By Trevor Boyd, Operations General Manager: Food and Beverage at City Lodge Hotels

Over the course of my career as a chef, I’ve attended and participated in many hospitality and food and beverage exhibitions, both locally and internationally. For those of us working in kitchens, these events are usually energising. They’re a chance to step out of the day-to-day routine, see what’s new in the industry, discover new equipment and products, and connect with colleagues. But not all exhibitions leave the same impression.

The best ones don’t just show you products, they inspire you. They offer ideas you take back to your business and, most importantly, they create experiences that stay with you long after the event. That’s the key difference – people remember experiences, not brochures.

Over the years, I’ve come to believe that great expo stands don’t just present information – they engage visitors on multiple levels. Here are eight elements that I believe make exhibition stands truly memorable.

1. Focus on the experience, not the brochure

If I’m honest, most brochures follow the same journey – you pick them up at the expo, they sit on your desk for a few weeks, someone comments on the clutter, and eventually they get thrown away. That might sound harsh, but it’s the reality.

Think about your favourite holiday or a memorable restaurant visit. What do you remember? It’s not the brochure or the menu, but rather the experience. Exhibitors should think about the same principle – when someone walks away from your stand, what experience are they taking with them?

2. Make a strong first impression

Exhibition floors are busy places and visitors walk long distances and see hundreds of stands. Your space needs to immediately signal that it’s worth stepping into. A stand should feel like a space you want to enter, not a barrier you have to navigate.

Simple fundamentals make a big difference: good lighting, clear branding, thoughtful use of colour and an uncluttered layout. An open, inviting design encourages people to approach rather than walk past.

3. Tell an authentic story

One of the most powerful ways to engage people is through storytelling. Visitors want to understand who you are as a company – your background, philosophy and what drives your business. That story should be visible in the way your stand is designed and your team interacts with visitors.

Personally, I’m far more inclined to buy from a business with an authentic story than from one simply telling me how big or successful it is. Stories create connection, and connection builds trust.

4. Engage the senses

Hospitality, at its core, is about how people feel. When you walk into a great restaurant or hotel, there’s a feeling of warmth and welcome, something that makes you want to stay. Create an atmosphere that people can feel, not just observe.

Think about sensory engagement and how people respond strongly to sight, sound, smell, taste, and touch. Maybe it’s coffee brewing on the stand or freshly baked goods. Maybe it’s music that creates energy in the space or a familiar scent they will forever associate with your brand.

5. Use technology intelligently

Technology can make engagement easier and more memorable, but it needs to be used thoughtfully. Instead of handing visitors a thick product catalogue, consider offering a QR code that links to a curated digital experience, such as product demonstrations, videos or useful resources that extend the interaction beyond the exhibition floor. That way, visitors can revisit your brand later, when they have time to explore more deeply. Digital tools shouldn’t replace interaction, they should support it.

6. Bring your brand to life with live demonstrations

Live demonstrations are often where the real excitement happens – they create movement and energy, drawing people into your space. They give visitors a reason to stop, watch and engage.

In the culinary world, cooking demonstrations are an obvious example, but the idea can apply to almost any product or service. Imagine a crockery supplier showcasing the same dish plated on three different plates: a basic catering plate, a mid-range option and a premium plate. Suddenly the visitor can see the visual difference presentation makes. The product becomes part of a story rather than just an item on display.

The same thinking can apply to mixology, housekeeping equipment, cleaning products, or room design. Show people how something works and let them see the transformation.

7. Let visitors interact

Watching something happen is engaging but participating in it is even better. Hands-on elements encourage deeper engagement and help visitors remember what they’ve experienced. Touchscreens, interactive displays, simple games, or product demonstrations where visitors can try something themselves all add value.

After hours of walking the exhibition floor, people have heard a lot of sales pitches. The stands they remember are the ones where they were able to do something, not just listen. Interaction transforms a conversation into an experience.

8. Personalise the interaction

Finally, remember that exhibitions are about people. This isn’t the moment for a hard sell; rather it’s an opportunity to build relationships.

Warm greetings, genuine conversations, and curiosity about the visitor’s business go a long way. People want to learn about your company and the people behind it before they hear a sales pitch.

Small personal touches also help create lasting memories. A thoughtful giveaway, a distinctive treat, or a unique sensory moment can make your brand stand out.

We know scent and taste trigger strong memories and if a visitor experiences something distinctive at your stand, they may recall your brand months later when they encounter it again. That’s far more powerful than a business card.

Creating moments that last

Successful exhibition stands aren’t the ones with the most brochures or the most aggressive sales tactics; they’re the ones that create moments. When visitors leave your stand having seen something interesting, tasted something memorable, learned something useful or participated in something engaging, they carry that experience with them. Those are the moments that lead to real conversations and relationships, and ultimately real business long after the exhibition has closed.

Read the article in Business Events Africa here.