The experiential marketing show at Messe Dortmund presents international trends and the broad span of live communications
Continuing a fine tradition, the event industry welcomed the new event year in style as BOE INTERNATIONAL 2024 kicked off. Increased visitor interest and an even broader line-up of exhibitors from seven nations gave a comprehensive overview of the market. The show was characterised by multi-sensory experiences waiting to be seen, touched and tried out, as well as in-depth technical input and a wealth of opportunities for networking and doing business.
Dortmund, 24 January 2024 – On 17 and 18 January 2024, BOE INTERNATIONAL at Messe Dortmund once again marked the beginning of the new event year, showcasing innovations and tried-and-trusted products across all segments of the event industry. As a source of inspiration for the ecological and economic transformation of the event industry as it moves towards greater sustainability, BOE had arranged the new “Sustainable Stand – Best Practice Area” speciality zone, which took visitors on an inspiring journey into the future of sustainability as part of the Sustainability Experience. The presentation of sustainable concepts by exhibition and stand construction companies was one of the highlights of BOE, focusing on the use of ecological materials and development of reusable, modular system designs demonstrating solutions for an improved ecological footprint on the journey towards net zero. This year’s show was characterised once again by the sheer diversity of the sectors represented. The numerous prominent exhibitors included experts in the fields of professional event and conference equipment, event production and the organisation of conferences and conventions of all sizes.
The supporting programme featuring numerous technical and entertaining highlights included inspiring speakers including Tijen Onaran, one of the 100 most successful women in business and investor on TV show “Höhle der Löwen” (the German version of “The Dragons’ Den”), as well as Georg Listing, entrepreneur and bass player with world-famous band Tokio Hotel.
“BOE once again brought together all key stakeholders in the international event industry on a single platform and in a setting that goes far beyond a pure vendors’ trade show, offering – as it does – an inspiring specialist content programme. Whether it’s new technological trends and innovations, basic equipment or the variety of accompanying event services – this is where the industry comes together in a relaxed atmosphere for successful business matchmaking and cultivation of existing business relationships. We’re delighted with the all-round positive feedback from this year’s show which featured a high level of international participation and an increase in supplier and visitor numbers, highlighting once again the attractiveness and importance of this well-established experiential marketing show,” stated Sabine Loos, chief show organiser and Managing Director of Westfalenhallen Unternehmensgruppe which owns and operates the Messe Dortmund venue.
As expected, trade visitors are looking forward with great anticipation to next year’s show. An impressive 85% have already decided to take part again. As well as strong attendance from businesses in Germany, Austria and Switzerland, BOE also benefited from considerable international participation this year, with the numerous trade visitors from countries such as the Netherlands, Italy, Poland, Slovakia, the Baltic States and China especially worthy of note. The show’s organisers have also achieved comprehensive coverage of various sectors and topic areas, offering a broad spectrum of expertise and business opportunities for participants from across Germany and beyond. “The dialogue and interaction between experts from different countries enriches the experience and promotes the development of new ideas and new partnerships. As a result, the show is not just a meeting place for experts and decision-makers – it’s also a forum for innovation and forward-looking trends in the industry,” continued Sabine Loos.
Vendors emphasise the high quality of visitors
Exhibitors, too, were very pleased with the interest shown by trade visitors, the density of contacts and the many highly specific enquiries. Sabrina Brautlacht, Head of Marketing at von Hagen GmbH, agreed, saying: “Our aim was at BOE INTERNATIONAL was to cultivate our image and win new customers. We have far exceeded this goal. We’ve had many promising discussions and the conversations have increased in both quantity and quality compared to last year. The atmosphere was superb, and we’ll definitely be back next year.” Wouten Neven, Marketing Manager at flexfurn N.V. Hoofkantoor
Overall, more than 90% of the 400+ exhibitors have already expressed their intention to be back on-stand again at the next BOE INTERNATIONAL. Around 97% of exhibitors said their expectations had been met – or even exceeded – by this year’s show. Exhibitors reserved special praise for the effective networking, the high number of trade visitors and the excellent business opportunities available at BOE INTERNATIONAL.
Show programme a big success with sheer breadth of high-quality content
The industry hotspot offered a wealth of information and inspiration on all key topics within the event industry in a host of talks, panels, interviews and performances across a total of four stages: LET’S TALK STAGE, DIGITAL & EVENT STAGE, SAFETY & SECURITY STAGE and ACTS ON STAGE. Background knowledge and exciting slots were also on offer at various themed side events such as the very first FEMALE BUSINESS NETWORKING event for dynamic women. Culinary tips and insights were once again a top priority at the CULINARY HUB with top chef Ulf Tassilo Münch from the Culinary Delight Connection, his team and guests from the hospitality scene. This year’s CAREER HUB focussed on collaboration between people and machines, the use of AI tools and an AI workshop. Numerous GUIDED TOURS dedicated to aspects such as sustainability and technology proved a source of great inspiration. Advancing young talent was also at the top of the BOE agenda once again: For young professionals, young high-talent individuals and people interested in events, there were two side events acting as a go-to hub for people’s next career move. The first successful projects were presented in the ‘Fresh‘ category of the BrandEx Awards.
The 7th IST FORUM EVENT Young Talent Convention, on the other hand, offered the opportunity to discover more about vocational and development training, and to familiarise oneself with the diversity of the industry. As usual, the specialist show and the extensive supporting programme was supported by numerous partners and industry associations. These included fwd: – the German Concert and Event Industry Association, EVVC – the European Association of Event Centres, degefest – the Congress and Seminar Industry Association, VPLT – the Media & Event Technology Association, and bvvs – the German Event Safety & Security Association.
Trophies: gold, silver and bronze at the 2024 BrandEx Awards
For the sixth time, BOE honoured the outstanding projects of the previous year in live marketing and brand architecture. The 22-member international panel of judges had reached its decision just a few hours earlier in a live session – the first of its kind in the history of BrandEx. A total of 46 entries from 176 submissions were honoured at the awards ceremony, which also featured a new evaluation procedure. Two new awards were also presented this year: to the ‘Best Submitter’ and for the ‘Best Project’. The new, three-part framework at the BrandEx Awards was very well received, from the live judging to an entertaining, one-hour stage show as part of the popular BOE Night and the opportunity to find out more details on the winners and projects in the BrandEx Deep Dives the following day. The foremost German creative competition was initiated by the Institute of Communication Studies, the German Concert and Event Industry Association (fwd:), the BlachReport and Messe Dortmund.
Even now, all eyes are on the future, with the next BOE INTERNATIONAL – the leading event industry trade show – set to be held at Messe Dortmund on 15 and 16 January 2025. With a promising programme and a large number of exhibitors from various sectors of the event industry, BOE INTERNATIONAL 2025 once again promises to be an unmissable event for professionals and all those with an interest in the industry.
