More than 20 new exhibitions have been signed up to take place at the National Exhibition Centre over the next two years.
The extra shows represent more than £2 million of new business.
The NEC Group, which runs the venue along with the International Convention Centre and the National Indoor Arena, said it demonstrated early success for the strategy to attract new exhibitions, whether as launch events or transfers from other venues.
Among them are consumer shows such as the MPH car show, staged successfully at the weekend, and the new Summer BBC Good Food Festival set for May next year.
New trade fairs include the Nepcon electronics show, which moves from Brighton.
Paul Thandi, NEC Group commercial director, said: "These new shows demonstrate a great vote of confidence and underline the NEC as this country's leading exhibition venue.
"Creativity and innovation in attracting new business is a major part of our strategy to grow the NEC's future, and I am delighted that this drive is already delivering such great results with approaching £2 million of new business now committed through the next two years.
" Together with our £40 million investment in improving facilities, we are building a very strong platform for the future."
The new shows will join around 160 trade and consumer exhibitions already staged at the NEC each year, which together already attract more than three million visitors and 40,000 exhibiting companies.