With the rapid development of digital technologies, partnerships between event organizers and service suppliers are becoming increasingly vital. This study proposes a conceptual framework to analyze exhibition organizers’ business models through the lens of digital maturity determinants. Using a mixed-methods approach combining qualitative interviews with leading trade show organizers and quantitative analysis, the study examines business model innovation and ecosystem reshaping on three levels: organizer-partner, organizer-exhibitor and organizer-visitor. The findings highlight the impact of digital maturity determinants—such as dynamic capabilities, digital literacy, digital platforms and digital strategy—on driving business model innovation. While digital platforms strongly influence the organizer's ecosystem, challenges and barriers remain. This framework offers practical insights for managers to innovate business models and leverage digital technologies effectively.