The events sector has been hard hit by the health crisis. And big tech events are no exception. In 2020, when CES was held in Las Vegas in January, the Mobile World Congress was canceled at the last minute. The IFA in Berlin took place in Germany in September 2020, but in a reduced version with very few participants. The big brands like Apple, Samsung or Google had to be content with virtual events in order to present their new products.
And in the first quarter of 2021, the health situation did not allow a return to normal. The CES in Las Vegas took place in January in virtual mode. The Mobile World Congress in Barcelona has been postponed to June. Still, many companies have already announced that they will not be attending the physical version of this show.
Berlin IFA in September: Back to Major Physical Events?
For its part, the organizer of the IFA in Berlin expects a return to normal… in September. “While the world is on the way to get out of the pandemic, IFA Berlin is expected to develop into a real major event from September 3rd to 7th, 2021,” said a press release.
And the good news for organizers is that many companies are preparing to attend this physical event. In certain exhibition segments, 80% of the spaces are already reserved.
“As always, ensuring the safety of our visitors and exhibitors has top priority. Global vaccination efforts are gaining enormous momentum as hard bans are finally bearing fruit. This gives us the confidence that we can invite the world to come to Berlin for IFA 2021 in September, ”said Jens Heithecker, Executive Director and Vice-Executive of IFA. President of Messe Berlin. “With all of our precautionary measures to ensure everyone’s health, of course we don’t expect IFA Berlin to set new records in 2021. The trend is clear, however: IFA Berlin is about to make a major comeback and is once again a leader in our industry. “”
However, it can of course be assumed that everything depends on the respective health situation in Germany, but also on the travel options for participants and visitors.
It is recalled that the organizers of the CES in Las Vegas in June 2020 had planned to hold a physical event in January 2021. However, due to the not improving health situation, they had to opt for a 100% virtual event.
“Given the pandemic and growing global health problems related to the spread of COVID-19, it is simply not possible to safely bring tens of thousands of people back together in Las Vegas in early January 2021 to meet in person and do business,” he told Gary Shapiro, President and CEO of CTA.
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