Big Interview
Expanding exhibition
footprint in the sand
Albert Aoun, CEO IFP Group and Head of the UFI Middle East Chapter, expands on
opportunity and encouraging youth and innovation for future regional success
hat first attracted you to work in
the global events industry and
what early challenges did you
face?
My first experience in the exhibitions industry
dates back to 38 years ago in Saudi Arabia
where my brother and I recognised a golden
opportunity in a market that was in its early
development stages.
Despite the fact that the notion of events
was foreign to the Saudi market at the time,
we started to experiment with small-scale
exhibitions. In fact, our first motor show in
Jeddah was held in an inflatable tent that we had
brought from Germany.
Slowly but surely, we moved to Riyadh and
started Riyadh Exhibitions Company with very
prominent Saudi partners , and expanded
our events profile into the leading exhibitions
company in the GCC for many years.
In the 1990s I returned to Lebanon upon
the request of the late Prime Minister, H.E.
Rafic Hariri, to develop exhibitions designed to
highlight business opportunities and contribute
to developing the local economy. This marked
the launch of Project Lebanon; the country’s
first international exhibition for construction
materials and equipment, which is proudly
celebrating its 24th edition this year.
Has your business developed more or less as
planned? Have you had to change strategy
over the years to succeed in the Middle East?
We’ve had our ups and downs, but I believe IFP
Group’s strength boils down to recognising a
market’s potential, gaining valuable insights, and
navigating any difficulties that may arise in the
region’s changing landscape.
IFP Group has managed to overcome obstacles
and forge ahead with an expansion strategy
that initiated from a humble beginning in Saudi
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Arabia and spread to the United Arab Emirates,
then Qatar, then Iraq, with presence in Erbil
followed by Baghdad. After that, IFP Group’s
footprint expanded to Africa, as we secured our
presence in Egypt’s multi-billion market that also
serves as a gateway to other African markets.
What has historically been your toughest
challenge in the Middle East market and how
easy has it been to bring solutions? What are
today’s key issues exercising the industry in
the region?
The exhibitions industry in the Middle East
is strongly linked to economic and political
opportunities and challenges. The region
has historically witnessed an ever-changing
landscape, and we have had to adapt quickly to
new circumstances as they arise.
Another challenge my business faces is the
increasingly competitive industry driven by the
influx of foreign players establishing a presence
in the regional market.
The rise of e-commerce in the last few years is
also putting pressure on the exhibitions industry,
with an increasing number of traders and
suppliers connecting to buyers through virtual
platforms and bypassing face-to-face interactions
that tradefairs build upon. On the other hand,
transitioning the mindset of exhibitors to focus
on specialised exhibitions rather than general
tradefairs and attracting the youth to attend
such events, are some of the other issues that we
witness in the region’s exhibitions industry.
What is the key to successfully working
with venues and exhibitors on this regional
market. How does it differ from working in
other regions of the world and what are the
regional hotspots?
There are various factors that come into play
when organising events in the region. You
Which sectors have been
the most profitable for
exhibitions you have been
involved with in the region
and what are the industrial
strong suits across the
Middle East?
For IFP Group, exhibitions
dedicated to the construction
sector as well as the Agrofood
sector have been pillars
for our business. We have
successfully developed such
exhibitions that attracted a
large international presence
in more than one market in
the region.
At any given time, some
countries in the region are
fast-developing while others
are catching up or steadily
gaining momentum. Egypt
for example, is increasingly
becoming investor-friendly
and providing immense
business opportunities
across various sectors, while
solidifying its position as a
gateway to other markets in
Africa.
w w w.exhibitionworld.co.uk