MADISON, Wis. (AP) — Organizers of the World Dairy Expo in Madison have canceled this year’s event because of the coronavirus pandemic.

It’s the first time the annual trade show has been canceled in its 53-year history.

Event organizers said they made the decision Thursday because of COVID-19 travel restrictions and health orders issued by the City of Madison and Dane County.

World Dairy Expo was to have taken place Sept. 29 through Oct. 3 at the Alliant Energy Center. The event — described as the Super Bowl of dairy — attracts tens of thousands of people from around the world.

In 2019, the event attracted more than 62,000 people from nearly 100 countries.

Organizers say the event will return in the fall of 2021. But the Milwaukee Journal Sentinel reports there are no plans to reschedule for this year.