In the past 12 months, the Messe Frankfurt Middle East (MFME) events have seen a significant increase in visitors with a 22% rise compared to previous attendance records. The CEO of MFME, Simon Mellor, attributes this growth to the value of business-to-business events and their ability to bring value to attendees. The Dubai Department of Economy and Tourism also recognizes the importance of these events, as they drive international visitation and contribute to the goals set by the Dubai Economic Agenda D33. The success of MFME events serves as a testament to the significance of business-to-business gatherings in today’s economy.
Messe Frankfurt Middle East (MFME) has reported that its events in the past year, including Beautyworld Middle East, Paperworld Middle East, Gifts & Lifestyle Middle East, Automechanika Dubai, Hardware & Tools Middle East, Intersec and Light Middle East | Intelligent Building Middle East, attracted an average of 22% more trade visitors compared to previous attendance records. This increase in attendance is remarkable considering that the previous records were set before the COVID-19 pandemic, which greatly impacted international travel and visitor attendance. Despite this, the number of trade visitors at MFME events has surpassed pre-pandemic levels, even though the number of exhibitors has yet to fully recover.
The rise in trade visitor attendance can be attributed to the increasing international appeal of exhibitions held at the Dubai World Trade Centre (DWTC). According to Simon Mellor, CEO of Messe Frankfurt Middle East (MFME), there has been a “significant increase” in trade professionals traveling from abroad to attend these events. Mr Mellor stated, “We have noticed a significant increase in international attendees across the spectrum of all of our events – accounting for well over one third of visitors, an average of 39%.” The growing international appeal of DWTC based exhibitions is a testament to their importance in the global business community.
The growth of trade visitor attendance has been particularly notable in Africa, where attendee numbers have increased by an average of 32% across all shows. This highlights the abundant opportunities for businesses in both Africa and the Middle East to connect and engage with each other through exhibitions in the UAE. Other countries, such as Saudi Arabia, India, Iran, and Egypt, have also seen a rise in attendees, further emphasizing the importance of these events as a platform for international business connections. The continued growth of trade visitors from diverse regions highlights the significance of exhibitions as a hub for industry-shaping discussions and meaningful connections.
The UAE has established itself as a premier destination for conducting global business, boasting strong international travel links, a thriving economy, and an array of top-notch meeting spaces and hotels. The growth in international attendance at Messe Frankfurt Middle East (MFME) events has not only been beneficial for the industries they serve, but it has also generated a ripple effect across other sectors, boosting metrics such as hotel occupancy rates and traveler numbers through Dubai International Airport. The UAE’s strategic location, cutting-edge infrastructure, and dynamic business environment make it an ideal hub for connecting people, ideas, and industries from around the world.
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, said, “The strong performances being registered in Dubai by event organizers such as Messe Frankfurt Middle East are a testament to the comprehensive platform the city has built over many years for networking, knowledge sharing, and business development. Thanks to the efforts of stakeholders across the business events ecosystem, and driven by Dubai’s visionary leadership, the city has gathered momentum in the wake of the global pandemic and effectively showcased the unrivalled opportunities that in-person exhibitions, conferences and meetings can provide.”
He further emphasized the role of business events in the development of key industries and the city of Dubai’s goal to become one of the top three global destinations for tourism and business. He stated, “These events are crucial for not just attracting international visitors, but also for fostering growth in key sectors and aligning with the Dubai Economic Agenda D33. As we move forward, we look forward to collaborating with event organizers and stakeholders to maintain Dubai’s position as a sought-after destination for business professionals to meet and explore new opportunities.” The emphasis on the continued growth and development of Dubai’s business events sector underscores the city’s commitment to providing a dynamic and supportive environment for businesses to thrive.
MFME’s focus on enhancing the attendee experience through the addition of new business-driven features has further fueled its growth. With a clear emphasis on matchmaking and networking, MFME has implemented the latest technologies to connect visitors with the most relevant prospects and maximize their opportunities for building relationships. The Premium Club program, available at all MFME exhibitions in Dubai, provides qualified buyers and influencers with access to a concierge matchmaking service and an exclusive lounge where key players can meet and network. This feature has helped to ensure that the right attendees are connected with the right people and has added to the overall appeal of MFME events.
MFME has also made notable improvements to its events through the enrichment of its knowledge program content, including revamping its conference programs. The high attendance rate at these programs highlights the importance placed by visitors on live educational experiences and the enhancement of their knowledge. Beautyworld Middle East saw not only a record-breaking number of attendees but also the highest satisfaction rating from visitors, with 97% of surveyed visitors expressing exceptional satisfaction or satisfaction with the exhibition in 2022.
“Beautyworld Middle East 2022 was without doubt our biggest and best edition yet”, said Flyn Roberts, Show Director of Beautyworld Middle East. “With so many people – both visitors and exhibitors – engaging over the three days, this was our most successful, best-attended, and most innovative show since the event first started 26 years ago”, she further added.
The elevated level of satisfaction is not just felt by visitors, but also exhibitors. Automechanika Dubai saw an impressive 76% of exhibitors expressing their intent to participate in the 2023 edition, with the quality of visitors being one of the key reasons cited for their return.
Mahmut Gazi Bilikozen, Show Director of Automechanika Dubai, expressed his gratitude towards all of the stakeholders, exhibitors and visitors who made the 2022 edition one of the largest ever. In his words, “The attendance this year, across all categories, has been truly special. As we look towards our 20th-anniversary edition in 2023, I would like to take the opportunity to thank all of our stakeholders, exhibitors and visitors for making 2022 one of the Automechanika Dubai’s largest-ever outings to date.”
Intersec 2023 proved to be particularly beneficial for exhibitors due to the impressive profile of its attendees. The event saw a significant increase in representation from key audience groups such as distributors, retailers, wholesalers, and importer/exporters, with an average increase of 286%. This made it a valuable platform for exhibitors to connect with their target audience and drive their business goals.
Intersec 2023 has once again proven its significance to both regional industries in the fields of fire safety, security, and fire prevention, as well as to international markets. With a total of 131 countries represented among the attendees, and nearly half of them coming from outside the UAE, Intersec 2023 lived up to its reputation as a global exhibition. Alex Nicholl, Portfolio Director of Intersec, expresses his gratitude for the success of the event and states that the focus now shifts to ensuring the continued delivery of value to all participants, exhibitors, and stakeholders in the upcoming edition of Intersec in 2024.
Lucas Jiang, General Manager at TP-Link, said, “Being at Intersec 2023 has been a great experience for us. It has allowed us to connect with partners, system integrators, and associates.” He further added, “Intersec has been a great platform to explore different opportunities and learn about our partners’ needs and we look forward to returning next edition.”
According to Simon Mellor, the resounding success of all business-to-business events organized by MFME, despite being representative of a diverse range of industries, demonstrates a clear inclination towards face-to-face interaction. This trend is not limited to a single industry-specific exhibition but is reflective of the general desire for personal interactions, something that cannot be replicated through digital means. The overwhelming turnout at these events highlights the immense value placed on face-to-face business and networking, foretelling a bright future for live exhibitions in 2023 and beyond. Mr Mellor says, “It really illustrates the premium value placed on personal interactions on an exhibition floor, or hearing from thought leaders at a conference, that cannot be replicated any other way.”
