JEDDAH: One of the world's leading trade fair and conference organizers, Messe Frankfurt is looking at entering the Saudi market with the launch of a security-related trade show to complement the well-established Intersec brand. This is part of the company's corporate strategy to expand its presence in the region, with a series of highly-targeted trade events. “The Saudi Arabian market is among the most significant of the wider Middle East region,” said Ahmed Pauwels, chief executive officer of Dubai-based Epoc Messe Frankfurt in a statement. “With our considerable experience of organizing trade events in this part of the world, we realize the tremendous potential and scope for growth that a security-related event would have.” “Drawing on the feedback received from our many Saudi partners and trade visitors and the in-depth research conducted by our marketing teams, the time seems right to expand our reach into the GCC's largest economy,” Pauwels added. With the new trade event, Messe Frankfurt aims to provide a platform to facilitate trade and the exchange of ideas for manufacturers, suppliers and service providers representing this huge marketplace. “The Middle East region, and Saudi in particular, is set to figure prominently in the marketing plans of leading players in the safety, security and policing field in the near future,” Pauwels said. “Security needs are huge, with vast new government and corporate infrastructure on the cards. There is also the ongoing need to provide a safe and secure environment for the vital oil, gas and petrochemical industrial complex.” “Increasing concerns over safety and security issues is driving up spending on security technology worldwide. Countries of the Arabian Peninsula are expected to spend around AED 7.71 billion on security-related systems and equipment in 2013, making this a key market for global safety and security systems manufacturers and service providers,” Pauwels added. As part of the plan to expand its footprint in the Middle East, the company is constantly assessing and gaining feedback from its partners and associates in the market in order to better serve exhibitors and to explore new potential avenues.
