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Starting over: IFEMA gets ready to relaunch

Madrid tradefair venue and organiser IFEMA aims to be up and running again at the end of the summer season and is planning on introducing the latest technology to support preventive health and safety measures. Management is also promising a raft of innovative solutions to adapt the fairground and its shows to the new situation.

IFEMA has adopted the #KeepBeingUs campaign slogan to symbolise the organisation’s renaissance and contribution to economic recovery in a city hit hard by coronavirus.

IFEMA’s management predicts that in the last four months of the year, over 60 fairs and congresses will be held.

The tight autumn schedule includes many of the trradeairs that were postponed in recent months as IFEMA has focused on keeping as many as possible on the calendar to reduce the potential impact on the economy in the sectors represented.

IFEMA is adapting to the limitations they expect will be imposed by the new situation, and will be introducing state-of-the-art technology to simultaneously control access to fairs and congresses to comply with capacity restrictions, monitoring with the latest equipment to take the temperature of people entering the meetings and other safe physical distancing control systems and measures.

Innovations visitors will experience will include a new type of fair, with new technology used to adapt content to complement business relationships and face-to-face B2B meetings.

IFEMA says it is adapting to the unavoidable impact of the health crisis “by promoting creativity, research, a willingness to take risks and determination to be constantly on the lookout for opportunities for its clients”.

“In short, we are designing the new normal for events that will satisfy the coming health, safety and mobility requirements,” says Eduardo López-Puertas, CEO of IFEMA.This work will assist with the recovery of the sectors while revitalising business tourism to boost hotels, restaurants, shops, transport and culture and entertainment,” he adds.

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