It’s the highlight of most shooter’s year and the country festival to be seen at every summer­. Finally, we can head back to The Game Fair, and it looks like this could be the best one yet.

(Credit: The Game Fair)

This much-loved celebration of the great British countryside returns in 2021, taking place in the familiar surroundings of Ragley Hall, Warwickshire, from 23 to 25 July. The Game Fair will host more than 1,000 trade exhibitors and there’ll be new and exciting features on offer, including: the Optics Village; Totally Game cookery theatre, in association with our sister title, The Field; and the return of the hugely popular BASC village.

Visitor favourite Gunmakers’ Row is already shaping up to be a fantastic attraction, featuring leading companies such as E J Churchill, John Rigby & Co, Boss & Co, Bonhams, the CPSA, William Powell and Longthorne Gunmakers, amongst the 650 exhibitors already booked. 

The Game Fair continues to be a prime opportunity for the industry to reconnect face to face with customers and trade representatives, stepping away at last from the Zoom meetings of 2020. The show is attended annually by more than 120,000 domestic and international visitors, 80% of which are already involved in one or more fieldsports or rural activity, with an average spend in excess of £80 million each year.

The Game Fair provides the ideal opportunity to try out new products

The Game Fair remains the leading platform for our industry. If you are interested in booking a stand, email; you can choose your stand location at the point of booking. And you can book with confidence, as there’s the option to take up payment protection insurance that will ensure you don’t lose out if you are unable to attend the event due to specified unforeseen circumstances.

In the spirit of progression and innovation, The Game Fair launched an online marketplace at the end of last year selling booked exhibitors’ latest products 24 hours a day. 

Game Fair managing director James Gower said: “The Game Fair Shop is the ideal platform for us to add value for many of our exhibitors who rely on our event to generate sales for them.

“Booked exhibitors will receive year-round promotion with weekly newsletters and a social media campaign reaching an average of 250,000 customers every week. A huge opportunity for businesses to connect with new customers and generate much-needed revenues for them.” 

The Game Fair is also delighted to announce its new partnership with the Gun Trade Association (GTA) and Gun Trade News (GTN). Three key players in the shooting industry coming together to support those working within it by delivering a bespoke Trade Pavilion.

The Gun Trade Pavilion will host receptions, presentations and networking events for trade visitors, including some that will be held on the Thursday ahead of The Game Fair’s traditional Friday opening. A free Trade Preview pass will be made available for trade applicants with accreditation and registration in advance.

Speaking of the new venture, Simon West, executive director of The Gun Trade Association, said: “It was clear to some members of the GTA, particularly those not retailing to the public, that an additional facility was required at the fair for conducting B2B business meetings and networking.

“The GTA is happy to facilitate this resource for its members. In addition to the Pavilion, a Gunmakers’ Theatre will demonstrate and promote skills in gunmaking, which will provide a valuable showcase for people considering the trade for careers.”

Steve Faragher, editor of Gun Trade News, said: “I’m delighted that GTN will be continuing its close association with the Gun Trade Association to provide the brand-new Gun Trade Pavilion—a tranquil haven at The Game Fair for all the busy people who work in the industry. This Game Fair will be one of the biggest and best ever; I am certainly really looking forward to it, and the opportunity to catch up with colleagues and friends that I haven’t seen in over a year.”

This year will also see the expansion of the Optics Village, sponsored by night-vision and thermal-imaging expert Pulsar, distributed by Thomas Jacks. 

Dogs are a major part of the show (Credit: The Game Fair)

Lee Adams, marketing manager at Thomas Jacks, commented: “We’re thrilled to be returning to The Game Fair as it provides us with an excellent opportunity to get the full range of Pulsar products into customers’ hands for them to compare side by side. And, just as importantly, for us to get feedback directly from Pulsar users.”

Lee Hurst, section manager of Gunmakers’ Row at The Game Fair, commented: “We have repositioned the Optics Village to allow dealers and manufacturers to use 650 metres in front of them, which goes down the E J Churchill Clay Line to be able to demonstrate the optics on display and available to buy. The activity of which will also allow visitors to test the latest thermal tech on offer.”

Entering its seventh decade, The Game Fair is unique in its make up and remains the world’s largest and most spectacular premium festival for the great British countryside.

The Game Fair offers an unparalleled opportunity to influence, network, trade and sell to a targeted, high-net-worth audience who are passionate about the countryside. At its heart, The Game Fair is a magnet for countryside enthusiasts who love to socialise, network and, of course, shop!


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