AEO INTERNATIONAL DINNER HIGHLIGHTS: MARKETS IN MOTION: MIDDLE EAST

SPONSORED BY ADNEC GROUP

The AEO International Dinner continues to be a valued fixture on the international working group calendar - bringing together organisers to exchange perspectives on the realities of launching, operating and growing events in overseas markets. Our most recent dinner focused on the Middle East, a region that has seen rapid evolution, ambitious investment and increasing global attention over the past two decades.

Generously sponsored by ADNEC Group, the dinner was chaired by Simon Foster and featured insights from Geoff Dickinson, chief executive officer of dmg events. With over 30 years’ experience operating in the region, he offered attendees a candid and practical perspective on what it takes to succeed in this diverse and often misunderstood part of the world.

Operating in the Middle East: a region, not a market

Geoff opened the discussion by cautioning against viewing the Middle East as a single, unified region. While countries across the Gulf may share certain cultural values and economic drivers, each operates with distinct political, regulatory and commercial dynamics.

The UAE and Saudi Arabia, for example, are both experiencing rapid development and increasing openness to international partnerships – but each requires a different approach in terms of relationship building, on-the-ground presence and show strategy.

“The Arabian Gulf is an exciting region with many great venues in major cities such as Dubai and Abu Dhabi where they are willing to support organisers with important relationships. Whilst it is important to try to develop major regional shows, there are also many opportunities throughout the region to create significant national showcases.”

Relationship-driven markets and the value of local presence

A key theme throughout the evening was the central role of relationships. Government support, venue access and even the ability to resolve last-minute issues often hinge on trust built over time.

Geoff emphasised the importance of having boots on the ground, either through acquisition, partnership or building a local team. Remote management rarely works in the region, particularly when navigating cultural expectations, last-minute changes or localised operating models.

Several attendees echoed this point, sharing examples of the difference it made when they invested in local partnerships versus trying to manage everything from the UK.

Understanding regional expectations

The discussion also explored how audience and exhibitor expectations can differ. In many Middle Eastern markets, scale, presentation and perceived importance are closely linked. Events that appear small or underdeveloped are unlikely to gain traction.

There was also conversation around the growing appetite for curated B2B2C models – especially in Saudi Arabia, where high-net-worth individuals are increasingly engaging with premium experiences. These events succeed when they balance exclusivity with business relevance and deliver value to both audiences and exhibitors.

Practical considerations: regulations, infrastructure and pace of change

Organisers also need to account for practical operational differences – from customs regulations and contracting frameworks to labour costs and venue infrastructure. While many countries in the region are investing in event-readiness, the pace and quality of that development can vary significantly.

Geoff highlighted that organisers must be ready to adapt quickly to changes in government policy or local economic drivers. Success, he noted, often goes to those who are nimble and willing to adjust course rather than waiting for perfect conditions.

Final thoughts

The dinner reinforced the Middle East’s position as a region of immense potential – but one that requires patience, adaptability and deep local understanding.

A huge thank you to our speaker for generously sharing his insights, and to all attendees for their contributions to a highly engaging and open discussion. And of course, special thanks to ADNEC Group for their continued support and sponsorship of the dinner.

As always, these conversations will continue through the work of the AEO international organiser group, and we look forward to seeing many of you at our next session, focused on Southeast Asia, taking place on 1st September 2025.

By Simon Foster, group chief executive officer of Arc network and chair of the international organiser working group