Göteborg Book Fair 2021 will be a hybrid event

The Göteborg Book Fair is the most important literary event of the year in Sweden, acting as a hub for the Swedish publishing industry and forming a natural meeting place for education professionals and librarians. Today, we are announcing the plans for the major cultural event of this autumn.

The Göteborg Book Fair scheduled to take place on 23rd–26th September in Gothenburg, Sweden, will be recast as a hybrid event featuring interviews and conversations filmed in television studios at the Swedish Exhibition and Congress Centre and broadcast live via Book Fair Play. In order to reinforce the offering to digital visitors, the Book Fair Play will be enhanced by the addition of a new, digital marketplace headed by a new concept, Book Fair Deals. The physical exhibition component of the Fair will return in 2022.

Hybrid event with a focus on an enthralling experience
The 2020 Book Fair was a fully digital event broadcast live via Book Fair Play, a streaming service developed by the Book Fair team in the space of just a couple of months. In 2021, the Book Fair will be returning to the Swedish Exhibition and Congress Centre in Gothenburg as a hybrid event in which both the digital and physical experience will be the centre of attention. More than 10 large, modern TV studios will be constructed inside the extensive exhibition halls, featuring space for a studio audience insofar as restrictions allow this.


New! Book Fair Deals
Visitor surveys show that many people love to shop at the Book Fair. An important part of their visit is to make good deals and come home with lots of books or other products. In order to reinforce the offering to digital visitors, a new concept is added this year, Book Fair Deals. This will see an important aspect of the physical Book Fair transformed into a digital format. Visitors will be able to browse things such as books and education courses, which will all be available with the usual generous promotions that would be found on the stands in the exhibition halls.

As an exhibitor at the hybrid event in 2021, you will have the possbility to expose your brand to the Book Fair’s visitors with your own page, where you can present your organisation with information, film and deals. You can add any offer that you would usually have in your stand on a physical fair, such as selling books, courses or other products and services. We will market it in a visually attractive manner on the website www.bokmassan.se, in the printed programme, social media and newsletters.

Book Fair Deals will open its doors on 24th August, at the same time that the Book Fair releases its programme, and exhibitors are free to leave their offers in place or vary them until the end of the year. If you would like to update your deals within that period this can easily be done in the exhibitor service online.

More news and details about this year’s Book Fair will be announced on an ongoing basis this spring. Tickets for the 2021 Book Fair will be released in May.


Exhibitors with a previously booked order for the Book Fair 2021

2022 should see the return of the Book Fair familiar to many, featuring exhibitions, a wide range of speakers on the many stands and stages, and the usual range of seminars and discussion panels. However, the new formats developed during 2020 and 2021 will continue to deliver additional value to exhibitors and visitors in the future, both physically and digitally.

As an exhibitor, if you already have an order for the Book Fair 2021, your stand order will automatically be transferred to the Book Fair 2022, with retained discount.

Should you have any query regarding your stand order, please contact the Book Fair’s exhibition team per e-mail: utstallning@bokmassan.se


Most welcome to the Göteborg Book Fair 2021!