Messe Frankfurt Saudi expansion has been officially announced with the creation of a new subsidiary in the kingdom. The move reflects the company’s long-term strategy to deepen its role in the Middle East and support Saudi Arabia’s growth goals.
The new subsidiary will manage operations, develop industry-specific platforms, and enhance cooperation with government and private partners. Messe Frankfurt explained that the unit will also localize its events to match market needs while supporting Saudi Arabia’s economic diversification agenda.
The company has already confirmed leadership for the new unit. It appointed Azzan Mohamed as Managing Director of Messe Frankfurt Saudi Arabia. He will oversee commercial activities, existing trade fairs, and new event formats while maintaining close coordination with stakeholders. His appointment reflects years of experience in the exhibition sector across the MENA region.
During his earlier career with Messe Frankfurt Middle East in Dubai, Mohamed played a central role in launching Saudi-based events such as Intersec Saudi Arabia. He also served as Group Exhibition Director for the Energy Portfolio at Informa Markets and later led the MENA Healthcare Portfolio. His academic background includes a degree in Electrical Engineering with a minor in Business Administration.
Moreover, executives emphasized that the Messe Frankfurt Saudi expansion supports Vision 2030. By focusing on locally relevant and purpose-driven platforms, the company aims to empower industries, encourage partnerships, and drive economic diversification. Officials stated that Saudi Arabia remains a central pillar in Messe Frankfurt’s wider global growth strategy.
The company’s Saudi portfolio already includes Beautyworld Saudi Arabia, Automechanika Riyadh, and Intersec Saudi Arabia. Additionally, Achema Middle East will debut in Riyadh in 2026 in cooperation with the Dechema association. These events are expected to attract international participation while aligning with Saudi national objectives.
Importantly, Messe Frankfurt’s direct presence in the kingdom signals a long-term commitment to delivering industry-specific content. Officials added that the subsidiary will ensure events respond to local priorities, from safety and emergency response to broader industrial growth.
Ultimately, the Messe Frankfurt Saudi expansion highlights the country’s rising role in global exhibitions. By combining international expertise with local partnerships, the initiative strengthens Saudi Arabia’s position as a leading hub for trade fairs.
