ISM Middle East has announced today that it will move from its usual November date to September next year. The biggest and most dynamic confectionery and snacks event in the Middle East and North Africa (MENA) will occur in 2024 from 24 to 26 September 2024 at the Dubai World Trade Centre (DWTC).
In addition to the date change, ISM Middle East 2024 will see a step change in scale, with more exhibition space available across more halls to meet increased demand from the global industry, including more trade associations and national pavilions.
Away from the show floor, there will also be a strong content-led conference programme on the Expert Stage, curated by knowledge partners and based on the latest trending topics. This will mark the culmination of knowledge transfer that will become year-round, with insights and articles to be shared on an ongoing basis on the forthcoming Knowledge section on ISM's website.
For industry professionals looking to forge new business relationships or strengthen existing ones, there will be a new-to-show, dedicated networking programme connecting international exhibitors with leading regional buyers.
Finally, ISM Middle East 2024 will launch several interactive activations, including new product tastings, product workshops and many more.
"Based on the impact that the launch of our brand ISM Middle East has caused in the region within just two years, we now set the sails for further growth with the new dates to cater for the demand of the industry", said Denis Steker, Vice President International at Koelnmesse GmbH.
"We are proud of our strong partnership with DWTC, which has helped us expand and extend the proven model of ISM Cologne into the MENA region and address new content and topics.”
Mark Napier, Vice President of portfolio growth of food and hospitality at the Dubai World Trade Centre, said that the organisation has always understood the potential for ISM Middle East to grow into the region's top sweets and snacks show, which has driven its close partnership with Koelnmesse from the outset.
“We are looking forward to bringing the flexibility of the region's leading venue and our experience in delivering content-driven conferences and engaging activations across our F&B events to bear in taking ISM Middle East to the next level in 2024", said Napier.
German Sweets also welcomed the new date for ISM Middle East.
"ISM Middle East is the most important marketplace for confectionery in the Gulf and MENA region. The growing markets in this region also offer excellent prospects for confectionery from Germany in the future. The importance of ISM Middle East will likely increase even further," said Karsten Daum, Managing Director of German Sweets.
