Epoc Messe Frankfurt (EMF) has been operating in the Middle East for nearly 10 years, during which time it has become more than familiar with the region’s unique business environment and ability to win a wide geographic spread of exhibitors and visitors.
Until recently, Dubai served exclusively as the German venue and organiser’s gateway to the Middle East, but that is all about to change with news that Messe Frankfurt is setting up in Saudi Arabia.
Traditionally, EMF’s events have been based in Dubai, but the company regularly meets and does business with decision makers from across the region, including Saudi Arabia, according to CEO of EPOC Messe Frankfurt Ahmed Pauwels. For the last 18 months it has been developing old relationships and building new ones with authorities and leading business figures in Saudi Arabia.
Last year marked Messe Frankfurt’s first foray outside of Dubai and showed the company’s recognition for the growing events market in Qatar, where it partnered with several organisations on a number of events. But the scope has since expanded.
“As the Middle East representative for Messe Frankfurt, we plan to develop activities in each and every country throughout the MENA region,” confirms Pauwels.
But why the security exhibition Intersec? Well, as recent events in the region will attest, security is a major market for countries in the Middle East.
“We have recognised security is a huge market in Saudi Arabia and so, with our experience in organising and developing the Intersec tradeshow and conference, it was a logical step to explore the Saudi market in this industry,” says Pauwels.
“Also, through Intersec we have already established major business contacts in Saudi in this sector.”
Pauwels has been studying the challenges and opportunities presented by the Saudi market and understands the logistics behind hosting an event. “We have a very clear path marked out and look forward to the journey,” he adds.
With that in mind, how does he plan to overcome problems such as the prohibitive entry laws; a well publicised barrier to entry for groups including women and Israelis? Pauwels claims there is a fair deal of myth surrounding gaining access to Saudi Arabia.
“Saudi Arabia still has to deal with a lot of misconceptions,” he points out. “For example, single women travelling to Saudi for business purposes are not as restricted as people believe. With the right formalities a single woman can enter Saudi Arabia without the company of a Moharram [close male relative] when it is for business purposes.”
The logistics behind working in Saudi Arabia provided the focus of a study by EMF; the result of many hours of networking in the region carried out by Messe Frankfurt over the past 18 months. It prompted the organiser to conclude that the time is right to set up in Saudi Arabia.
“This is exactly why we feel the time is right to step into the Saudi market and begin organising exhibitions. In comparison to other countries, Saudi Arabia still has restrictions and complications, we cannot deny that, but it is becoming a very attractive market for international investment and business development,” says Pauwels.
“Over the past few years in particular the country has been opening up and looking outward towards increased international investment opportunities. We believe our exhibitors will be more than happy to overcome possible complications because of the enormous business potential in this untapped market.”
Much of the attraction in entering the Saudi market is, after all, to reach out to potentially the largest business population in the Middle East.
Alagat Montgomery, a joint venture between Alagat International of Riyadh and UK organiser Montgomery, is also launching a programme of Saudi international trade exhibitions this year at the Riyadh International Convention and Exhibition Centre (RICEC), an initiative set against a US$400bn, five-year investment programme designed to stimulate and broaden the Saudi economy.
With these two major internationals now active in Saudi Arabia, it follows that other organisers will not be far behind. Watch this space.
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