boe international launches rebranding and sets new standards for the event industry of today and tomorrow

Messe Dortmund is opening a new chapter for the boe international. From 2026, the leading trade fair will operate under the title ‘International trade fair for innovative event solutions’ and send a clear signal with its new motto ‘People. Events. Innovations.’

Dortmund, 8 October 2025 – ‘boe international is not just a meeting place. It is the driving force, trend radar and business hub for an industry in transition and for everyone who is shaping the future of the event industry,’ explains Sabine Loos, Managing Director of the Westfalenhallen Unternehmensgruppe. ‘We bring people together, showcase the innovative event solutions and technologies of tomorrow, and set trends that have international appeal.’

Courageous. International. Inspiring. More than just a rebranding.

As a beacon of the European event and trade fair industry, boe international opens up new perspectives and shows how the events of tomorrow are taking shape. It focuses on fresh formats, international reach and practical inspiration for a future-oriented industry.

• People. boe international is the place where decision-makers, creatives, visionaries, talents and young professionals come together. New masterclasses, practical workshops and formats such as Speed Networking NetWorks powered by ExpoPlatform create additional space for genuine dialogue, inspiration and personal connections.

• Events. This is where the topics of trade fair and stand construction as well as event IT are bundled. The focus is also on AV and show technology, event equipment such as furniture, supply technology and safety equipment, as well as locations, catering and acts. In the interplay of these areas, boe international shows how spaces, technology and equipment work together to bring brands and experiences to life.

• At the same time, Innovations. presents not only the technologies of tomorrow, but also the trade fair premieres and highlights that are driving the industry today. From AI-supported tools and immersive technologies to sustainable concepts, boe international shows which solutions will transform the event industry. New formats such as the Founders Fight Night make the trade fair a showcase for the future.

The date at the beginning of the year is no coincidence: strategically placed in January, boe provides the kick-off for identifying trends early on, forging partnerships and setting the course for a successful event year. Visitors to the trade fair gain exclusive insights: ‘Bundled in one place, practical and at an international level,’ emphasizes trade fair director Sabine Loos.

Future-oriented and international
With its new orientation, boe international not only appeals to its grown community of event planners, technicians and agencies, but also attracts more international exhibitors and trade visitors as well as companies beyond the traditional event industry. This makes it the leading innovation, technology and knowledge platform, offering a decisive overview of current and future solutions.

Visitors benefit equally from this diversity. Operational professionals such as event planners, technicians and trade fair constructors gain access to tools, trends and practical solutions. boe international also targets strategic decision-makers from the fields of marketing, HR and procurement. At the same time, it provides event managers from across the economy – from office managers to corporate communications – with the right solutions for organizing formats such as anniversaries, congresses and employee events. Talented individuals and students also use it as a career platform and springboard into the industry. In addition to practical inspiration and networking opportunities, the leading trade fair offers a high-caliber conference program with lectures, panels and side events.

New logo with a signal effect
The new logo of boe international is the visible centerpiece of the rebranding. Sleek, clear and modern, it represents the trade fair’s role as a pioneering leading event in the event and trade fair industry. It combines consistency with dynamism and makes the triad ‘People. Events. Innovations.’ recognizable at first glance.

The new color scheme also reflects the strategic focus of the trade fair. Violet (People.) captures the vibrancy, growth, energy and connection. It symbolizes the boe community: people who develop ideas, build networks and shape the industry with passion.

Creativity, emotion and inspiration are embodied in the light green (Events.) of the logo. It represents the diversity of formats, architecture, equipment and brand experiences that make the trade fair a stage. Light blue (Innovations.) stands for the future, technology and internationality and symbolizes digital tools, smart solutions and sustainable concepts that are shaping the transformation of the event industry. Together, the colors visualize the triad of boe: people at the heart, events as a stage for emotion and creativity, and innovations as the engine for change and the future.

Digital stage
Parallel to the logo relaunch, the website has also been completely redesigned. With modern imagery, intuitive navigation and a clear structure, it has become the central showcase for the international trade fair for innovative event solutions. It is aimed at exhibitors, trade visitors and companies alike and brings the new brand identity of boe international to life digitally.

Tickets now available
Tickets for boe international 2026 are now available online. www.boe-international.de

All key information, updates and developments concerning the show can always be found on Facebook, Instagram, LinkedIn, the show‘s website and via newsletter.