Exhibitions can be one of the most powerful ways to showcase your brand, launch products, and connect with prospects. But planning them in Asia-Pacific comes with its own unique set of challenges. Having worked on exhibitions across Singapore, Tokyo, Bangkok, Sydney, and beyond, I’ve seen what goes wrong when companies underestimate the complexities of this region.
Here are the most common mistakes I see — and how to avoid them.
Underestimating Logistics
Distances in APAC are vast, and exhibition halls are rarely as straightforward as they appear on the floorplan. One mistake I’ve seen is shipping materials too late or relying on a single freight partner. Customs in places like Indonesia or the Philippines can add unexpected delays. Always build in buffer time and work with suppliers who understand local import rules. In Singapore, for example, I’ve had shipments clear in hours, while in other markets the same process took days.
Choosing the Wrong Suppliers
Not every AV or stand builder operates at the same standard across the region. I’ve had clients assume they can use their “global preferred supplier” everywhere — only to find the local delivery fell short. The smarter approach is to combine a trusted global partner with strong, vetted local suppliers who know the venue and regulations inside out. In Tokyo, local partnerships have often saved clients time, money, and stress.
Ignoring Cultural Nuances
APAC isn’t one market — it’s dozens of different business cultures. An exhibition that feels “polished and professional” in Sydney may feel too casual in Seoul. In Bangkok, hospitality is everything, while in Japan precision and detail are what win people over. I always advise clients to adapt their stand design, hospitality, and even their team’s approach to fit the local culture. Small details — like bilingual signage or tailored giveaways — make a big difference.
Overlooking Delegate Experience
It’s easy to focus only on the stand build, but what matters most is how delegates experience your brand. Long queues, poor signage, or staff who aren’t trained to engage visitors are mistakes I’ve seen too often. In one Singapore show, a client had a beautifully designed stand but no clear flow — visitors didn’t know where to go, and they left within minutes. A strong delegate journey plan is just as important as the visuals.
Forgetting to Track ROI
Exhibitions are expensive. If you don’t set clear goals — leads captured, demos booked, press meetings held — it’s impossible to measure success. I encourage clients to tie their exhibition plan into their CRM and marketing workflows so that ROI is clear. One of my clients in Sydney doubled their pipeline contribution simply by connecting lead capture at the stand directly to their HubSpot campaigns.
Final Thoughts
Planning an exhibition in APAC can be highly rewarding, but only if you avoid the common pitfalls. The key is preparation: reliable logistics, the right supplier mix, cultural awareness, a seamless delegate experience, and measurable outcomes.
Get these right, and exhibitions in this region don’t just look good — they deliver real results.
