The main goal of this study is to propose a conceptual framework for studying event organizers’ business model through the ecosystem lens. The study explores the impact of digital maturity determinants on event organizers’ business model innovation as well as changes in event organizers’ ecosystem on three levels: organizer-visitor, organizer-partners, and organizer-exhibitor. Based on the mixed-method approach, the study systematically analyzed the innovation of the exhibition organizer’s business model and the process of reshaping relationships within its business ecosystem. Quantitative research is prefaced by qualitative research to reveal and propose digital maturity determinants to assess the effect of digitalization on the exhibition organizer’s business model. Then it is followed up by semi-structured interviews. The results indicated that digital maturity determinants can be applied to measure the effect of digitalization on the exhibition organizer’s business model. Digital literacy, usage of digital platforms, and implementing digital strategy can define the innovative business model of the exhibition organizer, reshaping relationships, and network configuration within the organizer’s ecosystem. The study proposes a conceptual framework for studying event organizer’s business model through the ecosystem lens and fills the gap as the research has paid insufficient attention to the digital transformation phenomenon in relation to business model innovation in the event industry.