The Royal Pavilion
A Premium Showcase at our 2026 Show
In 2026, as the Royal Agricultural Society marks its 175th anniversary and opens a new chapter at its new home in the KwaZulu-Natal Midlands, the Royal Agricultural Show will introduce a distinctive new feature: The Royal Pavilion.
Conceived as the visual and experiential centrepiece of the Show, the Royal Pavilion will be a carefully curated environment celebrating South African agricultural excellence, innovation and high-value downstream production — aligned with the 2026 theme: Innovation in Agriculture: Past. Present. Future.
This Pavilion is intended to elevate how premium agricultural and artisanal brands are presented at the Show, creating a space that reflects both the heritage of the Royal and the future of modern agribusiness.
What is the Royal Pavilion?
The Royal Pavilion is being designed as a landmark exhibition structure within the Showgrounds, offering:
• A striking, high-quality marquee environment
• Thoughtfully designed lighting and décor
• A warm, inviting atmosphere for visitors
• A coherent overall aesthetic
• A central gathering point for live music and demonstrations
• A selection of exhibitors presenting polished, professional displays
The Pavilion will focus on businesses that transform agricultural raw materials into high-value products — from artisan foods and beverages to textiles, leather goods, honey products, specialty crops and luxury consumables.
Who is the Royal Pavilion for?
The Royal Pavilion is aimed at exhibitors who:
• Operate at the premium end of their sector
• Invest in strong branding and presentation
• Are focused on product quality, provenance and innovation
• Want to reach high-LSM consumers and decision-makers
• Value association with the Royal Agricultural Society’s standards and heritage
Exhibitors will be selected through an application and curation process to ensure a consistent quality experience for visitors.
Why exhibit in the Royal Pavilion?
Participation in the Royal Pavilion offers:
• Placement within a highly visible, flagship area of the Show
• Association with the Royal’s 175th anniversary celebrations
• A curated exhibitor environment rather than a generic trade area
• Enhanced visitor dwell time
• Strong photographic and media appeal
• Alignment with the Show’s future-focused narrative
• Opportunities for premium brand storytelling
Final design details and enhancements will be confirmed closer to the event.
Expression of Interest
Producers, processors and premium brands interested in exhibiting in the Royal Pavilion are invited to register an Expression of Interest.
Submitting an EOI does not constitute a commitment, but allows the Royal Agricultural Society to:
• Gauge demand
• Shape final layouts and categories
• Communicate updates as the Pavilion develops
• Ensure a balanced mix of exhibitors
The Royal Pavilion at a Glance
• Flagship showcase zone at the 2026 Royal Agricultural Show
• Focus on premium, value-added agricultural products
• Curated exhibitor selection
• High-quality shared environment
• Launching at the Royal’s new home in the KZN Midlands
• Part of the Royal’s 175th anniversary programme
