Germany's Leading Trade Fair Organisers Epoc Messe Frankfurt Eye GCC Market

Interview with Mr. Ahmed Pauwels, Chief Executive Officer, Epoc Messe Frankfurt. End Quote

(1888PressRelease) November 04, 2011 - You have come to the end of the exhibition season in 2011 as far as your shows are concerned. Would you consider the year as a successful one?
The past season has definitely been a successful one for Epoc Messe Frankfurt. The year saw the launch of two new shows as well as some successful runs by already existing events. We have registered growth for many of our shows in the business thanks to the improving business climate in the region. The year saw us grow as an organisation and move into our new, expanded office premises on Sheikh Zayed Road in order to better serve our partners. We now have an increased staff capacity, with a near 50% growth in number of employees since the start of the year. This includes a new telesales department which we have set up to manage our databases and a completely new outgoing sales division, which consists of a team selling over 100 Messe Frankfurt shows taking place across the globe to potential GCC exhibi-tors. Given all of the above, I would say that we have had an extremely successful 2011 and look forward to more of the same for the fast approaching 2012 season.

As one of the premier trade fair and conference organisers in the region, do you feel that the business is evolving to meet the changing needs of your clients?
Most of us in the trade fair business have noticed a transformation in the way business is being conducted over the years. In the early days, attending trade shows could sometimes be a hit-or-miss affair. One went to the fair hoping to make some useful contacts while the event itself attracted a lot of people not directly connected to the business. Trade visitors of today are, however, far more business-oriented and focused on what they are looking for in a trade show. Organisers have had to transform the way shows are put together and today the best events are intensely networked and categorised to allow the trade visitor easier access to the areas they are interested in. Technology has transformed the very essence of the trade show, making the whole visitor experience far more result-oriented than before. Looking at global trends, I expect trade fairs to continue evolving to meet the needs of the clientele, but they will also continue to offer one of the most effective networking interfaces to promote business growth.

Could you highlight some of the high points of the year as an organiser?
With some very strong brands behind us, Epoc Messe Frankfurt entered 2011 on an optimistic note. The business climate was definitely beginning to see improvements and the results showed in very substantial market responses to our trade events throughout the year. All our major events including Automechanika Middle East, Intersec, and Beautyworld Middle East were extremely successful generating considerable interest and business from around the region, with an increase in both exhibitors and trade visitors. Early in the 2011 calendar we successfully launched two new shows with Paperworld Middle East and Playworld Middle East making their regional debuts in Dubai. Going by initial market response, these shows look set for long and successful runs into the future. Our other events such as Hardware+Tools Middle East, Light Middle East and Materials Handling Middle East did well too and indicated the growing market for ecologically-friendly products and services in the region.
Our 2011 events hosted close to 3,400 exhibitors from around the world attracting over 76,000 trade visitors and delegates from the Middle East and beyond. We are now well positioned for a successful 2012 season and look forward to further growth and expansion of our businesses in the near future both in Dubai and the surrounding region.

To what do you attribute the success of the shows so far? Would you say that the industry has rebounded from the recent slump?
The success of our trade shows is largely down to the fact that they are extremely well-targeted and truly reflect the issues and concerns of the industry they represent. Having been in the business for years, our team of qualified personnel has been successful in anticipating the needs of the market and taking steps to fulfill them. With the economies of the region in recovery mode, manufacturers, suppliers, service providers and businessmen from across the world have been anxious to gain a foothold and develop their business in this market and our exhibitions and conferences provide a platform for doing so. Additionally, there has been a pronounced recovery of business sentiment regionally which has also played a part in reviving the trade fair and conference sector.

Is Epoc Messe Frankfurt planning any future expansion?
Epoc Messe Frankfurt's success in the region has been due to its anticipation and adaptability to the changing needs of the market. Intensive research into market trends has resulted in the success and ongoing growth of our trade shows. To keep pace with our growth we have expanded our team by close to 50% since the beginning of the year and we have also moved to a larger, more convenient office space. This is in order to serve our partners better. Working together with our partners in the region, we are continuously seeking new business opportunities and avenues for further growth opportunities. We plan to eventually expand our presence even more comprehensively around the region and are in the process of evaluating new ventures across the region especially in Saudi Arabia, Qatar, Oman, Kuwait and Jordan where we have identified business opportunities and we intend to grow and nurture these in 2012 and beyond.

Could you elaborate on your new event planned in Saudi Arabia?
Being the largest market in the GCC both in terms of size and population, Saudi Arabia is very much a strategic part of Epoc Messe Frankfurt's future plans for the region. We feel the time is right to enter the Saudi market in order to better serve the large number of our customers from the Kingdom in some of the sectors we already operate in. The events we plan to host in Saudi Arabia will be tailored to meet the particular needs of the existing market in the Kingdom which can traditionally be more difficult to penetrate for many international companies. We will also be rolling out some of our major international shows in the region in the imminent future.

What is your outlook for the year ahead and what can we look forward to from Epoc Messe Frankfurt in 2012?
We are well positioned to enter 2012 on a positive note and it is our aim to build further on the success of 2011. In Dubai, we will continue to host our key events, with Intersec just around the corner, taking place 15 to 17 January. Already things are looking good for this event and we expect to see more growth for the show in the upcoming edition.
2012 will see some important milestones for us - this will be when we celebrate a decade in the region. Our largest and most successful show, Automechanika Middle East, will also celebrate a decade in Dubai and so this is a significant year ahead for us.
As well as the continued growth and development of our shows here in Dubai, 2012 will see some significant announce-ments for us in terms of regional expansion. In the last decade we have firmly established our position in the region as one of the leading trade fair organisers and we continue to be committed to Dubai and the surrounding countries. So, there is a lot more to come from us throughout the year.

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