In a not unexpected move following the exits of HP, Xerox, Fujifilm, Kodak, Komori, EFI, Screen and Heidelberg amongst others, two of the biggest names in digital print have decided not to exhibit at the April 2021 trade fair, for the same reasons - health and safety. However, both are looking forward to the 'virtual platform.' Andy McCourt comments.
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| Halls 8a and 8b are traditionally the 'digital' of drupa's 17 halls, but are starting to look like this |
The message is now clearer than ever. April 2021 is too soon to host the largest print, paper and packaging show in this virus-ravaged world. In withdrawing from drupa 2021, both Ricoh and Canon expressed belief and admiration for the event, were it not for the Covid-19 pandemic. With the drupa virtual trade fair due for release next month, both are also considering this as a platform, along with their own in-house events.
The move by the two Japanese digital giants leaves only Konica Minolta and Landa as major digital printing-listed exhibitors for drupa 2021. Flint Group, owners of Xeikon, are also still listed in Hall 11. Koenig & Bauer has both offset and digital offerings and is still a staunch supporter of the April 2021 schedule.
However, trade shows are about who is there and, sadly, drupa has been hit by a bi-directional perfect storm of misfortune
- The Exhibitor base is greatly diminished for the April 2021 schedule
- Visitors are severely restricted with regards to travel, assembly and social proximity
These are the two axiomatic factors in trade fair events - any trade show has nothing to offer unless otherwise empty halls are filled with relevant exhibitors, and are visited by customers with money to invest.
In return, the MICE (Meetings, Incentives, Conferences, Exhibitions) industry return fabulous dividends to host cities and their country economies in general. It is now on its knees. In the UK, MICE is estimated to inject around AUD$150 billion annually. Here in Australia, the MICE sector is valued at around AUD$36 billion a year - and last month received a $50 million Federal Government stimulus package to survive.
The viability of shows like drupa - and our own Visual Impact, PrintEx and PacPrint; is not in question. Trade Fairs, well organised and attended, are vital to the industry in normal commercial times. The big 'but' is that these are not normal commercial times and will not become so for quite a while.
I am sure the hearts of our own industry go out to the drupa organisers and the city of Düsseldorf, Germany - who has always been incredibly welcoming, hospitable and efficient to its furtherst-travelling visitors from Australia and New Zealand. We must all have wonderful tales to tell of our drupa adventures.
With Ricoh and Canon's exit, it's a good time for drupa to look hard at the reality of how the business travelling world will look like in April 2021. I am sure, and hope, that the logical conclusion will be to re-schedule yet again - and focus on 'virtual' strategies for the year 2021.
Andy McCourt
