Smart blog: Exhibiting overseas

As British enterprise aspires to become more global, exhibiting overseas is big business.  As it stands in 2025, over a third of Smart Display’s stands are now installed overseas and, following the expansion of venues such as Messe Frankfurt, Fira de Barcelona and RAI Amsterdam, it’s a figure that is only set to rise.

Following the UK’s departure from the EU however, exhibiting overseas can be a challenge. The transportation of goods across borders – even those that are not destined for sale – is a complex process, leaving many exhibitors open to the risk of hefty fines or missing essential deadlines. With ten years’ experience, it’s a process that has become second nature to Smart Display’s production team, who are tasked with the safe and efficient transportation of all elements across to the destination and back again.

“The preparation involved in exhibiting overseas is not a day’s work,” says Aimee Dunne, project manager at Smart Display. “It’s an ongoing, time-consuming process that starts weeks in advance. It’s a big part of the reason that our clients choose to work with Smart Display; because they value their time and know that it is better spent elsewhere.”

Once a stand design has been signed off by a Smart Display client, the production team are immediately tasked with starting the lengthy process of moving the stand and all the relevant goods across the border.

“The carnet is the main thing,” says Aimee. “In order to fill this in, we need a very thorough knowledge of everything on the stand from the fascias and soffits to the display products and leaflets. We’re talking weight, monetary value, serial numbers – everything. The weight has to add up exactly as the van will be weighed. If you get it wrong, you get fined. If there’s a thorough spot check of your carnet and there are any discrepancies, you get fined. Even if everything is perfect, you will be delayed, and you have to factor that into your transportation plans. If you miss your slot to unload, you’re not exhibiting.”

Once filled in, the carnet is submitted to the Chamber of Commerce for approval. The returned document has to be stamped by the driver upon leaving the UK and arriving at the destination country, and twice again in reverse on the way back.”

“If you miss a stamp, you get fined,” says Aimee. It’s easy done and can be a case of simply arriving at the wrong desk upon arrival but, if that stamp is missed, HMRC will have to visit to ensure that everything that left the country has been brought back. That visit can take an entire day, and we have to pay for it.”

In addition to the carnet, exhibitors need to source a GMR code, which can only be issued after the carnet has been approved. The GMR code is however different in Ireland, which has its own version of the European-wide GMR code.

“I think because we build regularly at so many venues across Ireland and the rest of Europe, these are all issues that we pre-empt and avoid,” says Aimee. It’s a massive learning curve, and we are all supported by ten years of experience in getting these goods across borders. It would be a minefield for a beginner having to navigate the documentation as well as the logistics of transporting their goods overseas in line with the exhibiting timeline.”

Exhibitors transporting their goods through the Euro Tunnel are allocated a set time, and have to allow for transportation to and from the tunnel at either side.

“The process of exhibiting overseas can span four days either side of the two-day build and the show days themselves,” says Aimee. “Again, this is why our customers attach so much value to letting us take care of the process; they value their own time, and it’s invaluable to them to fly into a fully-functioning stand ready to focus on promoting their business at the exhibition.”

After the documentation for transportation has been sorted, the next task is liaising with the event organiser to ensure that everything runs smoothly on site.

“That itself is generally a much slower process than dealing with an exhibition organiser here in the UK,” says Aimee. “Communication can be difficult when terms are translated; we know what equipment we need on site, but it may have a different name in German. Again, having lived this so many times, we know where these difficulties arise and we can generally avoid them.”

That’s not to say the Smart Display team don’t have the odd curve ball to deal with.

“We’ve had a height limitation communicated to us at the last minute before, and we had to adjust the stand design prior to build,” says Aimee. “If we had missed this, the stand would have been condemned on-site, and the exhibitor wouldn’t have had a presence.

“Even basic things like the electrics are different, and we have to make sure we are ordering what we need.”

Practices and customs also vary from country, leading to potential surprises when the build team arrives on site.

“We build a lot in Nuremberg and their approach to rigging is very different to that of UK venues,” says Aimee. “In the NEC for example, the rigging surcharge includes lifting and lowering the overhead banner before and after the show. In Nuremberg, the exhibitor is required to hire a Genie lift in addition to having booked the rigging. These are the sort of challenges that we pre-empt with our lived experience, and pre-empting these things means that we avoid the on-the-day premiums that many exhibitors fall victim to.”

EU legislation can also vary from UK law, leading to stands potentially being condemned if the disabled access is not adequate for the laws of that country.

“I think a layman would struggle with the process of exhibiting overseas,” says Aimee. “What we hear from our clients is that their time in the lead up to the show is better spent marketing their product or service, and arriving at the exhibition in the right frame of mind to make the most of the show.”

CHECKLIST

• Ten weeks before the show – Book all relevant electrics, rigging and on-site services – earlier the better to secure favourable rates.
• Eight weeks before the show (in an ideal world, the reality can be a week before the show due to late artwork deadlines, late manufacture of goods, clients products arriving last minute) – Fill in the carnet and submit to the Chamber for approval
• Seven weeks before the show – Book in slots at the relevant tunnel or ferry terminal. Ensure any accommodation and associated parking is booked for the team travelling over with the goods.

(Then the GMR codes can be generated. These need to be done in tandem with the Eurotunnel bookings)

(These GMR codes can’t be generated without the Carnet number)

• One week before the show – Load the van accordingly and set off, allowing four days ahead of the two-day build on site.

Are you exhibiting overseas? Don’t leave yourself open to the risk of hefty fines or missing your deadline to build and exhibit. Get in touch with Smart Display and find out how we can take care of every aspect of your exhibition presence from the design of your stand onwards #wemakeevents