More than 50 per cent of the exhibitions in the Middle East are held in the UAE. To an international organiser looking to set up in the region, it is the Emirates Abu Dhabi and Dubai that first spring to mind. But with Sharjah opening its doors to international organisers for the first time this year, the region is now home to a trio of centres able to give any organiser a strong home for their international events.
Here, EW takes a look at the three venues and organisers, to see what their approach is for 2011.
ADNEC, Abu Dhabi
With 73,000sqm of indoor exhibition space, ADNEC is the Gulf’s largest exhibition centre. It’s also one of very few venues around the world capable of simultaneously staging major indoor, outdoor and marine events. This year it plans to become the world’s first ‘exhibitions lifestyle’ destination, spreading into other event areas to complement its exhibitions and conventions business.
With the Capital Gate Tower due to open next to ADNEC in 2011 and the construction of the Al Ain venue on the other side of the Emirate, ADNEC is poised to unveil its development plans for the surrounding area in the coming months.
Sales and marketing director Christina Anthony says the biggest challenge for the industry is the state of the global economy and its impact on the events sector. “There were some positive signs for the industry in 2010, but they were not consistent,” she says. “The global situation has been tough for many, but we are fortunate that it has actually proved to be an opportunity for ADNEC,” she adds.
ADNEC’S strategy for 2011 is a renewed focus on business from corporates, association events and public entertainment shows, alongside its regular exhibitions and conferences business. It will host the 2012 UFI Congress, which last year drew more than 750 delegates from 50 countries to Marina Bay Sands in Singapore.
It helps that ADNEC has strong support from the government. Ultimately that support comes courtesy of ADNEC’s guiding objective to contribute to the Abu Dhabi government’s goal of increasing the economic growth and cultural standing of the emirate through the creation of world-class venues and destinations.
Anthony hopes ADNEC’s diverse portfolio of events will keep the business on a stable foundation.
“The global events industry may be facing a hard time, but that’s exactly why organisers and show participants need to look beyond their traditional markets,” she says. “Abu Dhabi stands as a gateway for the West to both key emerging markets such as China, India and former CIS countries as well as countries as far afield as Australia, Japan and Singapore.”
Crucial to ADNEC’s continued success is its access to funds that give it strong growth potential. According to Anthony, the Emirate’s firm focus on economic diversification means a wide variety of industry sectors are being given an impetus to grow.
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ADNEC, Abu Dhabi
Total exhibition space: 73,000sqm
Number of halls: 13, including atrium and Abu Dhabi Hall
On-site hotels: Aloft Abu Dhabi (****)
Hyatt Capital Gate (*****)
Ceiling: 10m
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DWTC, Dubai
The Dubai World Trade Centre (DWTC) plans to grow its business starting with the completion of a new state-of-the-art extension to the venue, which will bring the total covered venue space of all DWTC-owned venues to more than 120,000sqm. Working alongside public and private organisations, DWTC hopes lower prices left in the wake of the recession will boost the Emirate’s exhibition business.
In 2009, DWTC recorded a 12 per cent increase in visitor numbers and a 2.5 per cent increase in exhibitors on 2008. First-half figures for 2010 show continued growth with a 13 per cent increase in visitors year-on-year.
A tranche of new and diverse exhibitions and congresses corresponds with Dubai’s plan to increase trade, tourism and services. Because exhibitions and events play such a huge role in driving up business tourism, DWTC is working towards the target of 1.5 to two per cent contribution to the Emirate’s economy.
With the events arena becoming increasingly competitive in the Middle East, DWTC is continuing to develop in order to stay ahead of the curve. Currently, the venue hosts almost 35,000 exhibitors over a portfolio of more than 100 events. In 2011, DWTC will continue to target visitors from the Middle East, North Africa, former-CIS countries and India.
In 2011 the DWTC will try to supplement its exhibition portfolio with entertainment events and concerts, with the new Trade Centre Arena at the centre of the action.
“We work very closely with government stakeholders and partner agencies such as the Department of Tourism and Commerce Marketing, Dubai Airports and Emirates Airlines to actively promote Dubai via destination marketing campaigns,” says chief executive officer Helal Saeed Almarri, “specifically those that target the international business community.”
Working with regional and national bodies and soon to complete a major venue extension, DWTC hopes lower prices and government cooperation will not only draw international visitors but help their visits run smoothly.
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DWTC, Dubai
DWTC Venues (sqm): Dubai International Convention and Exhibition Centre (92,000sqm)
Dubai Airport Expo (33,000sqm)
Largest single hall: DICEC’s Za’abeel hall (15,002sqm)
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Sharjah Expo Centre, Sharjah
Sharjah Expo Centre is one of the oldest expo centres in the region, beginning life in 1976 before being acquired in 1994 by the Sharjah Chamber of Commerce and Industry. The venue, which offers 16,000sqm of indoor and 15,000sqm of outdoor space (gross) has grown over the years and while not as large as its neighbours in Abu Dhabi and Dubai, is now able to house large international exhibitions.
Sharjah joined UFI two years back, and will be a sponsor for the association’s Global CEO Forum in Geneva in February and will host the UFI Middle East Open Seminar in March.
According to director general Saif Mohamed Al Midfa, 2011 brings with it a significant change in Sharjah’s approach to exhibitions, not least because for the first time, the venue and organiser is opening its doors to international organisers.
“Where we were more focused on the B2C side in the past, now we’re moving more towards the B2B and conventions side; and we have more space now,” says Al Midfa. “We used to think locally. This kept us very informed on a world perspective. We used to think locally and adapt globally. Now we think globally and act globally.”
One area of business Expo Centre Sharjah is looking for is to serve as a hub for the Indian market, a service the venue offers via its Indian trade and exhibition initiative. Sharjah has around 20 daily flights to different parts of India.
“A lot of business comes from India, and this will continue to be the case. India is lacking in venues and the infrastructure is not very developed. They have a huge number of people, and the UAE is their biggest partner worldwide, according to the Sharjah Ministry of Economy,” says Al Midfa.
To some extent the retrenchment and reduction on marketing spend throughout the recession has led to increased desire for involvement in exhibitions now that the markets are becoming buoyant again. People want to get back out there, meet face-to-face and rekindle old relationships.
“On the B2B side, more people want to show what they can do. A great platform for them is exhibitions. Our strategy, as a venue owner and as an organiser, is to have our own exhibitions,” he says. “We’ve lately had approval from our board to allow other organisers to come and organise their exhibitions in our venue, as long as they don’t conflict with the profile that we have.
“In 2011 we are going to open our doors to the world,” he adds.
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Sharjah Expo Centre, Sharjah
Total floor space: 16,000sqm
Number of halls: 4 x 4,000sqm
Ceiling: 10m
Gross outdoor space: 15,000sqm
