“We are here to stay”: Messe Frankfurt’s gateway to the future in boomtown Riyadh
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Messe Frankfurt is establishing a presence in the rapidly growing trade fair market in Saudi Arabia with a subsidiary. "We want to seize the next wave of trade fairs," says Ted Bloom. Saudi Arabia's "Vision 2030" offers the ideal growth environment.
By Urs Seiler || Riyadh, December 8, 2025 || Messe Frankfurt's representation for CH/Li | upcoming trade fairs of Messe Frankfurt.
Opening of the Messe Frankfurt office in Riyadh, from left: Wolfgang Marzin, Chairman of the Board of Management of Messe Frankfurt; Ted Bloom, CEO of Messe Frankfurt Middle East; Jörg Seyffart, CFO of Messe Frankfurt; Azzan Mohamed, Managing Director of Messe Frankfurt Riyadh; Ina Hauck, Supervisory Board Member of Messe Frankfurt.
According to the latest UFI Global Barometer of July 24, 2025, Saudi Arabia is among the countries with the most optimistic expectations regarding the growth of its trade fair industry and among the countries with the highest profit growth of its trade fair organizers.
This is the setting in which Messe Frankfurt's new office in Riyadh, Saudi Arabia, was officially opened on November 26, 2025. The office is a key component of a long-term investment strategy in the Kingdom's rapidly growing trade fair industry.
“Messe Frankfurt has been the licensing partner in Riyadh for Automechanika, Intersec, and Beautworld. Bringing these three trade fairs to Riyadh will accelerate our business. We want to capitalize on the next economic wave happening here in the economic epicenter of Riyadh,” said Ted Bloom, CEO of Messe Frankfurt Middle East (pictured left), at the official opening of the Riyadh office. The Messe Frankfurt subsidiary currently organizes four trade fairs in Saudi Arabia: Automechanika Riyadh, Beautyworld Riyadh, ACHEMA, and Intersec Saudi Arabia. Automechanika Riyadh recorded 450 exhibitors in 2025. Beautyworld Saudi Arabia 2025 was the most successful event to date, with 17,719 visitors, an increase of 29.5% compared to the previous year.
Messe Frankfurt's $100 million hub
Saudi Arabia's economy is shaped by Vision 2030, which aims to reduce dependence on oil. The most important alternative industries are, or will become, renewable energy, technology, construction, tourism, sports, entertainment, and the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector .
“We are here to stay – at the heart of the MICE industry in the region,” said Wolfgang Marzin (left in the picture), CEO of Messe Frankfurt, at the opening of the office in Riyadh. “It was a new challenge to leave our comfort zone in Frankfurt and follow our customers. But it is a privilege to open a new office here,” he added.
The new subsidiary, Messe Frankfurt, represents an investment strategy in the kingdom's rapidly growing trade fair industry. Stefan Kurzawski, Senior Vice President Consumer Goods, Automotive and Textile Trade Fairs at Messe Frankfurt (pictured left, with Katrin Ordnung, Director of Protocol & Political Affairs at Messe Frankfurt, on the right ), said at the opening: “The office in Riyadh is more than just a new venture for us; it’s a new phase. I have no doubt that we are building something special here. Messe Frankfurt is thinking, here in Riyadh as well, in the medium and long term; we are not under immediate pressure to succeed.” Messe Frankfurt already generates US$100 million in revenue in the Middle East.
Messe Frankfurt has appointed Azzan Mohamed (pictured above) as Managing Director of Messe Frankfurt Saudi Arabia. He will report to Chief Executive Officer Ted Bloom of Messe Frankfurt Middle East (Dubai). “We are committed to supporting Saudi Arabia’s Vision 2030 by creating purpose-built, locally relevant platforms that strengthen industries and contribute to Saudi Arabia’s economic diversification,” said Azzan Mohamed. “With over twelve years of industry experience, Azzan Mohamed brings in-depth market understanding and a proven track record of success in implementing large-scale trade fair formats in the MENA region,” said Wolfgang Marzin. Previously, Azzan Mohamed served as Group Exhibition Director for the energy portfolio at Informa Markets.
The International MICE Summit and why Saudi Arabia is predestined as a MICE hub
Saudi Arabia and its capital Riyadh are rapidly developing into an important MICE center in the Middle East.
The International MICE Summit IMS Riyadh, held from November 26th to 27th, brought together leading companies from the world's meetings, incentives, congresses, and trade fair industries. Saudi Arabia is currently experiencing a surge in investment, exceptional hospitality, and a strong commitment to business collaboration. All of this was evident at the 2nd IMS in Riyadh and has been confirmed by the international MICE community.
More than 3,000 global leaders from 76 countries attended IMS25. The summit delivered a wave of investment announcements, unveiling 20 trade agreements and memoranda of understanding involving companies with a combined revenue of more than $9 billion. Over 90 speakers and moderators from 21 countries delivered 22 plenary sessions and 4 workshops, underscoring the summit's role as a global platform for industry thought leaders.
It goes without saying that Messe Frankfurt will now help shape the future of the trade fair industry in Saudi Arabia.
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“We are here to stay”: Messe Frankfurt’s gateway to the future in boom town Riyadh
Messe Frankfurt is establishing itself in the rapidly growing trade fair market in Saudi Arabia with a subsidiary. “We want to seize the next wave of trade fairs,” says Ted Bloom. Saudi Arabia's Vision 2030 offers the ideal environment for growth.
by Urs Seiler || Riyadh, December 8, 2025 || Messe Frankfurt for Switzerland and Liechtenstein
The opening of the Messe Frankfurt office in Riyadh From with CEO Wolfgang Marzin (left).
According to the latest UFI Global Barometer dated July 24, 2025, Saudi Arabia is one of the countries with the most optimistic expectations regarding the growth of its trade fair industry and one of the countries with the highest profit growth for its trade fair organizers.
This is the environment in which Messe Frankfurt's new office in Riyadh, Saudi Arabia, was officially opened on November 26, 2025. The office is a central component of a long-term investment strategy in the kingdom's rapidly growing trade fair industry.
«Until now, Messe Frankfurt has been a licensing partner in Riyadh with Automechanika, Intersec and Beautworld. Bringing these three trade fairs to Riyadh will accelerate our business. “We want to ride the next economic wave that is happening here in the economic epicenter of Riyadh,” said Ted Bloom (left), CEO of Messe Frankfurt Middle East, at the opening of the Riyadh office. The subsidiary of Messe Frankfurt currently organizes four trade fairs in Saudi Arabia: Automechanisa Riyadh, Beautyworld Riyadh, ACHEMA and Intersec Saudi Arabia. Automechanisa Riyadh attracted 450 exhibitors in 2025. Beautyworld Saudi Arabia 2025 was the most successful event to date, with 17,719 visitors, an increase of 29.5% compared to the previous year.
Messe Frankfurt's $100 million hub
Saudi Arabia's economy is shaped by Vision 2030, which aims to reduce the country's dependence on oil. The most important alternative industries are or will be renewable energy, technology, construction, tourism, sports, entertainment and the MICE industry .
“We are here to stay – at the heart of the MICE industry in the region,” said Wolfgang Marzin, CEO of Messe Frankfurt (left), at the opening of the office in Riyadh. «It was a new challenge to leave our comfort zone in Frankfurt and follow our customers. But it is a privilege to open a new office here,” he added.
The new subsidiary, Messe Frankfurt, is an investment strategy in the Kingdom's rapidly growing trade fair industry. Stefan Kurzawski, Senior Vice President Consumer Goods, Automotive and Textile Fairs at Messe Frankfurt (left in the picture, right Katrin Order, Director Protocol & Political Affairs at Messe Frankfurt), said at the opening: «The office in Riyadh is more than just a new asset for us; it marks a new phase. I have no doubt that we are building something special here. Messe Frankfurt is thinking in the medium and long term here in Riyadh too; “We are not under any immediate pressure to succeed.” Messe Frankfurt already generates US$100 million in sales in the Middle East.
Messe Frankfurt has appointed Azzan Mohamed as Managing Director of Messe Frankfurt Saudi Arabia, reporting to Chief Executive Officer Ted Bloom of Messe Frankfurt Middle East (Dubai). “We are committed to supporting Saudi Arabia's Vision 2030 by creating purpose-driven, locally relevant platforms that strengthen industries and contribute to Saudi Arabia's economic diversification,” says Azzan Mohamed. “With over twelve years of industry experience, Azzan Mohamed brings in-depth market understanding and a proven track record in implementing large-scale trade fair formats in the MENA region,” said Wolfgang Marzin. Previously, Azzan Mohamed was Group Exhibition Director for the energy portfolio at Informa Markets.
The International MICE Summit and why Saudi Arabia is predestined to be a MICE hub
Saudi Arabia and its capital Riyadh are rapidly developing into an important MICE center in the Middle East.
The International MICE Summit IMS Riyadh, held from 26 to 27 November, brought together leading companies from the conference, incentive, congress and trade fair industry from around the world. Saudi Arabia is currently characterized by investment, great hospitality and a desire to bring companies together. All of this was on display at the 2nd IMS in Riyadh and has been confirmed by the international MICE community.
More than 3,000 global leaders from 76 countries participated in IMS25. IMS25 brought with it a wave of investment announcements and unveiled 20 trade agreements and memoranda of understanding involving companies with a combined turnover of more than US$9 billion. Over 90 speakers and moderators from 21 countries held 22 plenary sessions and 4 workshops, underscoring the summit's role as a global platform for industry thought leaders.
Needless to say, Messe Frankfurt will now help shape the future of the trade fair industry in Saudi Arabia.
TAKE OUT
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