Press release

analytica 2020: The world’s leading trade fair extends its reach with analytica virtual

August 12, 2020
  • First complementary laboratory fair
  • Simultaneously with the classic analytica in Munich
  • Visit of virtual exhibition booths

analytica gets a digital extension. With the new format analytica virtual, the world’s leading trade fair for laboratory technology, analysis and biotechnology also enables those exhibitors and visitors to participate who due to travel restrictions cannot come to Munich. In addition, parts of the analytica supporting program will be available in digital form. analytica virtual will supplement the classic analytica in Munich (October 19 to 22), but will be open for one day longer. With this complementary offering, analytica underscores its importance as the most important platform for the industry: Even in the year of the corona crisis, it will present the decisive innovations to a global audience and facilitate exchange between experts.


“It is our aspiration to host the most important platform for the laboratory industry worldwide. We are pleased that even in these difficult times we can offer our customers the trade fair experience that is optimal for them – either on-site in Munich or virtually via our new digital platform,” says Dr. Reinhard Pfeiffer, Deputy Chairman of the Management Board of Messe München.

Online exhibition with virtual booths

As part of analytica, analytica virtual will be an online trade fair with virtual exhibition booths. There, visitors can view product presentations, download flyers, and contact the respective exhibitor directly via a text, audio and video chat function. The virtual trade fair will be open 24 hours a day from October 19 to 23, 2020. Product novelties and product innovations from all fields of laboratory and analytical technology for the target industries of chemistry, biotech, pharmaceuticals and foodstuffs are going to be presented. In addition, webinars and parts of the classic analytica supporting program are to be made available via the platform. Important events will be repeated at different times of the day to reach interested parties in distant time zones as well. One of analytica’s highlights, the special show Digital Transformation, will be present both in Munich and at analytica virtual. The show illustrates the state of laboratory automation in a presentation that is unique in the world.

Messe München is hosting analytica virtual in collaboration with LUMITOS AG. “I am very pleased that Messe München and LUMITOS are combining their many years of experience in specialist trade fairs and B2B online portals in the context of analytica virtual. This creates an unprecedented trade fair experience for visitors and exhibitors from all over the world, with completely new opportunities and outreach,” says LUMITOS’s Managing Director Stefan Knecht.

Classic analytica with protection and hygiene concept in Munich

Concomitantly with analytica virtual, the classic analytica will take place at the exhibition grounds in Munich from October 19 to 22. In order to ensure the safety of all participants, Messe München is implementing a protection and hygiene concept adopted by the Bavarian state government, which is based on rules that currently also apply in many areas of daily life (supermarkets, catering). In China, Messe München has already demonstrated that even in the times of COVID-19 safe, attractive and economically successful industry platforms are possible: On the first weekend of July it successfully hosted four major trade fairs in Shanghai. LASER World of PHOTONICS CHINA alone registered 57,135 visitors from the field and 819 exhibitors.

Exhibitors at analytica in Munich will also be present at analytica virtual with a basic entry at no additional cost. Messe München recently granted all exhibitors a corona discount of 20 percent on the participation fee. They can use the amount saved to advertise for visitors or to upgrade their presence at analytica virtual.

Exhibitors welcome the innovative concept

“This year we could present our innovations to customers only to a limited extent. The extended analytica now opens up the opportunity to make new contacts and maintain existing ones worldwide. This extraordinary time gives us the opportunity to break new ground,” explains Julia Conrad, Senior Marketing & Communication Specialist at Waters.

Siegbert Holtermüller, Chairman of analytica’s Exhibitor Advisory Board and Head of Sales Life Sciences at Olympus, adds: “We support analytica extending its reach with a new concept. The combination of an on-site exhibition in Munich and a digital event on the net is the proper response to the current restrictions brought about by the COVID-19 pandemic and will expand the circle of visitors.”

analytica Exhibition Director Susanne Grödl sums it up: “analytica in Munich and its digital expansion analytica virtual complement each other and continue to make it possible to present all the industry’s innovations in breadth and depth to a global audience.”

Exhibitors and visitors can now register for analytica virtual.

For further information please go to www.analytica.de

Belonging images
Press contacts
Frank Fleschner
Frank Fleschner
Press contact
Messegelände, 81823 München
+49 89 949-97920421