After 70 years in Frankfurt am Main, the IAA 2021 will take place from September 7-12 for the first time in Munich despite the ongoing Corona pandemic, and thus in a federal state synonymous with the automotive industry: Not only are BMW and Audi based here, but also numerous suppliers to the industry. A new location for the IAA that makes perfect sense and is a test for Bavaria to prove itself.
With a decentralized exhibition concept, the established automotive trade fair aims to become a cross-industry platform for mobility, and with the help of the motto „What will move us next?“ to discover where the future lies. What key areas will emerge, and what synergies will connect the automotive industry with other sectors? Just a few weeks ago, Audi announced that it would produce its last internal combustion engine in 2026 and focus solely on electric mobility thereafter. Will this year's IAA bring further announcements of this kind?
In its concept this year, the IAA explicitly focuses not only on passenger cars, but also on e-bikes, e-scooters, and public transport. The automotive industry is extending its feelers and exploring new territory. A decentralized exhibition concept, which includes not only the exhibition grounds in Riem but also Munich's city center and the Olympic Park, thus presents challenges for visitor management – and not just because of Corona. On the one hand, the concept spreads out the crowds wishing to visit the IAA; on the other hand, all locations must be COVID-compliant prepared and managed. All IAA visitors are subject to a testing requirement or must prove their status as recovered or vaccinated.
At the last cabinet meeting on July 20, 2021, it was decided that trade fairs in Bavaria would be allowed to reopen. Safe trade fair operations are to be ensured by the 3-G rule: Vaccinated, Recovered, and Tested individuals are permitted to participate. This means that organizers must verify the vaccination certificates and COVID-19 tests need to organize. Social distancing rules still apply, and mask-wearing remains mandatory. The exhibition grounds rely on state-of-the-art ventilation systems. Many IAA events are also scheduled to take place outdoors, and naturally, all visitors will have the opportunity to regularly disinfect their hands. Rapid tests will also be available to visitors on-site.
Digital registration and check-in systems help with visitor data management and, especially during the coronavirus pandemic, guarantee reliable and hygiene rules compliant visitor management.
Since all IAA visitors must provide their contact details tickets are registered by name, meaning each visitor can only purchase one ticket under their name.
The numerous events surrounding the IAA, which are managed externally, will also need to create COVID-compliant and traceable structures to comply with coronavirus regulations and offer safe events to both visitors and exhibitors.
All visitors who cannot attend in person this year because they are not yet vaccinated, have not been tested, or cannot travel due to coronavirus, have the opportunity to follow the IAA live and virtually. The IAA Virtual Ticket gives them the opportunity to attend the IAA from anywhere in the world, regardless of whether they are recovered, tested, or vaccinated. Many IAA formats, including the industry conference and the dialogue format, will be broadcast in virtual spaces. Exhibitors can also present themselves and their topics virtually, thus offering a hybrid event .
The pandemic has revolutionized virtual formats. Online visitors to the IAA are also encouraged to actively participate, discuss, create their own content, and get involved. More information about the virtual IAA can be found here.
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