Messe Frankfurt ties up with EPOC to enter trade fair business in the Middle East

Messe Frankfurt, the third largest trade fair organizer in the world announced its merger with Dubai-based EPOC to form a new company called EPOC Messe Frankfurt, at a press conference in Dubai today (September 08, 2002). The new company has been established to tap the expanding trade fair business in the Middle East, enhance standards of existing exhibitions and explore new areas for the Arab market. The formation of EPOC Messe Frankfurt marks the German parent company's first major foray into the fast growing trade fair and exhibition scenario in the Middle East and is a significant step in its global expansion plan.

Addressing the press conference, Dr. Michael Peters, Member of the Board of Management, Messe Frankfurt, said: "Messe Frankfurt regards this merger with EPOC as a strategic step to make inroads into the trade fair industry in the Arab World. There has been a tremendous increase in the number of international trade fairs and exhibitions in the Gulf and Middle East in recent years and we feel that this is the right time to explore opportunities in this region."

"Germany has been a pioneer in hosting some of the most reputed trade fairs in the world. Historically, the city of Frankfurt is known as the oldest trade fair city in the world, having hosted history's first-ever fairs as early as the 12th century. Today, 16 of the world's leading fairs are held at the Frankfurt Fair and Exhibition Centre. Messe Frankfurt has been continuing this tradition by taking the German trade fair expertise to the farthest corners of the world. Its leadership status is proved by its record revenues which stood at Euro 318 million in 2001, with a record profit of Euro 28 million," he added.

Dr. Peters explained that, EPOC Messe Frankfurt would initially be managing a portfolio of trade fairs in Dubai with a focus on consumer goods. "Our ultimate goal is to expand our base in this important market by enriching the existing exhibitions, and more importantly, sounding out new themes customized to suit the Arab markets."

The existing trade fairs that will be managed by EPOC Messe Frankfurt are Hardware and Tools, Houseware and Hometech, Materials Handling and Distribution, Toy Fair, Autotech and GardenX. 

Hailing the position of EPOC in trade fair management in the region, Dr. Peters said: "EPOC has been conducting a variety of trade fairs here in recent times. I am confident that a combination of EPOC's market knowledge and Messe Frankfurt's specialist skills spells a new approach to the business of managing fairs and exhibitions in this region."

Geoff Dickinson, Managing Partner, EPOC Messe Frankfurt, said: "The Middle East market has undergone a dramatic transformation over the past few years due to accelerated economic growth. The number of trade fairs has increased manifold, attracting participants from across the globe and this has created the need for more advanced expertise to manage trade fairs according to international standards.

"Messe Frankfurt's entry into this market has great significance to the trade fair activity in the region because the company brings with it the trademark German touch and a wealth of experience. The city of Frankfurt is universally recognized as a major hub for trade fairs and Messe Frankfurt has been playing a critical role in this success. As a global player, Messe Frankfurt has unmatched strengths in trade fair management that would be highly effective in further raising standards in this market. EPOC Messe Frankfurt is thus poised to add value and a spirit of innovation to trade fair management in the region. The immediate task is to enhance the existing EPOC-organised events. Ultimately, the larger vision of EPOC Messe Frankfurt will be seen in its ability to conceptualise and execute new trade fairs tailored to this market," Dickinson added.

Michael El Nayal, Managing Partner, EPOC Messe Frankfurt, said: "This merger is set to enrich the trade fair industry by raising standards and expanding the participant and visitor base in different exhibitions. As one of the most successful trade fair companies in the world, Messe Frankfurt operates across the globe through a network of subsidiaries. The company is now ready to add Middle East to its illustrious list through this merger with EPOC."

Dubai-based EPOC has been organizing several exhibitions in Europe, the Middle East, Africa, the Far East and the USA. It is backed by an extensive network of worldwide sales agents and uses the services of top-grade suppliers for stand and contracting services and event publicity.

Commenting on EPOC's role in the region's trade fair activity, Nayal said: "EPOC has built a formidable network and a strong reputation in the area of trade fair management, leading to an extensive knowledge of the market. This alliance which will give us access to the advanced techniques of Messe Frankfurt, will further strengthen our position and enable us to offer exhibiting companies enhanced services and adequate exposure."

Messe Frankfurt, which organized over 100 events worldwide in 2001, reported revenues of Euro 318 million. During the year, 36,098 exhibitors and 2.2 million visitors attended the 38 fairs, exhibitions and public events in Frankfurt. Outside Germany, the company's subsidiaries organized a total of 48 fairs in Europe, Asia, America and Africa. At the end of 2001, Messe Frankfurt had 11 foreign subsidiaries, which were joined by new ones in Paris, Shanghai and Moscow in the first half of 2002 plus 49 Representative offices world-wide.