Interview |
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stakeholders and creating more business-driven opportunities for exhibitors and visitors alike. As markets evolve at speed, collaborative models such as these are becoming increasingly important in delivering world-class trade exhibitions in the region. |
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EW: How do you leverage the experience and synergies of your existing IFAT show brands in India, Africa, and Eurasia? SR: IFAT Saudi Arabia, with focus on the whole MENA region, strengthening the entire IFAT network. Our existing IFAT events in India, South Africa, Brazil, China, Singapore and Turkey are well established with a local target group and internationally connected. The new show in Saudi Arabia adds a strategic growth market and creates a natural next step for exhibitors who are already active within the IFAT portfolio.
At the same time, IFAT Saudi Arabia brings new international players into the network, who may later expand into other IFAT regions. In this way, the IFAT events reinforce each other and support long-term internationalisation across markets.
EW: How has the experience of working with Messe München on the IFAT Saudi Arabia launch been? Matt Denton, President, dmg events: The January launch of IFAT Saudi Arabia marks an important addition to the Kingdom’ s infrastructure and construction calendar. From the outset, working with Messe München has been a highly collaborative experience, with both teams bringing together
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years of shared experience in building and delivering leading international exhibitions. That depth of knowledge has created a strong foundation for the event and a clear, common vision for what IFAT Saudi Arabia can achieve. This partnership comes against the backdrop of unprecedented growth in Saudi Arabia’ s waste and water sectors, which together represent a multi-billion-dollar market. What has stood out throughout the process is the way both organisations have worked closely and openly, combining dmg events’ deep local insight with Messe München’ s global IFAT expertise.
EW: Do you think it is a new and exciting model for collaboration in dynamic markets such as Saudi? MD: Absolutely. Partnerships like this reflect a highly effective model for delivering exhibitions in fastgrowing, dynamic markets such as Saudi Arabia. The pace of development in the Kingdom, particularly across infrastructure, sustainability, waste and water, requires organisers to combine deep local understanding with proven international expertise. Working closely with Messe München on IFAT Saudi Arabia allows us to continue building on that experience, promoting knowledge transfer, stronger engagement with
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Above: All roads lead to an IFAT expansion |
EW: What have you and your team learned and gained from such an experience? MD: Working on collaborative projects like IFAT Saudi Arabia has taught us the value of flexibility, open communication and shared problem-solving. Every partnership brings its own perspectives and approaches, giving our team the chance to learn from global partners while contributing our own deep understanding of the Saudi Arabian market. That exchange of knowledge not only strengthens the events themselves but also creates an environment to deliver tangible business opportunities. dmg events has developed a strong track record in this collaborative approach, having partnered with DWTC’ s KAOUN for The Saudi Food Show and Koelnmesse to bring events such as the ORGATEC Workspace Saudi Arabia and the FSB Sports Show to Saudi Arabia.
EW: What were your goals for this inaugural show? Our primary goal was to bring together the right buyers, knowledge and solutions within the Kingdom’ s growing waste management and water sectors. We aim to create an environment where exhibitors and visitors can explore new partnerships, share best practices and engage with the latest developments in the industry. Another key focus is establishing a strong foundation for future editions. We want IFAT Saudi Arabia to become a trusted event that supports the Kingdom’ s sustainability objectives and contributes to the continued growth of the sector. EW
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www. exhibitionworld. co. uk |
Issue 1 2026 39 |