Australasian Publishing Expo

• DatesFebruary 14–18, 2027 (expected)
• VenueSaigon Exhibition and Convention Center (SECC)
• LocationHo Chi Minh City, Vietnam
• CategoryPrinting & Publishing
• Official websiteish.messefrankfurt.com

Expected dates, not yet confirmed. These dates are projected from the previous edition of Australasian Publishing Expo. The organizer has not confirmed them yet, so check the official website before you book travel or pay for anything.

About Australasian Publishing Expo

Australasian Publishing Expo is a printing and publishing trade show expected to take place February 14–18, 2027 at Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, Vietnam. It runs for five days, opening on Sunday and closing on Thursday. With more than 4 months to go, there is time to plan the booth, the budget and the meetings properly.

Shows like this one typically draw print service providers, publishers, packaging converters, designers, marketing buyers and equipment dealers. For registration, exhibitor packages and the floor plan, go to the official website, ish.messefrankfurt.com.

ShowFloorTips is an independent guide and is not affiliated with the organizer. Dates, venues and rules can change, so confirm the details with the organizer before you book.

What to expect at Australasian Publishing Expo

Printing and publishing shows are hands-on, with presses, finishing equipment and samples running on the floor. Visitors compare output quality, speed and running costs.

Over five days, traffic usually peaks on the first two days and thins out on the last one. The quieter final day is a good time for longer conversations, visiting other stands and meeting suppliers. Expect most visitors to be print service providers and their colleagues, often with a short list of suppliers they want to see.

How exhibitors should prepare for Australasian Publishing Expo

Here is a working timeline counted back from the opening day, February 14, 2027 (expected date, so adjust once it is confirmed):

1. 16 weeks before (Oct 25, 2026)
   Confirm your booth space and read the exhibitor manual. Book hotels near Saigon Exhibition and Convention Center (SECC) while rates are still normal.
2. 8 weeks before (Dec 20, 2026)
   Order booth services (power, internet, furniture, cleaning) before the early-rate deadlines, and send graphics to print.
3. 4 weeks before (Jan 17, 2027)
   Ship freight to the advance warehouse if the organizer offers one. Book meetings with the visitors you most want to see. Set up lead capture and train the team on it.
4. One week before (Feb 7, 2027)
   Confirm freight arrived, share the staffing schedule, charge every device, and test your lead capture app with Wi-Fi turned off.

Preparation tips for printing and publishing shows

• Bring printed samples on the substrates your visitors use most.
• Prepare running-cost comparisons per page or per job.
• Plan equipment power and installation with the organizer early.

Booth tips for Australasian Publishing Expo

• Run jobs live and hand out samples; output quality sells itself.
• Ask about current volumes and equipment to size the opportunity.
• Collect files or specs visitors want to test after the show.
• Walk the hall at Saigon Exhibition and Convention Center (SECC) during move-in to see which entrances and aisles carry the most traffic, and set up your booth so it faces that flow.
• Plan shifts of three to four hours. Standing and talking for five days wears people out, and tired staff let good leads walk past.
• If you expect local buyers in Vietnam, bring key material in the local language as well as English, and have prices ready in the local currency.
• Capture every conversation the moment it ends: scan the badge or card, add a one-line note about what the visitor needs, and rate the lead hot, warm or cold. Notes written that evening are already half forgotten.

For a full list of what to bring, use the free booth checklist, and plan the money side with the trade show ROI calculator.

Following up leads after Australasian Publishing Expo

Most of the value of a trade show is created after it closes. Offer a test print or sample run on the visitor's own job as the next step.

1. Within 24 hours (by Feb 19, 2027)
   Send a short personal email to every hot lead. Mention one detail from your conversation so they remember you.
2. By Feb 21, 2027
   Send everything you promised at the booth: prices, samples, demo links. Log each lead in your CRM with its rating and notes.
3. By Mar 4, 2027
   Make a second, useful touch: a case study, a short video or an answer to the question they asked. Warm leads often reply to this one.
4. By Mar 20, 2027
   Review results: how many leads became meetings, what each lead cost, and whether Australasian Publishing Expo is worth returning to.

Ready-to-edit messages for each step are in our trade show follow-up email templates.

Getting to Ho Chi Minh City

Australasian Publishing Expo takes place at Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, Vietnam. Check the official website for the exact hall and address, then compare flights into the nearest major airport with train or car options from nearby cities.

Because these dates are not confirmed yet, avoid non-refundable bookings until the organizer announces them. Our city travel guides cover hotels, transport and budgeting for the busiest show cities.

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