Inside Messe Frankfurt’s Saudi expansion and what it means for global trade fairs

Messe Frankfurt expands operations in Saudi Arabia

Messe Frankfurt has announced the creation of a dedicated subsidiary in Saudi Arabia.

According to Messe Frankfurt, the unit will oversee its business operations in the Kingdom, develop new industry platforms and strengthen cooperation with government and industry stakeholders.

The company reported that the new entity will work to align its trade fair formats with local market dynamics.

It said the subsidiary will also focus on localisation, partnerships and initiatives that support Saudi Arabia’s economic diversification.

Leadership appointment confirmed

Messe Frankfurt stated that Azzan Mohamed has been named Managing Director of Messe Frankfurt Saudi Arabia.

The organisation explained that Mohamed, who is 36, will report to Ted Bloom, Chief Executive Officer of Messe Frankfurt Middle East in Dubai.

It added that he will be responsible for all commercial matters, the existing event portfolio and the development of new sector-specific formats.

The company reported that Mohamed will also manage governmental relations and ensure alignment with both corporate objectives and stakeholder needs.

Wolfgang Marzin, President and CEO of Messe Frankfurt, said: “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.”

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.”

Professional background of the new director

Messe Frankfurt said Mohamed was previously Group Exhibition Director for the Energy Portfolio at Informa Markets and also led the MENA Healthcare Portfolio.

The company outlined that he had earlier experience at Messe Frankfurt Middle East in Dubai, where he contributed to launching trade fair formats in Saudi Arabia.

It confirmed that Mohamed holds a degree in Electrical Engineering with a minor in Business Administration from the American University of Sharjah.

The group added that he is fluent in both Arabic and English.

Expansion strategy in Saudi Arabia

Messe Frankfurt reported that Saudi Arabia is a central focus of its wider growth strategy.

The organisation stated that its direct local presence will help it deliver content that reflects national requirements and objectives.

It added that its approach combines global networks, industry expertise and sector-specific event design.

According to the company, this strengthens its ability to integrate into the Saudi market and support local industries.

Vision 2030 alignment

Azzan Mohamed said: “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.”

Messe Frankfurt reported that it is developing public-private partnerships in line with national objectives.

The company stated that it is also creating concepts aimed at building Saudi Arabia’s international position as a trade fair and MICE hub.

Current and planned trade fairs

Messe Frankfurt explained that its Saudi Arabia portfolio already includes Beautyworld Saudi Arabia, Automechanika Riyadh and Intersec Saudi Arabia.

The company added that it will introduce Achema Middle East in Riyadh in 2026.

It said this new trade fair will be developed with the Dechema association.

Relevance for fire and safety professionals

Intersec Saudi Arabia is one of Messe Frankfurt’s established events in the Kingdom.

The show provides a platform for fire and safety professionals to engage with manufacturers, technology providers and regulators.

The launch of a local subsidiary indicates Messe Frankfurt’s intention to expand and tailor these events more closely to national and regional needs.

This may result in broader participation opportunities for industry stakeholders and new trade fair content that addresses fire protection, emergency response and safety priorities in Saudi Arabia.

Messe Frankfurt expands operations in Saudi Arabia: Summary

Messe Frankfurt has created a new subsidiary in Saudi Arabia.

The company reported that the unit will manage its business activities in the Kingdom.

It said the subsidiary will focus on localisation, partnerships and support for Saudi Arabia’s economic diversification.

Messe Frankfurt confirmed that Azzan Mohamed has been appointed Managing Director of Messe Frankfurt Saudi Arabia.

It added that Mohamed will report to Ted Bloom, CEO of Messe Frankfurt Middle East.

The organisation stated that Mohamed will oversee commercial matters and the event portfolio.

Wolfgang Marzin, President and CEO of Messe Frankfurt, said Mohamed had earlier supported the launch of Intersec Saudi Arabia.

Messe Frankfurt reported that Mohamed was previously Group Exhibition Director for the Energy Portfolio at Informa Markets.

The company confirmed that he also led the MENA Healthcare Portfolio.

It said Mohamed holds a degree in Electrical Engineering with a minor in Business Administration from the American University of Sharjah.

Messe Frankfurt added that Mohamed speaks fluent Arabic and English.

The company reported that the Saudi market is a central element of its growth strategy.

It said the local subsidiary strengthens its ability to deliver sector-specific content aligned with Saudi requirements.

Mohamed said: “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.”

Messe Frankfurt explained that its current Saudi events include Beautyworld Saudi Arabia, Automechanika Riyadh and Intersec Saudi Arabia.

It confirmed that Achema Middle East will launch in Riyadh in 2026 with the Dechema association.