Interview
Saudi shows its resilience in testing times
Bilal Al Barmawi, founder and CEO of 1st Arabia Tradeshows & Conferences, discusses the fast-growing exhibition sector in Saudi Arabia, the potential, and also the challenges presented by the Iran conflict
EW: How would you describe the current state of the exhibitions and business events market in the Middle East, and what stands out as the biggest shift from 2025? As we move through 2026, the exhibitions and business events market in the Middle East – particularly in Saudi Arabia – is entering a more mature and structured phase.
Following the rapid expansion of 2025, marked by new launches and increased international participation, the focus has shifted toward consolidation, quality, and long-term planning. Organisers are prioritising strategic partnerships and sustainable growth, with greater emphasis on how events contribute to industry development.
The key shift is that the market is no longer experimental. Companies are making long-term commitments and investing seriously to build a strong and lasting regional presence.
Geopolitical uncertainty naturally influences planning and travel decisions. However, the Gulf events industry has demonstrated strong resilience. Saudi Arabia benefits from a stable economic environment, clear growth strategy, and ongoing investment in infrastructure and hospitality.
Organisers are adopting more structured risk management approaches, but overall confidence remains high. Major events continue to attract international participation.
EW: What do you see as the core drivers behind the recent surge in interest in this market? The surge in global interest is driven by Saudi Arabia’ s strategic economic transformation and large-scale infrastructure development. Vision-led initiatives are positioning the country as more than just an event host – it is becoming a central business hub across
Above: Bilal Al Barmawi
sectors such as technology, construction, healthcare, and hospitality.
The scale of development – including new economic cities, world-class venues, and advanced transport networks – is attracting global exhibitors, investors, and buyers.
Saudi Arabia has made significant progress in developing its infrastructure. Modern exhibition venues, expanded hotel capacity, improved transport systems, and strong airport connectivity are becoming key competitive advantages.
The current focus is on the next phase – operational excellence and workforce development. Beyond physical infrastructure, the priority is ensuring consistent service quality, logistics expertise, and skilled talent aligned with global standards.
EW: As new mega projects and event districts come online, how do you expect Saudi Arabia’ s competitive position to evolve by the end of 2026? By the end of 2026, Saudi Arabia is expected to strengthen its position as a leading regional exhibition hub, not only in scale but in strategic influence.
The competitive advantage lies in aligning events with national economic priorities, where exhibitions act as industry enablers rather than standalone platforms.
As new economic zones and event districts become operational, deeper integration with sector growth strategies will attract decisionmakers, investors, and knowledge leaders, reinforcing long-term market development.
EW: With many international organisers now establishing offices in Saudi Arabia, competition is intensifying. How do you feel about this influx of‘ new players’, and what does it mean for home grown organisers like 1st Arabia? The presence of international organisers is a strong indicator of the market’ s credibility and potential.
48 Issue 2 2026 www. exhibitionworld. co. uk