20 to 30% more than an in-line stand. On top of this come almost always mandatory registration fees, in the order of 300 to 1,000 euros, covering registration, badges, sometimes insurance and a catalogue listing. These fees are non-negotiable and apply from the outset.
2. Stand Design and Fit-Out
This is often the heaviest item, sometimes equal to the rental itself. Three main options: the entry-level shell scheme or modular stand, at a few thousand euros; the equipped or packaged stand offered by the organiser; and the bespoke stand designed by a stand-building contractor. For a custom fit-out, budget roughly 300 to 1,000 euros per square metre, and more for high-end work with set design, audiovisual equipment and dedicated furniture. Bespoke only makes sense if you exhibit regularly: a reusable stand pays for itself over several editions.
3. Technical Logistics
The devil hides in the details billed on top: electricity based on the power required, internet connection, cleaning often mandatory and billed daily, carpeting, transport and assembly of equipment, furniture rental. Taken separately, each of these items looks modest; added together, they weigh noticeably on the bill. Read the organiser's regulations carefully: what is included and what is not varies enormously from one show to another.
4. Staff and Travel
Often underestimated, this item commonly represents 15% of the budget. It covers your team's presence on the stand for the entire duration of the show, accommodation, meals and travel, plus possibly temporary staff (hosts, product demonstrators). Do not forget the opportunity cost: employees present at the show are not at their usual desks.
5. Communication Around the Show
A stand with no visitors serves no purpose. Budget for drawing people in: signage and point-of-sale displays, printed documentation, samples or gifts, invitations to clients and prospects, presence on social media and in the show's own communications. This item frequently represents around 15 to 20% of the total and directly conditions your footfall.
An Overall Order of Magnitude
Adding these items up, a modest stand at a regional show starts around 15,000 to 20,000 euros all in. A mid-sized stand at a major national show commonly falls in a range of several tens of thousands of euros. And an ambitious presence, a large bespoke stand at an international show, can exceed 100,000 or even 150,000 euros. The gap is considerable, which is a reminder of the essential point: the budget should be managed, not endured.
How to Control the Bill
A few recognised levers: book early, since a project launched ahead of time always costs less and gives access to better locations; negotiate the space and position, as some locations cost noticeably less than others; choose a reusable modular stand if you exhibit several times a year; pool transport across several shows; and plan digital communication ahead to maximise footfall without extra cost. The right instinct is not to look for the cheapest show, but the one whose expected return justifies the investment.
In Summary
The cost of a stand is never just the announced price per square metre. Between rental, fit-out, technical logistics, staff and communication, the real budget represents three to four times the space alone, ranging from 15,000 euros for a modest presence to more than 150,000 euros for a large international stand. The real question is not "how much does it cost", but "does this specific show justify this investment". That is exactly what our listings help you decide, show by show.
Sources
Price ranges cross-checked across several French market stand-building contractors and agencies (2025-2026). Amounts are given as orders of magnitude, before tax, and vary considerably depending on the show, the city and the level of service: they should be confirmed by quote for each case.