Equestrian and Country Trade Fair (BETA International) 2026

Edition and sectors

The exhibition brings together companies and professionals from the equestrian and country sectors. Its official website lists more than 200 exhibitors, 3,000 products and 2,000 visitors.

Dates, venue and hours

It takes place on 27 and 28 September 2026 at NEC Birmingham, Pendigo Way, Marston Green, Birmingham, United Kingdom. Hours are 09:30 to 17:30 on Sunday and 09:30 to 17:00 on Monday.

Exhibitors and features

The organiser names LeMieux, Shires and Charles Owen among exhibitors. Published features include the Feed Hub, Start-Up Pavilion, Business Pavilion and Saddlery Skills Showcase.

New products

The New Product Showcase displays entries from exhibitors. Shortlisted finalists pitch their products live on Sunday 27 September.

Buyers and admission

The audience includes retailers, wholesalers, distributors, manufacturers, importers and exporters. The Hosted Buyer Programme arranges meetings with selected UK and international decision makers. Admission is free for verified trade members who register online.

Seminars and meetings

Published Sunday topics include human resources, sustainability, artificial intelligence and digital innovation. Monday covers equestrian participation, product development, marketing, retail and safety. Coffee & Connect is scheduled in the Seminar Theatre on Sunday from 09:30 to 10:20.

Co-located show

BETA International runs alongside PATS, the pet and aquatics trade show. One trade pass covers both events.

The official agenda contains seminar sessions; this page summarises the published subjects and links to the full timetable. Official timetable.