Koelnmesse has realigned its sales in the Middle East region this November 2025 as part of its ongoing internationalisation strategy.
Following three successful trade fair premières in Saudi Arabia in 2025, Koelnmesse has stepped up its commitment and reorganised sales throughout the region.
The cooperation arrangement with its previous sales partner, ifp, for the ten countries in the region: United Arab Emirates, Syria, Lebanon, Jordan, Qatar, Kuwait, Oman, Saudi Arabia, Bahrain and Iraq concluded on the 31st of October 2025.
From the 1st of November 2025, Koelnmesse will intensify its strategic partnership with the international network of foreign chambers of commerce.
It has managed to add new sales partners: the German-Emirati Chamber of Commerce and Industry (AHK) in Dubai and the Delegation of German Industry and Commerce in Saudi Arabia, Bahrain, and Yemen, located in Riyadh.
The Foreign Chamber of Commerce in Cairo already works on behalf of Koelnmesse and will oversee not only sales in Egypt but also marketing in Lebanon and Jordan.
Going forward, the three partners will manage Middle East sales for Koelnmesse events at the Cologne headquarters and for trade fairs in third countries.
“Koelnmesse is an important door opener to many international growth markets,” said Koelnmesse CEO Gerald Böse.
"Specifically, Koelnmesse helps SMEs diversify and safeguard their business through broader positioning or even establish themselves in markets where they still lack a presence of their own. Our trade fairs in Cologne are a booster for companies from all over the world.”
The strengthening of Koelnmesse’s international presence is mainly the result of targeted activities in key markets and the cultivation of strategic partnerships. This also includes partnerships with the two foreign chambers of industry and commerce and with the Delegation of German Industry and Commerce in Saudi Arabia, Bahrain and Yemen.
“By distributing sales activities for trade fairs in Cologne across multiple shoulders, we expect not only to achieve greater precision in our approach to target groups but also systematically to further bolster Cologne as a trade fair location. I’d also like to take this opportunity to thank our previous sales partner ifp for their many years of successful partnership.”
From November 2025, Koelnmesse’s country coverage in the Middle East will be divided as follows:
• The German-Emirati Chamber of Commerce and Industry (AHK)
Responsible for: United Arab Emirates, Iraq, Qatar, Kuwait and Oman
• The Delegation of German Industry and Commerce in Saudi Arabia, Bahrain and Yemen:
Responsible for: Saudi Arabia, Bahrain and Yemen
• The German-Arab Chamber of Industry and Commerce
Responsible for: Egypt, Lebanon and Jordan
The trend in foreign business for Koelnmesse in recent years has been highly dynamic: the company has launched 21 new foreign trade fairs in its target markets since 2023, while significantly expanding its existing range of trade fair formats.
“Successful premières for the FSB Sports Show Riyadh, the International Hardware Fair Saudi Arabia and the ORGATEC WORKSPACE Saudi Arabia, along with record attendance at ISM Middle East in Dubai this year, have encouraged us to continue to strategically grow our presence in the Middle East and relocate our inbound marketing there," said Denis Steker, Senior Vice President International at Koelnmesse.
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