Germany. With its sights set on Saudi economic dynamism, Messe Frankfurt established its new subsidiary from where it will promote public-private partnerships, new trade fair formats and events aligned with Vision 2030.
This marks a strategic step that is part of its long-term investment plan in the Kingdom's exhibition market, one of the fastest growing in the region.
The opening of this subsidiary is part of the objectives of Saudi Arabia's Vision 2030 and seeks to strengthen the company's regional presence, while promoting the development of the MICE sector (meetings, incentives, congresses and exhibitions) in the Middle East.
The new office will be in charge of organizing platforms adapted to the dynamics of the Saudi market, promoting interaction between industry players and the establishment of strategic alliances with government entities, associations and private companies. This is intended to contribute to the diversification of the country's economy.
To lead this expansion, Azzan Mohamed (36) was appointed Managing Director of Messe Frankfurt Saudi Arabia. In this role, he will report to Ted Bloom, CEO of Messe Frankfurt Middle East (Dubai), and will be responsible for commercial affairs, the management of the current event portfolio and the development of new sector formats.
"With more than twelve years of experience in the industry, Azzan possesses deep market knowledge and a proven track record in large-scale exhibition formats throughout the MENA region," said Wolfgang Marzin, President and CEO of Messe Frankfurt.
Mohamed has an outstanding track record in the trade fair and exhibition industry. He was Group Exposure Director for the Energy portfolio at Informa Markets, and previously led the MENA Health portfolio. He also played a key role in the launch of Intersec Saudi Arabia during his time at Messe Frankfurt Middle East in Dubai.
Academically, he is an electrical engineer with a specialization in Business Administration from the American University of Sharjah, and is fluent in both Arabic and English.
With the creation of this subsidiary, Messe Frankfurt reaffirms its growth strategy in Saudi Arabia, relying on its international network and its experience in the events sector. The local presence will allow the generation of trade fair content that is closer to the needs of the market.
"We are committed to advancing Vision 2030 by creating purposeful, locally relevant platforms that strengthen industries and help diversify the Saudi economy," said Azzan Mohamed.
Currently, the company's portfolio in Saudi Arabia includes Beautyworld Saudi Arabia, Automechanika Riyadh and Intersec Saudi Arabia. In addition, in 2026 the launch of Achema Middle East is planned, in conjunction with the Dechema association.
