BOE International Trade Show for Experience Marketing
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About this event
BOE International Trade Show for Experience Marketing
boe international (People. Events. Innovations.) is an international trade fair focused on innovative event solutions, bringing together the event industry ecosystem in one place. The event is held January 20–21, 2027 at Messe Dortmund in Dortmund, Germany.
Under the guiding motto “People. Events. Innovations.”, boe international connects providers from multiple disciplines—such as trade fair construction, event technology, event IT, catering, and venues— with trade visitors, agencies, and decision-makers working across marketing, HR, and procurement. The trade fair is designed to support both practical discovery and meaningful industry networking.
Why this show fits Experience Marketing
Experience marketing relies on high-impact events, engaging on-site formats, and measurable outcomes across the customer journey. boe international aligns strongly with these needs because it attracts event professionals and decision-makers who build and deliver experiences—from concept and technology to production and on-site delivery. With live activities and a structured supporting program, the fair functions as a platform where experiential concepts become real, showcase-ready solutions.
What attendees can expect
- Industry networking and new connections across the event community, with opportunities to discuss practical challenges and partnership ideas.
- Practical inspiration through a high-quality supporting program featuring lectures and panels on the future of the event industry.
- Innovation and technology showcases, where exhibitors present current trends, tools, and creative solutions relevant to modern event production and experience delivery.
- Coverage across the full experience stack, including construction, equipment, event IT, catering, locations, and entertainment-focused event formats.
Who the event is for
boe international is positioned as a trade fair where event and trade fair industry professionals meet. The audience includes exhibitors and trade visitors from around the world, with decision-makers from marketing, HR, and procurement—making it relevant for brands and service providers working on experiential campaigns and event-based customer engagement.
Event details (from official information)
- Event name: boe international
- Date: January 20–21, 2027
- Venue: Messe Dortmund
- City & Country: Dortmund, Germany
- Core positioning: International trade fair for innovative event solutions
- Motto: People. Events. Innovations.
This trade fair is therefore a strong venue for Experience Marketing stakeholders looking to engage with the event industry’s latest technologies, creative formats, and decision-makers shaping how experiences are designed, produced, and delivered.
Data sheet
BOE International Trade Show for Experience Marketing – Event Attendee & Buyer Profile Analysis
Event Date: 20–21 January 2027
Location: Messe Dortmund, Dortmund, Germany
Event Status: Upcoming
Research Date: 30 June 2026
Event Overview
| Event Name | BOE International Trade Show for Experience Marketing |
| Event Date | 20–21 January 2027 |
| Event Status | Upcoming |
| Venue | Messe Dortmund |
| City | Dortmund |
| State / Region | North Rhine-Westphalia |
| Country | Germany |
| Organizer | Federal Association of the Event Industry (fwd:) |
| Official Event Website | boe-international.de/en-gb |
| Event Type | Trade fair / exhibition / conference |
| Primary Category | Business Services |
| Secondary Applicable Categories | Entertainment & Media; IT & Technology; Hospitality |
| Audience Reach | International trade audience with strong DACH and European reach |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Moderate for dates/venue/positioning; low for attendance volume because no official current-year count was published in the provided source text. |
| Main Purpose of Event | To connect event-industry suppliers with trade visitors, agencies, and decision-makers around event solutions, technologies, networking, and future-focused industry content. |
About the Event
BOE International is a leading trade fair for the event and trade fair industry in Dortmund. The event positions itself as a January market opener for the sector, bringing together suppliers, agencies, and business decision-makers around innovative event solutions, technology, creative formats, and practical networking.
The show is relevant for companies selling event infrastructure, event technology, AV, event IT, catering, venues, live communication, and promotional services. It attracts a mix of trade visitors, planners, agency teams, procurement stakeholders, and industry professionals seeking sourcing opportunities, partnerships, and new ideas for event production and experience marketing.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Event agencies and live communication firms | Experience agencies, event agencies, brand activation agencies | Specify vendors, integrate solutions, manage client budgets | High-value prospects for event tech, production, AV, and venue services |
| Corporate marketing teams | Mid-market and enterprise brands | Budget owners or influencers for events, sponsorships, brand experiences | Relevant for event production, lead capture, experiential marketing, sponsorship tools |
| HR / employer branding teams | Large employers, recruiting teams, talent acquisition departments | Use events for recruiting, internal communication, engagement, employee experience | Strong fit for event design, hybrid event tech, branding, content production |
| Procurement and sourcing teams | Enterprises, public institutions, associations | Approve suppliers, negotiate contracts, control compliance | Useful for contracted event suppliers, venues, AV, staging, logistics |
| Venue and location operators | Convention centers, conference hotels, arenas, unique venues | Buy event infrastructure, tech, services, and partner with suppliers | High relevance for infrastructure, operations, and technology vendors |
| Catering and hospitality buyers | Event caterers, hospitality operators, F&B suppliers | Source food, beverage, service equipment, and staffing support | Relevant for event catering, service ware, logistics, and hospitality solutions |
| Event technology and IT decision-makers | Event tech platforms, SaaS providers, integrators, agencies | Select platforms for registration, lead capture, apps, analytics, badge systems | Primary audience for event tech, AV, and software vendors |
| SME event planners and freelancers | Independent planners, small agencies, consultants | Recommend tools, services, and suppliers to clients | Useful for scalable, affordable, and high-utility supplier offerings |
| Industry media and associations | Trade media, professional bodies, networking groups | Influence market visibility and partnership opportunities | Relevant for sponsorship, PR, and audience-building services |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Dortmund | Local venue operators, agencies, service providers, corporate planners | Medium | Easy access for regional trade visitors and on-site buyers |
| Host state / region: North Rhine-Westphalia | Düsseldorf, Cologne, Essen, Bochum, Münster, Bielefeld, Ruhr area business buyers | High | Strong regional concentration of agencies, corporations, and venues |
| Nearby business hubs | Rhine-Ruhr companies, German-speaking Europe, Benelux | High | Accessible by rail and road for short-cycle buying trips |
| National reach: Germany | Event agencies, corporate marketing, procurement, HR, venue teams | High | Likely core audience due to sector-specific relevance |
| International reach | European event professionals, exhibitors, buyers, and speakers | Medium | Official site describes it as a meeting place for professionals “from all over the world” |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | The official event positioning states that professionals attend from all over the world, while the strongest commercial concentration is in Germany and neighboring European markets. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| fwd: Bundesvereinigung Veranstaltungswirtschaft | Industry association / organizer | Organizer and sector network for the event industry | fwd.de | Managing Director, Program Director, Partnerships Manager | Confirmed Speaker Organization |
| Messe Dortmund | Venue operator | Venue host with operational and procurement relevance | messe-dortmund.de | Venue Director, Operations Director, Procurement Manager | Confirmed Government / Procurement Organization |
| Düsseldorf Congress / CCD | Venue operator | Relevant venue buyer for event infrastructure, AV, and production services | duesseldorf-congress.de | Operations Director, Event Director, Technical Director | Strong Market Fit, Attendance Not Confirmed |
| Koelnmesse | Trade fair organizer / venue | Major event venue and organizer in the same regional market | koelnmesse.de | Procurement Lead, Event Operations, Head of Exhibitor Services | Strong Market Fit, Attendance Not Confirmed |
| Messe Frankfurt | Trade fair organizer / venue | Large-scale event operator likely to buy event tech and services | messefrankfurt.com | Head of Events, Procurement Director, IT Director | Strong Market Fit, Attendance Not Confirmed |
| Deutsche Messe | Trade fair organizer / venue | Event venue with buying relevance for stage, AV, and operations | deutschemesse.de | Operations Manager, Procurement Manager, Event Technology Lead | Strong Market Fit, Attendance Not Confirmed |
| Maritim Hotelgesellschaft | Hospitality / meetings venue buyer | Conference and event hospitality buyer for production, AV, and services | maritim.de | Director of Events, F&B Director, Technical Manager | Strong Market Fit, Attendance Not Confirmed |
| InterContinental Hotels Group | Hospitality / meetings venue buyer | Potential buyer for event tech, venue services, and guest experience solutions | ihg.com | Regional Director of Events, Procurement Manager, IT Manager | Strong Market Fit, Attendance Not Confirmed |
| MCI Group | Event agency / association management | Global event services buyer with recurring vendor needs | mci-group.com | Event Director, Sourcing Manager, Client Services Director | Strong Market Fit, Attendance Not Confirmed |
| dmg events | Event organizer | Comparable organizer with likely interest in event tech and production | dmgevents.com | Operations Director, Procurement Lead, Partnerships Director | Strong Market Fit, Attendance Not Confirmed |
| German Convention Bureau | Industry association / destination network | Relevant for meetings, incentive, and event buyer ecosystems | gcb.de | Managing Director, Partnership Manager, Marketing Director | Strong Market Fit, Attendance Not Confirmed |
| German National Tourist Board | Destination / tourism buyer | Uses experiential marketing and event platforms for promotion | germany.travel | Marketing Director, Event Manager, Procurement Manager | Strong Market Fit, Attendance Not Confirmed |
| SAP | Enterprise corporate buyer | Large event and internal communications buyer; relevant for event tech and production | sap.com | Global Events Director, Procurement Manager, Marketing Operations | Strong Market Fit, Attendance Not Confirmed |
| Siemens | Enterprise corporate buyer | Potential buyer for large-scale experience, conference, and AV solutions | siemens.com | Event Marketing Manager, Procurement Director, IT Director | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Director of Events / Head of Events | Events / Marketing | Director | Owns event strategy, vendor selection, and annual budget decisions |
| 2 | Procurement Manager / Sourcing Manager | Procurement | Manager | Controls supplier onboarding, contracts, and cost negotiations |
| 3 | Marketing Director / Brand Experience Lead | Marketing | Director | Sponsors experiential campaigns, launches, conferences, and activations |
| 4 | Event Technology Manager / IT Manager | IT / Events | Manager | Selects apps, registration tools, lead capture, integrations, and analytics |
| 5 | Operations Director / Venue Operations Manager | Operations | Director / Manager | Influences staffing, logistics, production flow, and supplier contracts |
| 6 | HR Director / Employer Branding Manager | HR | Director / Manager | Uses live events for recruitment, culture, and internal communications |
| 7 | Partnerships Director / Sponsorship Manager | Partnerships / Sales | Director / Manager | Buys sponsorships, branded activations, and event visibility packages |
| 8 | Agency Owner / Managing Director | Agency | Owner / C-level | Outsources or resells event infrastructure, production, and technology |
| 9 | Conference / Meeting Planner | Events / Admin | Manager / Specialist | Specifies venues, suppliers, catering, and attendee experience elements |
| 10 | CFO / Finance Director | Finance | Director / C-level | Approves spend, vendor contracts, and ROI-driven event investment |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Events Services | Core ecosystem for event planning, production, and support | Agencies, production partners, event suppliers |
| 2 | Marketing & Advertising | Brand experiences, promotions, and experiential campaigns | Marketing leaders and campaign buyers |
| 3 | Information Technology & Services | Event IT, integrations, analytics, registration, apps | CIO, IT director, event tech buyers |
| 4 | Management Consulting | Advisory firms attend for client-facing events and sponsorships | Client event procurement and partner selection |
| 5 | Hospitality | Venues, hotels, catering, and guest experience are central to the show | Venue and hotel buyers |
| 6 | Retail | Retailers use events for launches, promotions, and brand activations | Retail marketing and shopper experience buyers |
| 7 | Furniture | Event furniture, modular buildouts, and experiential space design | Display, staging, and interior experience solutions |
| 8 | Commercial Real Estate | Conference venues, hospitality assets, and destination operators | Venue leasing, event infrastructure, and tenant engagement |
| 9 | Consumer Goods | Product brands often invest in live activations and launches | Brand activation, sampling, experiential marketing |
| 10 | Executive Office | C-suite budget owners attend for strategic events and partnerships | High-level sponsorship and strategic vendor selling |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Official website content provided | Use lead-gen assumptions only after registration data becomes public |
| Exhibitor count | Not publicly confirmed | Unconfirmed | Official website content provided | Exhibitor directory should be checked closer to event date |
| Buyer count | Not publicly confirmed | Unconfirmed | Official website content provided | No verified buyer program count in source text |
| Speaker count | Not publicly confirmed | Unconfirmed | Official website content provided | Program exists, but count not stated in the provided source |
| Historical attendance | Not used here | Not assessed | Current-year official source preferred | No reliable current-year figure available in the provided content |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Event technology | Registration, apps, lead capture, analytics, badge systems | Demo-based selling to event ops and IT buyers | SaaS platforms, RFID, event apps, CRM integrations |
| Event production | Stages, logistics, power, rigging, set build | Supplier meetings with production teams and agencies | Staging, AV, rigging, build systems, on-site services |
| Catering and hospitality | Food service quality, volume handling, guest experience | Relationship selling to venue and hospitality buyers | Catering services, equipment, disposable ware, staffing |
| Experiential marketing | Brand activations, immersive campaigns, audience engagement | Creative proposal selling to marketing leaders and agencies | Brand experience services, content, production, creative tech |
| Procurement and sourcing | Vendor comparison, pricing, compliance, SLA control | RFP-driven outreach and supplier onboarding | Contracted services, vendor management, managed service models |
| Venue services | Venue operations, floor planning, attendee flow | Operational and facility-focused meetings | Venue services, access control, signage, wayfinding |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The show explicitly targets event-industry buyers, agencies, and decision-makers in marketing, HR, and procurement. |
| Decision-maker availability | High | Event shows typically attract directors, managers, agency owners, and category buyers. |
| Data collection potential | High | Good fit for exhibitor lists, speaker lists, sponsorship intelligence, and attendee outreach once registration data is available. |
| Apollo targeting potential | Very High | Clear industry and title mapping across event services, marketing, IT, hospitality, and procurement. |
| Geographic targeting potential | High | Strong regional buyer base in NRW plus national German and European trade visitors. |
| Best outreach approach | High-touch, solution-led | Use role-specific messaging focused on event outcomes, cost control, attendee experience, and operational efficiency. |
| Overall lead quality | High | Strong commercial fit for suppliers selling into the event, marketing, and venue ecosystem. |
| Best use case | B2B attendee list building and targeted outreach | Excellent for lead generation, event intelligence, sponsorship prospecting, and post-show sales follow-up. |
| Limitations / risks | Medium | Current-year attendance, buyer list, and exhibitor confirmations were not fully available in the provided official text. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Events Services; Marketing & Advertising; Information Technology & Services; Hospitality; Management Consulting; Retail; Consumer Goods; Commercial Real Estate; Executive Office; Business Supplies & Equipment | Capture core buyers and influencers across event planning, production, and sponsorship |
| Departments | Events; Marketing; Procurement; Operations; IT; HR; Partnerships; Finance | Align outreach to budget holders and functional stakeholders |
| Seniority | Manager; Director; VP; C-level; Owner | Prioritize decision-makers and budget owners |
| Job titles | Director of Events, Head of Events, Event Marketing Manager, Procurement Manager, Sourcing Manager, Event Technology Manager, Operations Director, HR Director, Partnerships Director, Managing Director, Venue Operations Manager | Target the most commercially relevant buyer and influencer profiles |
| Geography | Germany; North Rhine-Westphalia; DACH; Benelux; broader Europe | Focus on buyers with realistic travel and purchasing proximity |
| Employee size | 11–50; 51–200; 201–500; 501–1,000; 1,001–5,000; 5,000+ | Covers agencies, suppliers, venues, and enterprise buyers |
| Keywords | event, exhibition, trade fair, experience marketing, live communication, brand activation, event technology, AV, venue, conference, procurement | Refine searches to event-specific purchasing intent |
| Company type | Privately held; public companies; agencies; associations; venues; hospitality operators | Capture both recurring enterprise buyers and service providers |
Suggested Apollo Search Logic: (events OR "event marketing" OR "experience marketing" OR exhibition OR "trade fair") AND (procurement OR sourcing OR marketing OR operations OR IT OR HR OR partnerships) AND (director OR manager OR VP OR chief OR head OR owner)
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| BOE International official website | Official event website | Event name, dates, venue, city, positioning, organizer, audience types, and thematic focus | Very High |
| fwd: Federal Association of the Event Industry | Organizer / association website | Organizer identity and sector relevance | High |
| Messe Dortmund | Venue website | Venue identity for Dortmund event hosting | High |
| Provided official website content excerpt | Primary source excerpt supplied by user | Confirmed date range, positioning, audience mix, and event focus areas | Very High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to BOE International Trade Show for Experience Marketing — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds