Exhibiting in the United States: A Complete Trade Show Survival Guide for International Exhibitors

Introduction: Why Exhibiting in the U.S. Is Different

Exhibiting at trade shows in the United States can be a powerful growth opportunity for international brands—but it often comes with unexpected rules, fees, and logistics that catch first-time exhibitors off guard. While trade shows around the world share common goals, the U.S. trade show ecosystem operates very differently, particularly when it comes to labor, shipping, union regulations, and venue policies.

This guide is designed to help international exhibitors prepare properly, avoid costly mistakes, and feel confident navigating U.S. trade shows—from shipping and labor rules to travel, hotels, and mobile connectivity.

1. Union Labor Rules: One of the Biggest Surprises

One of the most significant differences between U.S. trade shows and many international exhibitions is union labor.

What Is Union Labor?

Many U.S. convention centers—especially in major cities—require union labor for specific tasks, including:

• Booth installation and dismantle (I&D)
• Electrical connections
• Rigging and hanging signs
• Plumbing (for food, beverage, or water access)
• Internet and AV services
• Material handling (drayage)

What You Can and Cannot Do Yourself

Rules vary by venue, but generally:

You may be allowed to:

• Set up pop-up displays under a certain size
• Place literature or products on tables
• Assemble lightweight, non-powered items

You may NOT be allowed to:

• Use tools
• Install flooring
• Connect electricity
• Uncrate shipments
• Move freight from the dock to your booth

Important: Violating union rules can result in fines, forced labor charges, or work stoppages.

Pro Tip: Always request the Exhibitor Service Manual early and read the labor sections carefully.

2. Shipping to U.S. Trade Shows: Timing, Windows, and Fees

Shipping is another major area where international exhibitors encounter problems.

Advance Warehouse vs. Direct-to-Show

Most U.S. trade shows offer two delivery options:

1. Advance Warehouse
   • Ships weeks before the show
   • More forgiving delivery window
   • Usually lower stress
   • Often slightly higher storage fees
2. Direct-to-Show

1. Very strict delivery date and time window
2. Miss the window = refused shipment
3. Higher risk, especially for international freight

For international exhibitors, advance warehouse delivery is strongly recommended.

3. Drayage (Material Handling): A Common Shock

Drayage is one of the least understood—and most expensive—costs for international exhibitors.

What Is Drayage?

Drayage is the fee charged to:

• Unload your shipment
• Transport it from the dock to your booth
• Store empty crates
• Return items after the show

Charges are typically based on weight (per 100 lbs), not distance.

Why It Feels Expensive

• Even a small crate can incur large fees
• Minimum charges apply
• International crates are often heavier than expected

Tip: Reduce crate weight, avoid oversized packaging, and confirm weights before shipping.

4. Hotel and Convention Center Package Handling Fees

Many international exhibitors are surprised to learn that U.S. hotels and convention centers charge fees to receive packages, even small ones.

Common Fees Include:

• Per-box receiving charges
• Storage fees
• Handling fees
• Delivery-to-room or booth fees

Some hotels charge $10–$25 per package, while convention centers may charge significantly more.

Best Practice:

• Confirm hotel receiving policies in writing
• Ship marketing materials to the advance warehouse instead of the hotel when possible

5. Picking Up Packages: ID Requirements

To retrieve shipped items in the U.S., you may need:

• Government-issued photo ID (passport recommended)
• Matching name on the shipment
• Hotel confirmation or exhibitor badge
• Authorization letter if someone else is picking up the package

Tip: Always ship under the same company and contact name listed on your booth contract.

6. Customs, Duties, and Temporary Imports

International exhibitors must also navigate U.S. customs regulations.

Temporary Imports (Carnets)

An ATA Carnet allows you to temporarily bring trade show materials into the U.S. without paying duties.

However:

• Paperwork must be perfect
• Not all items qualify
• Consumables are excluded

Alternative: Work with a U.S.-based exhibit supplier to produce or store materials domestically.

7. Travel Planning: Hotels, Transportation, and Timing

Hotels

• Book early—trade show cities sell out fast
• Expect higher nightly rates during shows
• Many shows partner with official hotel blocks (often safer and closer)

Rental Cars vs. Rideshare

• Rental cars are expensive in major cities
• Parking fees can be high
• Rideshare (Uber/Lyft) is widely available and often easier

Airport Transfers

• Confirm distance between airport, hotel, and venue
• Some convention centers are 30–60 minutes from major airports

8. Cell Phone Service and Connectivity

International roaming charges can be costly in the U.S.

Best Options:

• Purchase a U.S. SIM or eSIM before arrival
• Use international plans with confirmed U.S. coverage
• Do not rely solely on convention center Wi-Fi (often unreliable and expensive)

9. Flights, Visas, and Entry Considerations

Visa Requirements

Depending on your country, you may need:

• ESTA (Visa Waiver Program)
• B-1 Business Visa

Ensure:

• Your purpose is clearly business-related
• You carry show documentation
• Your return flight is booked

10. Cultural and Business Differences at U.S. Trade Shows

Sales Expectations

• U.S. shows are highly sales-driven
• Visitors expect fast conversations
• Clear pricing and messaging matters

Booth Staffing

• Be proactive
• Standing is expected (sitting can be perceived as disengaged)
• English fluency is important—consider bilingual staff if needed

11. Why Working With a U.S.-Based Supplier Matters

International exhibitors benefit greatly from working with a U.S. exhibit partner who understands:

• Union rules
• Shipping logistics
• Venue regulations
• Local production timelines
• Compliance requirements

This can save time, money, and stress, especially for first-time U.S. exhibitors.

Final Thoughts: Preparation Is Everything

Exhibiting in the United States is absolutely worth the investment—but only when approached with proper planning and realistic expectations. Understanding labor rules, shipping logistics, hidden fees, and travel considerations ahead of time can mean the difference between a smooth, profitable show and an expensive learning experience.

 

 

 

FAQ’s

Do U.S. trade shows require union labor?

Yes, many U.S. convention centers require union labor for tasks such as booth installation, electrical work, rigging, and material handling. Rules vary by venue and must be reviewed in advance.

What is drayage at U.S. trade shows?

Drayage is the fee charged to move your shipment from the loading dock to your booth, store empty crates, and return materials after the show. Fees are typically based on weight.

Can international exhibitors ship directly to the trade show?

Yes, but direct-to-show deliveries have strict time windows. Many international exhibitors prefer advance warehouse delivery to reduce risk.

Do U.S. hotels charge to receive packages?

Yes. Many hotels charge per-package receiving and handling fees, even for small shipments.

What ID is needed to pick up packages in the U.S.?

A government-issued photo ID (such as a passport) is usually required, along with matching shipment details and authorization if applicable.

Should international exhibitors use a U.S. exhibit supplier?

Working with a U.S.-based exhibit supplier helps international exhibitors navigate union rules, shipping logistics, compliance, and venue requirements more efficiently.