Clarion Events has strengthened its long-term commitment to Olympia, signing new multi-year agreements over the summer months for four of its established exhibitions: The Baby Show, Spirit of Christmas Fair, incorporating The Luxury Travel Fair, Destinations: The Holiday & Travel Show and Top Drawer.
The agreement builds on decade long relationships with Olympia and provides long term certainty for Clarion to continue investing in and developing the shows at Olympia through to 2028.
Together, the four exhibitions attract more than 150,000 attendees annually to Olympia’s iconic heritage halls, managed by Legends Global and have become established fixtures across the UK’s parenting, retail, travel and Christmas event calendars.
The renewed agreements follow a sustained period of growth for several of the shows at Olympia, supported by the venue’s interconnected spaces, its recent £1.3bn transformation, and central London location.
Spirit of Christmas Fair, which celebrates its 25th anniversary this week, has been held at Olympia since launching in 2001. Alongside the co-located Luxury Travel Fair, which celebrates 20 years today, the event has progressively expanded across the Grand, National and West Halls, accommodating more than 800 brands alongside expanded food, hospitality and visitor event features.
Over the past three years alone, the fair recorded cumulative attendance growth of 18%, welcoming more than 55,000 visitors in 2025.
Similarly, The Baby Show celebrated its 25th anniversary at Olympia last month and has continued to experience steady growth at the venue. It’s longevity at Olympia is testament to the long-term partnership between Olympia and Clarion, with the venue’s iconic halls becoming an established and recognisable backdrop to its events.
Russell Rule, portfolio director at Clarion Events said: “Olympia has an established formula that works for our visitors, exhibitors and commercial partners, and these events have built strong identities here over many years.”
Rule added: “They have continued to grow and evolve at Olympia, and this new agreement gives us the certainty to plan further ahead, invest with confidence, and explore new ways to develop the shows. We’re looking forward to continuing that work with the Olympia team and building on what are already very successful events.”
This multi-year agreements follow a series of significant investments by Olympia in its events offer, including bringing food and beverage in house under Legends Global earlier this year with a focus on improving quality, flexibility and customer across its venues, alongside the introduction of new permanent digital screens in 2027, designed to create additional branding, sponsorship and revenue opportunities for organisers.
Andy O’Sullivan, CEO at Olympia Events said: ““Our focus has firmly been on supporting the long-term success of exhibitions and securing the long-term future of these established shows at Olympia is a significant endorsement of our venue.”
He added: “With our iconic event spaces, prime central London location and the opportunities created by our wider transformation, we’re proud to offer Clarion a home where its events can continue to thrive, attract high-quality audiences and deliver lasting value for exhibitors and visitors.”
