SMAGUA 2027: how to get the most out of exhibiting
A guide for SMAGUA 2027 exhibitors (Zaragoza, February): who visits a water-sector stand and how to organise lead capture and follow-up.
SMAGUA is the water and environment fair organised by Feria de Zaragoza. The 2027 edition is announced for 16 to 18 February 2027 and runs alongside SPAPER, the paper industry fair (check dates and rules on the official website). This guide focuses on what comes before and after the fair: how to make every visit leave a contact and a follow-up.
What you can see in the exhibitor catalogue
The public SMAGUA 2027 list can be filtered by country. When consulted on 27 October 2026 it announced about 650 brands, and the Spain filter showed more than 300 exhibitors, including manufacturers of pumps, valves, pipes, instrumentation, water treatment, filtration and engineering services.
It is a sector where manufacturers, subsidiaries of international groups and technical distributors coexist: it helps to know who shares the hall before preparing your message.
Who usually walks by the stand
- Water utilities and municipalities: operators, municipal services and irrigation communities.
- Engineering and consulting firms, who specify equipment for their projects.
- Technical installers and distributors.
- Industry: plants with treatment and pumping needs.
Many decisions in this sector go through tenders and specifiers. That is why a contact from an engineering firm who visits your stand can be worth more than a one-off purchase.
A timeline for SMAGUA 2027
- December to mid-January: window to prepare the page, stand kit and messages with printing margin (about 10 to 4 weeks before the fair).
- January: tests and invitations to your target accounts, including engineering firms you already talk to.
- 16 to 18 February: capture with permission and daily alerts.
- March: 30-day follow-up and report.
Offer ideas for the sector
- Datasheets and curves for your most specified equipment.
- Certificates and approvals that tender documents ask for.
- An installation case (with the client's permission) and its operating data.
- A short guide to choosing equipment by flow, pressure or type of water.
Segment the follow-up
Writing to a municipal technician, an engineering firm or an installer works differently. Prepare three short versions of your first message and apply the 30-day sequence to each. If someone replies, the sequence stops and a person on your team takes over.
What you can do and what we can do
If you exhibit at SMAGUA 2027 and want capture and follow-up solved, our service for trade fair exhibitors sets it up with your brand and your catalogue. And if you arrive late, there is a follow-up-only version. If you are a manufacturer, there is more on customer acquisition for manufacturers on this page.