SAUDI ARABIA - Messe Frankfurt is considering entering the Saudi market with its security trade show brand Intersec.
The decision follows the company’s corporate strategy to expand its presence in the region with a series of ‘highly-targeted trade events’.
“The Saudi Arabian market is among the most significant of the wider Middle East region,” said CEO of Dubai-based Epoc Messe Frankfurt Ahmed Pauwels in a statement. “Drawing on the feedback received from our many Saudi partners and trade visitors and the in-depth research conducted by our marketing teams, the time seems right to expand our reach into the GCC’s largest economy.
Messe Frankfurt hopes to enable trade and the exchange of ideas among manufacturers, suppliers and service providers with the exhibition. The German venue and organiser is currently assessing the situation and speaking to market associates in order to explore potential avenues.
“The Middle East region, and Saudi in particular, is set to figure prominently in the marketing plans of leading players in the safety, security and policing field in the near future,” Pauwels said.
However, he added that security needs were “huge, with vast new government and corporate infrastructure on the cards”.
Countries in the Arabian Peninsula are forecast to spend around AED7.7bn (US$2.1bn) on security-related systems and equipment in 2013, according to Pauwels.
United Business Media (UBM) and Alagat Montgomery recently teamed up to launch security exhibition IFSEC Arabia at the Riyad International Convention and Exhibition Centre.
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