October Special — 50% off Spotlights and exhibitor listsSee prices

    Dates

    6–8 Nov 2026

    City / country

    City, United Kingdom

    Venue

    NEC Birmingham

    Time

    9:30 AM – 5:00 PM

    20 Floor Picks

    Matched booths for Cake International The Sugarcraft, Cake Decorating & Baking Show

    Get my picks

    Exhibiting at?

    Enter your business email to get a free first Exclusive Spotlight worth 250$.

    Explore Spotlights
    Official Website Register / Buy Tickets

    Are you the organiser of this event?

    Event overview

    Overview

    Cake International is the UK's premier show dedicated to the art of sugarcraft, cake decorating, and baking. The event brings together enthusiasts, professionals, and industry experts for a weekend of inspiration, learning, and competition.

    Attendees can see stunning display cakes, participate in workshops, watch live demonstrations, and shop for the latest supplies from a wide range of exhibitors. The 2026 edition will be held at the NEC Birmingham, offering a comprehensive experience for anyone passionate about cake art

    TL;DR

    1. 1The UK's largest and most prestigious cake decorating and sugarcraft show
    2. 2Features world-class competitions including the prestigious Cake International Awards
    3. 3Offers a packed schedule of live demonstrations and hands-on workshops for all skill levels
    4. 4A prime marketplace for sourcing the latest baking, decorating, and sugarcraft supplies
    5. 5Attracts a passionate community of amateur and professional cake decorators

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Amateur and hobbyist cake decorators and bakers
    Professional patissiers and bakery owners
    Sugarcraft and cake decorating students
    Cake enthusiasts looking for supplies and inspiration
    Retail buyers for bakery and sugarcraft shops

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    Sugarcraft and cake decorating supply manufacturers and distributors
    Baking ingredient and tool suppliers
    Edible art and printing companies
    Cake stand and display equipment vendors
    Packaging and gift wrap suppliers for bakeries
    Publishers and educational course providers for sugarcraft

    Product categories

    Key solution areas showcased across the event.

    Sugarcraft and cake decorating supplies (fondant, gum paste, modelling chocolate, edible glitters, food colourings, flavourings, and decorative toppers)
    Baking ingredients (flours, cake mixes, buttercream, fillings, fruit purées, and specialty dietary ingredients)
    Baking tools and equipment (moulds, cutters, airbrushes, piping tools, stencils, baking tins, turntables, and ovens)
    Edible art and printing (edible ink printers, wafer paper, icing sheets, and custom cake toppers)
    Packaging and display (cake stands, boxes, ribbons, gift wrap, and eco-friendly packaging options)

    Location & Facilities

    Venue

    Open in Google Maps

    Halls & areas

    2
    Hall 9Hall 10

    NEC Birmingham

    Pendigo Way, B40 1NT City, United Kingdom

    Facilities

    Parking

    On-site parking is cashless and uses ANPR. Prices are typically £15-£20+ per day, with pre-booking recommended to secure a space and possibly save money. Blue Badge parking is available

    16,500 spaces · £15.00/day

    Accessibility

    The venue is wheelchair accessible with step-free access throughout the building and automatic doors at the main entrances. There are multiple accessible toilets, as well as a Changing Places toilet in the Atrium with a hoist and height-adjustable bench. Dedicated Blue Badge parking is available, and there is a covered accessible walkway from the train station

    Cloakroom

    Cloakrooms are located adjacent to each hall. Charges are £2 per coat and £3 per bag. They open 30 minutes before the event and close when the event ends. Overnight storage is not available

    Luggage storage

    The NEC's cloakrooms do not offer overnight or 24-hour storage. There is a paid luggage storage option approximately an 8-minute walk from the venue via Stasher, starting from £1.49 per bag per day

    Food options

    Resorts World, Piraso, Waters Restaurant, Lasan Restaurant, Bottega, The Worlds Bar

    On-site dining

    Parking: NEC has over 16,500 on-site parking spaces. Pre-booking online saves £5 versus paying on the day (advance rate from £13.95, on-the-day from £18.95). Blue Badge holders pay standard rate. EV charging available at bp pulse Gigahub in East Car Park 3 with 180 charge points. Parking opens 08:00 and can be booked 4-6 weeks before the event. Free shuttle buses run between outer car parks and halls on event days. Alternative parking at Resorts World (2 to 12 hours £18, validate with £20 spend for £3.50) or Birmingham Airport

    Attend

    Entry & tickets

    Event days & opening times

    DayOpening hours
    Friday 6 November 2026:9:30 AM – 5:00 PM
    Saturday 7 November 2026:9:30 AM – 5:00 PM
    Sunday 8 November 2026:9:30 AM – 4:30 PM

    • 1-Day Standard Adult Ticket (Advance Online)

      Standard single-day access for adults aged 16+

      £16.50

    • 3-Day Full Event Pass

      Complete access across all three days of the exhibition

      £36.00

    • VIP Experience Ticket

      Includes early 09:00 AM show entry, VIP lounge access, complimentary refreshments, and official goodie bag

      £55.00

    • Accompanied Child (Under 16)

      Free entry when accompanied by an adult ticket holder

    Register

    Ticket info

    Badge collection

    Tickets are electronic and emailed upon purchase. Display the barcode on your mobile device or bring a printed copy to NEC Birmingham Hall 17-19 entrance turnstiles

    Ticket notes

    Cake International is the world's premier sugarcraft, cake decorating, and baking show, hosting international competitions and workshops. Tickets grant general admission to show floor exhibits, competition display galleries, and live demonstration theaters

    Who runs the show

    Organisers

    International Craft and Hobby Fair Ltd (ICHF)

    Organiser

    Website

    Melanie Underwood

    Sales & Sponsorship

    EmailCallWebsite

    Accounts Department

    Accounts

    EmailCallWebsite

    Jo

    Invoicing

    EmailWebsite

    Jordana Johnson

    Promotional Opportunities

    EmailWebsite

    Mia

    PR / Press Enquiries

    EmailWebsite

    General Office

    General Enquiries

    EmailCallWebsite

    What's on

    Programme

    2

    Awards Ceremony

    2

    Showcase

    TBA

    Event days

    14:00–14:00

    Typical time

    Official agenda
    This agenda is still being finalised. Check the official agenda for the latest sessions.

    Speakers

    JA

    Javier Azocar

    Cake Artist @ Luma's Cake

    Minnie Mouse full-day workshop sponsored by Saracino Dolci

    AD

    Alan Dunn

    Sugarcraft Artist @ Alan Dunn Sugarcraft

    Full-day floral sugarcraft workshop sponsored by Rainbow Dust Colours and Squires Kitchen

    MU

    Melanie Underwood

    Organiser / Speaker @ Cake International

    What to expect at Cake International 2026

    JH

    Jane Hutton

    Organiser / Speaker @ Cake International

    What to expect at Cake International 2026

    DC

    David Close

    Organiser / Speaker @ Cake International

    What to expect at Cake International 2026

    Time TBA

    The Cake Catwalk

    Showcase
    Cake Catwalk Stage
    Time TBA

    The Cake Catwalk

    Showcase
    Cake Catwalk Stage
    14:00

    Prize Giving

    Awards Ceremony
    Cake International Theatre
    18:30 – 00:30

    Cake & Bake International Awards 2026

    Awards Ceremony
    Hilton, NEC

    Topic tracks

    Cake Decorating & SugarcraftBaking & Pastry ArtsJunior Baking

    Co-located events

    Bake International

    Separate ticket

    The Creative Craft Show

    Separate ticket

    Simply Christmas

    Separate ticket

    Sewing for Pleasure (Winter Edition)

    Separate ticket

    Awards

    Cake International Best in Show

    Per Edition (twice Yearly in Some Years, but Birmingham Edition Is the Flagship)

    The top prize awarded to the most outstanding cake decorating entry across all categories at Cake International. The winner receives a trophy and a cash prize of £2,500

    Cake Decorating – NoviceCake Decorating – IntermediateCake Decorating – AdvancedModelling – FigureModelling – AnimalFloralNoveltyCupcakesCookies & BiscuitsMiniatureChildren’s Character CakeWedding CakeCelebration CakeSugar Flowers
    source

    Bake International Best in Show

    Per Edition

    The top prize awarded to the best baking entry at the co-located Bake International competition. Previous winners include Ben Smith (2025), Miriam Pearson (2024 and 2023), and Coralie Featherstone (2022)

    Fruit CakesCarrot CakesPastriesBreadCookiesTray BakesBattenberg Challenge
    source

    Junior Best in Show

    Per Edition

    The top prize for young competitors aged 16 and under. Winners are listed in the roll of honour, with Emily Henden winning the Birmingham 2025 edition

    Junior ModellingJunior Cake Challenge
    source

    Sponsors

    Cake and Bake International Awards 2026 Headline Sponsor (name Not Specified on Official Page)

    How the last edition performed

    Previous edition

    Current edition

    2026

    The official Cake International website confirms the 2026 edition dates but does not publish exhibitor or visitor forecasts or actual counts

    Forecast — not final

    Growth over time

    Edition recap

    Cake International 2025 returned to the NEC Birmingham from 31 October to 2 November, celebrating sugar artistry and baking. Lucie Charvátová of Crazy Cakes (Czechia) won Best in Show for her horror bust cake 'Valeora'. The show debuted the Cake & Bake International Awards, with finalists across 14 categories.

    Trade press reported over 200 exhibitors, with live demonstrations from Juliet Sear and Oliver Dunn. The world's most expensive cake stand, valued at £15,000 with 30,000 Swarovski crystals, was displayed. The competition drew thousands of entries across multiple categories, with over 80 exhibitors present. Junior Best in Show went to Emily Henden, and Bake International Best in Show was awarded to Ben Smith.

    The event featured a life-size Bollywood display by Tina Scott Parashar and a Christmasaurus cake by Zoe's Fancy Cakes.

    New this edition

    • 1

      Cake & Bake International Awards

      A new awards initiative debuted in 2025, recognising excellence across categories such as Cake Artist of the Year, Best Retailer of the Year, and Lifetime Achievement. The inaugural ceremony was held on 1 November at The Hilton Hotel NEC

      Source

    Testimonials

    Winning cake international was an incredible feeling. To win among all of those talented artists and their perfect work, is a tremendous honour and dream come true, motivating me to continue advancing my work

    Lucie Charvátová · Best in Show Winner · Crazy Cakes · 2025

    Winning was one of my proudest achievements, not only was I able to celebrate with my family who came on the day, but I was able to do it with a bread class which is something I am very passionate about baking

    Ben Smith · Bake International Best in Show Winner · 2025

    Next edition outlook

    2026-11-06 – 2026-11-08
    confirmed

    The 2026 edition is scheduled for 6-8 November at the NEC Birmingham, with the official event website confirming dates and venue but not yet publishing detailed programme, speaker, or forecast data. The show is expected to build on the success of 2025, with key features like. The Cake Catwalk and the Cake & Bake International Awards returning, and the competition schedule for 2026 already published on the official site. The event will again be co-located with Bake International, The Creative Craft Show, and Simply Christmas, offering a comprehensive destination for craft, baking, and sugarcraft enthusiasts

    The Cake Catwalk returns for 2026 in association with Renshaw and Prop Options, taking place on Friday 6th and Saturday 7th November Competition schedule for Bake International 2026 includes updated categories and rules, as detailed in the published PDF schedules

    Impact

    A bigger and stronger platform

    Cake International 2025 reinforced its position as the world's largest and most prestigious cake decorating and baking competition, attracting over 20,000 visitors and hundreds of exhibitors to the NEC Birmingham. The show featured thousands of competition entries across multiple categories, including the debut of the Cake & Bake International Awards, which recognised excellence in 14 categories including Cake Artist of the Year and Best Retailer of the Year. The event drew international competitors from across the globe, with Best in Show awarded to Lucie Charvátová from Czechia for her horror bust cake 'Valeora', and Junior Best in Show to Emily Henden. The show generated significant press coverage, including BBC coverage of a 6ft edible Michael Jackson sculpture, and showcased the world's most expensive cake stand valued at £15,000, adorned with 30,000 Swarovski crystals. The co-location with Bake International, The Creative Craft Show, and Simply Christmas created a comprehensive craft and food destination for visitors

    Audience quality

    High-value decision-makers

    Cake International 2025 attracted a highly engaged, passionate audience of sugarcraft enthusiasts, professional cake decorators, and baking industry buyers. Over 20,000 visitors attended over three days. The audience was notably international, with competitors flying in from across the globe to participate. The show's co-location with Bake International, The Creative Craft Show, and Simply Christmas broadened the visitor demographic to include craft hobbyists, Christmas shoppers, and sewing enthusiasts, creating a diverse cross-section of consumers with strong purchase intent. The show featured a dedicated exhibitor-only networking event on Friday with drinks, canapés, and live music, facilitating B2B connections

    Exhibitor outcomes

    Real business growth

    Exhibitors reported strong engagement and direct sales opportunities. The organiser's LinkedIn post noted: 'We had an amazing show this year at Cake International and Bake International shows NEC with over 20,000 visitors in 3 days'. The show attracted major brands including Nielsen-Massey Vanillas, Hobbycraft, JF Renshaw Ltd, The Cake Decorating Co., The Baking Company, Colour Mill Limited, and Saracino Srl. Exhibitors noted the benefit of exclusive show offers and on-stand demonstrations to drive visitor engagement. The co-location with sister shows provided exhibitors with exposure to a broader audience beyond core cake decorating buyers. The networking event offered additional relationship-building opportunities

    Intelligence

    Market context

    Key market insights, trends, news and related events to help you understand the bigger picture.

    Europe / United Kingdom

    Why it matters

    Cake International is the definitive marketplace and community hub for the UK and global sugarcraft and baking industry, serving as a critical platform for product launches, trend-spotting, and education. For buyers, it offers direct access to a vast array of suppliers and hands-on demonstrations of the latest tools. For exhibitors, it provides unparalleled access to a highly engaged, passionate audience, from serious hobbyists to professional buyers, making it essential for brand building and direct sales. The show's co-location with Bake International, The Creative Craft Show, and Simply Christmas significantly broadens its reach, attracting a larger cross-section of craft and food enthusiasts and creating powerful cross-selling opportunities

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    Premiumisation and Artisanal Tools

    Consumers are increasingly investing in high-end, durable decorating tools to achieve professional-grade results at home, driven by a desire for unique, handcrafted cake designs. This is supported by collaborations with celebrity pastry chefs and the availability of luxury decorating sets featuring premium materials like gold-plated nozzles and bespoke molds

    Source
    02

    Social Media Influence and Consumer Engagement

    Social media platforms and viral tutorials have cultivated a global community of baking enthusiasts, driving demand for innovative decorating kits and tools that enable users to create and share visually stunning creations. Brands leverage influencer marketing and interactive content to drive adoption

    Source
    03

    Technological Innovation and Multi-Functionality

    Advancements in manufacturing and design are leading to more precise, efficient, and easy-to-use tools. The integration of smart features, 3D printing for custom molds, and the development of multi-functional tools that combine several decorating functions are key innovations reshaping the market

    Source
    04

    Focus on Health, Sustainability, and Inclusivity

    Regulatory pressures and shifting consumer preferences are driving innovation in food-safe, sustainable materials. There is growing demand for tools made from eco-friendly, BPA-free materials and for specialty products like gluten-free edible papers, catering to health-conscious and dietary-restricted consumers

    Source
    05

    Rise of Edible and Functional Toppers

    The cake toppers market is experiencing a shift towards edible toppers with embedded flavours or functional elements like LEDs and QR codes for branding. This trend is driven by demand for premium, bespoke solutions in corporate and event-specific markets

    Source

    Market news

    Latest updates from across the market.

    Bake International 2026 Dates Confirmed

    Bake International 2026 will take place from 6-8 November at the NEC Birmingham, co-located with Cake International. The event will feature exhibitors, an awards gala, and workshops

    Read

    Global Bakery Decoration Market Report 2026 to 2032 Published

    A new industry report highlights key players in the global bakery decoration market, including Culpitt, Vanilla Valley, Karen Davies Sugarcraft, FMM Sugarcraft, and Dr. Oetker, and analyses trends in edible vs. non-edible decorations

    Read

    Cake Toppers Market Set for 8.2% CAGR Through 2034

    The global cake toppers market, valued at approximately USD 1.2 billion in 2025, is projected to surpass USD 2.1 billion by 2033, driven by personalisation, sustainability, and technological advancements like 3D printing and AI-driven design

    Read

    Cake & Bake Show Announces 2026 Olympia London Dates

    The Cake & Bake Show will return to Olympia London from 26-29 November 2026, featuring live demonstrations, celebrity bakers, and a wide range of baking and sugarcraft exhibitors. Tickets include free entry to the Ideal Home Show Christmas and Eat & Drink Festival

    Read

    Key Baking, Sugarcraft, and Food Events (2026 to 2027)

    September 2026 – April 2027

    The UK and European baking event circuit offers a range of shows catering to different audiences and specialisms. Cake International is the most comprehensive, covering both baking and sugarcraft for trade and consumer, while the Cake & Bake Show and BBC Good Food Show have distinct consumer-focused or broader food programming. Smaller regional events in Germany and Austria provide localised opportunities

    6–8 Nov 2026

    Die Kuchenmesse (The Cake Fair)

    Wels, Austria

    A smaller-scale cake and baking show in Austria, focused on regional artisan producers and hobbyists

    website
    6–8 Nov 2026

    Hamburg Kreativ Messe mit Kuchenmesse

    Hamburg, Germany

    A combined creative crafts and cake fair in northern Germany, appealing to a hobbyist and artisan audience

    website
    6–8 Nov 2026

    Cake International 2026

    Birmingham, United Kingdom

    The UK's largest and most prestigious sugarcraft, cake decorating, and baking show, featuring world-class competitions, extensive exhibition, and a trade/consumer blend

    website
    6–8 Nov 2026

    The Cake & Bake Show 2026

    London, United Kingdom

    A London-based show with a strong consumer focus, celebrity appearances, interactive workshops, and co-location with the Ideal Home Show Christmas and Eat & Drink Festival

    website
    6–8 Nov 2026

    BBC Good Food Show Birmingham 2026

    Birmingham, United Kingdom

    A large-scale consumer food show held at the NEC, featuring celebrity chefs, tastings, and a broad range of food and drink producers, not specifically baking-focussed but overlapping in audience

    website

    Autumn 2026 (Sep–Nov)

    Die KuchenmesseHamburg Kreativ Messe Mit KuchenmesseCake International 2026The Cake & Bake Show 2026BBC Good Food Show Birmingham 2026

    The peak season for European baking and food events, with multiple shows across the UK, Germany, and Austria. Cake International and The Cake & Bake Show provide the largest UK offerings

    Spring 2027 (Apr)

    Foodex Manufacturing Solutions 2027

    A trade-only show for the industrial food manufacturing sector, suitable for suppliers of machinery, packaging, and ingredients looking for B2B channels

    Dates and statuses sourced from official event pages and industry calendars. Some dates (e.g., Cake International, Cake & Bake Show) are confirmed by official websites; others (e.g., Die Kuchenmesse, Hamburg Kreativ Messe) are from secondary event calendars and may be subject to change

    Plan your trip

    Travel & logistics

    Local currency · GBP

    Arrival airports

    Choose from the following airports, with convenient access to the event and venue.

    BHX

    Birmingham Airport

    Directly adjacent to the NEC. Free Air-Rail Link from Terminal 1 to Birmingham International Station takes 90 seconds, then a 5-minute covered walkway to the NEC halls

    0.5 miles

    to venue

    5 minutes

    by car

    Hotel tiers

    A range of accommodation options near the venue and across key areas.

    Budget
    NEC / Airport vicinity

    USD 80–145 / night

    Includes Premier Inn NEC/Airport (from ~$98), ibis Budget Birmingham Airport NEC (~$80-110), and Holiday Inn Express Birmingham NEC (from ~$110). Often offers free breakfast and parking rates from £12-£16 per night

    Mid-range
    NEC / Airport vicinity

    USD 136–220 / night

    Includes ibis Styles Birmingham NEC & Airport (from ~$136), Moxy Birmingham NEC (from ~$164), Holiday Inn Birmingham Airport NEC (from ~$166), and Crowne Plaza Birmingham NEC (from $220). Many offer on-site bars, restaurants, fitness centres, and shuttle services to NEC/Airport

    Premium
    Resorts World / NEC campus

    USD 220–306 / night

    Includes Genting Hotel & Spa at Resorts World (~$240), Hilton Birmingham Metropole ($250-300), and Novotel Birmingham Airport (~$250-300). On-site leisure facilities, multiple dining options, and direct walking access to the NEC (15-20 mins)

    Local transport

    Get around the city with these convenient transport options.

    Train

    Estimated costVaries by origin; Birmingham New Street to Birmingham International approx. £5-£10 return
    Best forBirmingham International Station to NEC (5-minute covered walkway)

    The NEC is directly connected to Birmingham International Station via a covered pedestrian link. Over 300 trains call at the station each day, with direct services from Birmingham New Street (under 15 mins) and connections from across the UK

    Air-Rail Link

    Estimated costFree
    Best forBirmingham Airport Terminal to Birmingham International Station

    A free, fully automated Air-Rail Link connects the airport terminal to Birmingham International Station in under 2 minutes, providing seamless access to the NEC via the covered walkway

    Bus / Coach

    Estimated costFrom £3 (Tap and Cap contactless payment)
    Best forNational Express 17A (Birmingham city centre to Airport/NEC via Small Heath, Yardley, Tile Cross)

    The 17A service runs up to every 30 minutes between Birmingham city centre and Birmingham Airport/NEC. Fares start from £3 with Tap and Cap daily capping. Over 120 National Express and Megabus coach services also run daily to Birmingham Airport from across the UK

    Private Hire / Taxi

    Estimated costCity centre to NEC approx. £20-£30; Coleshill to NEC approx. £7-£10 (estimate)
    Best forVeezu – NEC's Official Private Hire Partner; TOA Taxis also available

    Veezu is the NEC's official private hire partner with dedicated pick-up/drop-off points near all main entrances. Book via the Veezu app, call 0121 744 1111, or use booking devices inside the Piazza and North entrances. TOA Taxis also offer 24/7 service (0121 427 8888). Other providers drop off at Piazza or Atrium entrances

    Car / Parking

    Estimated costPre-booked from £13.95 per day; on-the-day from £18.95 (NEC parking)
    Best forNEC is signposted from M42, M40, M6 – postcode B40 1NT

    The NEC has over 16,500 parking spaces, clearly signposted from major motorways. Pre-booking is recommended for discounts and to guarantee a space. On-site parking is cashless with ANPR, and free shuttle buses run between outer car parks and halls on event days

    Plan your trip

    Visa & entry documents

    Check the latest visa requirements and entry guidelines before travelling.

    Visa required
    ATA Carnet: accepted
    TypeWho needs itFeeProcessing
    Standard Visitor Visa (Business)Required for citizens of countries on the UK government's visa national list who wish to attend trade shows, conferences, or business meetings. Nationality-specific lists are published by the UK government$175.00Usually 3 weeks from biometrics appointment; premium priority services can reduce this to 5 working days (Priority, £500 extra) or 1-2 working days (Super Priority, £1,000 extra)
    Electronic Travel Authorisation (ETA)Required for non-visa nationals (e.g., US, Canada, Australia, Japan, EU citizens) who do not need a full visitor visa. Irish citizens are exempt under the Common Travel Area$26.00Straightforward online application, typically approved quickly

    Citizens from the US, Canada, Australia, New Zealand, Japan, South Korea, Singapore, Brazil, most EU member states, and several other non-visa national countries can visit the UK for up to six months for business without a full visitor visa, but they now require an Electronic Travel Authorisation (ETA) prior to travel. Irish citizens are exempt from both visa and ETA requirements

    The UK accepts ATA Carnets for the temporary import of commercial samples, professional equipment, and goods for exhibitions. A digital ATA Carnet system is now operational in the UK (from June 2026), and paper Carnets will eventually be phased out. The Carnet holder is responsible for ensuring goods are eligible, and licensing requirements for controlled or dual-use goods still apply

    Official visa page

    Weather

    Birmingham in November is cool and damp. Average maximum temperatures are around 10.6°C with average minimums around 4.9°C (based on 2022 to 2026 data). Expect changeable weather with occasional showers. Pack layers, a waterproof jacket, and comfortable walking shoes. Bring an umbrella

    Plan for the climate

    Check temperatures and pack accordingly

    Venue connectivity

    The NEC is exceptionally well-connected. Birmingham International Railway Station is directly linked to the venue via a covered, accessible walkway. The free Air-Rail Link connects the station to Birmingham Airport in 90 seconds. Over 120 National Express and Megabus coach services run daily to Birmingham Airport, which also has a bus interchange with routes X1, X12, and 75/75A. From Coleshill, taxis to the NEC cost approximately £7-£10

    Ride-hailing

    Taxis

    Public transit

    Car rentals

    Cultural notes

    Useful information to help you have a smooth and respectful visit.

    Language and Etiquette

    English is the primary language. It is customary to greet staff with a friendly 'hello' or 'thank you' in English, which is appreciated by locals. Tipping in restaurants is generally 10-15% for good service

    Dining and Cuisine

    Birmingham has a diverse food scene. At the NEC, Resorts World offers a variety of chain restaurants. For independent dining, Coleshill, a short drive away, features notable restaurants such as Piraso (modern Filipino), Balti Cottage, Indian Lounge, and Rajrani

    Local Festivals and Events

    Birmingham is known for its vibrant festivals. The Birmingham Literature Festival usually takes place in October. The Birmingham Food Festival, celebrating culinary diversity, typically occurs in September. The Birmingham International Carnival is a major event celebrating the city's multicultural heritage

    Practical guides

    Visitor & Exhibitor Essentials

    Everything needed to arrive prepared, navigate the event, and make the visit productive.

    Flights

    Destination: Birmingham Airport (BHX)

    Birmingham Airport (BHX) has direct connections to many European, Middle Eastern, and some North American hubs. Low-cost carriers like Ryanair and easyJet offer competitive fares from various European cities

    Visa

    Attending Cake International as a business visitor generally requires either a Standard Visitor Visa (for visa nationals) or an Electronic Travel Authorisation (ETA) (for non-visa nationals). The Standard Visitor Visa is also valid for attending conferences, trade fairs, and business meetings. The Standard Visitor Visa costs £135 and typically takes 3 weeks to process, with priority services available. An ETA costs £20

    Estimated cost: Not yet confirmed

    Processing: Standard Visitor Visa: 3 weeks; Priority service: 5 working days; Super Priority: 1 working day. ETA: Usually quick online approval

    Exhibitors and visitors are advised to apply well in advance of the event, especially if they require a visa, to account for processing times and potential delays, which can vary by country. Applicants from certain high-risk jurisdictions may face additional scrutiny

    Official

    Hotels

    Find a stay near the venue with options for every budget.

    Areas to stay

    NEC Campus & Resorts World (walking distance, most convenient) · Birmingham International Airport area (free shuttle to NEC, good for international arrivals) · Coleshill / Marston Green (quiet villages, free parking, taxi to NEC ~£7-£10) · Birmingham city centre (wider choice, connected by direct train to Birmingham International in 10-15 mins)

    Budget

    $80 – $145 per night

    Mid-range

    $136 – $220 per night

    Premium

    $220 – $306+ per night

    Transport

    Get to the venue and around the city with these options.

    Airport → venue: Birmingham Airport is adjacent to the NEC. The free Air-Rail Link (90 seconds) connects to Birmingham International Station, then a 5-minute covered walkway to the halls. Taxis/ride-hail take ~5 minutes (~£5-£10)

    Hotel → venue: On-campus hotels (Genting, Hilton, Crowne Plaza) are within 15-25 minutes' walk or a short free shuttle ride. Premier Inn, ibis Styles, and Holiday Inn Express are also walkable (20-30 mins) or a quick taxi/shuttle ride. Many hotels offer free shuttle buses to NEC and the train station

    Ride-hail: Uber and local taxi firms operate throughout Birmingham. From Coleshill or Marston Green to NEC approx. £7-£10. From Birmingham city centre approx. £20-£30

    Public transit: Birmingham International train station is directly connected to the NEC via covered walkway. Frequent trains from Birmingham New Street (10-15 mins) and other regional hubs. National Express 17A bus runs half-hourly from city centre to Airport/NEC from August 2025

    Parking: On-site NEC parking with over 16,500 spaces, from £13.95 when pre-booked (on-the-day from £18.95). Hotels typically charge £12-£20 per night for parking

    Weather

    Plan and pack for the event climate.

    Month: November

    Temperature: 5°C – 11°C (40°F – 52°F)

    Seasonality: Expect changeable weather with occasional showers. November is part of the autumn season with a mix of sunny spells and rain. Average precipitation is around 88mm for the month

    Packing: Pack warm layers, a waterproof jacket, and comfortable walking shoes. An umbrella is also recommended

    Itinerary builder

    Add priorities and side trips to make the most of your visit.

    Add side trips

    Default day plan

    1. 09:00Arrive at NEC, pre-booked parking, walk to Hall 9
    2. 09:30Event opens – explore competition displays and exhibitors
    3. 12:30Lunch break at Resorts World (5-minute walk) or on-site food outlets
    4. 14:00Watch a live demonstration or attend a workshop
    5. 16:00Final exhibitor browsing and shopping
    6. 17:00Exit venue, return to car or train station

    Plan your trip

    Planning

    T-30

    Book tickets and plan travel — Purchase tickets online. Book train or flights to Birmingham International, and pre-book parking at the NEC for discounts

    T-14

    Review event schedule and highlights — Check the official website for demonstration times, the Cake Catwalk schedule, and competition prize-giving times to plan your visit

    T-7

    Prepare cash/card and check weather — Parking and most exhibitors are cashless. Check the weather forecast for Birmingham and pack layers and a waterproof jacket

    T-3

    Pack comfortable clothing and a bag policy check — Wear comfortable shoes as the NEC is large. Note that bags larger than A4 may not be permitted and will need to be stored in the cloakroom (charges apply)

    T-1

    Confirm logistics and download tickets — Double-check travel times, pre-booked parking confirmation, and ensure tickets are downloaded or printed for entry

    Sample visitor itinerary

    Route-optimised day
    08:30 AM

    Registration, badge collection, and morning welcome coffee at NEC Birmingham

    NEC Birmingham Main Entrance Concourse
    09:30 AM

    Attending Opening Plenary Keynote: Future Industry Innovations & Market Outlook at Cake International The Sugarcraft, Cake Decorating & Baking Show

    NEC Birmingham Plenary Auditorium
    11:00 AM

    Exhibition floor exploration: live product demonstrations and technology showcases

    NEC Birmingham Exhibition Halls
    01:00 PM

    Networking luncheon and scheduled B2B supplier matchmaking meetings

    NEC Birmingham Executive Networking Lounge
    02:30 PM

    Specialized Technical Workshop: Advanced Methodologies, Automation & Best Practices

    NEC Birmingham Conference Rooms Level 2
    04:30 PM

    Evening Industry Networking Reception and collaborative discussions

    NEC Birmingham Central Terrace & Hospitality Lounge

    Side trips

    4

    Resorts World Birmingham

    Shopping & Dining

    Restaurants, bars, cinema, and designer outlet shopping. Parking validation available for visitors spending £20 (discounts parking to £3.50 for 12 hours)

    Adjacent to NEC

    Birmingham Bullring

    Shopping

    Major shopping centre with over 200 stores and the iconic Bull statue. Easy access via train from NEC

    15 minutes by train

    Birmingham Museum & Art Gallery

    Culture

    Pre-Raphaelite art collection and local history exhibits. Closed for refurbishment in 2026 – check website before visiting

    15 minutes by train

    Cadbury World

    Attraction

    Chocolate-themed visitor attraction with factory tour and interactive exhibits. Book tickets in advance

    25 minutes by car

    Networking spots

    1

    VIP Networking Event

    Exhibitor-Only

    Exhibitor-only networking event on Friday 3rd November (historically; likely similar for 2026) from 17:15 to 19:00 in the halls' VIP area with drinks, canapés, and live music. Contact melanieu@ichf.co.uk for details

     

    Budget

    Costs & budget

    No official booth pricing or exhibitor participation fees are published on the current official website for the 2026 edition. The exhibitor zone links to an exhibitor manual that may contain pricing, but the page requires login and does not disclose figures publicly

    source

    Build your working budget

    Adjust the inputs below to create a directional event budget.

    Estimated budget
    Live estimate
    • Hotel × 3 nights$225.00
    • Per diem × 3$180.00
    • Flight — Europe (e.g., Paris)$150.00
    Estimated total$555.00

    This is a directional estimate. Please verify live rates before booking.

    Cost reference

    Official cost items and estimated ranges for exhibitors.

    Ticket – Adult (One Day)

    visitor

    GBP 15–20 / per ticket

    estimate

    Ticket – Adult (Weekend)

    visitor

    GBP 25–35 / per ticket

    estimate

    Ticket – Awards Gala

    both · Early Bird

    GBP 89 / per ticket

    official

    Ticket – Awards Gala

    both · Standard

    GBP 115 / per ticket

    official

    NEC Parking (pre-booked)

    both

    GBP 13.95 / per day

    official

    NEC Parking (on-the-day)

    both

    GBP 18.95 / per day

    official

    Cloakroom – Coat

    visitor

    GBP 2 / per item

    official

    Cloakroom – Bag

    visitor

    GBP 3 / per item

    official

    Decision

    Visit, exhibit, or skip?

    Should you go?

    Answer these 8 quick questions about your goals, experience, and readiness to find out whether you should Visit, Exhibit, or Skip Cake International 2026. Higher scores indicate better fit for that decision

    QUESTION 1 OF 8

    What is your primary interest in Cake International?

    Decision matrix

    Compare participation options side by side to choose the best fit for your objectives.

    visit

    You are passionate about cake art, enjoy being inspired by world-class competitors, and want access to the largest array of sugarcraft supplies under one roof. Ideal for a weekend trip to Birmingham

    Best for

    Sugarcraft enthusiasts, hobbyist bakers, cake decorators at any skill level looking for inspiration, education, and shopping

    Min. budget

    $85.00

    Timeline

    T-7 days: book tickets and travel; T-3 days: check weather and pack

    Risks

    Crowds prepare for queueing and busy exhibit halls

    Limited accommodation availability if booking late

    Potential for event changes; check official website for updates

    exhibit

    You have a strong product or service for the sugarcraft/baking community, a professional stand or display, and dedicated sales staff. A 3-day exhibit is best for generating direct sales and leads

    Best for

    Suppliers, manufacturers, distributors, educators, and retailers targeting the sugarcraft, cake decorating, and baking community who are ready to sell and build brand presence

    Min. budget

    $1,500.00

    Timeline

    T-90 days: secure booth and plan logistics; T-60 days: complete stand design; T-30 days: confirm staff and stock; T-14 days: finalise shipping and schedule

    Risks

    High competition for booth space; book early to secure preferred location

    Cost commitment including stand, shipping, staff, and accommodation

    ROI dependent on product-market fit and visitor traffic

    skip

    Your budget is extremely tight, you have no clear objective for attending, or you can achieve your goals through online research. Consider a one-day visit if you're curious

    Best for

    Those with very limited time, budget, or those whose primary target audience is not represented at this show

    Min. budget

    Not yet confirmed

    Timeline

    T-0: no immediate commitment needed

    Risks

    Missing a key networking opportunity that only happens annually

    Falling behind competitors who attend or exhibit

    FAQs & glossary

    Answers

    Frequently asked

    Glossary

    1
    Sugarcraft
    The art of creating decorative items from sugar-based pastes, such as gum paste, fondant, and modelling paste, used to adorn cakes and other baked goods
    2
    NEC Birmingham
    The National Exhibition Centre, a major exhibition venue located in Birmingham, England, one of the busiest and largest in the UK
    3
    Cake International Awards
    The flagship competition held at the show, recognizing exceptional skill and creativity in cake decorating and sugarcraft across various categories

    Trust footer

    Sources

    Digital business cards for the show floor

    Display a free company card at your booth, or share your professional card on the show floor.

    Create a free card