A method, system and computer program product for dynamically routing messages in a publish/subscribe system. A messaging application receives messages from sensors (e.g., road condition sensors). Upon analyzing the messages using data analytics, an event (e.g., icy road condition) may be correlated with the analyzed messages. In such a scenario, a temporal topic based on the triggered event is created. Furthermore, a temporal publication (e.g., “icy road condition near exit 40”) and a temporal subscription are created. Potential subscribers to be associated with the temporal subscription are identified by using either geo-location information or social media information. Once those subscribers are identified, they are associated with the temporal subscription. The temporal publication is then published to the subscribers associated with the temporal subscription. In this manner, messages are dynamically routed to the appropriate subscribers that may have previously been excluded based on dynamically created temporal topics, subscriptions and publications.