Events after Corona: Trade fairs with meaning

This week, hundreds of thousands of people are coming to the exhibition halls in Cologne for the Gamescom computer game fair. It is one of the best-attended events of its kind. Despite difficult times with and after Corona, public fairs such as the “Boot” or the “Caravan Salon” in Düsseldorf, the “Internationale Funkausstellung” in Berlin, the Frankfurt Book Fair or the “IAA” or “Bauma” in Munich are still the driving forces of the German trade fair industry. In addition, the smaller events for a narrower target group, whether it is furniture, confectionery or dental technology, are important for Germany as a trade fair location. They are a place for exhibitors from medium-sized companies in particular to present themselves and make contact with customers. Of course, the business area has changed and it has also had to adapt: ​​simply offering a hall and collecting stand rent is not enough for a trade fair location. It is not without reason that more and more trade fair companies are focusing on smaller events or new concepts related to conferences. It is clear that people still want to meet to do business. This doesn’t work on the screen alone – but there has to be more to offer than a giant, windowless hall with stand after stand lined up.