Leading international trade fair and conference organiser Messe Frankfurt has unveiled a detailed strategic expansion plan aimed at strengthening its presence and footprint in the vital Middle East region.
Aiming to build on the acknowledged success of the portfolio of trade shows organised by Dubai-based subsidiary Epoc Messe Frankfurt over the last decade, the group announced plans to significantly reinforce its status as a premier exhibition and conference organiser in the region.
On the anvil are moves to further grow some of its market-leading brands such as Automechanika Dubai, Intersec and Beautyworld, all of which have registered an average 20% growth in 2013, as well as a significant expansion of the group's conference organising business.
“Messe Frankfurt-organised trade events have the reputation of being some of the best-run and most result-oriented exhibitions and conferences in the Middle East,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt. “A large part of Epoc Messe Frankfurt's success is built on being able to effectively deliver trade events that meet the specific requirements of our exhibiting partners in addition to the high-quality Messe Frankfurt exhibition experience.
“Being based in Dubai, the acknowledged commercial, trade and logistic engine that drives much of the region's growth also helps us to create effective trade and business development platforms for international brands interested in accessing the region's lucrative markets,” Pauwels added.
With an increasingly significant part of Messe Frankfurt's sales coming from events outside Germany, trade shows and conferences organised in the rapidly-developing Middle East have taken on increasing importance.
Exhibitions organised in 2012 by Epoc Messe Frankfurt attracted 76,282 trade visitors and drew in 3,721 exhibitors. This compared favourably with 2011 which saw 75,000 trade visitors attending the group's fairs that attracted 3,400 exhibitors.
A key part of Epoc Messe Frankfurt's strategic growth plans include the further development of some of its biggest shows such as Automechanika Dubai, Intersec and Beautyworld Middle East. Acknowledged internationally as market leaders in their sectors, these mega trade events are now set to move to the next level of international success with Epoc Messe Frankfurt identifying specific areas for growth which are still untapped.
Each of the three shows will acquire an additional 3 Product Managers as well as a Brand Development Manager. The Conferences division plans to add a series of new conferences to its portfolio over the next 12 months. New concepts will be tested and those that prove the most promising will be further developed.
With the growth of existing exhibitions and the expansion of the conference division, additional support staff will be required across the remaining departments and so there are also new openings within the communications, marketing, telemarketing, finance and operations departments.
The entire expansion strategy will see the Dubai subsidiary grow from its current headcount of 76 to 112, meaning an additional 36 new hires and the acquisition of additional office space to accommodate them. This will be a near 50% growth in the Dubai subsidiary within the next 12 to 18 months.