Jaarbeurs continues as Royal Dutch Jaarbeurs

Utrecht, 12 May 2026 – From today, Jaarbeurs will continue under the name Royal Dutch Jaarbeurs. With the new name, the organisation is more emphatically in line with its national and international activities, positioning and growth ambitions. Royal Dutch Jaarbeurs builds on 110 years of experience in creating meaningful live encounters, strengthening its role as a platform where people, brands and ideas come together.

With the new corporate payoff ‘We Are Live’, Royal Dutch Jaarbeurs emphasises the strategic importance of physical encounters. “It is precisely in live contact that the most valuable connections, impactful innovations and sustainable business progress occur,” said Jeroen van Hooff, CEO of Royal Dutch Jaarbeurs. “Meeting live is more relevant than ever.”

International vision, rooted in history

Royal Dutch Jaarbeurs ‘s international orientation is deeply rooted in its DNA. Back in 1925, Jaarbeurs co-founded UFI, the global trade association for the exhibition and events industry. Van Hooff: “Our history is the foundation on which we continue to build. International positioning requires vision, guts and the willingness to continuously move with global developments.”
This strategic broadening also translates into the Netherlands. Royal Dutch Jaarbeurs continues to invest in healthy growth of exhibitions, conferences and events in Utrecht. “Utrecht is and will remain our home base. We see room for further growth, innovation and strengthening our competitive position,” Van Hooff said.

Utrecht as an international meeting place

Utrecht is the beating heart of Royal Dutch Jaarbeurs and plays a key role in the further development of the city and region as a meeting hub. With a travel time of about 30 minutes from Schiphol Airport and Utrecht Central Station next door, the accessibility and location of Jaarbeurs largely determine the relevance and appeal of Utrecht as a meeting place. Every year, Utrecht receives millions of guests from the Netherlands and abroad. Demand is increasingly developing towards impactful, interactive conferences and events, often in combination with culture, inspiration and relaxation, and with digital presence as a basis.

International activities and sustainable growth

Royal Dutch Jaarbeurs has been active internationally through VNU Exhibitions Europe and VNU Asian Pacific for decades. Under the label VIV Worldwide, the company has been organising exhibitions, conferences and events for the agri-food sector worldwide for over 40 years, including in China, Thailand and the United Arab Emirates. These activities will be further expanded in the coming years, with a clear focus on long-term growth, sustainable relationships and connecting markets across borders. In doing so, the knowledge and experience from Utrecht remains an important breeding ground for international expansion.

We Are Live

The new payoff ‘We Are Live’ reflects both the conviction and the sharpened brand values of Royal Dutch Jaarbeurs. In this regard, LIVE stands for Live, Inspiring, Connecting and Energetic. Live is at the heart of the strategy, complemented by a clear ambition to be relevant for guests and partners 365 days a year. Royal Dutch Jaarbeurs enhances the physical event experience with digital experiences, data-driven insights and smart technologies. This creates maximum value before, during and after live meetings.