Fresh off the plane from the vibrant IAAPA Europe show in Barcelona, our CEO, Neil, is sharing his tried-and-tested strategies for transforming an industry event from a costly trip into a vital source of business growth.

For business owners, Managing Directors, and CEOs, these events are a significant investment of time and resources. Maximising that investment requires a strategy that starts long before you step onto the exhibition floor.

Here are Neil’s key tips for ensuring you make the absolute most of your next industry event, whether it's the bustle of IAAPA Europe or any other major sector gathering.

Before the Event: Laying the Groundwork

Pre-registration is Key to a Smooth Start: The first day of any major show can be a bottleneck. Neil’s golden rule is simple: register the day before. Avoiding the inevitable queues on the first morning is a crucial time-saver, allowing you to hit the floor running. Use this advance time to also familiarise yourself with the venue layout – knowing where the key suppliers and sessions are located is invaluable.

Don't Skip the Networking Drinks: Often overlooked, these pre-show events are prime real estate for meaningful conversations. The atmosphere is relaxed, the noise levels are lower, and people are genuinely looking to make initial contacts. Use this opportunity for deeper, more focused discussions before the hectic pace of the main show floor begins.

During the Event: The Strategic Approach

Embrace “Dead Time” for Prime Networking: Networking doesn't just happen at dedicated events. Neil advocates for utilising moments of "dead time" – queuing for a coffee, waiting for a session to start, or even riding the bus or shuttle. A bus ride, in particular, offers a captive audience, making it an ideal environment for striking up engaging conversations and building rapport.

Focus on Listening, Not Selling: Approach every conversation with a genuine desire to learn about the other person and their business challenges. Immediately launching into a sales pitch is a fast way to kill a relationship before it starts. By adopting a focus on listening, you build far stronger rapport, establish trust, and position yourself as a valuable resource.

Engage with All Suppliers: Your time on the show floor should be treated as essential market research. Take the time to visit as many stands as possible and truly understand what each supplier offers. You might uncover a game-changing solution or a new market opportunity simply by engaging with someone you hadn’t initially planned to see.

Ditch the Brochures – Go Digital-First: The days of lugging around heavy bags of glossy brochures are over. Focus on collecting business cards, scanning QR codes and connecting on LinkedIn immediately. Crucially, you need a robust, digital-first system for post-event follow-up. If it’s physical paper, it’s a delay.

Attend Inspirational Talks and Sessions: While time on the floor is essential, don’t neglect the educational content. Talks and sessions can be highly inspirational and provide crucial insights into the direction of the industry. Neil highlights the value of sessions focused on revenue diversification, a topic he believes will become increasingly critical for the long-term sustainability and success of attractions across the sector.

After the Event (and Beyond): The Real Work Begins

Your event attendance is only successful if you execute a rigorous follow-up plan. Make sure you act quickly on every business card you collected, sending tailored emails and connecting with those people on LinkedIn to continue your conversations and nurture potential partnerships.

Ready for the Next Event?

By treating industry events like a strategic project, you ensure your investment delivers a tangible return. These aren't just tips; they're the blueprint for turning a substantial time investment into concrete business results.

We're already looking forward to seeing you all at IAAPA London in 2026!