DÜSSELDORF, Germany — Messe Düsseldorf is on course for expansion in the Middle East.
From May 5-7, 2025, in cooperation with AGEX – Arabian German International Exhibitions, the organizer held its first-ever event in Saudi Arabia — metalflow ALLIANCE Saudi Arabia — which featured 86 exhibitors and was held concurrently with Metal & Steel Saudi Arabia.
Trade Show Executive (TSE) spoke with Wolfram N. Diener, President & CEO of Messe Düsseldorf, about how the organizer is planning for success in one of the exhibitions industry’s hottest markets.
“The Gulf region is currently one of the fastest-growing economic areas in the world,” Diener said. “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 European Union 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%.
“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.”
Strategic Partnerships, New Launches and More
Diener and HRH Prince Saud Turki Al Faisal Bin Abdulaziz, Chairman of the Riyadh Exhibitions Company (REC), signed a Memorandum of Understanding to establish a strategic partnership. Messe Düsseldorf’s trade shows K, interpack and drupa will integrate with REC’s Saudi Plastics & Petrochem and Saudi Print & Pack.
The REC events have reported a 70% increase in exhibitors since 2018 and feature ideal touchpoints for Messe Düsseldorf.
“For Messe Düsseldorf, this partnership represents a strategic step into a high-potential market,” Diener said. “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.”
Diener added that this is not simply a copy-and-paste effort:
“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.”
Also, the Dubai World Trade Centre accepted the application for the launch of EuroShop Middle East in 2026, which will be Messe Düsseldorf’s first independently organized trade show in the Gulf region.
EuroShop Middle East is set to take advantage of retail’s success in the area — according to the market research firm MBB, the sector is expected to expand by an average of 5.7% annually in the Gulf region through 2026 and reach a projected market value of around $370 billion.
“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,” Diener explained. “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.”
The Messe Düsseldorf Gulf Office, which opened at the beginning of the year in Dubai, will serve as the base for these efforts.
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Photo Credit: Riyadh Exhibitions Company
