Source: exhibitionnews.uk

The future of events in the Middle East & Africa

Background & context

The exhibition industry in the Middle East and Africa is experiencing significant transformation, largely due to a combination of sustained economic growth and focused governmental initiatives aimed at enhancing business tourism. As highlighted during the recent UFI MEA Conference in Cairo, the region is expected to see profound changes in its exhibition landscape, supported by investments in venue infrastructure and a commitment to fostering international and local events.

What’s new

At the conference, Jochen Witt presented a range of insights and data concerning the future of the exhibition industry in this dynamic setting. Key themes of discussion included the promising forecasts for the regional exhibition industry, underpinned by an encouraging economic environment and strategic investments from both the public and private sectors.

Why it matters for exhibitors

This evolution holds substantial implications for exhibitors who are looking to maximize their visibility and engagement in these emerging markets. The increasing investments in infrastructure related to events suggest that exhibitors will have enhanced opportunities to connect with their audience, showcase their products, and engage in meaningful discussions with potential clients.

Opportunities for contractors

Contractors stand to benefit significantly from the trends reported at the conference. As events grow in scale and frequency, the demand for services such as booth design, logistics, and event management will increase. The need for innovative solutions to enhance visitor engagement will also rise, offering contractors a unique position to develop new service offerings tailored to the evolving needs of exhibitors.

Market outlook & action checklist

• Monitor investment trends in venue infrastructure.
• Engage with local governments and organizations focused on business tourism.
• Explore partnerships with contractors specializing in exhibition services.
• Prepare for increased competition as more exhibitors enter the market.
• Stay informed about technological innovations that can enhance exhibition experiences.

Executive Summary

• The exhibition industry in the Middle East and Africa is set to transform with sustained economic growth.
• Strategic investments in venue infrastructure are crucial for enhancing business tourism.
• Exhibitors will benefit from improved opportunities to engage with audiences.
• Contractors should prepare for increased demand for exhibition-related services.
• Staying informed and agile will be key to success in the evolving market.

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