Trade show participation is expensive for exhibitors, and therefore developing tools and methodologies in order to assess the performance and efficiency of trade shows is an important issue. The aim of this study is to determine the efficiency of trade shows with a particular focus on the service sector and the influence of business factors in the selection process of the trade show. The efficiency is estimated using audited data of exhibiting firms. Moreover, trade show efficiency in service-oriented shows is examined in detail, as is the influence of explanatory variables related to the business and service orientation of trade shows. Based on the results, the study provides conclusions and managerial implications to inform policy prescriptions that will help exhibitors to design their preshow planning process. From a preshow stage policy, socioeconomic perspective and events planning, the study highlights the importance of improving scale efficiency in the Spanish trade show sector.