The PSI Show, the largest promotional products trade show in Europe, is moving its location to a new venue in Cologne, Germany, starting in 2027. The annual event brings in tens of thousands of attendees from more than 75 countries.

  • The move is a departure after 60 years of PSI calling home to Düsseldorf.
  • The first event in its new location will take place January 12-14, 2027.


“We are convinced that this step will further enhance the relevance and reach of the trade show,” says Petra Lassahn, PSI’s director.

  • According to ASI, the new venue allows the event to schedule around January 6, which is a holiday celebrated by many people in Europe.
  • The organization is also excited for the new layout the trade show will be able to utilize at the venue and the possiblities that Cologne has to offer.

We are convinced that this step will further enhance the relevance and reach of the trade show.”

Petra Lassahn

Director, PSI

After 60 years in Düsseldorf, the impending move is bittersweet for PSI.

“This move is a clear commitment to the further development of PSI,” says Michael Köhler, managing director of RX Deutschland GmbH, which organizes the event. “We are excited about the new opportunities that the switch to Cologne will offer everyone involved.

“Our very special thanks go to Messe Düsseldorf for the decades-long, successful and trustworthy partnership that has greatly contributed to PSI’s success. Düsseldorf remains an important part of PSI’s history. It was here that PSI’s current international relevance was established. Therefore, all other existing partnerships between RX and Messe Düsseldorf remain unaffected by this decision and will continue as before, built on a stable and proven foundation of mutual cooperation.”

  • The final PSI Show in Düsseldorf will take place this upcoming January 7-9.