From Sprint to Marathon: Why We're Announcing Our Dates for 2027 and 2028 Today

The Era of Spontaneous Decisions Is Over

I still remember the early years well. If you had a good idea, a compelling concept, and the right timing, you could get an entire industry excited even four weeks before an event. Budgets were approved at short notice. Teams stepped in flexibly. It was a race against the clock: a sprint.

That time was intense, vibrant, sometimes chaotic. But it worked as long as the world was simple enough to navigate with improvisation.

Today, things are different. The rules of the game have changed. And those who ignore this change will fall behind.

From Short-Term Thinking to Long-Term Responsibility

In the event and trade fair industry, we are currently experiencing a profound transformation. Decisions that used to be made in weeks are now made in planning cycles of two to four years.

There are reasons for this:

• Risk management and stability: Companies operating internationally need reliable structures.
• Complexity: Supply chains, regulations, internal approval processes—nothing can be done "on the fly" anymore.
• Strategic integration: Trade shows are no longer isolated events, but part of broader roadmaps.
• Value orientation: Companies are investing more strategically, sustainably, and with a long-term perspective.

This transformation is not a sign of stagnation. It is an expression of maturity. Of responsibility. Of professionalism.

What this means for us

We recognized this trend early on. And we reacted. The transition from sprint to marathon demands not only different structures—it also requires a different mindset. Today, we understand planning as a strategic process: clear, forward-looking, and collaborative. This means: We provide you with security. We create reliability. And we communicate transparently, long before you would expect it from us.

That's why we are already publishing the dates for the coming years—not as a marketing ploy, but as a deliberate signal:

• Lounges 2027: March 16–18
• Lounges 2028: March 28–30

This early commitment is a promise. To our partners, to the exhibitors, to the entire industry.

Planning certainty is not a luxury: it is a necessity.

I see it as our responsibility to create a framework that enables genuine collaboration on equal footing. Because only those who plan for the long term can shape the future.

Today, the Lounges are far more than just a trade fair. They are a meeting place for ideas, developments, and responsibility. To ensure this remains the case, we must plan with the same precision that we expect from our partners.

Reliability is not a coincidence. It is the result of a commitment.