Events: how to combat the effects of COVID-19

The Coronavirus outbreak has hit the events industry hard. But rather than wring our hands in despair, we must use this time wisely and prepare for a future of opportunity, a future filled with innovation, creativity and stronger relationships, not only with customers, suppliers and partners, but competitors, too.

At Messe Frankfurt, we felt the impact of the Coronavirus as far back as January. With a large base in China and Hong Kong, we postponed our biggest shows in the region at the request of local authorities. Around 400 staff members also began working from home.

Throughout February, March and April, the virus spread across Europe, impacting our business in Italy, France, the UK and Germany, home to our headquarters and 600,000-square-metre event venue. This is now closed and likely to remain so at least for the next couple of months. About 1,000 colleagues in Frankfurt – and more than another 1,500 colleagues in our 30 subsidiaries around the world – are currently working in their home offices.

Most recently, we felt the impact across the Middle East, including the UAE, Saudi Arabia and Bahrain. Similarly, the US, South Africa and Argentina have all been affected. The pandemic has effectively moved from East to West and disrupted not just Messe Frankfurt’s business, but the entire events industry worldwide. So how do we move forward?