Even if Corona will probably be with us for longer than we hoped: With the It-Sa and Feuertrutz in Nuremberg, the Security Expo in Munich, the Protekt in Leipzig, the VfS Congress in Kassel, the diary recently battled digestive tract with trade fairs and congresses filled.
The beginning was made in mid-October by the IT security trade fair It-Sa 2021 Of course the numbers were not comparable to the last event 2019 Two years ago 753 Exhibitor and scarce 16. 000 Trade visitors at the fair, this year there were only 274 Exhibitor and around 5. 200 Trade visitors. But one thing is clear: the days when ever new record numbers were proclaimed are irretrievably over, and trade fairs in the future will generally have a different face than in the past – narrower than before, but also a face with more concise contours. Exhibition organizers, exhibitors and visitors were all positive about pass away it-sa 2021 Pass away visitors appreciated freedom of movement, a stress-free atmosphere and information that was made available to them via QR codes at the exhibition stands. Pass away exhibitors emphasized the high quality of the contacts and intensive technical discussions pass away, and Nürnberg Messe summed up that the concept of the hybrid event was a complete success and will be pursued further.
Photo: Simonsvoss Airy stand concept with Simonsvoss masking requirement at the Security Expo 2021: This is what trade fairs could look like for longer.
Longing to return from face-to-face fairs
It remains to be seen whether the upcoming trade fairs this year will come to a similarly positive conclusion, of course, but there are strong signs that are already pointing to this. Disclosed a large-scale survey with approximately 30. 000 Company of Germany’s largest trade fair organizer, Messe Frankfurt, how great the demand is to return from face-to-face events. Only three percent of companies will therefore continue to support exclusively digital events in the future. 67 Percent, on the other hand, would like pure face-to-face events. There are also around 30 percent, prefer a hybrid style. „Passes away is a clear commitment to on-site events“, the managing director of Messe Frankfurt, Wolfgang Marzin, analyzed the results.
The additional digital benefit that is currently in the Pandemic have brought hybrid trade fair formats on the one hand was confirmed by the companies. However, the results of the survey also clearly show that the physical trade fair format is still alive. In this context, Marzin referred to an earlier survey, already 2020 was carried out by Messe Frankfurt In addition to the exhibiting companies‘ high need for communication, the mood improvement between the two surveys was particularly noticeable, emphasized the trade fair boss: „The economic circumstance of many of our customers has improved significantly liable to take part in trade fairs nationwide and globally, now and in the future. Both of these make us at Messe Frankfurt very optimistic. Our customers are still there „.
With a view to the coming year, when the security industry will again have two major international trade fairs, Light + Structure and Protection, the current developments give every reason for optimism. Provided that Corona is finally over – and doesn’t throw everything back on the heap.
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