Utrecht, 9 June 2026 - After 24 years, Megafestatie returns to the place where it became big: Jaarbeurs Utrecht. On 10 and 11 July 2027, the iconic youth event will be relaunched as a live event and youth platform, with co-creation as an important foundation. Megafestation was a household name among young Dutch people for many years. The event attracted around 75,000 visitors a year, with 180,000 young people as its absolute highlight. Megafestatie was the kick-off of the summer for tens of thousands of young people: surprising, big, new and something you wanted to be part of.
In 2027, that feeling will return, but emphatically not as a nostalgic repeat of the past. The new Megafestation will be built in today's reality: experience-driven, online, offline, social-first, interactive and developed together with young people, creators, brands and partners. The first edition will start as a two-day event at the Jaarbeurs, with room to grow further in the following years. The set-up combines live entertainment, tech, culture, social content, creators, sports, gaming, fashion, food, challenges, (live) shopping, social themes and brand activations under one roof. In the coming months, more and more will be announced about what will be on offer.
Important element in the new approach is co-creation. Megafestation will be developed not only with partners, but especially with and by young people. One of the tools used for this is the Board of Now: a youth council with makers, creators, students, athletes, trendsetters and representatives from different cultures. They think actively about the programme, the experiences, installations, content formats, tone of voice and the way brands should connect with the target group.
"Festivals are plentiful, but an event that is all about offline experiences and real connection for the target group 16 to 25 years is hardly there, if at all. That is why we are bringing back Megafestation. But certainly not as nostalgia. Because even though the nineties were unique, we are building something new together. But by and for the target group itself. We help in the background," says Marko van Kampen, one of the initiators of Megafestation. "Why is this a good time? We all spend so much time online. And young people in particular. That's why the need for offline, with each other, authentic and being able to be yourself for a while without worries, is greater than ever. There is a whole weekend of space for that."
Jaarbeurs is happy to partner the event again. With this, Megafestatie will not only return to Utrecht, but also to the location where the event grew into one of the most famous youth events in the Netherlands. Herman Mantel, Chief Commercial Officer of Royal Dutch Jaarbeurs: "Megafestatie was truly a phenomenon where so many young people had a unique time. When we heard the plans of the new format, we were immediately excited. We are proud to be able to partner Megafestation again. And that today's generation is creating their own version of it."
Steven Sedee, responsible for partnerships at Megafestation: "The Megafestation is a new kind of platform to engage with young people through different touchpoints. We are in talks with many brands, agencies and social organisations that want to reach and surprise young people in an authentic way. Megafestation is unique and distinctive from many other propositions - and offers huge potential from a partnership perspective."
The content and marketing campaign towards 10 and 11 July 2027 will start well before the live event. Megafestation is building an ongoing content strategy with creators, micro-influencers, branded challenges, sports and gaming formats, live shopping, talent development, social activations and online series. This allows brands to become part of the build-up months in advance, instead of just being present during the event days.
We are proud to partner the Megafestation again. And that today's generation is creating their own version of it.
