Trade Shows 2021? Wait a Bit Longer

Wait'll next next year? It's too early to put the kybosh on trade shows for all of 2021, but the folks at Messe Frankfurt have already canceled events through the first quarter of 2021. In a press release, the company said as a result of the course taken by the pandemic, Messe Frankfurt will not be holding any of its own physical trade fairs at the Frankfurt exhibition grounds between January and March 2021. The company is revamping its spring trade fair calendar to focus on new synergies and new digital offerings.
 
“Messe Frankfurt has already organized 13 large trade fairs at various locations in China since the crisis began. Unfortunately, however, it is not possible to hold such events in Germany at present. This is in spite of the fact that exhibition halls are amongst the safest enclosed buildings in which people can spend time without being subjected to an increased risk of infection,” the company said in a statement. “The halls can be continuously resupplied with fresh air, and in conjunction with the measures included in our extensive hygiene concept, people could safely do business in person here on the Frankfurt exhibition grounds.”
 
Of course, what if organizers were to hold a show and nobody came? Messe Frankfurt noted that it is not only governments tightening travel restrictions, but also companies, the latest pandemic developments are causing growing uncertainty among trade fair customers.
 
“It is important for our customers that we make a decision at an early date, as it would otherwise be time for them to begin investing in their trade fair presentations,” said Wolfgang Marzin, president and CEO of Messe Frankfurt. “Messe Frankfurt will continue working closely with its customers to ensure that its decisions serve the interests of the exhibiting industries.”