Interview
dmg charting a course for ‘ copetition ’ in the Middle East
Global exhibition organisers dmg events and Koelnmesse signed a Memorandum of Understanding ( MoU ) in May to collaborate on trade shows across the Middle East . Both companies say this rapidly growing market presents a unique opportunity for them and say their collaboration will focus on Sports , Build , and Leisure Facilities ; Office Design , Build & Fit-out ; Furniture and Fittings and Hardware & Tools . dmg events president Matt Denton tells EW how the agreement came about and what he hopes to achieve with it .
T his agreement had been in the pipeline for a while , but moved to completion very quickly . We ’ re always happy to talk to other organisers about events and seek out opportunities for collaboration and this is what happened here . The Koelnmesse team had seen some of the exciting developments in the region and in doing their due diligence before entering , recognised the need for local knowledge and presence . We first met at an UFI event in Oman , and later Gerald Böse of Koelnmesse and my Group CEO Geoff Dickinson caught up at the UFI CEO Summit in Amsterdam . Next Denis Steker and I were dotting the I ’ s and crossing the T ’ s . We were all very much aligned on the requirements and , importantly , the events we are planning and the geographies all add to our existing portfolios , there is no internal competition or conflict . Our initial focus is on bringing three of their leading global brands to the region , bringing together their brands and influence with our regional expertise and infrastructure . It ’ s now over to the teams to make it all real .”
Does the agreement signify a move away from competition to ‘ copetition ’ in the trade fair world – at least in this region for you ? We have definitely embraced that of late , but I ’ d like to think it has always been our nature . We would rather work together than against when
Above : Matt Denton
“ The key is dmg ’ s portfolio and position in the region . Over the years we have emerged as a key regional player and divested events in other regions .” there is clear mutual benefit . I guess the dmg & KAOUN announcement last year , where we have partnered on food and hospitality shows globally with the DWTC , personifies our approach . Our Saudi business holds around 30 annual events , our offices and networks in country are fantastically positioned for the growth the country ’ s Vision 2030 is driving . However , we want to put on the best events possible , not just locally but internationally , and we recognise that to achieve that and truly deliver on the market potential , then working with and bringing international brands is key . By combining our infrastructure , experience and networks with the leverage of large global events , we can accelerate establishing these events and avoid unnecessary competition and duplication . The leverage of brands like KAOUN ’ s Gulfood and FSB , ORGATEC and Eisenwarenmesse from Koelnmesse , will rapidly establish the regional shows in the global calendar . The key is dmg ’ s portfolio and position in the region . Over the years we have emerged as a key regional player and divested events in other regions . Yes , we have our industry leading Energy and Construction portfolios , but on other topics we don ’ t tread on the toes of leading global events , making us a welcome partner with the right regional infrastructure and networks .
Left : Big 5 Construct Saudi
The Middle East is a big region , but which individual countries hold the most promise for your future investment and development of shows ? How are trends moving ? In the Middle East we are firmly focused on the United Arab Emirates and Kingdom of Saudi Arabia ( KSA ). Saudi is of course capturing all the headlines and the growth in that market is phenomenal . That said , it is still in its infancy . We have been there for over a decade , but the post Covid years have driven
30 Issue 3 2024 www . exhibitionworld . co . uk