- Messe Frankfurt has officially launched its new subsidiary, Messe Frankfurt Saudi Arabia, as part of its long-term investment strategy in the Kingdom’s fast-growing exhibition industry.
- The move supports Saudi Arabia’s Vision 2030 goals and underlines Messe Frankfurt’s ambition to strengthen its regional presence and shape the future of the MICE sector in the Middle East.
- Azzan Mohamed has been appointed Managing Director to lead the growth strategy across the Kingdom.
Dubai, UAE: The new subsidiary will be responsible for Messe Frankfurt’s business activities in the Kingdom, offering platforms that are aligned with the local market dynamics and designed specifically for industry players to interact with one another. It will also drive localisation efforts and lead to strategic partnerships with government bodies, associations and other industry stakeholders, thereby helping the Saudi economy in its efforts to diversify further.
To lead this strategic expansion, Messe Frankfurt has appointed Azzan Mohamed (36) as Managing Director of Messe Frankfurt Saudi Arabia, reporting to Chief Executive Officer Ted Bloom of Messe Frankfurt Middle East (Dubai). In his new position, Azzan Mohamed will be responsible for all commercial matters and for the existing event portfolio. He will also develop new sector-specific formats, manage governmental relations and ensure that the company’s activities are in line with both corporate objectives and local stakeholder needs.
“With more than twelve years of industry experience, Azzan has an in-depth knowledge of the market and a proven track record with large-scale exhibition formats across the MENA region”, said Wolfgang Marzin, President and CEO of Messe Frankfurt.
Previously, Azzan Mohamed was Group Exhibition Director for the Energy Portfolio at Informa Markets and was also at the helm of the MENA Healthcare Portfolio. Wolfgang Marzin: “During his earlier position at Messe Frankfurt Middle East in Dubai, Azzan played a pivotal role in launching Saudi-based formats such as Intersec Saudi Arabia, which generated significant revenue for the Group.”
Azzan Mohamed holds a degree in Electrical Engineering with a minor in Business Administration from the American University of Sharjah. He speaks fluent Arabic and English.
Messe Frankfurt is pursuing a clear growth strategy in the dynamic economic landscape of Saudi Arabia. Through its international network, its many years of industry experience and its high level of specialist and event expertise, it is continuing to drive forward its cultivation of the Saudi Arabian market. One central element of this strategy is the direct local presence, which allows Messe Frankfurt to establish itself more firmly in the region and to develop trade fair content in line with local requirements.
“We are committed to working towards Vision 2030 by creating purpose-driven, locally relevant platforms that empower industries and help to diversify the Saudi economy”, said Azzan Mohamed.
The company is also forging strong public-private partnerships and developing innovative concepts with a view to strengthening the Kingdom’s international profile as a leading location for trade fairs and MICE (meetings, incentives, conventions, events).
Messe Frankfurt’s portfolio in Saudi Arabia currently consists of the well-established Beautyworld Saudi Arabia, Automechanika Riyadh and Intersec Saudi Arabia trade fairs. The company is planning to launch the Achema Middle East trade fair here in 2026 together with the Dechema association.
For more information, visit https://ksa.messefrankfurt.com/saudi-arabia/en.html.
About the Author
Messe Frankfurt
The Messe Frankfurt Group is one of the world’s leading trade fair, congress and event organisers with their own exhibition grounds. With a workforce of 2,200 people at its headquarters in Frankfurt am Main and in 28 subsidiaries, it organises events around the world.
The Group’s Dubai-based subsidiary, Messe Frankfurt Middle East, was established in 2002, and currently organises 11 trade fairs, seven of which take place in Dubai UAE, and four in Saudi Arabia. The company currently employs over 100 people.
Messe Frankfurt Middle East’s vast event portfolio is complemented by in-house additional services including Fair Construction, and Event Management, ensuring all our customer needs are met on every level.
Our experience, industry knowledge, and global exhibition brands, means we’re uniquely positioned to take the regional exhibitions industry to the next level.
We support our customers from all over the world, and we’re here to assist you with your preparations to exhibit or attend any of our fairs in the UAE and Kingdom of Saudi Arabia.
