World Map

Event review: Automechanika Dubai

DOUBLE-DIGIT GROWTH IN C-LEVEL EXECUTIVES AT DUBAI TRADE SHOWS INCLUDING AUTOMECHANIKA CONFIRMS A WELCOME RETURN TO BUSINESS FOR THE EXHIBITION INDUSTRY.

The return of physical trade fairs to Dubai in 2021 has been welcomed by C-level decision makers, with one of the Middle East’s largest organisers confi rming senior management visitor registration to its exhibitions last year increased by 78 percent versus pre-Covid years. Messe Frankfurt Middle East returned to the live events landscape at Dubai World Trade Centre in September 2021 and has since hosted eight face-to-face exhibitions in the Emirate, welcoming a combined 64,254 trade visitors from 116 countries. The Dubai-based company lists Beautyworld Middle East, Automechanika Dubai, and Intersec as its three fl agship shows. While the total number of visitor attendance is justifi ably less than pre-pandemic years, an increasingly positive trend, said Messe Frankfurt Middle East’s CEO Simon Mellor, is the steep rise in visitor registration by the likes of CEOs, Managing Directors, and business owners. “This growth is mirrored by the number of individuals from the procurement or purchasing function which has increased by an average of 14 percent in real terms compared to 2019,” said Mellor. “We saw 78 percent more senior management visitor registration to our shows in 2021 compared to 2019, which indicates that, while total attendance may currently be less than the bumper prepandemic years, those that do attend our shows are high-level decision makers with a clear intent and purpose.” “There is pent-up demand by visitors to network and fi nd new suppliers that has been largely unfulfi lled by alternatives such as digital or online events,” added Mr. Mellor. “Dubai, and the UAE is a prime destination for international professionals to come and do business safely thanks to the foresight of the country’s leadership.” The largest international trade show for the automotive aftermarket industry in the Middle East – Automechanika Dubai – was held in December 2021 at the Dubai World Trade Centre (DWTC). It was offi cially opened by Mattar Al Tayer, Director General, Chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA) & Commissioner General for Infrastructure, Urban Planning and Well-Being. Lifting the hood on a rapidly transforming and maturing sector where digitisation is the new driver, the 18th edition of the show, organised by Messe Frankfurt Middle East, had exhibitors from 47 countries and 12 national pavilions all demonstrating just how far the sector has come in its technological transformation and signalling more change ahead. “Technology advances are impacting all segments of the industry and are in evidence across all the show’s six sectors,” said Automechanika Dubai Show Director, Mahmut Gazi Bilikozen. “This represents a seismic shift in the regional industry, which is advancing rapidly in terms of service provision, product innovation and professional standards. This is an industry which has now come of age. “Compared to 2019, we have seen a 40 per cent increase in senior management and an 18 per cent increase in procurement and purchasing personnel pre-registering for the show – another signal of increased business activity and interest in fi nding new partners.”