Attending exhibitions is a powerful way for businesses to showcase their products, connect with their target customers, and boost brand visibility. However, one of the most common questions that arises when planning such events is the cost of the exhibition stand. Understanding the exhibition stand cost is important for budgeting effectively, especially for companies in Vietnam or those targeting international markets.
How much does an exhibition stand cost?
On average, exhibition stand costs vary significantly by region and level of customization. In the United States, prices typically range from $225–$500 per square foot ($2,400–$5,400/m²), while in Europe—especially the UK—costs can start at around £1,700 for small, basic stands and exceed £100,000 for large, custom-built designs. Asia remains the most cost-effective market, with rates between $350–$950/m²; Vietnam ($350–$650/m²) and Thailand ($400–$750/m²) are notably more affordable than Europe or the US, while Singapore sits at the higher end due to premium venue standards.
Factors that affect exhibition stand cost
Several key elements play a pivotal role in shaping the overall cost of exhibition stands, and understanding these can help you tailor your budget to meet specific needs. Below, we explore the primary influencers in detail to provide a clearer picture of how to anticipate and manage expenses.
Booth Size
The size of your exhibition stand is often the most straightforward factor influencing cost, as larger spaces require more materials, labor, and design effort. For instance, a standard booth size 10×10 feet costs between $1,000 and $5,000, while scaling up to a 20×20 foot area can push prices to $10,000 or more.
Booths under 9 square meters are budget-friendly for startups, but as you expand to 20-30 square meters, costs can rise exponentially due to the need for structural reinforcements and additional flooring. Businesses should consider their target audience flow; a compact stand in a high-traffic area might be more effective than a sprawling one in a quieter zone, potentially saving thousands while maintaining visibility.
Design complexity and features
Design complexity has a major impact on exhibition stand cost, as custom-built stands are significantly more expensive than standard modular options. Basic pop-up or shell scheme booths typically cost from $800–$4,000, while adding interactive features such as touchscreens, LED walls, VR zones, or double-deck structures can increase the budget by $5,000–$20,000+. Highly customized exhibition stands with bespoke designs and integrated technology usually raise the total cost of an exhibition stand by 20–50%, so businesses should balance visual impact with ROI when deciding how much to invest.
Materials and construction type
Material choices and construction methods are critical cost drivers, with premium options like aluminum frames or high-end fabrics costing more than basic wood or PVC builds. A custom exhibit using durable, lightweight materials might range from £500 to £1,500 per square meter, while eco-friendly or reusable components can add a premium but offer long-term savings.
Modular construction, which allows for easy reconfiguration, typically costs less upfront than permanent builds, reducing labor expenses during setup. Selecting materials that align with your brand’s sustainability goals can also appeal to environmentally conscious audiences, potentially justifying a slight increase in initial outlay.
Graphics, branding & lighting
Graphics, branding elements, and lighting can elevate a stand’s appeal but also inflate costs if not planned carefully. High-quality printed graphics and LED lighting setups might add $1,000-$5,000 to the budget, depending on resolution and coverage. Custom branding, such as large-scale vinyl wraps or illuminated logos, enhances professionalism but requires precise design work, pushing prices higher for intricate details. Effective lighting not only highlights products but also creates ambiance, making it a worthwhile investment for stands in dimly lit venues.
Read more: How to attend exhibition in Vietnam 2025 a guide from A to Z
Additional costs to consider
Beyond the core construction expenses, several often-overlooked costs can significantly impact your total exhibition budget. These hidden fees can catch unprepared businesses off guard, so it’s important to account for them early in the planning process. We’ll break down the key additional expenses below to help you build a more realistic financial picture.
Venue and service fees
Venue-related charges, including booth space rental and utilities, form a substantial part of the overall cost. Booth space alone averages $100-$150 per square foot, with a 10×10 booth potentially costing $10,000-$15,000. Additional services like electricity, internet, or cleaning can add 2-5% to the budget, varying by location and event scale. In international venues, such as those in Vietnam, these fees might be lower, but always verify inclusions to avoid surprises.
Installation, dismantling & logistics
Setup and teardown costs, including labor and shipping, can account for 10-20% of the total exhibition stand cost. Professional installation for a medium stand might range from $1,500-$3,500, while logistics for international transport could add $2,000-$5,000. Opting for lightweight, modular designs can reduce these expenses by simplifying handling and requiring fewer crew members.
Staffing, travel & accommodation
Human resources and travel expenses are crucial yet frequently underestimated. Staffing a booth for a multi-day event, including salaries and per diems, can cost $2,000-$10,000, plus travel and lodging, which might add another 14% to the budget. For global exhibitions, hiring local staff can cut costs while ensuring cultural relevance in interactions.
Typical exhibition stand cost breakdown
A well-structured cost breakdown helps businesses allocate resources efficiently, ensuring no area is underfunded. Typically, booth space accounts for approximately 35% of the budget, exhibit design and construction for 11%, and show services, including utilities, for another 10-15%. Travel and lodging often take 14%, while marketing materials and graphics might consume 10-20%. For a $20,000 budget, this could mean $7,000 for space, $2,200 for design, $2,800 for travel, and the rest for services and contingencies. Custom exhibits average $138 to $154.50 per square foot, with storage adding $1.63 per square foot annually.
Rent vs buy: which option saves more money?
Deciding between renting and buying an exhibition stand involves weighing short-term flexibility against long-term ownership benefits. Renting typically costs about one-third of purchasing, with a 10×10 booth rental at around $4,000 compared to $7,600 for buying. For infrequent exhibitors, renting offers cost savings on storage and maintenance, avoiding ongoing fees like insurance.
However, if you attend multiple shows annually, buying can amortize costs over time, providing customization freedom and potentially higher ROI through consistent branding. Hybrid options, combining rented elements with owned graphics, can bridge the gap, saving 20-30% on subsequent uses. Ultimately, calculate based on your event frequency: if more than three shows per year, buying often proves more economical.
How to reduce exhibition stand cost without losing impact
Reducing exhibition stand costs doesn’t mean compromising on quality or effectiveness; strategic planning can yield significant savings while maintaining a professional presence. Start by booking early to secure discounts on space and services, potentially saving 10-20%. Opt for reusable modular designs that can be reconfigured for different events, cutting rebuild expenses by up to 30%.
Minimize add-ons by focusing on essential features, and use digital marketing tools like apps or QR codes instead of printed materials to lower printing costs. Hire local suppliers for installation to avoid high shipping fees, and consider shared staffing or virtual demos to reduce personnel expenses. By prioritizing high-impact elements like lighting and branding over extravagance, you can achieve a compelling stand at a fraction of the usual cost, ensuring your budget stretches further for better overall event success.
Read more: Top energy Trade Shows in Vietnam – Most recent update
FAQ about exhibition stand cost
To address common queries and provide quick, actionable insights, we’ve compiled a list of frequently asked questions regarding exhibition stand costs. These cover essential details for both novices and experienced exhibitors.
How much does a small exhibition stand cost?
A small exhibition stand, typically 9-18 square meters or 10×10 feet, can cost between $3,000 and $8,000 for basic custom builds, suitable for startups. Portable options like pop-up displays start as low as $800, while adding features like lighting might push it to $4,000. These are ideal for limited budgets, offering flexibility without sacrificing presence.
What is the minimum budget for an exhibition stand?
The minimum budget for an exhibition stand varies, but entry-level setups can start at £1,700 or $5,000, covering basic design and space for small events. For trade shows, factor in at least $10,000-$15,000 to include booth space and essentials, ensuring a functional presence. This baseline allows for effective participation while scaling up as needed.
In conclusion, understanding the cost of exhibition stands starts with clear business goals and the right design strategy, allowing brands to balance impact and budget effectively. For reliable solutions in Vietnam, Gia Long Construction stands out as a professional exhibition booth designer, delivering creative concepts and practical event booth ideas tailored to different markets and objectives.
With over 20 years of international experience across Vietnam, Taiwan, and Laos, Gia Long offers high-quality booths starting from just 50 million VND for an 18m² standard setup, providing end-to-end services that help businesses achieve strong exhibition results without overspending.
See more: Top furniture trade show Vietnam – Timeline and Location
