Following six years of B2B events in Saudi Arabia, Messe Frankfurt Middle East (MFME) has announced its new partnership with 1st Arabia, an event management company operating in Saudi Arabia for the past 15 years.
This collaboration will bring together the expertise and experience of both organisations, and include the management of Intersec Saudi Arabia, Beautyworld Saudi Arabia and Automechanika Riyadh under license in the Kingdom.
The partnership with 1st Arabia provides an opportunity for the continued investment and development of these key exhibitions in line with MFME’s global brand, enabling MFME’s international client base to capitalise on the regional market.
“We are confident that together we will maintain the high standards associated with the various Messe Frankfurt Middle East events globally,” says Simon Mellor, CEO of MFME. He added, “1st Arabia’s strong history and reputation as a highly experienced event organiser in the region further reinforces the prospects of our joint venture and the increased value our exhibitors can expect from MFME exhibitions.”
Bilal Al Barmawi, CEO, and managing director of 1st Arabia adds: “MFME’s portfolio of established brands is an incredible opportunity to be part of the Kingdom’s incredible growth as part of the government’s Vision 2030 plan. Together, I know we can offer these industries a gateway to this burgeoning market.”
The first exhibition taking place under the agreement will be Intersec Saudi Arabia 2023, 3 – 5 October 2023 at Riyadh International Convention and Exhibition Center (RICEC). According to portfolio director Alex Nicholl, the exhibition will be a comprehensive showcase, with the presence of key government leaders, agencies, organisational heads, and global speakers discussing innovative products, technology, and solutions across all key security sectors.
Beautyworld Saudi Arabia will take place 11-13 February 2024 and will involve an expansion to utilise the full venue at RICEC, doubling in size and bringing the widest number of exhibiting companies to the KSA market in the event’s history.
Portfolio director, Flyn Roberts, says, “With the beauty and personal care market in Saudi Arabia expected to reach US$7.6 billion by 2027, at a CAGR of 10.9%, it is no surprise that demand for space at the event has increased exponentially for the 2024 edition.”
Portfolio director at Automechanika Riyadh, Mahmut Gazi Bilikozen, notes that the partnership will provide new opportunities when the exhibition returns to RICEC 30 April – 2 May 2024: “A favourable business environment, growing customer base, and supportive government policies all indicate that the automotive aftermarket industry in Saudi Arabia is poised for a period of sustained growth. Automechanika Riyadh 2024.”
The partnership between MFME and 1st Arabia is set to continue into 2024.