Spanning over 450 acres of Warwickshire parkland, The Game Fair is set to welcome over 120,000 visitors for a three-day immersion into rural life, sporting excellence, and field-to-fork gastronomy.

The 2026 edition features one of the most significant milestones in sporting history as the internationally renowned premium Italian gunmaker, Fabbrica d'Armi Pietro Beretta, celebrates its remarkable 500th anniversary at the event. Founded in 1526, Beretta is the world’s oldest manufacturing dynasty, and The Game Fair will serve as a primary stage for its celebrations.

This historic anniversary anchors a significantly expanded Gunmakers’ Row for 2026. The thoroughfare will now include the new Gunmakers’ Theatre, a dedicated space for technical debates and live craftsmanship demonstrations. The Gunroom will also act as the exclusive retailer for Beretta’s prestigious 500th-anniversary merchandise, alongside a powerful display from British titans including Holland & Holland, Westley Richards, and E.J. Churchill.

Broadening the appeal for collectors and creators alike, two brand-new areas debut this year. The Shed & Buried section brings the spirit of the hit TV show to life as a haven for lovers of vintage treasures, classic machinery, and hidden gems. It is a must-visit for anyone with a passion for restoration and the stories behind reclaimed finds.

Nearby, the Modern Ruralist Craft Yard will be dedicated to the preservation of traditional skills and celebrate the finest British artisans. Visitors can watch live demonstrations of heritage crafts including bespoke leatherwork and intricate woodturning which highlights the timeless skills that define the British countryside.

The UK’s largest outdoor shopping village returns to offer everything from high-end country fashion to bespoke home decor. A major highlight of the shopping calendar is Welligogs Ladies Day on Friday 24 July. Visitors are encouraged to dress to impress as incredible prizes are on offer for the most elegantly dressed attendees. This makes Friday the most glamorous day of the weekend to explore the vast rows of boutiques and exhibitors.

Beyond the heritage of the gun trade, the event introduces groundbreaking features such as Rally Clays which is a brand-new and fast-paced head-to-head clay shooting challenge. Young visitors can also dive into the expanded Activity Row which features air rifle tasters and the chance to meet therapy ponies.

The VIP Enclosure, sponsored by JM Finn, continues its tradition of multi-host excellence with a prestigious 2026 lineup. This year is particularly notable as it marks the first time culinary legend Marco Pierre White will be hosting at the event. Headline guests can experience Mr. White’s personally curated menu on Friday and Saturday including ‘Mr. White’s Breakfast’. The residency continues on Sunday of the event as Dick and Angel Strawbridge, stars of Escape to the Chateau, take the helm as official hosts. Throughout the weekend, TV’s favourite mixologist Merlin Griffiths will be a permanent fixture behind the VIP bar.