Riyadh, Saudi Arabia: Messe Frankfurt has officially launched its new subsidiary, Messe Frankfurt Saudi Arabia, as part of its long-term strategy to invest in the Kingdom’s fast-growing exhibition industry.
The move aligns with Saudi Arabia’s Vision 2030 goals and reflects Messe Frankfurt’s ambition to strengthen its presence in the Middle East while shaping the future of the MICE sector (Meetings, Incentives, Conferences, and Exhibitions).
Driving Growth in Saudi Arabia
The new subsidiary will oversee Messe Frankfurt’s business operations in the Kingdom. It aims to create locally relevant platforms that connect industry leaders, foster innovation, and support the country’s economic diversification efforts.
Messe Frankfurt will also focus on localization initiatives and partnerships with government bodies, industry associations, and private stakeholders, ensuring that its events align with Saudi Arabia’s national development objectives.
Leadership Appointment
To lead this expansion, Messe Frankfurt has appointed Azzan Mohamed as Managing Director of Messe Frankfurt Saudi Arabia. With over 12 years of experience in large-scale exhibitions across the MENA region, Mohamed brings valuable expertise and a strong track record in delivering successful event formats.
Previously, he held senior positions with Informa Markets, managing both the Energy and Healthcare portfolios, and earlier contributed to Messe Frankfurt Middle East in Dubai. Notably, he played a key role in launching Intersec Saudi Arabia, which became a significant success for the group.
Wolfgang Marzin, President and CEO of Messe Frankfurt, expressed confidence in the appointment, noting Mohamed’s market expertise and leadership skills.
Expanding Event Portfolio
Messe Frankfurt’s current portfolio in Saudi Arabia includes several established trade fairs:
- Beautyworld Saudi Arabia
- Automechanika Riyadh
- Intersec Saudi Arabia
Looking ahead, the company has announced the launch of Achema Middle East in 2026, in partnership with the Dechema Association, further expanding its industry footprint.
Commitment to Vision 2030
Through its direct local presence, Messe Frankfurt is reinforcing its role as a trusted partner in Saudi Arabia’s economic transformation. The company’s strategy emphasizes:
- Developing events that meet local industry needs
- Strengthening public-private partnerships
- Showcasing Saudi Arabia as a global hub for trade fairs and MICE events
Managing Director Azzan Mohamed highlighted the vision: “We are committed to working towards Vision 2030 by creating purpose-driven, locally relevant platforms that empower industries and help diversify the Saudi economy.”
About Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress, and event organizer with its own exhibition grounds. Headquartered in Frankfurt am Main, the company operates with more than 2,500 employees across 28 subsidiaries worldwide.
In 2024, Messe Frankfurt recorded group sales of approximately €780 million. Its operations span Fairs & Events, Locations, and Services, supported by a global network that reaches around 180 countries.
The company prioritizes sustainability, balancing economic growth with environmental responsibility, social impact, and diversity. Messe Frankfurt is majority-owned by the City of Frankfurt (60%) and the State of Hesse (40%).
