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˅ Exhibition Overview ˅

Press releases

BOE with even more information and exhibitors

Again 10,400 trade visitors

Distinct international focus

Great visitor satisfaction


The BOE INTERNATIONAL trade fair is making great progress. This year’s programme of forums and accompanying events was more extensive than ever before. The number of exhibitors this year, about 550 from 13 countries, also showed a 14% increase. With 10,400 visitors, a five-digit number of trade visitors came again to the industry’s flagship trade show. Catering and event safety and security were the main topics in 2018. “BOE presented a great variety of trends and innovations in all segments,” summarised Sabine Loos, CEO of Messe Westfalenhallen Dortmund GmbH. “BOE reflects the high dynamism of the sector and again proved to be an indispensable information exchange and networking forum.”
The offer of the trade fair was convincing. 91 per cent of the visitors were satisfied with BOE 2018 according to their own statement. Every fifth gave the top rating and was definitely “very satisfied”.
The FAMAB Communications Association also drew a positive conclusion: “The BOE 2018 was very successful from the Association’s point of view,” said Jan Kalbfleisch, FAMAB’s managing director. We already had a good start jointly with our partners in the evening before the trade show within the scope of the BOE International Reception and the BRAND NEW Launch. The positive progress continued on both exhibition days. The FAMAB stand was a well-attended and vibrant networking area and a platform for many interesting conversations. The distinct international focus of the trade fair was evident this year. That was reflected by both the exhibitors and the visitors. The mix of exhibitors and service providers was overall very diverse and interesting. The trend towards digitalisation was strongly visible in the presentations and was very well emphasised by the interesting and diverse lecture programme.”

Great Attraction
The Organiser could welcome trade visitors from 15 German states in the halls. Every fourth visitor travelled more than 300 kilometres to visit the trade fair. About the same number of visitors travelled between 100 and 300 kilometres. The foreign visitors included guests from The Netherlands, Switzerland, India, Singapore and the United Arab Emirates.
In 2018, BOE also presented itself more international than ever before on the exhibitor side. After the premiere of the Netherlands Pavilion in 2017, there were guest country presentations by The Netherlands, Switzerland and Austria this year.

Diversified Visitor Structure
BOE was greatly diversified on the visitor side. The largest visitor groups included event agencies and event organisers. Other represented industries and sectors included public authorities, associations, banks, event technology, hotel, catering, stand construction, automotive, event safety and security and insurance companies. The visitors mainly organise public events, corporate events and trade fairs, exhibitions and conferences. 87 per cent of the visitors are involved in purchasing and procurement decisions of their companies in an advisory, co-deciding or decision-making capacity.

A visitor survey showed that trade visitors had a special interest in the following exhibited products and services: Event services, event digitalisation, entertainment, furniture rental and decoration, event technology, catering and stand and event construction. This year‘s most popular forum was the DIGITAL FORUM.

A strong programme around the trade fair
BOE 2018 occupied Halls 4, 5, 7 and 8 at the ‘Messe Dortmund’ Exhibition Centre. The International Young Talent Event Award (INA) and the BlachReport Event Award (BEA) were presented again this year, i.e. on 10 January. The renowned BEA is one of the most important awards for creative events.  Creative aspects and the goal orientation of an event concept as an instrument of marketing and corporate communications were honoured by a jury with this award for the eleventh time. Young talents from companies, agencies, service providers, associations, institutions and freelancers aged up to 27 competed for the 13th INA. Prizes for the most creative event concepts were awarded under the motto: “Fill your life with adventures, not things. Have stories to tell, not stuff to show.”
The international Street Food Convention Europe and the two-day mx31 exhibition symposium of Messe Institut GmbH at the Westfalenhallen Convention Centre already started one day before BOE 2018. The IST University of Applied Sciences in Dusseldorf together with the degefest Association organised the FORUM EVENT – the new young talent convention - there for the first time on 11 January 2018. The BOE Night took place in the evening of 10 January, this time in a fantastic ambience in Hall 8.
Competence Centre with New Logo
BOE has made enormous progress in terms of content and programme during the last two years. That should also be visually reflected to exhibitors, visitors and media representatives. A new logo will therefore be used with immediate effect. The revised new logo completely focuses on a clear statement with the three letters BOE. The colours black, red and grey are however adopted from the previous logo.

“BOE stands for a comprehensive competence centre for experiential marketing and moves into the future with this claim,” said Sabine Loos. Exhibitor segments such as exhibition stand construction are to be expanded. Business is also becoming increasingly complex there and the ‘experience’ aspect is becoming more important.  The message is that BOE shows all possibilities of how to make brands experienceable.

International Trade Fair for Experience Marketing

Outlook for 2019
BlachReport, BOE, FAMAB and the Institute for Communications Studies (Studieninstitut für Kommunikation) will launch a new format next year with the International Festival of Brand Experience. The award formats of the initiators, i.e. BEA, FAMAB AWARD, FAMAB NEW TALENT AWARD and INA) will be incorporated. The first edition of the festival will take place on 15 January 2019, the day before the BOE trade fair. The event will start with a convention that will examine sector-relevant topics and trends. The best work of the sector will then receive awards and be duly celebrated during the party afterwards in the evening.
The BOE trade fair will take place on 16 and 17 January in 2019.

BOE INTERNATIONAL 2018 – Partner and Exhibitor Testimonials
Michael Hosang, Managing Director, Studieninstitut für Kommunikation GmbH:
“The final presentation of the INA Young Talent Award and the publication of the study on the shortage of skilled labour in the event and trade fair sector were important to us.   The study was conducted in co-operation with Chemnitz University of Technology and Messe Dortmund GmbH and shows solutions for a successful sector- and job-specific structural change. We were pleased that more than 250 decision-makers from the event industry not only attended the INA and BEA Award ceremony but were also delighted about the creative, conceptual and brand-conscious results produced by the young talents. As a longstanding strategic training partner of BOE INTERNATIONAL, we had many expert talks about the ‘Skilled labour in the event and trade fair sector’ topic, both at our exhibition stand and at the CAREER HUB. We are extremely satisfied with this year’s response and look forward to next year’s new format titled International Festival of Brand Experience which we initiated together with FAMAB, BOE and the BlachReport.”

Michaela Franzes, Project Manager of ERLEBNIS.DORTMUND, Business Development Department of the Dortmund City Council:
“Dortmund as event location was able to excellently position itself with the ERLEBNIS.DORTMUND label at this year’s BOE.  With 16 exhibitors from different segments of the event sector, a truly top accompanying programme and the successful stand party premiere, Dortmund presented itself to a large flow of visitors and boasted high customer traffic. BOE is the right platform for Dortmund to showcase its attractiveness as event location to national and international visitors.”
Roland G. Meier, Chairman of the Federal Association of Event Safety and Security and Managing Director at VDS GmbH:
“Visitor traffic was already very strong last year. However, we clearly noticed that there were even more visitors this year.  We had a very large number of enquiries to the companies and the association.  Our main objective was to further expand the topic focus of event safety and security. BOE is the first event trade show that supports and features this topic so prominently. BOE is THE top trade fair, with no close runner-up.

Marko Pfauch, Sales Manager at fiylo Germany:
“The trade fair went very well from our point of view. Great contacts. Our objectives were good talks and new customer acquisition. And that went really well. BOE is the most important trade fair of its kind in Germany. That’s a fact. We will probably book a stand twice the size next year. Our trade fair participation is already scheduled.”

Jens Kahnert, Authorised signatory at the memo-media publishing company:
“The trade fair went very well. We had a high visit rate at our stand. I am very satisfied. I rate the quality of the contacts as very good. It has continuously improved during the last few years. The visitor diversity was particularly good this year. There is also a very pleasant co-operative relationship with Westfalenhallen Dortmund GmbH. Hall 8 has made impressive progress.”

Gunar Bergemann, Sales Promotion Manager at the Maritim Hotel company:
“The trade visitors came in waves to our stand this time. The good positioning directly next to the large, well-attended MICE Forum helped a great deal. The   current entrance and exit situation via Hall 5 also resulted in a higher number of visitors at peak times.   As one of the leading conference hotel chains in Germany, it was, and still is, important to us to repeatedly participate in BOE, THE leading event trade fair, and fly the flag, especially in the MICE area. Overall, the trade fair went very well. Our expectations have been largely fulfilled and we already have ideas for our trade fair participation next year.”
Sebastian Banken from the Franchise Management and Project Management Department at the Party Rent Group:
“BOE is the most important trade fair for us because it is the flagship trade fair for the event business in Germany. I found BOE 2018 very successful. We had very good contacts. The objective was customer account management. We will exhibit again next year. The co-operation with Messe Westfalenhallen Dortmund GmbH is excellent. There is always a solution to challenges. Really superb!”

Ulf-Tassilo Münch, caterer and initiator of the Street Food Convention Europe:
“We are delighted that we could organise the Street Food Convention Europe 2018 in Dortmund. There were participants from 14 countries. We make people happy with food. 1200 small sample dishes were served per day alone on the Culinary Stage.  I want to come again next year.”

Silke Aladag, Sales & Marketing Manager at ‘Deutscher Fachverlag’:
“The exposure we had here was extraordinary. It was very good in this MICE Hall. It goes without saying that the MICE FORUM provides a perfect platform for sharing our know-how. I can say on behalf of the exhibitors that they had high-quality talks and even direct enquiries. We are BOE’s MICE partner and will further promote and expand this cooperative relationship. I rate the co-operation between us and the Organiser as very good.”

Alexander Ostermaier, Managing Director at Neumann & Müller:
“BOE, as the flagship trade fair for our sector, is continuously developing: It presents itself more international and hence more diversified – that is in line with our business development. The range of forums and conference formats in the accompanying programme increases the attractiveness of the entire trade fair. We notice that on our exhibition stand: Both the quality and the quantity of customer talks increased. The recommendation for the trade fair organiser and our company therefore clearly is: Keep up the good work!”
Robin van Leeuwen – Operations Manager in the Event Sector (The Netherlands Pavilion):
“To be honest, yesterday (Wednesday), we had a really, really good day. We have 16 exhibitors in the ‘Holland Pavilion’ and the majority was really enthusiastic. They spoke to some really interesting people. It is very nice to have a look into the German market. The quality of visitors is a nice mix: corporate clients, decision-makers. Good quality!”

Basic information on the trade fair at a glance
BOE INTERNATIONAL – International Trade Fair for Experience Marketing
10 / 11 January 2018
Messe Westfalenhallen Dortmund GmbH

Occupied Halls:
4, 5, 7, 8 and Convention Centre

Partner Associations:
 FAMAB Kommunikationsverband e.V. (Direct Business Communications Association as technical supporting organisation)
 VPLT – Der Verband für Medien- und Veranstaltungstechnik e.V. (Professional Lighting and Sound Association)
 bvvs – Bundesverband Veranstaltungssicherheit (Federal Association of Event Safety and Security)
 degefest – Verband der Kongress- und Seminarwirtschaft e.V. (Conference and Seminar Business Association).

Main Topics:
Equipment, Architecture, Locations, Technology, Catering, Acts, Services, Career


Accompanying Programme: 
Presentation of the BEA / INA Awards, Hall 6
(10 January)
In the Convention Centre:
International Reception, 9 January
Street Food Convention, 9/10 January
MX31 Conference / 10 January
FORUM EVENT, 11 January
Networking Event in the Evening:
BOE Night in Hall 8 (10 January)
Online Information on the Trade Fair:
Info on the BEA/INA Awards: www.bea-award; www.ina-award.de.

Stand booking