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A specialised look beyond the border

BOE intensifies its ties to the Netherlands

Service providers from the Netherlands will be presenting themselves in the Holland pavilion at BOE in 2017. Copyright: Photonic.nl

On 18 and 19 January 2017, BEST OF EVENTS INTERNATIONAL (BOE) will extend beyond the national borders. For the first time, there will be a Holland pavilion with exhibitors from Germany’s neighbouring country. As another new feature, a variety of free guided tours will be offered to trade visitors at the fair, one of them for guests from the Netherlands. Cross-border relations will therefore be enhanced in several ways.   
 
There have always been strong synergies between the Dutch and the German event market, says Hans Schriever from the Düsseldorf communication agency Laureamedia. As a trend, the interest of Dutch market players is growing. “For Landal Green Parks, for example, Germany is one of the most important growth markets for B2B business in Europe. That’s why, as an agency operating in both markets, we have developed a holistic communication strategy for repositioning the brand Landal Business Line.” The German event market offers tremendous potential for Dutch event experts. Together with editor-in-chief of the Dutch media platform eventbranche.nl, Sjoerd Weikamp, Schriever will provide a guided tour for Dutch market players on the first day of BOE.
 
A cross-section of the Dutch event Scene  
Together with the BOE trade show team, the two also developed the concept for a Holland pavilion. In 2017, Dutch market players ranging from agencies and creative studios, to event locations and destinations, to event service providers from the different market segments will be presenting themselves here for the first time to trade show visitors in Dortmund. “Our cross-border collaboration has been quite a success,” says Weikamp.
 
But the Holland pavilion is not only a valuable addition for Dutch people. German event professionals can learn a great deal from the creativity and inventiveness of the Dutch neighbours. It’s about sharing experience and know-how from both markets, creating synergies, and cultivating shared potential. The Dutchman Weikamp sums it up as follows: “The pavilion is a forward-looking enhancement of the German portfolio at BOE.” 
 
Free guided tours  
To ensure that visitors don’t miss any of the highlights at BOE, Messe Westfalenhallen Dortmund has partnered up with “eatwalk-share – Connecting Event” to offer a wide variety of free guided tours in 2017.
 
Industry experts give participants an in-depth look at exciting innovations in the event sector. With stories and handouts, the tours are interesting and entertaining. At the “milestones” – selected trade show stands – exhibitor representatives provide information on the respective company, answer questions, and explain products and services. Touching, sampling, and testing are expressly allowed!
 
Starting point for the guided tours is the Connecting Event Place at eatwalkshare’s stand in Hall 5, A06 – behind the entrance, on the left side. Staff will be there all day long. Visitors can register for the guided tours in advance on the BOE website. Spontaneous registrations depending on availability. 
 
The following tours are offered:
>  Getting a general overview of the fair
>  Catering and food trends in 2017
>  Trends in decorating, design & furnishings
>  Entertainment, programme elements, and staging your event
>  Digitalisation, IT solutions, and event technology in the industry
>  Media tour (for trade journalists, on 18 January starting from 13:00) 

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