Future of the face-to-face trade fair?

Präsenz Messe
What challenges will shape the future of trade fairs?

Of course, even after Corona, there will be trade fairs, events and other events in the same form as before. Well, maybe not completely. Through the forced break, we have also learned what advantages can result from the digital world. And then it’s time to figure out and define how to get the best out of both worlds. Unfortunately, there is no ideal solution for this yet. Because these formats must first be conceived, tried out and evaluated. But one thing is clear, the world is different. And just as we have to get used to cars that move autonomously (or are better allowed to), new formats will also emerge and establish themselves in the event sector. The typical face-to-face trade fair of recent years with increasingly expensive areas, countless parallel lectures, numerous subject areas, trade fair television, radio, newspaper, etc. cannot be the end of the development. No one will deny that the advantages of working from home will disappear after Corona. Let’s be surprised what our creativity will bring here for hybrid event formats in the future.
With Fairsnext, a hybrid implementation at eye level is possible.

What is a digital trade fair?

Hybride Messe - Illustration

Trade fairs, conferences and events are caused by  shifts the  pandemic online, goes online . But does that mean they are “digital” or even “virtual”? We  To try  to explain the differences between the new trade fair formats . 


The Online Fair 

By definition, the  Online trade fair, a Trade fairs  on the Internet Zuhause, quite Regardless of  whether these one- takes place in two or three dimensions.  It is the cost-effective and environmentally friendly alternative to the classic face-to-face trade fair.  

The digital trade fair 

The digitization of trade fairs is in vogue. Klasse trade fairs will be From the physical to the digital space. However, digital trade fairs will not depicted in any virtual space, but point out website-like structures. 360-degree product shots can also be part of a digital trade fair.  

The virtual trade fair 

Something seems real, but it is not. The 3-D trade fair experience distinguishes this trade fair.  One– or two-dimensional concepts that depict website-like   structure and the corresponding look are digital, but by no means virtual.  Compared to a zoom call. The does not  findin a virtual space  but at Real Participants at home, for example without virtual tables or chairs in the fictitious Meeting roomThe booth in the exhibition hall on  of the platform  Fairsnext , however, is virtual.  The booth looks  like a deceptively real, real booth, but it only exists  on the platform, nobody can touch it in real life, so it’s virtual.     


The boundaries in the digital space are becoming increasingly blurred, which is why a clear definition is often still difficult. Nevertheless, it is possible to name certain qualities and characteristics of the various trade fair software providers in order to better differentiate the diverse offers from each other. Trade fair organisers of digital trade fair formats should therefore first compare the features and functions offered by the digital or virtual trade fair platforms. In the next step, the trade fair tool should fit the target group. The virtual space offers a clear advantage when it comes to sustainable learning effects and the experience factor in 3-D. Above all, elements of virtual reality and augmented reality enliven the so-called “extended (show) rooms” and can thus also endure as an extension of present masses in the hybrid context. A mixture of old and new, makes the appeal and also contributes to a green and environmentally friendly fair and ecological footprint.