BETA International 2025, sponsored by Neue Schule, was an outstanding success - not only in the feedback from exhibitors and visitors but also in the record-breaking figures achieved.
More than 3,075 people attended across the two days, representing a 10% increase on the last BETA International held at the NEC in 2020, and doubled the number of attendees compared to last year, cementing the show’s place as the UK’s premier event for equestrian and country sectors.
This year marked the first BETA International organised by Raccoon Media Group, following its acquisition of the event in 2024. The show returned to the NEC with a host of exciting new features, including a free event app sponsored by Neue Schule, the launch of the new Business Pavilion sponsored by Breyer, and a dedicated Hosted Buyer Programme. Together, these innovations helped attract a truly international audience.
“We are absolutely delighted with the success of the 2025 event and incredibly grateful to everyone who sponsored, exhibited, and attended,” said Liz Ormesher, Event Director. “While we’re proud of the record-breaking numbers overall, we’re especially pleased with nine times the amount of international visitors this year and the success of the Hosted Buyer Programme, which brought key buyers from the UAE, America, and the UK to the show.”
During the show, BETA International secured a 60% rebook rate for the 2026 event, with new bookings continuing to come in daily. In addition, more than 20 companies have already expressed their interest in exhibiting.
“We know that several companies came as visitors to ‘check us out’ this year, and we were pleased to see so many come over and book space for 2026,” said Liz. “We’ll be looking to grow the floorplan again next year following this year’s success and also looking at further features and ways to enhance the show. The Seminar Theatre, Feed Hub, and New Products Showcase will all be returning, and we’ll be working with a charity partner, adding new initiatives, and strengthening collaboration with our partners and sponsors. The future of the industry is bright — and so is the future of BETA International.”
For the first time ever, BETA International was co-located with PATS (Pets & Aquatics Trade Show), allowing many visitors to experience both events and adding significant value for attendees and exhibitors alike.
“We’re thrilled with the response to our first BETA International,” said Nicole Cooper, CEO of Raccoon Media Group’s Animal Health Division. “The show is truly a jewel in the industry’s crown, and we’re excited about the future possibilities. The new app is just one example, and we’re already exploring ways to add further functionality and features to enhance the experience for everyone. I spent both days at the show, and it was fantastic to meet so many people, learn about their businesses, and hear their passion for the industry. Here’s to an even bigger and better 2026.”
For more information about BETA International and opportunities to exhibit at the 2026 show, taking place on 27–28 September at the NEC, please visit beta-int.com.
