DÜSSELDORF, Germany — Messe Düsseldorf recently signed a Memorandum of Understanding with HRH Prince Saud Turki Al Faisal Bin Abdulaziz, Chairman of the Riyadh Exhibitions Company (REC) in Saudi Arabia, to establish a strategic partnership, which will integrate K, interpack and drupa with REC’s Saudi Plastics & Petrochem and Saudi Print & Pack. Trade Show Executive (TSE) spoke with Wolfram Diener, President & CEO of Messe Düsseldorf, about this new partnership, the organizer’s plans in the region and more.
ANDREW: Why is the Gulf region optimal for the trade show business?
WOLFRAM: The Gulf region is currently one of the fastest-growing economic areas in the world. According to consultancy firm jwc, the average annual GDP growth rate of the member states of the Gulf Cooperation Council is projected at 6% until 2029, outpacing both the EU with 3% and the global average of 5%.
This economic momentum directly fuels demand for professional platforms such as trade shows. The exhibition market reflects this dynamic: rented exhibition space in the region is expected to grow by 5.5% annually through 2030 — the highest rate worldwide.
By comparison, the global trade fair market is projected to grow by 2.9%.
WOLFRAM: In addition, the Gulf states are actively diversifying their economies, investing in technology, industry, retail, infrastructure and sustainability.
These transformation processes create an ideal environment for international B2B events — and align closely with Messe Düsseldorf’s global portfolio.
ANDREW: Why are these specific shows the right fit for the region?
WOLFRAM: Our portfolio offers strong synergies with the industrial focus of the Gulf region. The shows we’re introducing to Saudi Arabia — K, interpack, and drupa — as well as EuroShop in Dubai, correspond directly to sectors currently experiencing dynamic growth in the Middle East.
The plastics, packaging and printing industries in the region are expanding significantly. Through our collaboration with the REC, the regional trade shows Saudi Plastics & Petrochem and Saudi Print & Pack will gain global visibility and relevance.
Additionally, the retail sector in the Gulf is projected to grow by 5.7% annually through 2026 — making the launch of EuroShop Middle East in Dubai both timely and market-driven.
Related. Messe Düsseldorf GmbH Sees Landmark Business Year and Enhances International Reach
ANDREW: How will this partnership benefit Messe Düsseldorf and the Riyadh Exhibitions Company (REC)?
WOLFRAM: For Messe Düsseldorf, this partnership represents a strategic step into a high-potential market.
By integrating our world-leading trade fair brands into established regional events, we enhance global reach, open up new business opportunities for our customers and strengthen our international network — while reinforcing Düsseldorf as our global hub.
For REC, the collaboration significantly elevates the international standing of their events. Exhibitors and visitors benefit from global standards, a wider audience, and stronger international appeal.
Together, we aim to establish globally relevant, yet locally rooted trade shows.
ANDREW: How are the shows being adapted to this market?
WOLFRAM: We are not simply replicating existing formats. Instead, we are carefully tailoring each event to the regional context, co-developing content, exhibitor mixes and supporting programs with our local partners.
We’re not just geo-cloning, but geo-adapting. This ensures relevance, resonance, and value for all participants.
ANDREW: Will this partnership impact the original editions of these shows?
WOLFRAM: As the world’s leading trade fair organizer in key industries such as packaging, plastics, retail and print, we must actively follow market dynamics in order to maintain our leadership position globally.
Our activities in the Gulf region are a direct response to growing regional demand and the evolving business landscapes of our core sectors.
At the same time, these initiatives also create valuable synergies for our Düsseldorf-based events. They strengthen our global brand families and attract new international stakeholders to the original Düsseldorf editions.
Historically, strong international events have helped us expand exhibitor networks and increase visitor numbers in Düsseldorf. Between 2014 and 2024, nearly 1,700 exhibitors and 174,000 visitors from the Middle East attended our shows in Düsseldorf — a number we expect to rise further through our regional engagement.
In addition, we anticipate welcoming more Asian exhibitors and visitors to Düsseldorf, as the Gulf region increasingly functions as a strategic hub between Asia and Europe.
To get more success strategies, sign up for TSE’s free e-newsletter.
