International bathroom exhibition ISH will be an online-only event in March 2021, following its organiser Messe Frankfurt rearranging all physical trade fairs from January-March 2021.

Messe Frankfurt reported with governments and companies tightening travel restrictions, “the latest pandemic developments are causing growing uncertainty amongst trade fair customers.”

President and chief executive officer of Messe Frankfurt Wolfgang Marzin said: “It is important for our customers that we make a decision at an early date, as it would otherwise be time for them to begin investing in their trade fair presentations.

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“Messe Frankfurt will continue working closely with its customers to ensure that its decisions serve the interests of the exhibiting industries.”

It follows the announcements by Grohe and Hansgrohe, which both pulled out of the physical event in 2021.

The ISH show will now provide a “wide range” of digital features, which include exhibitor presentations spanning products, information, chat functions and one-to-one video calls.

In addition, there will be “intelligent matchmaking” to deliver business partners for AI-lead generation, live streams and on-demand broadcasts, as well as appointments for online meetings.

All of this will be available “round the clock throughout the event, worldwide, and in every time zone.”

Chief executive of the Bathroom Manufacturers Association Tom Reynolds commented on the announcement: “It is disappointing that ISH has been cancelled as a physical event in 2021, albeit not a surprise.

“All companies must protect the health and safety of employees, so sending staff to such a large event with a global delegation was always going to be tricky.

“Manufacturers are eager to show new products and meet their customers, but online exhibitions are not yet a fully adequate substitute for the trade show experience.”

The digital ISH event will take place from March 22-26, 2021.