Salesforce’s annual tech blowout Dreamforce is returning with in-person events this fall, but this year’s conference will have a new format.

The San Francisco-based company said in a press release last week that the 2021 conference will take place Sept. 21 through 23 in San Francisco as well as three other cities – New York, London and Paris.


The company is calling it the “first-ever global Dreamforce.”

In-person events will follow health guidelines in each city and anyone attending in person will be required to be fully vaccinated, the company said. People will also be able to attend events online.

“It’s going to be one epic family reunion, all done with your safety in mind,” the company said.

The company didn’t release information on how many people will be attending in-person events in San Francisco, but according to the San Francisco Business Times, the city is limiting in-person conventions to 5,000 people until at least Oct. 1.

Registration will open later this summer. The company hasn’t announced a price.

While the number of people who will travel to San Francisco for the event is unclear, the conference is good news for the city’s struggling tourism industry, said Joe D’Allessandro, San Francisco Travel president and CEO.

“The in-person presence of Dreamforce will have a profound impact on future convention bookings in San Francisco for 2021 and beyond,” D’Allessandro said. “This event will show the world that San Francisco is open and well back on the road to recovery from the pandemic. It will be an amazing opportunity to present San Francisco as a premier destination for meetings and conventions in the post-COVID world.”

San Francisco’s travel and convention industry brought $11 billion into the city in 2019. Last month, D’Allessandro told SFGATE that tourism spending – that includes everything from hotels to retail to restaurants – was down 80% since the start of the pandemic.

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