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The first digital trade fair in 2021 is over! Contrary to the actual two-year trade fair rhythm, Intergastra announced an unscheduled intergastra in November 2020 for mid-March 2021.
Expectations were high for the virtual format of the leading trade fair! But could these also be fulfilled? You can find out what was good and what wasn't in our review.
Normal vs. digital intergastra
Die INTERGASTRA occupies a leading position among European trade fairs for gastronomy and hotel industry one. The trade fair is normally presented on 115,000 m² in 10 halls of Messe Stuttgart. With 1,500 exhibitors, it is one of the largest industry gatherings in Germany, together with Internorga.
It normally has 100,000 trade visitors focusing on food/kitchen, furnishing & tableware, service & IT, drinks, coffee and ice cream. The trade fair is considered a must for hosts and offers new products, many opportunities for professional exchange and allows you to broaden your horizons.
that digital format consisted of around 100 talks, keynotes and workshops, digital exhibition stands and networking areas.
11,000 participants from a total of 43 countries took part.
UX — User Experience at Intergastra Messe Stuttgart 2021
The digital exhibition format consisted of a very clear start page.
At first glance, you could see the stages on which the “live” lectures were currently taking place.
The stages consisted of a screen that sometimes displayed presentations, sometimes speakers and sometimes both. It was also possible to leave comments.
There was also a program overview, an overview of all exhibitors and a networking area.
Digital exhibition stands consisted of individual pages with product presentations, videos and pictures, as well as telephone numbers for
The networking area shown with wonder.de. There were five different rooms where you could enter and start conversations.
Review — The First Digital Intergastra
Intergastra is considered an important leading trade fair for the hotel and catering industry. But did it also score points as a digital format?
On Monday, the first day of the digital trade fair, there were major technical problems with sound, images and commentaries. After all, sound and video could be fixed by Tuesday. The problem that comments could not be displayed has remained in part. This also seemed to have been the problem for some presenters, who communicated the audience's questions to the speaker.
The quality of the presentations was very variable. Some of them consisted of recorded presentations that were played via YouTube. Some of them were live discussions. The speakers were only rarely seen. In subsequent Q&A sessions, the speakers were able to answer questions from the chat.
Highlights & voices about INTERGASTRA digital
“We received an enormous amount of positive feedback for our live program as streaming via INTERGASTRA digital, which was also shown simultaneously via our own dynamic channels. Despite the technical problems on the INTERGASTRA platform in the meantime, we are extremely satisfied with the response! It was definitely the right decision to participate in INTERGASTRA digitally in this professional form. ”
Günther Bosshammer, Dynamic Professional
“INTERGASTRA digital was a great experience for us! Especially during this difficult time for the industry, we really enjoyed the personal contact with our customers. We were able to present our new umbrella brand LUSINI — Home of VEGA, ERWIN M. and JOBELINE and found the perfect stage for this at INTERGASTRA digital. The event was well organized and we were able to have many conversations. ”
Sabrina Goisser, Exhibition & Sponsoring EM Group Germany GmbH
“It was our first participation in the trade fair. Thanks to our mobile air purifiers with HEPA H14 filters, the INTERGASTRA television studios were constantly supplied with virus-free air. Corona is keeping the world in suspense — our devices are helping. We were able to present this to visitors in numerous lectures on digital stages. We hope that the entire catering and hotel industry will soon be able to reopen and then breathe safely again thanks to filtered air! ”
Gudmund Semb, Chief Marketing & Communications Officer, Mann & Hummel
“INTERGASTRA has been the number 1 industry meeting place for the hotel and catering industry for a long time. We were all the more pleased that with INTERGASTRA digital, a platform was created that enables hoteliers and restaurateurs to exchange ideas even in difficult times. We have had many exciting discussions over the last few days and are certain that if we work hand in hand and combine our know-how in partnership, the industry will come out of this crisis stronger. ”
Gerald Sandu, managing director of vioma
Top or flop? — Our conclusion
The digital format could not replace a real trade fair and will not mark a new era.
The “normal Intergastra” is considered a popular event in the industry and is essential for restaurateurs and hoteliers. “Seeing and being seen” is often in the foreground here. Just like getting to know new and innovative products and making contacts. Could this be digitally reproduced and was it accepted?
The fact is, the networking areas were not particularly well filled. Most were even empty. A maximum of a few people stayed there.
The central element was the lectures on many interesting topics with exciting headlines. Suggestions and comments were received here and discussions could take place. At least if the comment function worked...
The virtual exhibition stands were like websites. A phone call had to be made in order to get in touch. That is not the same as an exhibition stand.
Our conclusion is that the virtual format is in no way the same as the “normal intergastra”! Even compared to other virtual formats, there is still a significant need for improvement.
