RIYADH: The German trade show market is continuing its expansion into Saudi Arabia with the launch of a fourth exhibition in 2026 organized by Koelnmesse, following the success of its first three shows.
The exhibition and trade show company conducts more than 80 trade fairs in Cologne and markets around the world, across various industries.
Senior vice president Denis Steker spoke to Arab News at the International MICE Summit in Riyadh about the company’s choice of Saudi Arabia as the next prime location to take the exhibitions forward.
He said the company operates across numerous sectors, including food, furniture, art and digital entertainment, and around the turn of the century started developing satellite shows out of Germany.
“What was mainly missing, of course, was the Middle East and specifically Saudi Arabia, which is now new on our agenda,” Steker said.
