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MRO Europe 2026 on the ground: what we saw in Amsterdam and 6 lessons for exhibitors
Our team was at MRO Europe, held at RAI Amsterdam on 27–29 October 2026. Organised by Aviation Week, it is one of the key meeting points for Europe’s aviation maintenance, repair and overhaul (MRO) industry. We have already rounded up the deals announced at the show in our review. This article is about what stood out to us on the floor and what we, as a marketing and business development agency, take away for exhibitors.
First impressions from the floor
1. Countries tell their story from the entrance
The first things visitors saw were the orange welcome banner and, right next to it, a large display promoting France’s national participation. Organised by Business France under the “French Fab” banner, it directed visitors to a catalogue of all French exhibitors via a single QR code. In a crowded hall, being visible under one national brand rather than company by company is a real advantage.
The host country took a similar route: AeroNL, the Dutch aerospace and aviation association, ran the Netherlands Pavilion at stand 1-357.
2. The show adapted its identity to the city
Held in London in 2025, MRO Europe came to Amsterdam this year, and you could feel it everywhere. The photo wall on the show floor combined Amsterdam’s canal houses with giant purple “#MROE” letters, a spot designed for visitors to take pictures and share them. The organiser appeared to be tying its brand to the host city to make it more memorable.
3. What everyone talked about: parts, turnaround time and skilled people
Looking at the show’s agenda, three topics stood out, as Aviation Week’s coverage of the show also reflects:
- Supply chain disruption is changing how airlines and MROs buy (Aviation Week).
- Operators want more predictability, and MROs are making turnaround time a priority (Aviation Week).
- The workforce challenge is shifting towards how long it takes new staff to become competent (Aviation Week).
4. A strong presence from Türkiye and the Netherlands
According to the official exhibitor list, 12 Turkish companies took part: Turkish Technic (1-130), myTECHNIC (3-515), Total Technic (1-805), BE AERO (5-427), Aldis Aviation (3-511), MC2 Composite (5-305), ASES Aviation (5-1021), FEZA AERO (5-907), MAKRO AERO (5-1046), LogoSky (5-611), OMS Aero Group (5-123) and Alfa Freight (5-120). Turkish Technic was also one of the show’s Platinum sponsors.
The host country brought 30 exhibitors. Those with their own stands included Fokker Services Group (1-155), AkzoNobel Aerospace Coatings (1-560), SAMCO Aircraft Maintenance (1-555), Mainblades (1-756), EXSYN Aviation Solutions (1-258), SPECTO Aerospace (1-755), TDA (3-415) and SGI Aviation (5-805). The Netherlands Pavilion featured ADSE, AIIR Innovations, Aviocom, Belgraver Aircraft Interiors, Hive Aerospace Collective, KVE Composites Group, Loxam, NACO, NLR and WFS PRO. You can read more about these companies in our pre-show article and about their announcements in our review.
Official results: figures not yet published
As of 1 November 2026, Aviation Week’s post-show results page is still being prepared, and attendee and exhibitor numbers have not yet been published (results page). Before the show, the organiser expected more than 11,000 attendees and over 500 exhibitors (official site). For comparison, the 2025 edition in London drew 11,331 unique attendees, 630 exhibitors, 1,200 airline and lessor buyers, with attendees from 90 countries. We will update this article once the official figures are out.
Six lessons for exhibitors
Based on what we saw, here is what we would tell any company preparing for MRO Europe 2027 or another international trade fair:
- Be visible under a shared banner, not just on your own stand. The French and Dutch pavilions showed how smaller companies gain visibility through a national brand. A joint digital catalogue or a shared campaign with an industry association can strengthen individual stands.
- Move visitors online. One QR code instead of a pile of business cards, leading to a single page with your catalogue, references and a booking link. That page keeps working after the show ends.
- Build your message around the industry’s three questions: parts supply, turnaround time and skilled people. If the headline on your stand does not clearly answer one of them, visitors may walk straight past.
- Design a shareable moment. Like the organiser’s photo wall, a detail on your stand that visitors want to photograph gives you free reach on social media.
- Plan your follow-up before the show ends. Write up meeting notes the same day and send each contact a message tailored to your conversation within two weeks. See our follow-up email templates.
- Start preparing for 2027 now. MRO Europe returns to Amsterdam on 19–21 October 2027. Stand, message, materials and meeting plans usually need six months or more. Our trade fair preparation checklist walks you through it.
Preparing for MRO Europe 2027 or another international fair? Email us at info@eddacreative.com with a short description of your project to talk through strategy, stand messaging, materials and post-show communication. Your sales conversations and client relationships stay with you; we take care of the communication side of your preparation.
Frequently asked questions
Where and when did MRO Europe 2026 take place?
At RAI Amsterdam on 27–29 October 2026. The conference ran on 27–28 October and the exhibition on 28–29 October.
How many Turkish and Dutch companies exhibited?
According to the official exhibitor list, 12 Turkish and 30 Dutch companies took part. Turkish Technic was a Platinum sponsor.
Have the official attendance figures been published?
Not as of 1 November 2026. The organiser expected more than 11,000 attendees; we will update this article once the final figures are released.
When is MRO Europe 2027?
On 19–21 October 2027, again in Amsterdam. In 2028 it returns to London, on 3–5 October.
This article is based on our team’s observations at the show and on publicly available information as of 1 November 2026. Photos: Edda Creative.
Sources
- MRO Europe – official site (Aviation Week)
- MRO Europe – future dates
- MRO Europe 2026 – results page
- MRO Europe 2026 – official exhibitor list
- Aviation Week – supply chain disruption and procurement
- Aviation Week – turnaround time and predictability
- Aviation Week – workforce and time to competency
- AeroNL
