Clarion Events signs new deals to keep four of its shows at Olympia London until 2028

Clarion Events has signed new multi-year agreements to keep four of its consumer and trade exhibitions at Olympia London through to 2028: The Baby Show, the Spirit of Christmas Fair with The Luxury Travel Fair, Destinations: The Holiday & Travel Show, and Top Drawer. Olympia announced the deal on 5 November 2026 and says the four shows bring more than 150,000 attendees a year to the venue.

Which shows are staying at Olympia

The agreements cover four established Clarion brands, all of which already run at Olympia. The agreements were signed over the summer and announced this week, during the Spirit of Christmas Fair’s 25th edition.

Dates come from the Spirit of Christmas Fair, Luxury Travel Fair, Top Drawer, Destinations and Baby Show websites, checked on 6 November 2026. The Baby Show also runs at Excel London (5–7 March 2027) and the NEC in Birmingham (7–9 May 2027); the agreement covers its Olympia edition.

What the shows have grown to

The Spirit of Christmas Fair is the largest of the four by the figures Olympia gives. It now spreads across the Grand, National and West Halls with more than 800 brands, and welcomed more than 55,000 visitors in 2025. Olympia says attendance grew by 18% in total over the past three years. The Baby Show marked its 25th anniversary at Olympia in October.

Russell Rule, portfolio director at Clarion Events, said the new agreement “gives us the certainty to plan further ahead, invest with confidence, and explore new ways to develop the shows”. Alex Lewis, chief operating officer of Olympia Events, said the shows “have become an important part of Olympia’s calendar”.

Why this follows a run of long-term deals at Olympia

This is the second batch of multi-year exhibition agreements Olympia has announced in 2026. In June it said London Tech Week and Big Data LDN had signed three-year deals and Decorex a two-year deal, with London Tech Week moving parts of its 2027 and 2028 editions into the venue’s new International Convention Centre.

Both announcements credit the £1.3bn redevelopment of the wider Olympia site, which has added hotels, restaurants, bars and live entertainment around the exhibition halls. Olympia is run by Legends Global, which also brought food and beverage in-house earlier this year and plans new permanent digital screens in 2027 that organisers will be able to use for branding and sponsorship.

For organisers, the practical point is availability. Long agreements like these take fixed slots in Olympia’s halls years ahead, so a show or large event looking for space in January, early November or late October in the next two years is competing with dates that are now committed. It is worth asking early, and comparing other London venues if your dates are fixed.

What Olympia offers an exhibition organiser

Olympia’s own space pages list The Grand Hall at about 14,000 m² across its ground and gallery floors, with a maximum capacity of 7,000, and The National Hall at about 8,730 m² with a maximum of 5,000. West Hall adds 3,400 m² on its ground floor. Our Olympia London profile has the full halls table, travel and build-up details.

Kensington (Olympia) station on the London Overground and Southern is next to the venue. Visitor parking is limited to pre-booked Blue Badge holders, and the site is inside the ULEZ, which matters for exhibitors and contractors driving in for build-up.

Not every show has stayed. London Build, which had run at Olympia since 2015, moves to Excel for its November 2026 edition, so the deals also show Olympia working to hold on to its long-standing organisers. For a wider view of how to compare venues for a show, see our guide to choosing a business event venue.

Sources

• Olympia press release, 5 November 2026
• Olympia press release, 23 June 2026
• Show dates from each show’s own website, checked 6 November 2026