My first event visit to the Middle East was in January 2007, in Oman. Little did I know that this trip would, ten months later, lead to one of Tarsus’s major acquisitions—the iconic Dubai Airshow. Returning to the Middle East region 17 years later, it is striking how much has changed in our industry. On this trip, I visited Saudi Arabia for the first time, traveling to Riyadh to attend Black Hat, the cybersecurity event that Informa has geo-cloned from its flagship event in Las Vegas.  A common stereotype in our industry is that only dynamic entrepreneurs have the agility to launch into new markets, while large corporates are often perceived as slow-moving and bureaucratic, ultimately acquiring entrepreneurial ventures down the line. While I have shared this belief, I must give credit where it is due: Informa’s achievements in Saudi Arabia are remarkable. In just three years, they have built a scaled event business from the ground up, launching the mega tech show LEAP and replicating established brands like Black Hat and Cityscape. In over 30 years in this industry, I have never witnessed anything comparable in terms of scale and quality being achieved in such a short timeframe. Hats off to them!  While Saudi Arabia may be grabbing the headlines, it is clear that the entire Middle Eastern region is thriving. Dubai, in particular, continues to experience record-breaking events, and with a new venue set to open in early 2026 at the World Expo site, this growth trajectory is poised to continue.  Driving Factors Behind the Growth  What is fueling this impressive growth? A significant factor is the clear and ambitious vision of government leadership across the Middle East. Exhibitions are integral to their strategic plans for economic diversification, and this is supported with proactive financial and practical backing. This stands in stark contrast to Europe and the United States, where policy directions often create barriers and add friction to trade. Given current geopolitical conditions this is likely only to increase.  Even before the pandemic, it was becoming evident that the Middle East was gaining market share in the exhibitions industry at the expense of Europe. This trend has only accelerated in the post-pandemic era. A vivid example of this shift was the 2021 Dubai Airshow, which saw record numbers of exhibitors and visitors. Why? Because that’s where the customers were—and they were buying—in stark contrast to Europe, where markets had not yet fully reopened.  The reduction in scale of large German trade shows, which were pre-pandemic market leaders, illustrates this trend. Many of these events have struggled to return to their pre-pandemic levels, highlighting the ongoing shift in market dynamics. From what I observed on this trip, the future growth in the exhibitions industry lies more in the Middle East than Europe. With more space becoming available, this will undoubtedly translate into more opportunities for businesses and organizers alike.  The Middle East is not just a burgeoning market; it is rapidly becoming a global hub for the exhibitions industry. Its strategic vision, coupled with strong execution, sets an example for the rest of the world.    Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!