IFA Plans ‘Full-Scale Comeback,’ but Won’t ‘Set New Records’: Promoters

IFA 2021 is planning a “full-scale and real-life return” Sept. 3-7 to the exhibition halls and fairgrounds of Messe Berlin, after its “deliberately small-scale” physical-virtual hybrid version in 2020 (see 2009070002), said promoters Thursday. “With the world on course to emerge from the pandemic,” IFA’s organizers “are now seeing huge interest from brands, manufacturers and retailers across all industry sectors,” they said, while also lowering expectations. “The global vaccination effort is gaining huge momentum, while tough lockdowns are finally beginning to pay off -- which gives us confidence that we can invite the world to come to Berlin in September for IFA 2021,” said Executive Director Jens Heithecker. “With all our precautions to ensure everybody’s good health, we don’t expect IFA Berlin 2021 to set new records. However, the trend is clear: IFA Berlin is set for a full-scale comeback.” New for IFA 2021 is the Tech Up for Women conference, "designed by women for women," featuring "top female executives, researchers and experts," said promoters.