Messe Frankfurt has announced the launch of a new subsidiary in Saudi Arabia, marking a significant step in the German trade fair giant’s regional expansion strategy.
The new entity will oversee Messe Frankfurt’s business operations in the Kingdom, providing industry-specific platforms designed for the local market while strengthening ties with government bodies, associations, and private stakeholders.
By localising its approach, the company aims to support Saudi Arabia’s efforts to diversify its economy under Vision 2030, while also positioning the Kingdom as a leading hub for global trade fairs and events.
Leadership appointment
To lead the new venture, Messe Frankfurt has appointed Azzan Mohamed, 36, as Managing Director of Messe Frankfurt Saudi Arabia. Reporting to Ted Bloom, CEO of Messe Frankfurt Middle East in Dubai, Mohamed will be responsible for commercial operations, the existing event portfolio, and the creation of new industry-specific formats.
He will also manage government relations and ensure alignment with both corporate goals and local market needs.
“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,” said Wolfgang Marzin, President and CEO of Messe Frankfurt.
Industry background
Mohamed previously served as Group Exhibition Director for Informa Markets’ Energy Portfolio and led the MENA Healthcare Portfolio. Earlier in his career, he worked at Messe Frankfurt Middle East in Dubai, where he played a pivotal role in launching Intersec Saudi Arabia, a successful exhibition that generated significant revenue for the group.
An electrical engineering graduate with a business minor from the American University of Sharjah, Mohamed is fluent in Arabic and English.
Expanding Saudi presence
Messe Frankfurt’s current Saudi portfolio includes Beautyworld Saudi Arabia, Automechanika Riyadh, and Intersec Saudi Arabia. The company has also confirmed plans to launch Achema Middle East in the Kingdom in 2026, in collaboration with the Dechema association.
“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,” Mohamed said.
Messe Frankfurt views a direct local presence as central to its growth strategy, enabling it to design exhibitions tailored to Saudi requirements and forge public-private partnerships that enhance the country’s global profile in the meetings, incentives, conventions, and exhibitions (MICE) sector.
With its international network and decades of experience in event management, the company sees Saudi Arabia as a key driver of its Middle Eastern growth.
