Deutsche Messe expands its regional footprint by opening a new entity in Dubai

 Friday, October 31, 2025

The construction and infrastructure sector across the Middle East and North Africa (MENA) is undergoing a period of unprecedented expansion, fueled by monumental national development plans like Saudi Vision 2030 and significant public-private partnerships across the Gulf. This economic dynamism has created a soaring demand for world-class, technology-focused trade exhibition platforms. Responding directly to this critical market need, Deutsche Messe AG (DMAG), one of the globe’s foremost trade fair organizers, has significantly strengthened its regional footprint. Its Turkish subsidiary, Hannover Fairs Turkey (HFT), has established a new entity: HANNOVER FAIRS MENA, strategically headquartered in Dubai, UAE. This move positions Turkey and the new Dubai operation as a collaborative hub for major event management across the rapidly growing MENA and CIS regions.

Dubai: The gateway to the MENA infrastructure market

The decision to base HANNOVER FAIRS MENA in Dubai leverages the UAE’s role as a major logistics and finance hub, providing unparalleled access to the entire Gulf Cooperation Council (GCC) and the wider North African markets. This expansion mirrors the successful operational model DMAG has cultivated in Southeast Asia, recognizing the vast potential and accelerated pace of innovation in the Middle East’s construction landscape.

The region’s current construction environment is defined by:

• Mega-Project Scale: Gigantic developments, from smart cities to vast logistics corridors and high-speed rail networks, are creating a multi-billion dollar project pipeline, driving consistent demand for materials, machinery, and digital solutions. The MENA infrastructure construction market is projected to exceed $200 billion in value for 2025 alone.
• Digital Integration: The adoption of advanced technologies like Building Information Modeling (BIM), Artificial Intelligence (AI)-driven construction management, and modular building methods is rapidly becoming the norm. Exhibitions must serve as forums for these technological leaps.
• Sustainability Imperative: ESG (Environmental, Social, and Governance) compliance and the push for green building certifications are now mandatory components of securing investment and project approval, making sustainable construction technology a major focus for global suppliers.

New flagship events

HANNOVER FAIRS MENA will launch its operations with a mandate to deliver specialized, sector-focused events that directly address these regional industry trends. The company has already announced two significant projects that underscore its commitment to the industrial and digital transformation of the construction ecosystem:

1. Industrial Transformation Saudi Arabia (ITSA): Set to debut from December 1st to 3rd, 2025, at the Riyadh International Convention and Exhibition Center, ITSA is a landmark event aligning perfectly with Saudi Arabia’s industrial diversification goals. While encompassing a broad spectrum of manufacturing, the show will provide an essential platform for construction stakeholders to explore Industry 4.0 applications, automation, and smart factory solutions relevant to efficient large-scale project execution and localised material production.
2. Industrial Transformation Africa (ITA): Looking ahead to September 2026 in Morocco, the inaugural ITA will mark a significant strategic expansion into the African continent. This event will gather manufacturers, technology innovators, and policymakers to discuss the future of industrial development and digital transformation, setting the stage for major cross-regional infrastructure and construction partnerships.

These exhibitions are designed not merely as marketplaces, but as strategic knowledge hubs where global standards meet local execution dynamics, fostering essential partnerships required for successful project delivery in the region.

The new operational structure is being steered by an executive with deep regional and industry expertise. Mehtap Gürsoy, who has been appointed Managing Director of both the new HANNOVER FAIRS MENA and Hannover Fairs Turkey, brings nearly two decades of senior-level experience in exhibition management.

Gürsoy’s background is highly relevant to the construction sector’s priorities, having previously led the expansion of major construction and infrastructure portfolios across the Middle East and into Africa. Her proven capability in managing multi-country teams and directing strategies for sustainable growth aligns perfectly with the goal of positioning the Turkey-Dubai partnership as the leading hub for industry events that drive long-term impact.

The new structure, under Gürsoy’s guidance, is expected to enhance operational efficiency, speed up market entry for new projects, and solidify DMAG’s role as an indispensable partner in the construction and industrial growth stories unfolding across the MENA and emerging CIS markets, including future expansions into countries like Kazakhstan.

The establishment of HANNOVER FAIRS MENA is a decisive strategic move, signalling DMAG’s conviction in the sustained, high-growth trajectory of the MENA construction and infrastructure sector, positioning it to facilitate the necessary digital and technological transfer required to build the region’s ambitious future.

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Tags: construction technology, Deutsche Messe AG, digital transformation in building, Hannover Fairs MENA, infrastructure investment, MENA construction trade fairs, Saudi Vision 2030