PSI 2026 demonstrated the diversity and resilience of the European promotional products industry. With 600 exhibitors and 9,735 trade visitors from 68 countries, the Düsseldorf event offered a concentrated view of product developments and service innovations. Outdoor-related items were among the most visible themes. Many exhibitors linked nature-oriented product ideas with functional comfort and small technical add-ons, reflecting the demand for articles that support micro-adventures in both urban and rural settings.

The Newcomer Area in Hall 11 showed how broad the creative spectrum has become. The range extended from logo waffle makers and personalised shoes to handcrafted glass flowers and porcelain with a purpose-driven design approach. Established companies also presented refinements of existing lines, including lighter umbrellas, updated mug designs and a series of technical gadgets. With 511 brands displayed in one installation, the show also set an official record for the largest brand variety in a promotional products display.

Sustainability remained an integral part of product development. Many exhibitors focused on durable items with a clear usage value, transparent supply chains and continuous improvement of standards. Alongside this, service concepts gained importance. Offers such as 24-hour print services, digital tools and early applications of 3D printing illustrated how personalisation and fast turnaround times are shaping expectations in the sector.

Artificial Intelligence was another focal point. Prof Dr Stephan Jansen opened the fair with a keynote on current developments in AI, particularly for customer interaction and marketing. Workshops and advisory formats provided visitors with an opportunity to explore how AI can be applied in everyday business processes.

The event’s future venue was a major topic throughout the halls. After six decades in Düsseldorf, PSI will relocate to Cologne in 2027. According to the organisers, the decision is supported by the site’s transport links, its environment for creative industries and a date that avoids public holidays and school breaks, making participation easier for exhibitors and visitors alike.