Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
EQUITANA is the leading international trade fair for the equestrian industry, taking place from March 17 to 23, 2027, at MESSE ESSEN in Essen, Germany.
This event showcases a diverse program including competitions, training sessions, and exhibitions, attracting equestrian enthusiasts and professionals.
EQUITANA takes place in Essen, Germany.
TL;DR
- 1Dates and Venue: EQUITANA runs from March 17 to 23, 2027, at MESSE ESSEN in Essen, Germany.
- 2Scale and Focus: This premier equestrian event features over 650 exhibitors showcasing the latest in equestrian products and services.
- 3Organiser: The event is organised by RX Deutschland GmbH, with more details available at equitana.com.
- 4Buyer Authority: Attendees include equestrian professionals, trainers, and enthusiasts with purchasing influence in the equestrian sector.
- 5Entry / Access: Tickets are available for purchase online, with various options including day passes and VIP experiences.
Why visit
Visitors to EQUITANA can expect to engage with industry leaders, discover the latest products, and participate in educational sessions. Dates and Venue: EQUITANA runs from March 17 to 23, 2027, at MESSE ESSEN in Essen, Germany. Buyer Authority: Attendees include equestrian professionals, trainers, and enthusiasts with purchasing influence in the equestrian sector.
Why exhibit
Exhibitors at EQUITANA gain unparalleled visibility among a targeted audience of equestrian professionals and enthusiasts. Scale and Focus: This premier equestrian event features over 650 exhibitors showcasing the latest in equestrian products and services. Buyer Authority: Attendees include equestrian professionals, trainers, and enthusiasts with purchasing influence in the equestrian sector. EQUITANA serves as a vital platform for networking and knowledge sharing within.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Equestrian professionals seeking the latest industry innovations.
Trainers and instructors looking for educational opportunities.
Horse owners interested in products and services for their animals.
Veterinarians and health professionals focused on equine care.
Suppliers and manufacturers of equestrian equipment and apparel.
Event organizers and sponsors looking to connect with the equestrian community.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Manufacturers of equestrian gear and accessories.
Providers of equine health and wellness products.
Trainers and educators offering workshops and demonstrations.
Breeders showcasing various horse breeds.
Companies specializing in equestrian technology and innovation.
Organizations promoting equestrian sports and events.
Product categories
Key solution areas showcased across the event.
Equestrian apparel and footwear for riders and trainers.
Horse care products including supplements and grooming supplies.
Riding equipment such as saddles, bridles, and bits.
Stable and barn supplies for horse management.
Equestrian technology solutions for training and performance.
Transport and trailer solutions for equestrian needs.
Location & Facilities
Venue
MESSE ESSEN
Messeplatz 1, 45131 Essen, Germany
Facilities
Parking
MESSE ESSEN in Essen typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: MESSE ESSEN in Essen typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at MESSE ESSEN for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Event days & opening times
DayOpening hours
March 17 to 23, 2027:10:00 AM – 6:30 PM daily
:10:00 AM – 6:00 PM
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Essen, Germany
Why it matters
Attending EQUITANA on 2027-03-17 to 2027-03-23 in Essen lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Market news
Latest updates from across the market.
Germany Equestrian Products And Supplies Market Size Report By 2034
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ReadGermany Horse Riding Equipment Market | Growth & Volume 2032
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ReadPlan your trip
Travel & logistics
Local currency · EUR
Hotel tiers
A range of accommodation options near the venue and across key areas.
McDreams Hotel Essen-City
budget
Amenities per Google Travel listing: breakfast (paid), free Wi-Fi, free parking, pet-friendly, kid-friendly, smoke-free property. Verdict for show week: practical budget base with free parking, useful if you drive to MESSE ESSEN. Confirm rates and availability directly, as EQUITANA week is high demand.
B&B HOTEL Essen-Nord
budget
Amenities per Google Travel listing: breakfast (paid), free Wi-Fi, free parking, pet-friendly, accessible, kid-friendly. Verdict for show week: standardised budget rooms north of the centre with accessible options. Book early and confirm the tram or U-Bahn connection to the fairground.
Four Points Flex by Sheraton Essen
midscale
3-star per Google Travel listing. Amenities: breakfast (paid), free Wi-Fi, parking (paid), air conditioning, pet-friendly, bar, restaurant, full-service laundry. Verdict for show week: suited to exhibitor teams staying several days who want a restaurant and laundry on site.
Garner Hotel Essen - Messe by IHG
midscale
Named for MESSE ESSEN location. Amenities: breakfast (paid), free Wi-Fi, parking (paid), pet-friendly, full-service laundry, accessible, smoke-free property. Verdict for show week: the convenience play for visitors who want the shortest practical hop to the halls. Confirm rates directly before booking.
Hotel am Schlosspark
midscale
Amenities per Google Travel listing: free breakfast, free Wi-Fi, parking, pet-friendly. Verdict for show week: quieter residential setting with breakfast included, a reasonable trade-off if you accept a short transfer to the venue.
Flowers Hotel Essen
midscale
Amenities per Google Travel listing: breakfast (paid), free Wi-Fi, free parking, air conditioning, pet-friendly, bar, restaurant. Verdict for show week: another city base with free parking and a bar for evening debriefs. Rates not captured, so confirm live availability.
Local transport
Get around the city with these convenient transport options.
taxi
Estimated costEUR 40–90 (metered; confirm before travel)
Best forDüsseldorf Airport (DUS) to MESSE ESSEN
Simplest door-to-door option from DUS with luggage or stand material; compare with rail before booking.
train
Estimated costEUR 10–20 (single regional rail)
Best forDüsseldorf Flughafen station to Essen Hauptbahnhof
S-Bahn and regional services connect the airport rail station with Essen Hbf; continue to the venue by tram, U-Bahn or bus. Local transport passes may cover this leg — confirm terms before travel.
tram / U-Bahn / bus
Estimated costEUR 3–8 (single or day ticket)
Best forEssen Hauptbahnhof to MESSE ESSEN
Short hop on local services to the fairground district; buy and validate tickets before boarding. Confirm the correct line on arrival day.
rideshare
Estimated costVaries with demand; compare against metered taxi
Best forEssen city or Düsseldorf Airport to MESSE ESSEN
Confirm app availability and pickup points before travel; expect surge pricing on peak show days.
car / parking
Estimated costEUR 8–15 per day (venue rate; confirm before travel)
Best forMESSE ESSEN car parks
On-site parking available; nearest car parks fill early on busy show days. Consider park-and-ride plus public transport.
walking
Estimated costNo fare
Best forEssen-Rüttenscheid hotels to MESSE ESSEN
Rüttenscheid hotels are often walkable to the fairground; confirm the actual route and distance for your hotel at booking.
Weather
March 2027, Essen (North Rhine-Westphalia, Germany): spring shoulder season - mild, changeable conditions with rainfall possible; verify forecasts close to EQUITANA show days 17-23 March 2027.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Confirm mobile roaming or local SIM options for business visitors to Germany.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Currency and payments
Germany uses the Euro (EUR, ISO 4217). Card payment is widely accepted in Essen; carry some cash for small kiosks and taxi fares.
Registration and tickets
EQUITANA 2027 tickets and voucher redemption run through the RX Global shop at shop.equitana.com/reed_shop/EQUDE27 - register online before travelling to MESSE ESSEN.
Messe district arrival
MESSE ESSEN is the venue for the 17-23 March 2027 show; use the MESSE ESSEN arrival pages for car, rail and plane routing before show days.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Compare flights to the nearest international gateway serving Essen; confirm ground transport on the organiser site.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Essen; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near MESSE ESSEN: McDreams Hotel Essen-City; B&B HOTEL Essen-Nord; Four Points Flex by Sheraton Essen.
Ride-hail: Ride-hailing apps are commonly used in Essen; confirm local availability before travel.
Public transit: MESSE ESSEN is served by local bus, tram/U-Bahn and S-Bahn links; plan routes via Moovit and the MESSE ESSEN arrival page for show days 17-23 March 2027.
Parking: On-site parking is available at MESSE ESSEN; confirm daily rates and hall access on the organiser or venue site.
Weather
Plan and pack for the event climate.
Month: March 2027
Temperature: March in Essen runs mild and changeable; check current forecasts from weather sources such as weather-atlas.com and timeanddate.com before travelling.
Seasonality: March is spring shoulder season in Essen, with rain possible across the EQUITANA show days (17-23 March 2027) - pack layers and a compact rain jacket.
Packing: Layers for 17-23 March 2027 in Essen: waterproof outer shell, comfortable walking shoes for hall-to-hall days at MESSE ESSEN, and business-casual clothing for exhibitor meetings.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at EQUITANA usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-1
Lock in your dates and venue
T-2
Check the theme and hall plan
T-3
Buy tickets online
T-4
Reserve accommodation near the fairground
T-5
Plan your flight or rail route
T-6
Check entry and visa requirements
T-7
Work out transport within Essen
T-8
Book any training or clinic slots
T-9
Check bag, camera and animal rules
T-10
Plan your budget in EUR
T-11
Pack for stable halls and long walking days
T-12
Check the live forecast and travel warnings
T-13
Confirm tickets, entry times and meeting points
T-14
Arrive early and use the main entrances
Networking spots
2EQUITANA registration concourse
MESSE ESSEN
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
MESSE ESSEN
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights€190.00
- Per diem × 2€150.00
Estimated total€340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether EQUITANA fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
What is your primary role?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus aligns with the official product themes.
Best for
Buyers, researchers, and delegates evaluating the programme and networking value.
Min. budget
$400.00
Timeline
4–8 weeks before opening day for registration and travel.
Risks
Limited session times published — confirm agenda before booking.
exhibit
You have a clear lead-generation or launch goal for this market.
Best for
Suppliers and brands seeking qualified meetings with the event audience.
Min. budget
$2,500.00
Timeline
3–6 months for stand booking, freight, and marketing prep.
Risks
Booth pricing not published in captured sources — confirm with organiser.
skip
Programme, audience, or commercial goals do not match your plan.
Best for
Teams whose category or region fit is weak this edition.
Timeline
N/A
Risks
No major risks listed.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
When and where does EQUITANA take place?
The edition covered here runs from 17 March to 23 March 2027 at MESSE ESSEN in Essen, North Rhine-Westphalia, Germany. Essen is in the Ruhr area and is reached by rail from Düsseldorf Airport and from most major German cities. Always confirm dates directly on equitana.com before booking travel.
Is EQUITANA a trade fair, a horse show, or both?
EQUITANA combines a large equestrian trade exhibition with live horse sport, breeding presentations and training demonstrations. That means you meet commercial suppliers of saddlery, feed, stabling, veterinary products and stable technology while also watching competitions and clinics in the same venue.
Who usually attends EQUITANA?
Riders and trainers, studs and breeders, yard and stable operators, farriers and hoof-care professionals, equine veterinarians and therapists, tack and feed retailers, plus families buying for their own horse. Both trade buyers and private equestrians plan their visit around the halls and the sport arenas.
How much do tickets cost?
Ticket information captured for this listing indicates general admission starting from around EUR 12, with VIP options also offered. Price tiers, day tickets, multi-day and family options are set by the organiser and can change, so check the ticket page on equitana.com for the current structure for 17-23 March 2027.
What can I buy and see at the fair?
Product areas span saddlery and tack, bits, rider apparel and helmets, feed, forage and supplements, stable and yard equipment, fencing, horse transport, veterinary and therapy products, breeding and stud services, plus western riding equipment. Alongside the halls, arenas host dressage, jumping, western, driving and other discipline programmes.
Which airport should I fly into for MESSE ESSEN?
Düsseldorf Airport (DUS) is named on the MESSE ESSEN arrival pages as a plane-arrival gateway and has its own rail station with S-Bahn and regional services toward Essen Hauptbahnhof. Cologne Bonn (CGN) is a larger alternative with rail connections via Cologne, and Dortmund (DTM) is a smaller regional option. Confirm timetables before travel.
How do I get from Düsseldorf Airport to MESSE ESSEN?
The usual pattern is a train from Düsseldorf Airport's station to Essen Hauptbahnhof, then a tram, U-Bahn or bus to the fairground, or a taxi or rideshare directly to the venue. Allow buffer time on show mornings. Exact lines and platforms are best confirmed on the day through local transport apps and the MESSE ESSEN arrival page.
Is there parking at MESSE ESSEN?
On-site parking is available at MESSE ESSEN, and the venue is also served by local public transport. Parking fills quickly on busy fair days, and daily rates are set by the venue, so check the parking page on the MESSE ESSEN or organiser site before driving and consider arriving early.
Can I bring my own horse or dog to the show as a visitor?
Horses at the event are registered participants, exhibitors and competition horses, coordinated through the organiser, not visitor animals. Rules on dogs and other animals on the fairground are set by MESSE ESSEN and the organiser, so check the visitor regulations on equitana.com before you travel.
How do I apply for stand space as an exhibitor?
Exhibitor applications are handled through the organiser's exhibitor pages on equitana.com, which list hall structure, stand types and the contact route for stand enquiries. Sector fit matters: breeding, sport, housing and stabling, feed, veterinary, farriery, saddlery and western equipment are the established product families.
Is there a trade visitor or press accreditation process?
The organiser operates separate trade visitor and press accreditation channels for its events, with supporting documentation required. Because requirements and deadlines are set per edition, use the trade visitor and press links on equitana.com rather than assuming on-site accreditation will be available.
Where can I find the programme and daily schedule?
The organiser publishes the schedule at equitana.com/schedule, where daily programme items, arena timings and demonstration slots are listed as the edition approaches. Because the 2027 programme is still being built, treat early listings as provisional and re-check close to 17 March 2027.
What is the weather like in Essen in mid-March?
Mid-to-late March in Essen is spring shoulder season: mild but changeable, with rain likely and cool mornings. Expect to move between halls and outdoor areas, so bring a waterproof layer and comfortable shoes. Verify the forecast for 17-23 March 2027 in the days before travel.
Do I need a visa to attend EQUITANA in Germany?
Germany is in the Schengen area. Many nationalities can enter for short business or visitor stays without a visa, while others need a Schengen visa applied for in advance through the German mission in their country of residence. Check the official German foreign office guidance and allow weeks for processing.
Are the halls accessible for visitors with limited mobility?
MESSE ESSEN is a modern exhibition campus with accessible infrastructure, and organisers of large public fairs typically publish access information for wheelchair users and visitors with limited mobility. Because detailed routes and services change per event, ask the organiser or venue in advance and confirm entrances on arrival.
Should I buy tickets in advance?
Advance online purchase is the practical option for a seven-day event that draws both trade and public visitors, and it avoids queueing at the gate on peak days. Ticket tiers, opening times per day and any on-site sales policy are confirmed by the organiser on equitana.com.
Glossary
- Dressage
- The discipline in which horse and rider perform a prescribed sequence of movements in an arena, judged on rhythm, suppleness and obedience. Dressage test riding, young-horse classes and training demonstrations are part of the sport programme visitors plan their trip around at EQUITANA.
- Show jumping
- Timed or judged jumping over a designed course, with faults for knockdowns, refusals and time. Jumping arenas at an equestrian fair of EQUITANA's size host competitions, young-horse classes and equipment demonstrations.
- Western riding
- US-origin riding style and equipment family covering reining, western pleasure and trail work. At EQUITANA this category fills a dedicated product area with western saddlery, apparel, bits, training aids and western horse presentation.
- Studbook
- The registry kept by a breeding association that records pedigree and performance data for a breed. German and European studbooks present young stock, breeding stock and pedigree information at the fair and in the breeding area.
- Stallion licensing
- An inspection event at which young stallions are evaluated and approved for breeding by a studbook or breeding association. Licensing outcomes steer demand for breeding stock, semen, transport and veterinary services in the market around EQUITANA.
- Farriery
- The hoof-care and shoeing trade: trimming, forging and fitting horseshoes. Forges, anvils, nippers, rasps, nails and hoof-care products are presented by specialist suppliers in the fair's trade equipment halls.
- Tack and saddlery
- Saddles, bridles, girths and related leather goods. Saddle fitting, tree widths and flocking choices are the technical questions buyers bring to EQUITANA's saddlery stands.
- Bit and bitting
- Mouthpieces, cheeks and rein arrangements used to communicate aids to the horse. Bitting ranges from simple loose-ring snaffles to double bridles, and buyers compare materials, thickness and size systems on the show floor.
- Equine veterinary diagnostics
- Veterinary tools and services for horses, including lameness investigation, imaging, dentistry and rehabilitation. Animal health sits alongside breeding and sport as a recurring knowledge and product area for professional visitors.
- Arena footing
- The sand, fibre and additive mixes that form riding and lunging surfaces. Footing suppliers present mixes and maintenance equipment for indoor arenas, outdoor arenas and round pens.
- Forage and horse feed
- Hay, haylage, chopped fibre and compound feed that form the base ration for sport and breeding stock. Feed, supplement and forage suppliers are one of the larger product groups for stable and yard buyers at EQUITANA.
- Horse housing and stabling
- Stable construction, stall fronts, rubber mats, mucking-out systems, automatic watering and pasture fencing. This category is bought by yard owners, riding clubs and commercial stables from Germany and neighbouring countries.
- EU horse passport
- The identification document that records a horse's identity and medication history and is required for moving horses within the European Union. Riders, dealers and studs travelling horses to and around the show work with passport and transport documentation.
- Vaulting
- Gymnastics and acrobatics performed on a moving horse, usually on a lunged circle. It is a youth-heavy discipline with its own saddles, surcingles and team structures, and it draws families into the equestrian market.
- Carriage driving
- Driving competitions for single, pair and four-in-hand turnouts, with carriages, harness and whip as the equipment family. Driving presentations and carriage trade stands appear alongside ridden disciplines.
- Lunging and ground training
- Working a horse on a circle from the ground with a lunge line, often with training aids such as side reins. Lungeing equipment, round-pen gear and training aids are sold together to recreational and professional yards.
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Also known as
Alternate names and search phrases for this event.
- EQUITANA 2027
- EQUITANA Essen
- EQUITANA Essen 2027
- EQUITANA MESSE ESSEN
- Essen equestrian trade show 2027
- equestrian fair Essen Germany
- horse expo Essen 2027
- EQUITANA exhibitor list
- EQUITANA tickets
- equestrian apparel and footwear fair
9 more alternate names hidden
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Sources
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References
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Publishers
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Date checked
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EQUITANA
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Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.