IT-SA Expo & Congress 2026 Nuremberg runs October 27–29 at the Exhibition Centre Nuremberg in Germany. It is Europe’s leading trade fair for IT security, drawing nearly 28,000 trade visitors from 64 countries and close to 1,000 exhibitors. For cybersecurity companies looking to connect with serious European decision-makers, there is no better platform on the continent.
Here is everything you need to know before you book your stand.
The Audience Is Unlike Most Trade Shows
About 23% of IT-SA Nuremberg visitors are from C-level management – including CISOs, IT security directors, data protection officers, and executives with actual budget authority. Not just those who are wandering around. They are reviewing solutions to address live security issues and are seeking vendors to collaborate with.
The most efficient event for companies entering or expanding in the German-speaking market, as most visitors are German, Austrian, and Swiss. Almost 1,000 exhibitors are vying for the same audience, so you’ve got to get to the point quickly.
Know What Attendees Care About
More than 400 presentations will be presented at IT-SA 2026 in six specialist forums. AI in Cybersecurity, Cloud and Mobile Security, critical infrastructure protection, Identity and Access Management, and ransomware defense is the most popular topic.
The content of your booth should be relevant to these issues. With this audience, the live dashboards, workflow demos, and use case storyboards outperform generic product displays every time.
Understand the Costs
Stand space is priced per square meter. In-line stands start at €256 per square meter for additional space, while island stands with four open sides run €349 per square meter. For spaces up to 30 square meters, the base rental price is €409 per square meter.
Beyond the space itself, factor in mandatory costs — marketing services at €410, the digital platform package at €1,060, waste disposal at €6.40 per square meter, and co-exhibitor fees of €1,540 per person. Startups under five years old with fewer than 30 employees should look at the Startups@it-sa package, which offers a more accessible all-in option.
New exhibitors register through the online new exhibitor portal. Previous exhibitors book directly through their personal exhibitor area.
Design for a Security Audience
Security professionals respond to credibility, clarity, and clean design, not flashy gimmicks. Security pros look for credibility, clarity and clean design not flashy gimmicks. Maintain access to doorways. Don’t just use your product name as your headline, it should tell the client what problem you solve, and who you solve it for. Set up live demos in the aisles and not in the middle.
QR code-based information, interactive dashboards, and instantaneous threat simulation screens all play their part naturally with a tech-savvy audience. A custom build is a better differentiator of more than 1,000 competitors. Modular exhibition stands are suitable when the stand is likely to be used again at another event.
Know the Venue Details
The show runs 09:00 to 18:00 on Tuesday and Wednesday, and 09:00 to 17:00 on Thursday. Assembly starts Monday, October 26. The exhibitors are distributed throughout Halls 6, 7, 7A, 8 and 9.
To ensure safe loading and unloading times, loading and unloading time slots must be booked in advance via the digital logistics system TransItFair. Vehicles are not allowed in loading yards on the last day from 13:00 until two hours after close. This omission results in great on-site issues.
Set clear roles within your team, with a person at the front welcoming and a technical person in for more in-depth discussions, and a person at the booth overseeing coverage and timing. Send individual messages after the show within 48 hours, referencing individual conversation topics.
Build Your IT-SA Stand with A Trusted Booth Building Partner
Sensations Worldwide is a leading exhibition stand design company in Nuremberg, having more than 23 years of experience at major international events. From 3D design of the booth and its fabrication to its installation on-site in Nuremberg, they offer end-to-end services from their 6,000 sqm warehouse spread across much of Europe, and then unload the booths after the events. The opposite staff, no stress.
IT-SA 2026 is the most effective meeting place for cybersecurity companies in Europe, where key decision-makers can be found. Sign up early, be clear about your design, and be prepared for the conversations needed to propel your business forward.
