Meet over 70,000 equestrian enthusiasts

Here, you’ll meet those seeking the best shopping – all sharing a common passion for horses and equestrian sports. EuroHorse takes place alongside the Gothenburg Horse Show.

About EuroHorse 2025

90%

of this year's visitors plan to visit EuroHorse again next year

88%

believed the event attracted the right audience

Fyra stjärnor av fem.

Average rating of 4 among exhibitors in 2025

Some of the companies exhibiting 2026

Connect with the right customers - all in one place

Make profitable deals at EuroHorse, where purchasing power stays strong year after year. A unique opportunity to engage with a large community of horse enthusiasts in a single location.

Do business directly on the exhibition floor

In 2025, the average visitor spent approximately 2,000 SEK.

A unique event

EuroHorse is arranged alongside the Gothenburg Horse Show, one of the world’s leading indoor equestrian competitions. Everything is gathered under one roof – the exhibition, competitions, restaurants, hotels, and more.

Strengthen your brand and position

Take the chance to strengthen your brand and equestrian industry position. Together, EuroHorse and Gothenburg Horse Show create Sweden’s biggest equestrian celebration. Experience four exciting days filled with inspiring encounters and opportunities. Meet a high-purchasing-power audience and network with equestrian industry colleagues. The atmosphere is something you have to experience in person.

Feedback from exhibitors at EuroHorse

"We have received great interest at this year’s fair. We showcased four two-horse vehicles priced just under a million SEK, and a 5- to 6-horse bus with living quarters for just over 6 million SEK. We’ve closed several deals and received several strong leads, even for the large bus. This feels really good!"

Peter Jansson
CEO, Kingsröd

"We received a fantastic response at this year’s EuroHorse! We have a close collaboration with Peder Fredricson and other top riders, creating the clothing in partnership with them. Peder, who also signed autographs at our stand, has painted a horse that we used as a printed design on T-shirts, bags, hoodies, and scarves – it became incredibly popular!"

Jonas Schönstedt,
Co-founder, All In Equestrian

"Absolutely fantastic! This was our first time at EuroHorse, and we’ve had a lot of visitors at our stand. The knitted sweaters by the brand Hést attracted especially great interest. The FAM Genser, a double-knit sweater made from kid mohair and merino wool that both warms and provides wind protection, became a best-seller. Perfect for riders!"

Camilla Hofsten
MillaMi Agency/Hést

Frequently asked questions

Who visits EuroHorse?

EuroHorse attracts horse enthusiasts from all over Sweden, as well as from other parts of Europe and the world. Sweden has a horse population of roughly 360,000, the horses are in approximately 75,000 locations. The typical visitor has a strong interest in equestrian activities, with multiple family members involved in riding, and is a member of an equestrian club 68% of our visitors own a horse. This is a strong target group, with a very high percentage planning their purchases ahead of their visit to EuroHorse. Nearly half of the fair’s visitors also own a dog. There is a great interest in both dog-related products and services.

How can we increase our visibility during EuroHorse?

If you want to take your visibility to the next level during the fair, there are several exclusive branding opportunities, such as visibility on digital screens throughout our venue, as well as advertising in restrooms and near the cloakroom. As an exhibitor at EuroHorse, you also get access to marketing materials to easily promote your participation to customers.

Can we hold a business meeting during the fair?

Absolutely! In connection with EuroHorse, we offer the perfect opportunity to host a premium meeting with your customers or colleagues. Our meeting rooms are located right next to the exhibition area, making it an ideal spot to enjoy a shared lunch, continue with your meeting, and finish the day with a visit to the fair — all under one roof! You can easily submit your request under the ‘Marketing’ tab in Exhibitor Service Online.

How do I book accomodation for my company?

Gothia Towers and its exclusive sister hotel, Upper House, are located in the same building as the Swedish Exhibition & Congress Centre, just an elevator ride away from the fair. The building also features several restaurants and bars, as well as our spa located high up in the middle tower. We warmly welcome you to book your accommodation with us. You can book accommodation through Exhibitor Service Online – limited availability, first come, first served.

Participate in EuroHorse 2026

EuroHorse gives you the most horsepower for your money. Book a stand »

Contact us

Christian-Pfolz

Christian Pfolz

Sales Manager
+46 (0) 31-708 80 36
[email protected]

Klas-Pettersson

Klas Pettersson

Business Manager
+46 (0) 31-708 80 67
[email protected]