IT India vs AR/VR Pavilion: Which Should You Exhibit At?

Choosing between IT India and AR/VR Pavilion is a decision that can define your trade show year. Both events serve the technology industry, but they attract different audiences, offer different opportunities, and demand different investments. Here is an honest, data-driven comparison.

IT India: The Profile

IT India takes place in Utrecht, Netherlands at Jaarbeurs Utrecht, scheduled for 04 - 05 May 2026. The event attracts approximately 5,000+ attendees and 150+ exhibitors.

Booth pricing: $2,000 - $10,000.

public event

AR/VR Pavilion: The Profile

AR/VR Pavilion takes place in Athens, Greece at Metropolitan Expo Athens, scheduled for 12 - 14 May 2026. The event attracts approximately 15,000+ attendees and 150+ exhibitors.

Booth pricing: $1,500 - $8,000.

publicly accessible

Head-to-Head: What the Numbers Say

The technology exhibition landscape has shifted dramatically. Buyers arrive having already researched solutions online. They come to shows not to discover vendors but to evaluate them in person, test products hands-on, and negotiate face-to-face. Your booth needs to facilitate evaluation, not just awareness.

When evaluating IT India against AR/VR Pavilion, the raw numbers only tell part of the story. Attendee quality, geographic reach, and the caliber of speakers and programming all influence the true value of each event.

Cost Comparison

Direct booth costs are just the entry fee. The total cost of exhibiting includes design, shipping, team travel, accommodations, and marketing. Exhibiting in Utrecht versus Athens may involve significantly different travel and lodging expenses, which can swing the total investment by thousands of dollars.

Calculate cost per qualified lead for each event. The show with the lower booth rental is not always the better investment. A more expensive show that delivers higher-quality leads may generate a better return per dollar spent.

"Do not ask which show costs less. Ask which show makes you more."

-- Center for Exhibition Industry Research

The Verdict

Both IT India and AR/VR Pavilion serve the technology community, but they serve different segments of it. The right choice depends on three factors: where your target customers are concentrated, what your budget can support, and which event aligns with your strategic priorities for the year.

AR/VR Pavilion offers the larger audience, which may favor companies focused on brand exposure and volume lead generation. IT India may deliver a more concentrated, specialized audience that yields higher-quality connections.

Companies with sufficient budget should consider exhibiting at both to maximize market coverage. If forced to choose one, start with the event where your existing customers are already present — expanding within a warm network is always more efficient than breaking into a cold one.

Use our ROI Calculator to model both scenarios and browse our complete show directory to explore alternatives.