Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Welcome to Eurohorse, the ultimate equestrian fair at the Svenska Mässan in Gothenburg, Sweden. From March 24-28, 2027, this event will showcase over 170 exhibitors, thrilling equestrian performances, and a vibrant marketplace for horse lovers.
Whether you're a seasoned rider or new to the equestrian world, Eurohorse offers something for everyone, making it a must-visit event in the equestrian calendar. Eurohorse takes place in Gothenburg, Sweden.
TL;DR
- 1Dates and Venue: Eurohorse runs from March 24-28, 2027 at Svenska Mässan in Gothenburg, Sweden.
- 2Scale and Focus: The event features over 170 exhibitors and attracts approximately 80,000 visitors interested in equestrian sports.
- 3Organiser: Hosted by Svenska Mässan Gothia Towers, known for its extensive experience in organizing major events.
- 4Buyer Authority: Attendees include passionate riders, horse owners, and equestrian enthusiasts with significant purchasing power.
- 5Entry: Tickets available for purchase online, with same-day entry to the Gothenburg Horse Show included.
Why visit
Visitors can explore a wide range of equestrian products, enjoy live shows featuring various horse disciplines, and connect with fellow enthusiasts. The event features over 170 exhibitors and attracts approximately 80,000 visitors interested in equestrian sports. Attendees include passionate riders, horse owners, and equestrian enthusiasts.
Why exhibit
Exhibitors gain access to a large audience of equestrian enthusiasts, showcasing their products and services in a vibrant environment. The event features over 170 exhibitors and attracts approximately 80,000 visitors interested in equestrian sports. Attendees include passionate riders, horse owners, and equestrian enthusiasts with significant purchasing power.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Competitive riders in dressage, show jumping and eventing sourcing saddlery, bits, boots and competition apparel
Leisure horse owners and stable managers buying feed, bedding, fencing, rugs and daily care supplies
Riding school and equestrian centre operators comparing arena equipment, insurance and stable systems
Breeders and stud managers looking at stallion services, semen logistics, studbooks and youngstock feed
Equine vets, farriers, equine physiotherapists and dentists sourcing professional instruments and supplements
Tack shop and feed store buyers visiting to review brands and discuss wholesale terms
Young riders and pony-owning families buying first saddles, hats, body protectors and riding wear
Equestrian club officials and event organisers evaluating show services, timing gear and arena surfaces
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Saddlery and leather goods manufacturers presenting bridles, saddles, girths and strap goods
Equestrian apparel brands offering breeches, competition jackets, helmets, body protectors and riding boots
Feed mills, forage suppliers and supplement companies presenting rations, balancers and joint or hoof care lines
Stable and arena equipment suppliers covering rubber matting, fencing, stabling systems, surfaces and watering gear
Horse transport and trailer manufacturers plus equine insurance, finance and leasing providers
Veterinary, farriery and physiotherapy suppliers with instruments, diagnostics and rehabilitation equipment
Studs, breeders and equestrian holiday or training operators promoting services and youngstock
Equestrian retailers and distributors looking for Swedish and Nordic stockists, plus show-service providers selling timing, judging and arena technology
Product categories
Key solution areas showcased across the event.
Saddles, bridles, bits and leather strap goods
Riding apparel: breeches, jackets, helmets, body protectors, boots
Horse feed, forage, balancers and supplements
Stable equipment, rubber matting, bedding and fencing
Arena surfaces, jumps, pole systems and training aids
Horseboxes, trailers and equine transport accessories
Veterinary, farriery and rehabilitation equipment
Horse care, grooming, clipping and rug ranges
Breeding services, studbooks and youngstock
Equestrian insurance, finance, holidays and training services
Location & Facilities
Venue
Svenska Mässan
Gothenburg, Sweden
Facilities
Parking
Svenska Mässan in Gothenburg 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: Svenska Mässan in Gothenburg 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 Svenska Mässan for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
Svenska Mässan Gothia Towers (The Swedish Exhibition & Congress Centre Group)
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Gothenburg, Sweden
Why it matters
On 2027-03-24 to 2027-03-28, Eurohorse in Gothenburg covering Riding apparel and accessories, Horse care products and supplements, Stable equipment and supplies, Equestrian footwear, gives fashion buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published 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.
Plan your trip
Travel & logistics
Local currency · USD
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Göteborg Landvetter Airport
to venue
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Comfort Hotel City
budget
Gothenburg city centreUSD 95–125 / night
Approximate night rate for the show dates. Free breakfast and Wi-Fi, paid parking, air conditioning, pet-friendly, kitchen in some rooms, accessible rooms.
Comfort Hotel Panorama, Göteborg
midscale
Gothenburg city centreUSD 130–165 / night
Approximate night rate; reserve early because midscale city-centre rooms tighten during large fairs at Svenska Mässan.
Hotel Lorensberg, Göteborg
midscale
Gothenburg city centreUSD 140–175 / night
Approximate night rate. Central location near the restaurant and theatre district, one short tram ride from Mässans gata.
Scandic Europa
midscale
Gothenburg city centre, near CentralstationenUSD 150–190 / night
Approximate night rate. Convenient for travellers arriving by train and for the airport coach, with trams onward to the venue.
Hyatt Place Gothenburg Central
upscale
Central station district, GothenburgUSD 160–205 / night
Approximate night rate. Captured as a 4-star hotel with free breakfast and Wi-Fi, air conditioning, pet-friendly policy, fitness centre, parking, bar and restaurant.
Gothia Towers
upscale
Connected to Svenska Mässan, Mässans gataUSD 190–260 / night
Approximate night rate for the venue-connected hotel beside Svenska Mässan; the highest convenience for exhibitors and delegates who want to avoid daily transfers. Confirm availability and rates directly.
Local transport
Get around the city with these convenient transport options.
airport coach
Estimated costCost TBA
Best forGöteborg Landvetter Airport (GOT) to Svenska Mässan
Vy flygbussarna runs the airport coach corridor in about 30 minutes according to the Google Maps directions capture. Buy on the operator site or on board and check the stop nearest your hotel.
taxi
Estimated costCost TBA
Best forGOT to Svenska Mässan, Mässans gata
Journey time is roughly 25-30 minutes outside peak traffic. Use a licensed taxi from the airport rank and ask for the fixed airport price where offered.
tram
Estimated costCost TBA
Best forGothenburg city centre to Mässans gata / Korsvägen
Västtrafik operates the tram and bus network serving the venue district; Tram Line 4 is listed by Rome2rio for this corridor. Validate before boarding.
car
Estimated costCost TBA
Best forGOT to Svenska Mässan via Route 27 and Route 40
The fastest route is about 16 minutes over 22.7 km but carries tolls; the Härrydavägen alternative takes around 20 minutes over 23.3 km. Parking at the venue is charged separately.
parking
Estimated costCost TBA
Best forSvenska Mässan on-site parking garage
On-site parking is available at the venue but fills quickly during large public fairs. Arrive early or pre-book if the organiser offers it.
Weather
Late March in Gothenburg is a transitional period: daytime temperatures typically sit around 2-6 C, nights hover near or just below freezing, and the city sees a mix of rain, sleet and occasional wet snow. Wind off the Kattegat makes the walk between tram stops and the Svenska Mässan entrances feel colder than the thermometer suggests. Treat these as climatological bands rather than a forecast and check a local forecast in the week before departure.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Sweden has dense 4G and 5G coverage, including central Gothenburg and the Svenska Mässan district. EU and EEA mobile plans roam at domestic rates under EU roam-like-at-home rules; visitors from outside the EU should check their operator's Nordic rates or buy a prepaid SIM from a Swedish operator at the airport or in the city, which normally requires photo ID. Venue Wi-Fi for visitors and exhibitors was not captured for this edition, so confirm access and any exhibitor upgrade with the organiser if you plan to run live demos or card terminals on the stand.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
A fair that mixes shopping with live horses
EuroHorse is not a silent exhibition: saddlery and feed stands sit alongside live horse areas, ridden demonstrations and breed presentations. Expect arena noise, purpose-built footing and crowd surges when a demonstration starts, so plan shopping around the schedule and keep pushchairs and dogs clear of the collecting ring.
Language and buying culture
Swedish is the working language on stage and in signage, but most international brands and the organiser's English site work in English. Swedish buyers are direct and fact-driven: bring clear pricing, sizing tables and delivery terms rather than marketing slogans, and expect questions about warranty and saddle fitting.
Cashless payments and prices
Sweden runs on card and mobile payment, and the currency is the Swedish krona (SEK). Set prices in SEK on the stand and keep a card terminal with an offline mode; small tack shops and private riders will expect to tap a card rather than handle cash.
Getting around the Mässans gata district
Svenska Mässan sits on Mässans gata, served by Västtrafik trams and buses at the Korsvägen and Mässans gata stops. Buy tickets in the app before boarding, keep right on escalators and allow extra time on the first show morning when registration queues are longest.
Weather and clothing etiquette
March in Gothenburg is wet and windy, and locals dress in practical layers rather than formal wear. A waterproof jacket and sturdy shoes are normal in the city centre, and the halls are heated, so a warm mid-layer you can remove is more useful than a heavy coat.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: GOT
Flight captures for the 24-28 March 2027 show window were quoted in SEK as economy round trips including taxes and fees for one adult, for example a nonstop London Heathrow to Gothenburg service of about two hours and a New York routing with a Helsinki connection. Prices shown are indicative and can move quickly around a public fair weekend. Book early, confirm whether checked baggage is included, and allow at least 90 minutes at GOT for check-in and security on departure day, plus the 30-minute airport coach or 25-30 minute taxi transfer from the venue district.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Göteborg Landvetter Airport (GOT). Allow road or rail time to Svenska Mässan; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Svenska Mässan: Gothenburg city centre: Comfort Hotel City; Gothenburg city centre: Comfort Hotel Panorama, Göteborg; Gothenburg city centre: Hotel Lorensberg, Göteborg.
Ride-hail: Ride-hailing is available in Gothenburg and is a practical option for early set-up times or late finishes when tram frequencies drop. Check which apps are active in Sweden and whether your home account works before you travel, and confirm the pickup point outside Svenska Mässan with the driver because Mässans gata is one-way in sections. Licensed taxis wait at the airport and Centralstationen; insist on the meter or a quoted fixed price.
Public transit: Västtrafik operates Gothenburg's trams, buses and ferries, with a journey planner covering stops within a short walk of Svenska Mässan. Tram Line 4 is the service named in the Rome2rio capture for the central Gothenburg to venue corridor, and the Mässans gata and Korsvägen stops serve the fairground district. Buy a single zone A ticket in the Västtrafik app or at staffed sales points before boarding, and allow 10-15 minutes from the central station area plus walking time to your hall. From GOT, the Vy flygbussarna coach reaches the city centre in about 30 minutes per the Google Maps capture, with trams onward to the venue.
Parking: Svenska Mässan has on-site parking, which is the simplest option if you are carrying saddles, feed samples or stand materials. Capacity is finite during large public fairs, so arrive before the morning peak or pre-book where the venue allows it. Current day rates, height restrictions and electric-vehicle charging availability were not captured for March 2027, so confirm on the Svenska Mässan parking page before driving in; nearby city-centre garages are a fallback but add a tram ride to the halls.
Weather
Plan and pack for the event climate.
Month: March 2027
Temperature: Daytime highs typically 2-6 C, night-time lows around -3 to 0 C, based on climatological averages for Gothenburg in March. Treat these as planning bands, not a forecast, and check a local forecast close to departure.
Seasonality: March is a wet, transitional month on the Swedish west coast, with roughly 10-13 precipitation days and a mix of rain, sleet and occasional wet snow. Wind off the Kattegat makes it feel colder, and pavements can be slippery early in the morning.
Packing: Pack a waterproof shell jacket, a warm removable mid-layer, a hat and gloves for early starts, and footwear with grip for wet pavements between the tram stop and the halls. The exhibition halls are heated, so layering is more practical than a heavy coat, and a compact umbrella helps on the walk from Korsvägen. Add a power bank and a universal adapter for Swedish Type F sockets.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Eurohorse usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Download the schedule and shortlist demonstrations and clinics
Day 2
Book accommodation inside the tram corridor
Day 3
Lock flights into Gothenburg Landvetter (GOT)
Day 4
Set up the Västtrafik app before departure
Day 5
Check Schengen entry rules for your passport
Day 6
Check the Gothenburg March forecast and pack layers; Decide between venue parking and public transport
Day 7
Confirm your ticket or registration confirmation
Day 8
Build a hall plan around your shopping list
Day 9
Prepare for the day itself
Day 10
Confirm the 2027 dates and daily opening hours on en.eurohorse.se
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Svenska Mässan
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Eurohorse registration concourse
Svenska Mässan
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Svenska Mässan
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 Eurohorse fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Eurohorse, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Riding apparel and accessories and Horse care products and supplements solutions and benchmarking suppliers at Eurohorse in Gothenburg.
Min. budget
$670.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Riding apparel and accessories and Horse care products and supplements products who need qualified meetings with the event's trade audience.
Min. budget
$3,015.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Gothenburg show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
When and where is EuroHorse 2027 held?
EuroHorse runs 24-28 March 2027 at Svenska Mässan, Mässans gata 24, Gothenburg, Sweden. Daily hall opening hours for this edition were not captured, so check en.eurohorse.se before you book travel.
Is EuroHorse a trade-only fair or open to the public?
EuroHorse is a consumer-facing equestrian fair that also attracts trade buyers such as tack shops, feed retailers and stable operators. Check the organiser site for any trade-only sessions or badge requirements.
Do I need to buy tickets or register in advance?
Ticketing and any visitor pre-registration are handled through en.eurohorse.se. Ticket prices and cut-off dates for the 2027 edition were not captured, so confirm on the official ticket page before travelling.
What can visitors actually see and buy at EuroHorse?
Expect saddlery and bridles, riding apparel and helmets, horse feed and supplements, stable equipment, horseboxes and trailers, plus arena and veterinary services. Live horses, breed presentations and ridden demonstrations are typical of the show; the running order is published in the schedule at en.eurohorse.se/schedule.
How do I reach Svenska Mässan from Gothenburg Landvetter Airport (GOT)?
GOT sits roughly 23 km east of the city. The Vy flygbussarna airport coach reaches the city centre in about 30 minutes, a taxi takes around 25-30 minutes depending on traffic, and driving via Route 27 and Route 40 is the fastest road route.
Which public transport stop serves the venue?
Västtrafik trams and buses serve the Mässans gata and Korsvägen stops within a short walk of the halls. Tram Line 4 is the service named in the Rome2rio capture for the central Gothenburg to venue corridor; plan the exact journey in the Västtrafik travel planner.
Can I park at Svenska Mässan?
Yes, the venue has on-site parking. Day rates and pre-booking options were not captured for March 2027, so check the Svenska Mässan parking page or the organiser site before you drive in.
Can I bring my own horse to EuroHorse?
Horse entries, stall bookings and the required veterinary and passport paperwork are arranged with the organiser in advance. Do not travel with a horse without an approved entry confirmation from the show office.
What language is used at the fair?
The show is staged in Sweden, so Swedish is the main working language on stage and in signage. Most international exhibitors, brands and the organiser's English site (en.eurohorse.se) work in English, so overseas visitors can shop and negotiate without Swedish.
How should I pay at EuroHorse and around Gothenburg?
Sweden is effectively a cashless economy: cards and mobile payment work almost everywhere, and the currency is the Swedish krona (SEK). Carry a card with contactless payment and check with individual exhibitors about card minimums.
Is the venue accessible for visitors with reduced mobility?
Svenska Mässan is a modern exhibition complex with step-free access between halls and lifts to upper levels. For specific requirements such as wheelchair loan, assistance dogs or accessible parking bays, contact the organiser or venue ahead of your visit.
Glossary
- Tack
- The collective term for a horse's working equipment: saddle, bridle, bit, girth, stirrups, martingale and related leather goods. Most of the aisles at EuroHorse are built around tack ranges and accessories.
- Saddle fitting
- Matching a saddle's tree, panel and gullet to a horse's back and a rider's position. Fitters at equestrian fairs assess flocking, width and balance, so bring photos and your horse's wither profile.
- Dressage
- A disciplined flatwork discipline judged on rhythm, suppleness, contact, impulsion and collection. Dressage riders come to EuroHorse for double bridles, curb chains and competition tailcoats.
- Show jumping
- A timed jumping discipline scored on clear rounds and faults. Jumping-focused shopping means studded tendon boots, martingales, breastplates and arena surface products.
- Lungeing
- Working a horse on a circle from the ground using a lunge line, cavesson and lunge whip. Lungeing equipment, rollers and side reins are a common product group at the fair.
- Farrier
- The professional who trims hooves and fits shoes. Farriers visiting EuroHorse look at rasps, nippers, forges, hoof pads and hoof-care supplements.
- Studbook
- A breed registry that records lineage and approves stallions. Swedish and international studbooks present breeding information and youngstock programmes at the fair.
- Equine passport
- The identification document every horse in the EU must carry, including medicinal treatment records. Exhibitors showing live horses travel with it, plus the required health certification.
- Arena footing
- The surface mix of sand, fibre, woodchip or wax used in an indoor or outdoor arena. Suppliers present drainage, watering and maintenance systems for training and competition arenas.
- Body protector and air jacket
- Safety wear for jumping and cross-country, rated under current safety standards. Young riders and parents usually compare fit, standards labels and replaceable canisters at the fair.
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Also known as
Alternate names and search phrases for this event.
- Eurohorse 2027
- Gothenburg equestrian show
- horse fair Sweden
- Eurohorse Gothenburg 2027
- Gothenburg Sweden
- Riding apparel and accessories
- Horse care products and supplements
- Stable equipment and supplies
- Equestrian footwear
- Equestrian Trade Show B2B Trade Expo Gothenburg
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.