Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Salute 54 will be held on 17 April 2027 at ExCeL London, UK. This event is a celebration of wargaming, featuring numerous traders and clubs showcasing their games and miniatures.
With over 7000 visitors expected, it promises to be a vibrant gathering for enthusiasts of all ages. Salute takes place in London, United Kingdom.
TL;DR
- 1Dates and Venue: Salute 54 takes place on 17 April 2027 at ExCeL London, UK.
- 2Scale and Focus: This is Europe's largest wargaming convention, attracting over 7000 visitors and 200 exhibitors.
- 3Organiser: The event is organised by South London Warlords, known for their dedication to the wargaming community.
- 4Buyer Authority: Attendees include wargaming enthusiasts, traders, and clubs showcasing games and miniatures.
- 5Entry: Tickets will be available at the door, but early purchase is recommended to avoid disappointment.
Why visit
Attendees can engage in participation games, meet fellow hobbyists, and explore a wide range of wargaming products. The event offers a unique opportunity to learn about new games and connect with the community. Additionally, the first 5000 guests will receive an exclusive goodie bag. Programme highlight: Participation and demo tables. Programme highlight: Trader and retailer stands. Programme highlight: Hobby newcomers welcome.
Why exhibit
Exhibitors gain visibility among thousands of passionate wargaming fans, with opportunities to showcase their products and connect with potential customers. This is Europe's largest wargaming convention, attracting over 7000 visitors and 200 exhibitors. Attendees include wargaming enthusiasts, traders, and clubs showcasing games and miniatures.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Historical tabletop wargamers collecting 15mm, 20mm and 28mm armies for Ancients, Napoleonic, ACW, WWI and WWII gaming
Sci-fi and fantasy players running skirmish and mass-battle systems, including tournament and club league players
Miniature painters and commission studios buying paints, washes, brushes, airbrush kit and basing materials
Terrain and scenery builders sourcing resin buildings, MDF kits, mats, hills, rivers and modular boards
Role-playing and board game players crossing over into miniatures-adjacent titles and rules supplements
Club secretaries and event organisers looking for participation games, demo crews and rulesets to bring back home
Families, students and complete newcomers trying a first game at a demo table before buying a starter set
Retailers, online shops and Kickstarter backers scouting new ranges, unreleased sculpts and trade terms
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Miniatures manufacturers working in white metal, resin, hard plastic and 3D-printed production
Rules publishers and supplement writers for historical, sci-fi, fantasy and skirmish systems
Terrain and scenery makers supplying resin buildings, MDF kits, battle mats and modular tiles
Paint, brush, airbrush and hobby tool brands selling direct to painters and clubs
Dice, templates, movement trays, tokens and gaming accessory suppliers
Wargaming clubs and demo groups running participation tables to recruit members
Independent retailers and web shops with show-only stock and bundle deals
Historical societies, military book publishers and rules-reference specialists
Storage and figure-case brands selling foam trays, magnets and carry bags
Painting commission studios and terrain-building services taking show bookings
Crowdfunding creators launching new ranges and taking backing interest at the stand
Product categories
Key solution areas showcased across the event.
28mm, 20mm and 15mm historical miniatures and army deals
Sci-fi and fantasy miniatures, warbands and skirmish warband boxes
Rulebooks, army lists, campaign supplements and scenario packs
Resin and MDF terrain, buildings, ruins and modular board kits
Battle mats, gaming cloths, hills, rivers and scatter scenery
Acrylic paints, washes, contrast-style paints, pigments and primers
Brushes, airbrushes, compressors, sculpting tools and hobby knives
Basing materials, tufts, resin bases and texture pastes
Dice, measuring gauges, templates, blast markers and movement trays
Figure cases, foam trays, magnet sheets and transport bags
3D-printed miniatures, STL ranges and print-on-demand services
Painting commission services and display-piece painting supplies
Starter sets, demo boards and rules bundles aimed at new players
Location & Facilities
Venue
Halls & areas
1Event Halls at ExCeL London
ExCeL London
London, United Kingdom
Facilities
Parking
ExCeL London in London 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: ExCeL London in London 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 ExCeL London for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
South London Warlords
How the last edition performed
Previous edition
This edition
—
Visitors: 7,000
Exhibitors: 200
Next edition
Not announced yet
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
London, United Kingdom
Why it matters
On 2027-04-17 to 2027-04-17, Salute in London covering Miniatures and figures for wargaming, Tabletop games and rulebooks, Hobby supplies including paints and tools, Gaming ac gives trade 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 · GBP
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Largest London gateway and the best served for long-haul arrivals. The Elizabeth line runs direct to Custom House for ExCeL in roughly 50-55 minutes, usually quicker and cheaper than a car at weekend traffic levels
Approx. 35 km
to venue
60-90 min by road
by car
South of London; train to London Bridge or Victoria then Jubilee line and DLR to Custom House is the usual route. Road transfers cross the M25 and can stretch well beyond 90 minutes on a weekday
Approx. 80 km
to venue
75-100 min by road
by car
London Stansted
North-east of London; Stansted Express to Liverpool Street then Elizabeth line or DLR onward to Custom House is a common rail combination. Confirm Sunday and Saturday service frequencies before relying on a late arrival
Approx. 60 km
to venue
60-85 min by road
by car
London Luton
Popular with short-haul European carriers. Rail via Luton Airport Parkway into central London then onward by Elizabeth line or DLR is typically cheaper than a direct car transfer
Approx. 55 km
to venue
75-100 min by road
by car
London City
Closest airport to ExCeL London and the most convenient for European arrivals; the DLR from London City Airport reaches Custom House in a few stops. Small terminal, so allow for limited baggage and flight schedules
Approx. 5 km
to venue
15-25 min by road
by car
London Southend
Smaller east-of-London airport used by selected European routes; rail into Stratford or Liverpool Street then DLR or Elizabeth line to Custom House is the usual public transport pattern
Approx. 65 km
to venue
70-95 min by road
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Crowne Plaza London Docklands by IHG
upscale
Docklands / Royal Victoria4.4
USD 175–245 / night
Approx. GBP 140-195 per night for the show weekend, based on the upscale bracket returned in the Google Hotels pull for ExCeL dates; walkable or one DLR stop to the venue. Approximate only, confirm GBP rate and cancellation terms.
Ruby Lucy Hotel London by IHG
midscale
Waterloo / South Bank4.7
USD 150–190 / night
Approx. GBP 120-155 per night; central location with easy Jubilee line access to Canning Town for the DLR. Free cancellation and pet-friendly per the hotel capture. Approximate only, confirm GBP rate.
Holiday Inn Express London-Royal Docks, Docklands by IHG
budget
Docklands / Royal Docks4.1
USD 95–122 / night
Approx. GBP 75-100 per night and the closest-bracket option to ExCeL in the hotel capture; free cancellation and parking listed. Best choice if you want a short walk or one DLR hop to the halls.
Holiday Inn Express London - Park Royal by IHG
budget
Park Royal / West London4.2
USD 95–122 / night
Approx. GBP 75-100 per night with parking, but the transfer to the Docklands is a long cross-London journey via Central and Jubilee lines plus DLR. Approximate only, confirm GBP rate.
Sidney Hotel London Victoria
budget
Victoria3.9
USD 95–122 / night
Approx. GBP 75-100 per night with breakfast and Wi-Fi listed in the Booking.com capture; useful if you also want central London access, with a 30-40 minute Jubilee line and DLR ride to Custom House.
Local transport
Get around the city with these convenient transport options.
rail
Estimated costCost TBA
Best forHeathrow Airport (LHR) to Custom House for ExCeL via the Elizabeth line
Approx. GBP 12-14 pay-as-you-go single in the relevant zones, roughly 50-55 minutes on direct Elizabeth line services. Confirm live TfL fares and weekend engineering works before travel.
Underground
Estimated costCost TBA
Best forCentral London (Zone 1) to Custom House via Jubilee line and DLR
Approx. GBP 2.80-3.60 pay-as-you-go single across Zones 1-3, typically 25-35 minutes from Waterloo, Westminster or London Bridge with a change at Canning Town or a direct Elizabeth line service.
taxi
Estimated costCost TBA
Best forLondon Heathrow (LHR) to ExCeL London
Approx. GBP 70-100 for a black cab or pre-booked private hire, 60-90 minutes depending on M4 and A13 traffic. The Elizabeth line is usually faster on show morning.
taxi
Estimated costCost TBA
Best forLondon Gatwick (LGW) to ExCeL London
Approx. GBP 95-130 by pre-booked car, 75-100 minutes via the M25, M11 and A13. Rail via London Bridge and the Jubilee line is normally cheaper.
taxi
Estimated costCost TBA
Best forLondon Stansted (STN) to ExCeL London
Approx. GBP 100-135 by road via the M11 and A13, 60-85 minutes outside peak periods. Stansted Express plus the Elizabeth line is the usual rail alternative.
taxi
Estimated costCost TBA
Best forLondon Luton (LTN) to ExCeL London
Approx. GBP 90-125 by pre-booked transfer, 75-100 minutes across north London. Allow more on weekday afternoons.
taxi
Estimated costCost TBA
Best forLondon City (LCY) to ExCeL London
Approx. GBP 18-30 for the short 15-25 minute hop, but the DLR from London City Airport to Custom House is two stops and usually quicker on show day.
taxi
Estimated costCost TBA
Best forLondon Southend (SEN) to ExCeL London
Approx. GBP 80-110 by road, 70-95 minutes via the A127 and A13. Greater Anglia rail into Stratford then DLR is the cheaper option.
Weather
Mid-April London typically brings 8-15 C days with changeable skies, passing showers and a cool breeze off the Royal Docks. Mornings near the water can feel several degrees colder than central London, so a windproof layer is more useful than a heavy coat. Check a short-range forecast in the final 48 hours before travelling to ExCeL London.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
UK prepaid SIMs and eSIMs from the main national networks are widely sold at airports and high-street shops, and central London has strong 4G/5G coverage. Coverage inside large ExCeL halls can be patchy at peak times; venue Wi-Fi availability varies by event, so confirm with the organiser and download any tickets, maps or exhibitor lists in advance. UK mains power is 230 V with type G three-pin plugs, so most European and North American visitors need an adapter.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Currency and payments
The UK uses pound sterling (GBP). Contactless card and mobile payment are accepted almost everywhere in London, but some small club tables and second-hand traders at wargaming shows still prefer cash, so carry a modest float.
Dress and venue comfort
Dress is casual at UK hobby shows; most visitors wear jeans and a jumper. Halls at ExCeL are large and draughty, so layers work better than a coat you have to carry.
Table etiquette
At demo and participation tables, ask before picking up miniatures or terrain. Painted armies are often personally painted and fragile, and photographers should ask before shooting other players' games.
Queueing and personal space
Queues at popular demo tables and trade stands form informally along the aisle; joining the back of the line and keeping bags close is expected in crowded halls.
Food, drink and tipping
Venue cafes and nearby Docklands outlets are busy around midday, so eating slightly early helps. Tipping is not expected at counters or cafes; a discretionary 10-12.5 percent service charge is sometimes added in sit-down restaurants.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: LHR
The Google Flights capture for 17 April 2027 into London Heathrow returned itineraries from Dubai (DXB), Frankfurt (FRA), Tokyo (NRT), Singapore (SIN) and Sydney (SYD), several with one stop. Prices and fare classes were not fully rendered in the capture, so compare live quotes, baggage allowances and connection times before booking. If you are flying in for a single show day, arrive the day before: an early-morning long-haul arrival plus a cross-London transfer to the Docklands leaves little margin, and Saturday engineering works on the rail network can add time.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: London Heathrow (LHR): 60-90 min by road; London Gatwick (LGW): 75-100 min by road; London Stansted (STN): 60-85 min by road; London Luton (LTN): 75-100 min by road. Allow road or rail time to ExCeL London; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near ExCeL London: Docklands / Royal Victoria: Crowne Plaza London Docklands by IHG; Waterloo / South Bank: Ruby Lucy Hotel London by IHG; Docklands / Royal Docks: Holiday Inn Express London-Royal Docks, Docklands by IHG.
Ride-hail: Ride-hailing is widely used across London and can be handy for the final leg to ExCeL when the DLR is disrupted, though surge pricing applies around large events. Request pick-up and drop-off points away from the main vehicle gates on show morning, since the approach roads to the venue are shared with exhibitor loading traffic.
Public transit: Custom House station serves ExCeL London directly, with DLR services and the Elizabeth line calling there; Prince Regent DLR covers the eastern halls. From Heathrow, the Elizabeth line runs direct to Custom House in roughly 50-55 minutes. From Waterloo, Westminster or London Bridge, take the Jubilee line to Canning Town and change onto the DLR. Pay with a contactless bank card, phone or Oyster; daily caps apply, and fares are charged in GBP. Check the TfL journey planner for weekend engineering works, since part-closures are common on Saturdays.
Parking: ExCeL London has on-site multi-storey car parking with direct access to the halls, and pre-booking is recommended for busy weekend events. Expect roughly GBP 15-25 per day as an approximation, with height restrictions and specific car park allocations depending on which halls are in use. Confirm current tariffs, accessible bay availability and the correct car park entrance on the venue or organiser site before driving.
Weather
Plan and pack for the event climate.
Month: April 2027
Temperature: Approx. 8-15 C by day in mid-April, dropping to around 5-8 C overnight; the Royal Docks waterfront can feel a few degrees colder with wind chill. Treat this as seasonal guidance and check the forecast in the final days before travel.
Seasonality: April is a changeable month in London, with sunshine and passing showers often on the same day and occasional breezy spells. Rain is usually light rather than prolonged, but the walk between Custom House station and the ExCeL entrances is exposed, so keep a compact umbrella or hooded waterproof within easy reach.
Packing: Pack layers you can add and remove through the day, a packable waterproof jacket, and comfortable walking shoes for the long ExCeL concourses. Bring a refillable water bottle, a tote or small wheeled case for any miniatures or terrain you buy, and a zip bag to keep rulebooks and paper stock dry on the walk back to the station.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Salute usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Buy or reserve your entry ticket and note the confirmation email or QR code you will show at the door
Day 2
Book rail or flight tickets to London early for the Saturday and allow buffer time if arriving the same morning
Day 3
Reserve a hotel in the Royal Docks, Canary Wharf or Stratford corridor and check the cancellation window
Day 4
Plan your route to ExCeL London: Custom House for the DLR and Elizabeth line, or Prince Regent for the western halls
Day 5
Check TfL fares and whether contactless or a pay-as-you-go card is cheaper for your airport-to-venue journey
Day 6
Set a cash and card budget for miniatures, rulebooks and paints, and note that many small traders prefer card but some club tables are cash-only; Print or download the exhibitor list and shortlist the manufacturers, demo games and participation tables you want to visit first
Day 7
Check whether demo or participation games need a sign-up on the day and plan to reach those tables early
Day 8
Pack a tote or small wheeled case if you expect to buy bulky terrain or figure cases
Day 9
Wear comfortable shoes; the ExCeL concourse between halls involves a lot of walking
Day 10
Check the short-range London forecast and bring a waterproof layer for the walk between transport and venue entrances
Day 11
Photograph any rules or paint references you want to look up, and ask before photographing other players' painted armies
Day 12
Confirm the show date and opening hours on the organiser site and check whether entry is ticketed in advance or pay-on-the-door, since capacity at the Docklands venue can be capped; Keep the organiser site bookmarked for last-minute hall, entry or timetable changes
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at ExCeL London
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Salute registration concourse
ExCeL London
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
ExCeL London
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 Salute fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Salute, 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 Miniatures and figures for wargaming and Tabletop games and rulebooks solutions and benchmarking suppliers at Salute in London.
Min. budget
$504.00
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 Miniatures and figures for wargaming and Tabletop games and rulebooks products who need qualified meetings with the event's trade audience.
Min. budget
$2,268.00
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 London 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
Where is the show held?
Captures point to ExCeL London at Royal Victoria Dock, 1 Western Gateway, London E16 1XL, served by Custom House DLR and Elizabeth line stations.
How do I get to ExCeL London from Heathrow?
Rail is the practical option: the Elizabeth line runs east toward Custom House, and TfL journey planning covers DLR and Underground connections. Road journeys from Heathrow are long, with capture data citing roughly 100 km and about 1 hr 9 min.
Where should I stay for a wargaming show at ExCeL?
Hotels in Docklands and Royal Docks, such as Holiday Inn Express London-Royal Docks, Docklands or Crowne Plaza London Docklands, keep transfers short. Waterloo and Victoria offer central alternatives with rail links east.
Is the show suitable for families and beginners?
Captures describe participation games, club demonstrations and a welcoming tone for newcomers and families, alongside trader stands for experienced hobbyists.
What should I pack for a mid-April London visit?
Expect changeable spring weather: layers, a waterproof jacket and comfortable shoes for walking the ExCeL halls.
Glossary
- Wargaming
- Tabletop play with miniature figures and rulesets, often on modelled terrain; the captures reference miniatures, rulebooks and scenery.
- Participation game
- A drop-in table run by a club or demo team where visitors can play a round without booking ahead.
- Terrain and scenery
- Modelled buildings, hills and scatter pieces used to build wargaming tables; listed among hobby accessories.
- DLR
- Docklands Light Railway, the driverless light rail network serving Custom House for ExCeL London.
- Elizabeth line
- Cross-London rail line linking Heathrow and central London with Custom House in the Royal Docks.
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Also known as
Alternate names and search phrases for this event.
- Salute 2027
- Salute London 2027
- London United Kingdom
- Wargaming Convention London 2027
- Miniatures and figures for wargaming
- Tabletop games and rulebooks
- Hobby supplies including paints and tools
- Gaming accessories such as terrain and scenery
- Wargaming Convention Convention London
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.