Regional trade shows are having a moment – and CTCO and C!Print in Lyon, France, is the latest event to bring together suppliers and distributors to discuss the latest trends, innovations and products in promo.

Now in its 18th year, CTCO is hosted and produced by Infopro Digital Trade Shows, a division of the international media and events group Infopro Digital.

But despite its regional focus, CTCO and C!Print’s reach is international. Nearly 300 exhibitors attended CTCO – the promo-specific portion of the show – while C!Print, the print section of the show, brought together over 200 decoration equipment exhibitors. In total, over 10,000 visitors across countries and continents attended this year’s event. Foreign visitors accounted for 9% of the show’s attendees, with significant representation from Switzerland, Belgium, Italy, Spain and the Ivory Coast. Michele Bell, ASI’s senior vice president of content & global alliances, also attended the event.

A Global Opportunity

Heather Smartt, global head of Counselor Top 40 supplier Goldstar (asi/73295) and an exhibitor at the show, believes CTCO is a valuable experience for anyone in promo – no matter where you’re traveling from.

“These shows are becoming more regional, with a strong focus on our French clientele. That said, I’d really encourage international clients to attend CTCO next year,” says Smartt, who is also a member of Counselor’s Power 50 list of most influential people in promo. “It’s such a great show for making connections and having meaningful conversations.” 

Carleen Gray, the CEO of Stahls’ (asi/88984) and a Counselor Power 50 member, added that the energy on the show floor was contagious.

“Each year, CTCO seems to go from strength to strength,” says Gray, who was also the Counselor 2025 International Person of the Year. “The quality of attendees and the appetite for new ideas continue to rise. Beyond new opportunities, it has also been incredibly valuable to connect with many of our current customers, strengthening partnerships and identifying ways we can support their growth even further.”

Gray also witnessed a growing interest in innovations like print-on-demand and heat-press technology.

“The market is clearly evolving, and decorators and branded merchandise sellers are actively looking for faster and more scalable production models,” she explains. “It’s exciting to see how aligned that demand is with our technology strategy.”

European Promo Market Growth

Jordan Dutheil of Dag Import, who attended the show to exhibit the Goodjour product collection, has witnessed an increased demand for products that are European-made and responsibly sourced.

“We see increasing demand for European-made products, and this year represents a real opportunity to position ourselves strongly in this category,” he says.

Goodjour’s products are manufactured in ESAT workshops, social integration enterprises and penitentiaries, providing professional opportunities for people with disabilities and nonviolent offenders reintegrating into society.

“Our priority is to promote and reinforce our local and national economy through responsible and local production,” Dutheil says.

Olivier Vergnet, the CEO of Xoopar, a Paris-based supplier of power banks, cables and other tech products made of recycled materials, has also witnessed a growing interest in the European market.

“More and more global resellers with multicountry offices are showing an interest in how we serve European countries,” he says.

Vergnet, who exhibited Xoopar’s products at this year’s show, said sustainable innovation is critical for the future of promo, but it’s not enough.

“An updated tech with API and easy connectors is also mandatory to developing long-term partnerships with our resellers, not only in Europe, but globally,” he says. “Our driving force for a positive change will come from a mix of both.”

Recognizing Industry Innovation

During CTCO, more than 200 attendees took part in La Soirée de l’Objet Média, an awards ceremony that took place at Paul Bocuse – Le Restaurant Gastronomique in Lyon. Cécile Fougerouse, president of the Federation of Promotional Product Communication, kicked off the event by discussing the state of the industry and sharing predictions for the years ahead. As part of the event, about 100 CTCO exhibitors competed for a chance to win the MUST Awards Competition, which judges innovation and expertise of promotional products and textiles. These awards specifically recognized products for their commitment to sustainability and low-impact solutions. The following companies and products took home this year’s MUST Awards:

CTCO 2027 is scheduled for February 2-4 and will take place at Eurexpo Lyon in Lyon, France.

Click through gallery below for images from CTCO 2026.

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