Abu Dhabi leads the bounceback
EW asked UFI ’ s regional director MEA , Naji El Haddad , to share some insights into Abu Dhabi ’ s exhibition market .
The UFI Global Economic Impact of Exhibitions study shows the Middle East market has an estimated 130,000 exhibiting companies and produces a direct impact of US $ 1.5bn .
El Haddad said “ It is encouraging to see the government supporting the growth of the industry through regulations , subvention funds and supply of data intel on where the public and private sectors are investing ”
Abu Dhabi , El Haddad notes , is host to large exhibitions , including ADNEC ’ s Defence Show ( IDEX ), RX ’ s Sustainability Show ( WFES ), and dmg ’ s ADIPEC for the oil and gas sector . Estimates are that Abu Dhabi ’ s events represent 7-8 % of the Middle East ’ s economic impact share ( out of 18 countries ).
UFI ’ s bi-annual Global Exhibition Barometer has shown industry revenues rebounding worldwide , albeit less so in the Middle East than in Europe and the Americas . Nevertheless , it is put at 70 % of the 2019 figure for 2021 and set to reach 80 % in H1 of 2023 in the region . El Haddad says the Gulf has had a quicker rebound than the rest of the Middle East , with the UAE leading the reopening to business events , including with ADNEC ’ s IDEX in February 2021 . “ Since then , we have seen new launches taking place in Abu Dhabi , such as the Design Week 2022 by Oman ’ s UFI member CONNECT and the World Utilities Congress 2022 by dmg events .”
“ The Capital is also gearing up to host the Global Media
Summit and the Culture Summit Abu Dhabi in 2022 ,” he notes . While operating revenues are not yet back to 2019 figures for the industry in the UAE ( 75 % predicted by the Barometer for H1 2023 ), no losses at least are being reported . The recovery seems all the more impressive in Abu Dhabi given companies reporting seem to indicate they have not received direct public financial support .
There seems to be good faith in the physical exhibition model and only 8 % of companies in the wider region think virtual events can replace them . A lukewarm attitude ( 33 %) towards hybrid events also seems prevalent , according to the Barometer .
El Haddad cautions it is important to define what part ( s ) of an event can be delivered virtually .
“ If hybrid means having a broadcast service for the content , or to have a follow-up online niche conversation with the event ’ s communities after the physical show , or connect suppliers with potential buyers through an online tool , then hybrid is the answer ,” he says .
He notes many organisers had been offering such services to their customers well before the pandemic outbreak .
The Barometer shows the UAE ahead of the world in terms of implementing digital solutions for customers , although when it comes to strategic changes on company level the research indicates companies in the UAE had lower activity .
“ Leaders in Abu Dhabi ,” he says , “ have been planning a quick post-pandemic recovery . Earlier this year ADCEB announced a Joint Business Event Fund with Miral aimed to strengthen Abu Dhabi ’ s position as a leading MICE destination .”
Digitisation : implementation in United Arab Emirates ( blue ) and globally ( grey )
Changed internal processes and workflows in our company into digital processes
Added digital services / products around our existing exhibitions ( like apps , digital advertising , and digital signage )
Developed a digital / transformation strategy for individual exhibitions / products
Developed a digital / transformation strategy for the whole company
49 %
42 %
32 % 33 %
24 %
65 %
75 %
83 %
Created a designated function in the upper / top management ( like a CDO , Head of Digital , etc .)
Other
Source : UFI ’ s Global Exhibition Barometer www . ufi . org
17 % 16 %
22 %
33 %
ABU DHABI / EXHIBITION WORLD / 21