A research conducted by Center for Exhibition Industry Research (CEIR) says around 16 to 20 percent of attendees will show some kind of interest in your product or service. And to calculate how many people will visit your booth, you will need to ask your organizer how many people have estimated to register and how many will hit the show floor. This information will help you calculate an estimated number of visitors in your booth.
Firstly, multiple the registered participants with 16 percent, and if you think your booth has better market visibility as compared to your competitors in terms of products, services, technology and design, you can multiple the registered participants number with 20 percent.
Now the number you have arrived at multiple it with 50% if the trade fair you are participating in is general in nature which is likely to attract a wider range of audience. And if the trade fair is highly targeted, meaning it is open to very specific kind of audience; multiple the number you have arrived at with a number between 35 to 40 percent.
Now, divide the number you have arrived at by the total number of hours your booth will be operating as per your schedule. The number you will get now will let you know how many people will potentially visit your booth every hour. This will also help you arrange for the number of staff members you will need to handle the number of attendees you are expecting.
Note* this is not a sure-shot or the ultimate way to calculate the number of visitors. There are so many other factors that can determine how many attendees will be visiting your booth. This is the simplest way to get a fair idea on the number of attendees visiting your booth.