TranslateAble, a specialist language agency dedicated to the events industry, has launched Multilingual Stand Staffing, a new service designed to help exhibitors overcome language barriers and build stronger connections with international buyers at exhibitions and trade shows.
The new service places experienced language professionals directly within exhibitor teams on the show floor. Rather than providing interpretation as a separate service, TranslateAble’s multilingual professionals work alongside stand staff throughout an event, supporting buyer meetings, walk-up conversations and business discussions.
TranslateAble Targets Language Barriers at Exhibitions
International participation has become an increasingly important part of the global exhibitions industry, with organisers attracting exhibitors, buyers and visitors from a growing number of countries. However, language differences can sometimes prevent exhibitors from turning valuable stand visits into meaningful business opportunities.
TranslateAble’s Multilingual Stand Staffing service has been developed to address this challenge. By embedding language professionals directly into exhibitor teams, the service aims to make communication easier from the moment an international buyer approaches a stand.
The professionals can support exhibitors during scheduled meetings as well as spontaneous conversations with visitors, helping both sides communicate more naturally and effectively.
New Multilingual Stand Staffing Service Supports Exhibitor ROI
For exhibitors, international visitors represent an important source of potential partnerships, sales leads and new market opportunities. However, when a stand team cannot communicate effectively with a prospective buyer, an important business conversation can be lost.
TranslateAble believes its new Multilingual Stand Staffing service can help exhibitors improve their return on investment by ensuring that language does not become an obstacle during face-to-face meetings.
The service is not limited to international exhibitors. Even companies exhibiting at domestic events can benefit, particularly when their audience includes international buyers travelling to the event.
Julia Danmeri Highlights the Importance of International Buyers
Julia Danmeri, Founder and CEO of TranslateAble, has more than 20 years of experience working in global event operations. Her experience has given her a first-hand understanding of the role international exhibitors and buyers play in the growth of exhibitions and trade shows.
According to Danmeri, organisers invest considerable time and resources in attracting international audiences, making it important to ensure exhibitors are equipped to engage effectively with those visitors.
“Many organisers spend huge amounts of effort and budget attracting international exhibitors and visitors to a show,” said Danmeri.
She added that if an exhibitor’s stand team cannot communicate with a buyer when they arrive at the stand, the opportunity can easily be missed.
The new service, she explained, provides organisers with a practical solution that can be recommended directly to exhibitors to help improve their event performance and return on investment.
Local Language Professionals Support Sustainable Events
TranslateAble is also placing emphasis on sustainability and accessibility when delivering its new service.
Where possible, the company sources language professionals locally in the host city where an exhibition takes place. This approach can reduce travel requirements, lower costs and help minimise the environmental impact associated with event staffing.
The initiative supports TranslateAble’s wider commitment to improving its business practices and contributing to a more sustainable and inclusive events industry.
Service Already Used at IFE
The Multilingual Stand Staffing service has already been introduced to exhibitors at the International Food & Drink Exhibition (IFE), which took place in March.
Following the initial implementation, TranslateAble is now making the service available to exhibitors across the 2026 IAAPA portfolio of events in the USA, UK, Abu Dhabi and Japan.
The expansion highlights the growing importance of multilingual support as exhibitions become increasingly international and exhibitors look for practical ways to maximise face-to-face business opportunities.
Organisers Can Promote the Service to Exhibitors
TranslateAble is also positioning Multilingual Stand Staffing as a service that exhibition organisers can actively recommend to their exhibitors.
Organisers can introduce the service through exhibitor manuals, marketing toolkits and pre-show communications. This gives exhibitors a straightforward way to arrange multilingual support before an event and prepare their teams for international visitors.
For organisers, the service can become another tool for improving the overall exhibitor and visitor experience.
“Anything an organiser can do to help exhibitors succeed strengthens the value of the whole event,” said Danmeri.
She highlighted exhibitions as an important platform for companies looking to establish global connections and generate new business, while noting that language barriers can sometimes prevent those opportunities from developing.
Supporting a More Inclusive Events Industry
The launch of Multilingual Stand Staffing comes as the global events industry continues to focus on accessibility, inclusion and creating better experiences for international audiences.
With exhibitors and buyers increasingly travelling across borders to attend trade shows, the ability to communicate effectively can have a direct impact on the quality of business meetings and networking opportunities.
By placing language professionals directly within exhibitor teams, TranslateAble aims to make multilingual communication a more integrated part of the exhibition experience rather than something exhibitors arrange only when a specific interpretation requirement arises.
The company believes this approach can benefit all sides of the exhibition ecosystem — from exhibitors and buyers to organisers and venues.
TranslateAble Expands Its Role in the Global Events Industry
TranslateAble provides interpretation, multilingual sign language interpreting and translation services to organisers, venues and event suppliers around the world.
The company has worked with organisations and venues including London Book Fair, MCM Comic Con, SXSW London and ExCeL London, among others.
Its growing presence in the events industry has also been recognised through its recent selection as a finalist in three categories at this year’s Association of Translation Companies (ATC) Language Industry Awards: Company of the Year, Team of the Year and Sustainable Business of the Year.
The recognition further highlights the company’s focus on combining language expertise with sustainability and event-industry knowledge.
Language Services Becoming More Important for Global Exhibitions
As exhibitions continue to attract increasingly diverse international audiences, multilingual services are becoming an important consideration for organisers and exhibitors.
The launch of TranslateAble Multilingual Stand Staffing reflects this changing environment by offering exhibitors a dedicated language professional who can work as part of their stand team throughout an event.
For exhibitors seeking to attract international buyers, improve business conversations and maximise the value of their exhibition presence, multilingual stand support could become an increasingly important part of pre-show planning.
For organisers, meanwhile, offering exhibitors practical solutions to improve international engagement can strengthen the overall value proposition of an event and contribute to a better experience for both buyers and exhibitors.
