Top 7 European cities for business travel and trade fairs – a traveler’s guide

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Trade fairs play a crucial role in connecting industries, exchanging innovations, and building business relationships. But business travel doesn’t have to be strictly work-related – it can become an opportunity to explore new cities, enjoy culinary experiences, and discover cultural landmarks. Europe boasts the largest exhibition capacity in the world with 499 exhibition centres, and it is home to the three largest fairgrounds globally: in Germany, Italy, and France. In this guide, we present the top European trade fair cities, along with tips on how to make the most of your time after the business day ends.

📍 Hannover – Hannover Messe

Business focus: Hannover Messe is the largest exhibition space in the world and home to leading industrial trade fairs focused on automation, energy, digitization, and smart technologies. It hosts several top global events in their sectors, including Agritechnica (agriculture), Interschutz (civil protection and safety), Domotex (flooring), Hannover Messe (industrial technology), EuroBLECH (sheet metal industry), and Ligna (wood industry).

What to do during or after the fair?

Visit the Herrenhausen Gardens – spectacular Baroque gardens over 300 years old, perfect for relaxing among fountains, floral designs, and historical pathways.
Stroll through Hannover’s historic center and explore the 14th-century Gothic Marktkirche and the New Town Hall square with its medieval charm.
For an authentic German experience, dine at Schneider’s and try local specialties such as roast pork with potatoes and sauerkraut, along with house beer.

💡 Insider tip:

Public transport in Hannover is highly efficient – the tram network is the best way to get around the city.

📍 Frankfurt – Frankfurt Messe

Business focus: Frankfurt Messe is one of Europe’s leading trade fair centres and the third-largest exhibition venue in the world. Known for the Frankfurt Book Fair, Ambiente, IMEX, and major automotive and finance-related expos. As a global financial hub, Frankfurt attracts business travellers with its impressive skyline.

What to do during or after the fair?

Enjoy the cityscape from Main Tower – a 200-meter-high skyscraper offering the best panoramic views of Frankfurt.
Visit the historic Römerberg square with its traditional taverns and half-timbered buildings.
Book a table at Restaurant Medici, famous for modern interpretations of classic German cuisine.

💡 Insider tip:

Frankfurt is known for Apfelwein (apple wine) – head to Sachsenhausen district to enjoy it in authentic local taverns.

📍 Milan – Fiera Milano

Business focus: Fiera Milano is Italy’s leading trade fair venue, attracting over 4.5 million visitors annually. It is the fourth-largest exhibition centre in the world, with a strong focus on fashion, design, and technology. Major events include Milan Fashion Week, EICMA, and Salone del Mobile.

What to do during or after the fair?

Visit the iconic Duomo di Milano – one of Italy’s most impressive Gothic cathedrals.
Explore Galleria Vittorio Emanuele II, one of the world’s oldest shopping galleries, featuring luxury boutiques and historic cafés like Caffè Biffi.
Dine at Trattoria Milanese, known for authentic Milanese dishes such as ossobuco and risotto alla Milanese.

💡 Insider tip:

Milan’s metro is the fastest way to navigate the city and avoid heavy traffic.

📍 Paris – Paris Expo Porte de Versailles

Business focus: Paris Expo Porte de Versailles is France’s largest trade fair venue and hosts nearly 200 international events annually across its seven pavilions attracting over 7.5 million visitors annually. Key fairs include the Paris Motor Show, Nautic Boat Show, and VivaTech. It was also selected as a venue for the 2024 Summer Olympics (handball and table tennis).

What to do during or after the fair?

Relax along the Seine and dine at Le Relais de l’Entrecôte, famous for steaks with a secret sauce.
Wander through Montmartre, the bohemian district, and enjoy the view from Sacré-Cœur Basilica.
Visit the Louvre in the evening when crowds are thinner and see masterpieces like the Mona Lisa and Venus de Milo.

💡 Insider tip:

Use a Navigo travel card for the metro to save money and skip tourist congestion.

📍 Amsterdam – RAI Amsterdam

Business focus: RAI Amsterdam is the Netherlands’ leading fairground, renowned for hosting tech and startup conferences. Since 1961, it has been a key site for events like Art Amsterdam, AUTORAI, and the International Broadcasting Convention.

What to do during or after the fair?

Explore the canals by bike – a classic Amsterdam experience. The canal ring is a UNESCO World Heritage site.
Visit the Van Gogh Museum or Anne Frank House – both offer profound cultural insights.
Discover Foodhallen – an indoor food market with diverse street food options, ideal for a casual bite.

💡 Insider tip:

Renting a bike is the best way to explore Amsterdam like a local.

📍 Barcelona – Gran Via Barcelona

Business focus: Barcelona is a major European trade fair destination, best known for the Mobile World Congress – the largest mobile technology event globally. Fira de Barcelona manages the eight-hall venue, which also hosts fairs in tourism, food, and fashion.

What to do during or after the fair?

Visit the Sagrada Família, Gaudí’s iconic basilica still under construction after 140+ years.
Enjoy tapas at El Nacional – a stylish restaurant with a range of Spanish culinary specialties.
Walk along La Rambla and explore La Boqueria market – a paradise for food lovers, offering everything from seafood to jamón ibérico.

💡 Insider tip:

Buy tickets for major attractions in advance to avoid long lines.

📍 Berlin – Messe Berlin

Business focus: Messe Berlin hosts top international events including IFA (consumer electronics), ITB (the world’s largest tourism fair), and Grüne Woche (agriculture and food). Its history as a trade venue dates back to 1822.

What to do during or after the fair?

Visit the Brandenburg Gate – a symbol of Berlin and German unity, especially beautiful when illuminated at night.
Explore the East Side Gallery – a preserved section of the Berlin Wall covered in murals and graffiti.
Book a table at Tim Raue – a Michelin-starred restaurant blending modern Asian cuisine with German influences.

💡 Insider tip:

Rent a bike – Berlin is a very cycle-friendly city, and biking is one of the quickest ways to explore major landmarks.

Conclusion:

Trade fairs are a perfect opportunity to connect with professionals while discovering some of Europe’s most exciting cities. Whether you’re headed to Hannover, Milan, Frankfurt, Paris, Amsterdam, or Barcelona – each offers a rich mix of business and leisure experiences. Plan smart with us and turn your business trip into an unforgettable journey!