Trade Show and Exhibition Management

Exhibitions and trade fairs are a major expense for many African businesses, yet stands often generate business cards that lead nowhere. This programme teaches teams to choose the right shows, design an engaging stand, train staff to start conversations and capture qualified leads, and follow up systematically so that exhibition spend produces measurable return.

What you will be able to do

Select trade shows that match commercial objectives and audience.
Set measurable goals and a budget for exhibiting.
Design a stand that attracts and engages the right visitors.
Train stand staff to open conversations and qualify visitors.
Capture leads systematically during the show.
Follow up after the show to convert leads into business.

Course outline

01Choosing the right shows and objectives
02Budgeting and planning to exhibit
03Stand design and visitor engagement
04Pre show promotion and appointments
05Training staff to work the stand
06Lead capture and qualification on site
07Managing logistics and the show days
08Post show follow up and return on investment

Who should attend

Marketing, sales and events staff responsible for planning, staffing and following up on exhibitions, trade fairs and industry shows.

Dates, venues and fees

Dates	Venue	Days	Fee
17 to 18 Aug 2026	Harare	2	US$1,100
24 to 25 Aug 2026	Kampala	2	US$1,100
31 Aug to 1 Sep 2026	Dar es Salaam	2	US$1,100
7 to 8 Sep 2026	Pretoria	2	R10,000
14 to 15 Sep 2026	Cape Town	2	R10,000
28 to 29 Sep 2026	Online	2	US$900
5 to 6 Oct 2026	Mozambique	2	US$1,100
12 to 13 Oct 2026	Cairo	2	US$1,100
19 to 20 Oct 2026	Accra	2	US$1,100
26 to 27 Oct 2026	Lusaka	2	US$1,100
2 to 3 Nov 2026	Kigali	2	US$1,100
9 to 10 Nov 2026	Nairobi	2	US$1,100
16 to 17 Nov 2026	Durban	2	R10,000
23 to 24 Nov 2026	Johannesburg	2	R10,000
7 to 8 Dec 2026	Mauritius	2	US$1,100
14 to 15 Dec 2026	Dubai	2	US$1,100
21 to 22 Dec 2026	Lagos	2	US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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Training a whole team?

We can run Trade Show and Exhibition Management privately for your team, on your dates and built around your own systems. Group delivery is usually more cost effective from about six delegates.

Run this in-house