Ifa 2021 will not take place in September as a physical live event as originally planned. The decision was made after detailed conversations with public health experts and multiple stakeholders. The organization explained that several key global health metrics did not move as fast in the right direction as had been hoped for – from the rapid emergence of new Covid-19 variants, for example in South Asia, to continued uncertainties about the speed of the rollout of vaccination programmes around the world. This in turn is adding uncertainty for the companies that were committed or interested in coming to Berlin, as well as media and visitors. Moreover, Messe Berlin has converted parts of its exhibition area into a vaccination centre and an emergency hospital facility; both are now likely to be required for longer than originally anticipated.
We did not take this decision lightly – said Martin Ecknig, the ceo of Messe Berlin -. Ifa Berlin is arguably the most important event of the year for brands and retailers alike. IFA Berlin connects our industry with trade visitors, media and real consumers like no other event. However, the health and safety of everybody has to be absolutely paramount. The efforts to contain this pandemic – from the roll-out of vaccination programs to the resumption of international travel – did not happen at the pace we had hoped for. Given these developments, this difficult and disappointing decision was inevitable.
Ifa 2021 will not take place in September as a physical live event as originally planned. The decision was made after detailed conversations with public health experts and multiple stakeholders. The organization explained that several key global health metrics did not move as fast in the right direction as had been hoped for – from the rapid emergence of new Covid-19 variants, for example in South Asia, to continued uncertainties about the speed of the rollout of vaccination programmes around the world. This in turn is adding uncertainty for the companies that were committed or interested in coming to Berlin, as well as media and visitors. Moreover, Messe Berlin has converted parts of its exhibition area into a vaccination centre and an emergency hospital facility; both are now likely to be required for longer than originally anticipated.
«We did not take this decision lightly – said Martin Ecknig, the ceo of Messe Berlin -. Ifa Berlin is arguably the most important event of the year for brands and retailers alike. IFA Berlin connects our industry with trade visitors, media and real consumers like no other event. However, the health and safety of everybody has to be absolutely paramount. The efforts to contain this pandemic – from the roll-out of vaccination programs to the resumption of international travel – did not happen at the pace we had hoped for. Given these developments, this difficult and disappointing decision was inevitable.
The organisers of Ifa are now working with their partners from industry, trade and media to get everything ready for IFA 2022, which will be held as a full-scale live event at the Berlin exhibition grounds from 2-6 September 2022.
