Interview
Big beasts organiser collaboration not going to waste in Saudi
With Saudi Arabia a focus of intense exhibition activity, Paul Colston puts some questions to two of the big players in the region – now collaborating closely: dmg events president Matt Denton and Messe München’ s CEO Stefan Rummel
EW: You have brought the environmental technologies trade show IFAT brand to Saudi Arabia, a destination very much at the centre of exhibition launch activity. What prompted the move? And tell us about your thoughts on the opportunities in the Saudi market. Stefan Rummel: Saudi Arabia is one of the most dynamic and ambitious markets globally, driven by infrastructure, sustainability and industrial transformation. Environmental technologies are central to that journey, from water security and waste management to resource efficiency and circular economy. Bringing IFAT to the Kingdom this January was, therefore, a very logical step for us.
IFAT is the world’ s leading platform in this field, and we see strong demand for an international marketplace that connects local stakeholders with global technology leaders and proven solutions. We will create measurable value for customers and partners. It also fits our 2026 focus on accelerated internationalisation: we remain strong at home and push expansion in key growth markets. With IFAT Saudi Arabia, and bauma Saudi Arabia starting in 2027, we are bringing two of our world-leading brands from Munich into one of the world’ s fastest-growing exhibition markets, while maintaining
our standards in quality, customer focus and operational excellence.
EW: The show is a joint effort with dmg events, correct? How did that collaboration come about, and what does each partner bring to the table? SR: Saudi Arabia is a key growth market for us, and strategic partnerships are a central lever to move fast and build shows with local relevance from day one. That’ s exactly why dmg events is the right partner.
Messe München brings the global IFAT brand, international
Left: Matt Denton, President, dmg events
Below: Stefan Rummel, CEO, Messe München exhibitor networks and decades of content leadership in environmental technologies. dmg events contributes deep regional expertise, strong relationships with authorities and industry, and a proven track record in delivering large-scale exhibitions in Saudi Arabia.
This new partnership will give us new ideas and inputs that will help us to evolve and adapt as a company, to grow our business and profitability.
EW: Tell us about the key features of IFAT Saudi Arabia. SR: IFAT Saudi Arabia is a comprehensive business platform for environmental technologies, specifically tailored to the needs of the Saudi and regional markets. The event covers waste management, recycling, water and wastewater treatment, desalination, energy recovery, air quality control and digital environmental solutions.
A highlight is the invitation-only IFAT Saudi Arabia Summit, which brings together senior decision-makers from government entities, regulatory authorities, investors and industry leaders to discuss the strategic direction of the Kingdom ' s waste and water sectors. Alongside the summit, IFAT Saudi Arabia features a dedicated conference programme.
For the launch edition, we were expecting around 450 exhibitors from 35 countries [ numbers to be confirmed post-show-ed ], showcasing more than 3,500 specialised technologies across waste management, recycling and the water sector. It was the biggest launch edition of an IFAT ever and was designed to be international from day one.
On the visitor side, we anticipated a high share of decision-makers and project owners from Saudi Arabia and neighbouring markets.
This is exactly the environment where meaningful business connections and long-term partnerships are created.
38 Issue 1 2026 www. exhibitionworld. co. uk