New regulations allow for trade fair restart
Despite the persistent challenges of the pandemic, German authorities began in May to send signals that trade fairs could restart. Exhibitions are now no longer regarded as mass events and are subject to different Covid-19 regulations and state laws. If sound hygiene and social-distancing regulations are maintained, fairs can be held again. This development has been accompanied by the reopening of borders, hotels, and restaurants in the late spring.
For example, IFA, Europe’s largest consumers electronics show, is about to organize four physical live events in Berlin in early September as well as a virtual extension. Dusseldorf’s Medica, where the world of medicine meets in autumn, plans to go ahead under special hygiene and infection precautions. And Automatica, another leading exhibition of smart automation and robotics, has been postponed to December rather than being cancelled.
New concepts: digital conferences
In addition to the restarting of physical fairs, Hannover Messe organized an online event called Digital Days in mid-July. It featured an interesting and extensive conference program for exhibitors and visitors, and 10,000 participants had the chance to connect with new and existing contacts using an online matchmaking tool. Gamescom, world’s largest gaming fair, which takes place in Cologne each August, is hosting a pure digital event, including a cosplay village, this year as well.