Messe Frankfurt expands into Saudi Arabia with new subsidiary

Messe Frankfurt has launched a new subsidiary, Messe Frankfurt Saudi Arabia, as part of its long-term investment strategy in the region’s fast-growing exhibition industry. This move is described by Messe Frankfurt as being ‘in keeping with Saudi Arabia’s Vision 2030 goals’ and underlining its aims to 'strengthen its regional presence and help shape the future of the MICE sector in the Middle East’.

Messe Frankfurt said the new subsidiary will be responsible for its business activities in the Kingdom. It hopes to 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’.

Heading up the expansion will be Azzan Mohamed, 36, pictured, who has been appointed managing director of Messe Frankfurt Saudi Arabia. He will report to chief executive officer Ted Bloom of Messe Frankfurt Middle East (Dubai). In his new position, 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.

Wolfgang Marzin, president and CEO of Messe Frankfurt, said: “With more than 12 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.” 

Previously Mohamed was group exhibition director for the Energy Portfolio at Informa Markets and was also at the helm of the MENA Healthcare Portfolio. Marzin added: “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.”

Mohamed added: “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.”