Albert Aoun’s exhibition career started with REC and International Fairs and Promotions (IFP), which was established in 1994 with his brothers Edward and Bechara. By 1995, the trio had a full programme of exhibitions to serve the rebuilding efforts of Lebanon starting with the first edition of Project Lebanon.
The company has since expanded across the Middle East to become one of the best-known regional operators in international trade fairs, events, conferences and congresses.
How did you get into the international exhibition business?
Back in 1979, I and my brother were working in Saudi Arabia when we first considered the idea of entering into the exhibition business. At the time we were part of a group of businessmen who formed a Riyadh-based exhibitions company called Al-Diyafa.
Back then we started with our first exhibition hall near the Intercontinental Hotel at the centre of Riyadh and we engaged in a programme of trade fairs aiming to serve the needs of the Saudi Government’s economic plans. At that time, the Saudi Government had its third five-year plan approved and the market was in need of technology, goods and services from all sectors.
Four years later, Riyadh Exhibition Company (REC) was formed by adding new partners to the Al-Diafa group and expanding the exhibitions program to cover every aspect of the economic needs of the Kingdom. REC was then led by His Royal Highness Prince Saud Abdullah Al-Faisal.
As early as 1985, REC built its own centre north of Riyadh and achieved unmatched international recognition for its activities.
Expansion started with Rebuild Iraq 2004 held in Kuwait and after that IFP Qatar, IFP Jordan, IFP Iraq and IFP Emirates were established.
The IFP Group of companies further expanded horizontally by setting up Circle Group and Exponet for exhibition stand contracting and sets, Naycom for advertising, publishing and IT solutions, in addition to Actel that provides premium telephony services.
What are the key objectives you have set yourself, and IFP Group, and why?
We want to maintain a leadership position and create new poles of excellence.
I truly believe in the right-to-win concept where each and every one of us will grow and prosper as much as he provides added value and quality work.
At IFP and Riyadh Exhibitions we have always aimed to fill the needs of the markets where we operate, whether this need is to rebuild the country and the society or to serve the market. I believe we succeeded because we were able to bring the right people to market at the right moment and this is how we acquired our right to win.
Today, we have different market dynamics and different needs requiring us to think, work hard and excel in order to keep winning and to grow our societies and grow with them.
Have you formed any joint ventures or other partnerships – perhaps with associations – recently, and if so then why?
We do whatever is needed to create a successful event, and we consider everyone who contributes to this success a real partner. When we manage to bring 1,700 companies from 45 countries under one roof for a single show, it means we have done it right and in that we are never working alone. We surely have a well experienced and hard-working team but also we have a network of agents, supporting bodies, sponsors and contributing governmental and non-governmental organisations.
Add to this the partnering bodies with who we co-organise specialised events. This comes as part of the game, when you’re a leader; large organisations want to benefit from your experience and strength to ensure they reach their goal when they have their events.
Are there any countries or regions you would particularly like to enter or expand your presence in over the next 24 months? If so, are there any obstacles or issues you would like to address?
Yes, we are serving the region and where the region needs us to be we will be.
We don’t always have to have an office and permanent staff to be present. As I told you earlier, we had our first Rebuild Iraq in Kuwait and at the time we were only present in Saudi Arabia and Lebanon.
We have our expansion plan and we have our presence plan but we execute what best fits the market. Our ultimate goal is to succeed but we do not just want to go to a country just to add another spot on the map. We have to make a difference and succeed.
As a Middle East specialist, do you see the growing number of international organisers entering places such as Saudi Arabia as a threat or an opportunity for partnership?
I see this as an indicator of potential and proof that we are delivering good work and providing value, otherwise the market would have not asked for more.
We nourished the market and showed value and this is why others are coming.
Competition is healthy, but I believe we have an edge over the others, however, we cannot see why we would not partner with others when a partnership can lead to further success. On the other side, we keep innovating and are driven by both the needs of the market and the competition.
How is the current political activity in the Middle East affecting your business? For example, how has your business in Syria or Egypt been affected?
Politics highly impacts trade activities and therefore trade fairs are highly dependent on stability. Luckily our major operations are in stable and flourishing countries.
Despite all the turmoil in the region we expect to achieve additional growth in 2011.
What trends are you noticing emerging in the international exhibition industry in general?
I believe that the exhibition industry is all about networking and socialising with the aim of doing business. The human element of networking and socialising will never change but the industry of networking is changing in terms of technology and digitalisation.
Moreover, the industry is evolving in parallel to the needs of companies and the market. Today we need to really find the companies that the country we are exhibiting in requires and not only the companies wanting to enter this specific market.
What would you be doing if you were not working in the exhibition industry?
Certainly working in a social activity. People only succeed when they do something they like. Networking is at the heart of our business because I have pleasure doing this.
And finally, what do you do to relax?
Surprisingly I get relaxed by networking and socialising. I’m always surrounded by friends. I think this is why we have made such a wonderful business out of networking.
Any comments? Email exhibitionworld@mashmedia.net
