The Business Show Amsterdam 2027 – Netherlands

What to expect

Concept: The Business Show Amsterdam 2027 – Netherlands is the world’s leading event dedicated to supporting SMEs, startups, and entrepreneurs as they build and scale their business. For over 25 years, the brand has brought founders and business owners together across London, Miami, Singapore, Sydney and now Amsterdam.
First Amsterdam edition: This is Amsterdam’s newest business event and the launch edition for the Netherlands, bringing the proven London format to the European mainland. The show connects over 6,000 professionals coming to source services to scale.
Scale: Expect more than 250 exhibitors, 150 expert speakers and over 8,000 attendees across two action-packed days at RAI Amsterdam, creating a dynamic environment for learning, high-stakes networking and discovery.
Purpose: The show is designed for ambitious business owners, founders, and senior decision makers who need practical insights, innovative solutions and direct access to industry experts to turn strong ideas into real, sustainable growth.
Experience: Visitors can explore cutting-edge solutions in marketing, AI and automation, digital tools, finance, HR and recruitment, e-commerce and more, all under one roof with live product demonstrations and free business advice.
Location advantage: Amsterdam’s international and open business culture built on trade, innovation and collaboration makes it a perfect location for the next edition, offering an appealing, exciting and scalable base for many upcoming entrepreneurs and brands.

Event dates

Official Dates: February 10 – February 11, 2027
Opening Hours: Wednesday 10:00 AM – 5:00 PM, Thursday 10:00 AM – 5:00 PM
Build-up: Tuesday before opening, from early morning until evening
Dismantling: Thursday evening after closing until late
Frequency: Annual, first edition in Amsterdam
Venue: RAI Amsterdam, Europaplein 24, 1078 GZ Amsterdam, Netherlands
Organiser: Business Show Media, 4 Colston Avenue, Bristol, BS1 4ST, United Kingdom, operating within the Netherlands for this event
Contact: +44 117 313 4746, marketing@bsmexpo.com, https://www.thebusinessshowamsterdam.nl/
Registration Opens: Mid-year prior to the event via official website

Visiting this event? Don’t miss out on these amazing activities and local experiences while you’re here.

Venue & exhibition site

Location: RAI Amsterdam is located at Europaplein 24, Amsterdam, with excellent accessibility by train, tram, metro and bus. Railway station Amsterdam RAI is 300 meters from the RAI complex.
Complex: The RAI complex consists of 22 conference rooms and 11 multifunctional halls with a total floor space of 112,200 square meters. The largest hall can seat 12,900 people and the complex includes a musical and concert theatre and underground parking for over 3,000 cars.
Halls for this show: The Business Show Amsterdam will occupy modern exhibition halls on the ground floor with easy access from Entrance A and K, plus adjacent conference rooms for keynote theatres and workshop zones.
Facilities: Standard facilities include high power outlets, AV facilities, food services, box office, lifts to all levels, business centres and dedicated exhibitor service desks.
Exhibitor setup: Stand facilities such as electricity, water and internet are ordered through RAI Exhibitor Services. Maximum build height, rigging points and fire safety follow the RAI exhibitor manual, with custom stands possible from 24 square meters.
Sustainability: RAI Amsterdam operates with sustainable operations, waste separation, energy-efficient lighting and reusable stand systems, aligning with the sustainable growth ambitions of exhibiting brands.

Full event programme

Programme scope: The full event programme features over 150 seminars, keynote presentations, panel discussions, live product demos and interactive masterclasses across multiple theatres running simultaneously.
Learning focus: Sessions are designed to give practical advice and insights that can be applied immediately, covering topics from using design principles to drive change to intellectual property protection, funding strategies and scaling internationally.
Product discovery: Alongside the education programme, the exhibition floor showcases over 250 exhibitors presenting the latest innovations across major business sectors, allowing visitors to explore, evaluate and connect in one visit.
Business support: The show offers free one-to-one advice clinics, funding clinics and legal clinics where visitors can book appointments with experts for personalised guidance.
Community: The event brings together a powerhouse lineup of exhibitors, expert speakers and industry leaders, creating a dynamic environment for learning, high-stakes networking and discovery.
Global brand: As part of the global portfolio including London, Miami, Singapore and Sydney, the Amsterdam edition highlights leading European products and services tailored to the Dutch and EU market.

Key speakers & keynote speakers

Keynote calibre: Keynote speakers for The Business Show brand have historically included founders of major brands, TV personalities and serial entrepreneurs such as Saira Khan, first ever contestant on BBC’s The Apprentice, Alfie Best, founder and Undercover Big Boss on ITV, Oliver Cookson, entrepreneur and founder of MYPROTEIN, and Brad Burton, motivational speaker and business owner.
Amsterdam line-up: For the Amsterdam launch, the organiser is curating a European lineup of founders, investors, marketing experts and business growth specialists focused on the Dutch SME market and international expansion.
Speaker diversity: Speakers range from startup founders sharing zero-to-one stories to leaders of scale-ups discussing Series A funding, internationalisation and team building.
Topics: Expected keynotes cover building resilient businesses, securing investment in current market conditions, leveraging AI for growth, building employer brands that attract talent and sustainable business models.
Access: All keynote and seminar sessions are free to attend for registered visitors on a first-come, first-served basis, with theatres located adjacent to exhibition halls for easy movement.
Announcement: Full speaker list is announced progressively via the official website and newsletter, with opportunities to submit questions in advance through the event app.

Conference sessions & tracks

Marketing and sales track: Sessions on digital marketing, performance marketing, content strategy, social selling, lead generation, CRM optimisation and brand storytelling.
Finance and funding track: Tracks on SME funding, angel investment, venture capital, crowd funding, financial planning, tax relief including video games tax relief and other sector-specific incentives, and cash flow management.
Tech and AI track: Coverage of AI and automation, digital tools, no-code solutions, cyber security, data privacy, intellectual property protection for startups and digital transformation.
HR and talent track: Sessions on recruitment, retention, employer branding, workplace culture, leadership development and managing remote teams across Europe.
E-commerce and retail track: Focus on e-commerce growth, marketplace strategy, logistics, private label, customer experience and conversion optimisation.
Startup and scale-up track: Practical tracks for early-stage founders on idea validation, pitch deck creation, legal structures, scaling operations and entering international markets.

Session times & schedule

Daily flow: Seminar theatres operate continuously from shortly after hall opening until late afternoon, with sessions lasting 30 to 45 minutes and short breaks between.
Morning sessions: Morning is dedicated to high-level keynotes and market overviews, providing strategic context for the day ahead.
Midday sessions: Midday features practical workshops, product demonstrations and panel discussions on marketing, finance and technology.
Afternoon sessions: Afternoon focuses on deep-dive masterclasses, funding clinics and legal advice sessions where visitors can interact directly with experts.
Networking breaks: Scheduled breaks between sessions allow visitors to return to the exhibition floor, book one-to-one meetings and explore exhibitor stands.
Personal agenda: Visitors can create a personalised schedule via the official website and app, favouriting sessions and receiving reminders based on hall location.

Ticket types & registration

Free visitor ticket: General admission for entrepreneurs, business owners, founders and senior decision makers is free when pre-registered online via the official website. This includes access to all exhibition halls, all keynote and seminar theatres and networking areas. Value is USD 0.00.
VIP ticket: A limited VIP package based on London edition pricing includes fast-track entry, access to VIP lounge, complimentary refreshments and reserved seating in keynote theatres. Previous edition value is approximately USD 125.00, converted from GBP 99.00.
Exhibitor pass: Exhibitors receive a contingent of exhibitor badges based on stand size, with additional staff badges available for approximately USD 32.40 per badge, converted from EUR 30.00.
Stand pricing: For exhibitors, space-only plots start from 24 square meters with custom build budgets from approximately USD 540.00 per square meter excluding VAT, converted from EUR 500.00 per square meter as standard for RAI shows. Shell scheme packages including walls, carpet, lighting and furniture are available from approximately USD 432.00 per square meter, converted from EUR 400.00.
Parking ticket: Parking at RAI is not included. On-site parking can be reserved online for approximately USD 28.08 per day, converted from EUR 26.00, with on-site rates higher if purchased without reservation.
Student and educator access: Students and educators in business programmes can attend free via verified academic registration, providing exposure to suppliers and career opportunities.

Registration deadlines

Visitor registration: Free visitor registration opens mid-year prior to the event and remains open until the final day of the show, but early registration is strongly recommended for fast-track entry and access to the event app.
VIP upgrade deadline: VIP ticket upgrades close 48 hours before opening or when allocation is sold out, whichever comes first.
Exhibitor booking deadline: Stand booking for launch edition is open now, with early bird rates typically closing three months before opening. Late bookings are possible subject to floor plan availability.
Speaker submission deadline: Applications to speak via the official website close approximately four months before opening for review by the content team.
Services deadline: Orders for stand services such as electricity, water, internet and catering via RAI Exhibitor Services must be placed before early December deadline to avoid late surcharges.

Exhibitor list & major companies

Exhibitor volume: The Amsterdam launch is expected to host over 250 exhibitors, based on the organiser’s launch target and London’s record of 500 plus exhibitors and 750 exhibitors in anniversary editions.
Business services: Exhibitors cover business formation, legal services, accounting, HR and recruitment, IP protection and business insurance.
Marketing and digital: Agencies and platforms for digital marketing, branding, design, PR, social media management, CRM and marketing automation.
Finance and funding: Banks, fintechs, funding platforms, tax advisors such as TR Tax Advisers LTD, investment firms and financial planning services.
Tech and AI: AI tools, automation platforms, software development, no-code solutions, cyber security and e-commerce platforms.
Workplace and operations: Office supplies, coworking spaces, logistics, printing and packaging, sustainability solutions and corporate wellness providers.

Exhibition halls & floor plan

Hall layout: The Business Show Amsterdam occupies modern halls at RAI Amsterdam on ground floor level with wide aisles, high ceilings and easy access from Entrance A and K near Amsterdam RAI station.
Zoning: Floor plan is zoned by sector including Marketing & Sales Zone, Finance & Funding Zone, Tech & AI Zone, HR & Talent Zone and Business Services Zone, allowing visitors to navigate by need.
Theatres: Keynote theatre and seminar theatres are located at perimeter of exhibition floor with seating for hundreds, plus smaller workshop rooms for interactive masterclasses.
Services: Information desks, badge printing, cloakrooms, business lounges and first aid posts are located near entrances and central boulevard.
Accessibility: All halls are ground floor with step-free access, wide aisles suitable for wheelchairs and lifts to upper level meeting rooms.
Map: Interactive floor plan is available via the official website and app, with searchable exhibitor list and favouriting function.

Networking & business meetings

Networking scale: The show brings together over 8,000 attendees, 250 exhibitors and 150 expert speakers, making it a central hub to connect, learn and discover what’s next for business.
Meetup community: Official meetup and networking community allows pre-show introductions, topic-based groups and scheduling of meetings via the app.
One-to-one clinics: Free advice clinics for funding, legal, marketing and tech allow visitors to book personalised 15-minute appointments with experts.
Exhibitor meetings: Visitors can book meetings directly with exhibitors via the exhibitor list, with dedicated meeting tables available on stands and in networking lounges.
Evening networking: Informal networking drinks are hosted on the show floor towards end of first day, plus external networking events in Amsterdam organised by partners.

Industry sectors & highlights

SME and startup focus: Core audience includes SMEs, startups and entrepreneurs at every stage, from idea stage to scale-up seeking international expansion.
Marketing and sales highlight: Discover innovative business solutions from quality exhibitors in marketing, branding, design and sales enablement.
Finance highlight: Discover funding options, financial planning tools and tax advisory services to support growth and profitability.
Tech highlight: Explore AI, automation, digital tools and e-commerce solutions designed to streamline operations and drive efficiency.
HR highlight: Source HR solutions, recruitment services, training providers and employee wellbeing programmes to build strong teams.
Sustainability highlight: Growing focus on sustainable business models, circular economy solutions and green technology for future-proof operations.

Event rules & visitor information

Trade visitor policy: The event is for business owners, founders, entrepreneurs and senior decision makers aged 16 and over. Business cards or LinkedIn verification may be requested.
Badge policy: Badges are personal and non-transferable. Wearing badges visibly is mandatory for entry to halls and theatres. Reprinting is available at information desks with ID.
Photography: Personal photography is allowed but exhibitors may restrict photography of proprietary products. Commercial filming requires prior permission from organiser.
No selling rule: Unauthorised selling of products or distribution of promotional materials outside own stand is not permitted.
Safety: Follow instructions of hall staff, security and exhibitors. First aid and security are available throughout the venue.
Code of conduct: Respectful networking is expected. Harassment, discriminatory behaviour or disruptive conduct will result in removal from the event.

How to get there

Address: RAI Amsterdam, Europaplein 24, 1078 GZ Amsterdam, Netherlands, situated on the ring road A10 and Zuidas business district.
By car: From A10 ring road, take exit RAI and follow signs RAI. Traffic around RAI gets very busy during events, so public transport is strongly recommended.
By train: Amsterdam RAI station is 300 meters from the complex with intercity and sprinter services to Schiphol, Utrecht and Rotterdam.
By bike: Bicycle parking with supervised racks is available around the complex near main entrances.
By air: Amsterdam Schiphol Airport is 15 minutes by train to RAI station, with direct trains running every few minutes during daytime.

Public transport & parking

Train connection: Railway station Amsterdam RAI is 300 meters from RAI, providing direct connections to Amsterdam Central, Schiphol Airport and major Dutch cities.
Tram, metro and bus: Tram 4, buses 62 and 65, and metro lines 50, 51 or 52 will take you right to RAI. Metro 52 from North to South connects directly to city centre.
Parking: RAI Amsterdam Convention Center has low-priced indoor parking with underground parking for over 3,000 cars. The car park is situated on the ring road A10 and can function as public parking when not needed for events.
Park & Ride: Visitors are advised to consider Park & Ride locations on outskirts of Amsterdam and take metro or train for remaining distance to avoid traffic jams and long wait times around RAI.
Taxi and ride share: Designated drop-off zones at Europaplein and near Entrance K with clear signage.

Accommodation areas

Zuidas: Hotels in Zuidas business district are within walking distance of RAI, ideal for exhibitors and business visitors needing meeting facilities and early access.
City centre: Hotels around Museumplein, De Pijp and historic centre offer tourist appeal with 10 to 15 minute metro or tram ride to RAI.
Airport area: Hotels near Schiphol and Amstelveen are suitable for international visitors combining Business Show with travel.
Booking: Hotels in Amsterdam reach high occupancy during trade fairs. Booking via RAI Hotel Services provides negotiated rates and flexible cancellation.
Price range: Typical business hotel rates during fair periods range from approximately USD 162.00 to USD 378.00 per night for 3 to 5 star properties, based on previous contracted rates.

Previous year’s highlights

London edition: The London edition of The Business Show brings together 25,000 visitors, 500 plus exhibitors and hundreds of expert speakers at ExCeL London, showcasing the scale and quality of the brand.
Anniversary edition: The 50th edition in London boasted a record-breaking 750 exhibitors, with previous speakers returning to share insights and journeys to success, focusing on business recovery and adaptation.
Content strength: Over 200 keynote and seminar speakers provide practical advice and insights from industry experts, with agenda packed on both show days covering diverse topics from design principles to IP protection.
Visitor feedback: Visitors highlight value of free practical advice, direct access to suppliers, and ability to compare multiple solutions in one visit, accelerating business growth decisions.
Launch momentum: The Amsterdam launch builds on this momentum, with leading European products and services and strong interest from Dutch SME community seeking scalable solutions.

Official registration & tickets

Official channel: Register only via https://www.thebusinessshowamsterdam.nl/ and official registration portal. Avoid third-party ticket resellers claiming to sell Business Show tickets.
Free registration: Complete online form with business details to receive free ticket via email with QR code for fast-track entry at RAI Amsterdam.
Exhibitor inquiries: To exhibit, visit the Why Exhibit page on official website and contact marketing team at marketing@bsmexpo.com or +44 117 313 4746 for floor plan and packages.
Support: For visitor support, contact organiser via phone or email during office hours for assistance with registration, group bookings and accessibility needs.
Updates: Subscribe to newsletter via official website for announcements on speakers, exhibitors and programme schedule.