Messe Frankfurt Middle East has experienced a notable upsurge in trade visitor attendance, surpassing all previous records with an average increase of 22 percent in its events portfolio over the past year.

Simon Mellor, Regional CEO, sheds light on the future of the German events giant's Middle East subsidiary as it seeks to expand and thrive in the region.

The global exhibitions industry has made a remarkable comeback after the disruptions caused by the pandemic, showcasing the sector's pivotal role in driving economic growth, fostering meaningful connections for trade, and nurturing innovation.

"Despite the challenging circumstances brought about by the pandemic, Expo 2020 Dubai undeniably paved the way for the revival of the region's events industry. Prominent, large-scale trade shows in Dubai, such as Automechanika Dubai, Beautyworld Middle East, Paper World Middle East, Gifts & Lifestyle Middle East, Intersec, and Light and Intelligent Buildings Middle East, saw a significant increase in visitor turnout. Attendees eagerly transitioned from virtual and hybrid formats, highlighting a global desire for conducting business in face-to-face settings and physical, in-person events," says Mellor.

Mellor acknowledges the thriving Middle East events and exhibitions industry, attributing its success to the unwavering support of the UAE government and industry partners, which have played a pivotal role in promoting economic development, increasing tourism revenues, and laying the groundwork for future growth in the region.

Messe Frankfurt Middle East's events portfolio was among the first to return to live events post-Covid-19, leading to a substantial rebound in revenue and overall activity, according to Mellor.

He emphasizes that the region now offers a superior product range and a more comprehensive range of B2B services. As a result, their events portfolio has exceeded pre-pandemic levels, both in terms of exhibitor and visitor participation. In fact, during the final quarter of 2022 and the initial months of 2023, they observed an average increase of 22 percent.

Mellor points out that their success is not accidental. With over two decades of experience and a deep understanding of the regional landscape, complemented by an extensive suite of in-house services, including fair construction and event management, they are uniquely positioned to elevate the regional events industry.

Drawing on the legacy of Messe Frankfurt, the world's largest trade fair, congress, and event organizer, they leverage the company's unique 900-year heritage to attract world-class talent from around the world. This enables them to assemble a team of event professionals brimming with experience, creativity, and innovation.

"As a result, Messe Frankfurt Middle East has solidified its position as an industry leader, allowing us to create high-value experiences that enable customers, partners, and communities to connect, innovate, and grow," he concludes