Following a Partnership Board meeting, IBC announced that the 2021 event is moving from the fall to the end of the year.
The conference and exhibition will take place December 3–6 at the RAI Amsterdam Convention Centre.
Organizers state they based their decision on feedback and data concerning safety protocols, vaccination targets and border reopening, which pointed toward a higher turnout if the event were scheduled for later.
“The IBC Partnership Board has agreed that December is the best date in terms of safety and industry readiness to engage,” said IBC chief executive Michael Crimp. “Our conclusion is based on the results of the recent IBC exhibitor and visitor surveys and macro evidence of Europe opening up for business.”
Two-thirds of respondents to IBC’s survey said that assurance of robust onsite health and safety protocols would encourage them to attend, with vaccination passport entry being the most popular measure. Also, some 86% of respondents said they were very likely, and 13% likely to have been vaccinated by December.
IBC noted that EU commission data shows that Europe is now on track to achieve its 70% vaccination target by July 2021, and to significantly surpass this target by December.
The event will also have a digital component for those who cannot attend in person. According to the company, IBC Digital will be a hybrid platform that “combines the best of the show floor with state of the art online interaction, and delivers new opportunities for exhibitors, speakers and show attendees to share information and experiences.”
