Multilem, a global leader in brand experiences share their insights into the global events and exhibitions market and its role in it.
According to the brand experience agency, It’s no secret that the global tourism events market is booming. The sector which encompasses concerts, sporting tournaments and conferences is estimated to reach a global worth of US$ 1.63 trillion in 2024, growing to US$ 2.38 trillion by 2034.
Established in 1986 as a Portuguese company, Multilem has expanded into a global presence, with offices in in Angola, UAE, Spain, KSA, UK and USA. Having eight offices around the world, Multilem has a team of 200 employees delivering over 400 different projects each year. Multilem has worked with notable clients including Visa, Google, Amazon, YouTube and Facebook.
Most recently at WTM 2024 at Excel London, Multilem was responsible for the design and build of Saudi Tourism Authority, AlUla, Diriyah, Soudah and Brazil’s stands, with its stand presence totaling 3,214 sqm.
On the events and exhibitions landscape, general manager at of Multilem Middle East, Multilem Worldwide, Dorothee Anjos, said that the global events industry is experiencing significant growth, particularly in the aftermath of COVID, as people increasingly value human interaction and connection. Sales across the sector have surged, reflecting this renewed interest. Key trends driving the industry's evolution include sustainability and digital integration, which often complement one another.
Discussing evolving client expectations, Anjos said: "Clients increasingly seek bespoke solutions that go beyond aesthetics. It’s about understanding their story and weaving it into every aspect of the design. For example, the stand here embodies 'The Warmest Welcome to Saudi,' integrating patterns and elements that represent the country’s values and destinations. The storytelling approach ensures a cohesive experience rather than just a standalone wow factor."
Bringing business to the UK, Anjos added: "At World Travel Market, we’re one of the largest stand builders, constructing displays for Saudi destinations, Brazil, and others. While we don’t have many UK-based clients, our operations bring significant economic impact, employing around 500 workers who use local services. Globally, we work in over 60 countries, offering clients a seamless experience across regions."
When asked about sustainability and Multilem's position, Anjos commented: "Sustainability is central to our work. We aim to secure long-term agreements with clients, allowing us to reuse elements across multiple events. For instance, components of this 300-square-metre stand will be reused for an event in Berlin. Additionally, we’ve implemented ISO-certified processes, won awards for sustainable practices, and focus on modular designs to minimise waste."
Multilem’s innovative approach to brand experiences has positioned it as a key player in the global events and exhibitions market. With a strong emphasis on sustainability, digital integration, and bespoke storytelling, the company continues to meet evolving client demands while delivering impactful solutions across the globe.
