BERLIN — As 2026 kicked off, in Germany’s capital, a risk committee convened around a conference table. There were no booth renderings on giant screens. Instead, there were headlines and an updated government travel advisory that read “Exercise increased caution.”
Across Europe and Canada, similar conversations are unfolding — not about product launches, but about protests, border scrutiny and whether sending a senior sales team or buyer to the U.S. is an opportunity or a liability.
Something has shifted. Numerous countries have issued or updated advisories for their citizens traveling to the U.S.
In January 2026, Germany urged citizens to “be vigilant” amid civil unrest and elevated risks of politically motivated violence. The U.K. warned that terrorists are “very likely” to attempt attacks in crowded places. Canada advised travelers to expect heightened scrutiny at ports of entry, including electronic device searches. Denmark issued specific cautions for transgender travelers.
None of these advisories say “Do not travel.” But in corporate risk meetings, caution travels fast.
The Safety Perception Gap
On the ground, most U.S. trade shows operate without incident. Convention centers are secure. Host cities are experienced. Security protocols are layered and professional.
But more often than not in this world, perception is reality.
Germany’s advisory notes that even a valid visa or entry waiver does not guarantee entry. For corporate compliance officers, that’s not a technicality — it’s uncertainty. And uncertainty makes European or Asian alternatives feel safer, even if the operational reality in the U.S. is stable.
“For us, it’s about closing that gap quickly. Most of our events take place in well-secured convention environments with strong city partnerships. So we focus heavily on proactive communication, making sure international delegates understand what’s actually happening locally, not just what they’re seeing in headlines,” Lisa Hannant, Group CEO, Clarion Events, said.
The Visa Void
If perception is the whisper, paperwork is the wall. In consulates around the world, international attendees wait for visa appointments that can stretch into months. For some, even 10 months hasn’t been enough.
In 2026, Chris Dolnack, Senior Vice President and Chief Customer Officer of SHOT Show, watched the math change in real time.
“We were down nearly 3,000 international attendees because they could not obtain visas,” he said. “An increase in domestic buyers closed that gap.”
Three thousand isn’t a rounding error. It’s a measurable shift in global density on the show floor.
Pandemic-era staffing reductions at embassies slowed processing. The removal of SHOT Show from the federal Trade Event Partnership Program — which had supported international recruitment and visa facilitation — compounded the impact.
Dolnack’s team pivoted hard toward domestic buyers and filled the gap. It was a strategic win. But it also revealed something structural: When international attendance hinges on embassy staffing and federal policy, global presence becomes contingent — not guaranteed.
The Last Mile Problem
Even when visas clear, the journey isn’t over. Canada’s advisory warns of intense scrutiny at U.S. ports of entry, including potential device searches.
Other countries emphasize that documentation does not ensure admission. Denmark’s guidance includes specific cautions for transgender travelers.
CES™ provides extensive visa support documentation and pre-arrival guidance, so attendees understand exactly what to expect, according to John Kelley, Vice President and CES™ Show Director, Consumer Technology Association™.
Event management is in regular conversations with federal officials, local airports, international groups and industry associations to make sure major event periods are properly staffed and coordinated.
“More broadly, we advocate for policies that balance security with openness like expanding trusted traveler programs and streamlining visa processing for business travel,” Kelley explained.
Duty of Care has expanded. It now includes border-entry clarity, inclusion optics, digital privacy anxiety and geopolitical awareness.
In a world of real-time headlines, one difficult border incident can travel farther than any keynote speech.
“What we can do as organizers is reduce uncertainty. That means advice on earlier visa documentation, clear pre-arrival guidance and working closely with destination partners and venues who have experience supporting large trade delegations,” Hannant said.
What 2026 is proving is that the real battle for international attendance happens inside embassy queues, corporate risk committees and travel advisories written thousands of miles away.
The yellow flags aren’t red lights. But in the global trade show industry, ignoring them could be.
“If we make it too difficult for travelers to enter the country, we will lose economic opportunity,” Kelley added.
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The Condé Nast Traveler article used for reporting on travel advisories was published Feb. 3, 2026. The featured image was created by Grok.com.
