Middle East events driving global industry growth
The global exhibitions industry has witnessed a remarkable resurgence
Messe Frankfurt Middle East has witnessed a remarkable surge in trade visitor attendance, with an average increase of 22 per cent in its events portfolio over the last year, which exceeds all previous records.
Regional CEO, Simon Mellor, sheds light on the future of the Middle East subsidiary of the German events behemoth, as the exhibition organiser aims to expand and thrive in the region.
The global exhibitions industry has witnessed a remarkable resurgence, emerging from the disruptions caused by the pandemic. This resurgence serves as a testament to the sector’s pivotal role in driving economic growth, facilitating meaningful connections to bolster trade, and nurturing innovation.
“Expo 2020 Dubai, despite the daunting challenges posed by the pandemic, undoubtedly paved the way for the revival of the region’s events industry. High-profile, large-scale tradeshows in Dubai, including Automechanika Dubai, Beautyworld Middle East, Paper World Middle East, Gifts & Lifestyle Middle East, Intersec, and Light and Intelligent Buildings Middle East, witnessed a notable increase in visitor turnout. Attendees were eager to transition from virtual and hybrid formats, underscoring a global yearning for conducting business in face-to-face environments and physical, in-person events,” says Mellor.
“The Middle East events and exhibitions industry has thrived thanks to the resolute support of the UAE government and our industry partners. These entities have played a pivotal role in promoting economic development, boosting tourism revenues, and laying the groundwork for future growth in the region,” he says.
Messe Frankfurt Middle East’s events portfolio was among the first to return to live events post-Covid-19, leading to a substantial rebound in revenue and overall activity, says Mellor.
“The region now boasts a superior product offering and a more comprehensive range of B2B services. Consequently, our events portfolio has exceeded pre-pandemic levels both in terms of exhibitor and visitor participation. In fact, across events in the final quarter of 2022 and the initial months of 2023, we witnessed an average increase of 22 per cent.
“Our success is not a coincidence. With over two decades of experience and a deep understanding of the regional landscape, complemented by an extensive suite of in-house services, including fair construction and event management, we are uniquely positioned to elevate the regional events industry,” Mellor points out.
“Drawing inspiration and capitalising on the legacy of Messe Frankfurt, the world’s largest trade fair, congress, and event organiser with its exhibition grounds, we leverage the company’s unique 900-year heritage. This allows us to attract world-class talent from across the globe, enabling us to assemble a team of event professionals brimming with experience, creativity, and innovation,” Mellor says.
“As a result, Messe Frankfurt Middle East has solidified its position as an industry leader, allowing us to create high-value experiences that enable customers, partners, and communities to connect, innovate, and grow,” he adds.