News August 13, 2025
PSI, Europe’s Largest Promo Event, Is Moving in 2027
Starting in January 2027, the Germany-based show will relocate from Düsseldorf to Cologne.
Key Takeaways
• Europe’s largest trade show, PSI, will relocate from Düsseldorf to Cologne starting in 2027, with the event scheduled for Jan. 12 to 14 at Koelnmesse.
• Organizers said the move aims to expand PSI’s reach and relevance; the final Düsseldorf show will be held Jan. 7 to 9, 2026.
Europe’s largest promo event is moving.
After six decades in Düsseldorf, Germany, PSI is traveling southeast to set up shop in Cologne, beginning in 2027. Event organizer RX announced that the event will be held at Koelnmesse, an international exhibition center there, from January 12 to 14, 2027, adding that the new location was strategically chosen to bring fresh momentum to the show.
This year, the PSI Show in Düsseldorf had 600 exhibitors and more than 11,000 attendees, making it Europe’s largest annual promo event.
“We are convinced that this step will further enhance the relevance and reach of the trade show,” said PSI Director Petra Lassahn.
The new location and time slot avoids the public holiday on Jan. 6 observed by many key markets in the European promotional products sector; plus, the exhibition center in Cologne has a more optimal hall layout for both exhibitors and visitors, according to PSI.
“This move is a clear commitment to the further development of PSI,” said Michael Köhler, managing director of RX Deutschland. “We are excited about the new opportunities that the switch to Cologne will offer everyone involved.”
He also thanked Düsseldorf for the decades-long, successful partnership and said it “remains an important part of PSI’s history.” He added: “All other existing partnerships between RX and Messe Düsseldorf remain unaffected by this decision and will continue as before.”
This year’s PSI show boasted 600 exhibitors, a 10% increase over 2024, and 11,062 visitors from 74 countries. In 2026, PSI will have its last show in Düsseldorf, from Jan. 7 to 9.
The European promo market recorded $14.24 billion in annual sales in 2024, according to ASI Research. Germany topped the list with about $2.99 billion in sales last year.
PSI is part of PromoAlliance, a knowledge-sharing, networking-based initiative made up of the three largest organizations in the global promo industry. ASI and Sourcing City – the U.K. based promo trade organization – are also part of PromoAlliance.