While trade exhibitions make a vital direct contribution to the travel and tourism sectors of host countries, their benefits extend well beyond these industries, ranging from the contribution they make to broader economic growth to the platforms they offer for cultural exchanges. With Kuwait’s Vision 2035 gathering pace, we look at how trade exhibitions are expanding in parallel with the country’s broader tourism development.
Trade exhibitions make a valuable contribution to the economic growth of their host countries, both directly as a key component of the travel and tourism industries, and indirectly, thanks to the knock-on effects they have across other sectors. Significantly, these key events also provide important regional forums for experts and decision-makers to come together, facilitating not only business, but also knowledge-sharing and cultural exchange across the Middle East, as our analysis reveals.
Broad-based benefits
Trade exhibitions have been recognized as an important component of Kuwait’s plans for expanding its tourism offering under the broader strategic development initiative, Vision 2035. “Exhibitions are contributing to Kuwait’s tourism industry, helping to drive hotel occupancy, support the hospitality industry and create job opportunities,” Osamah Almekhyal, assistant undersecretary for the tourism sector at the Ministry of Information and Culture, said.
The ripple effects of hosting events are felt across the wider economy and elsewhere, according to Basmah Al-Mayman, UN tourism regional director for the Middle East. “Exhibitions can bolster related sectors, including retail, transportation and F&B,” she said, noting that exhibitions also contribute to sustainable development by attracting international investment.
Visitor numbers on the rise
Kuwait’s role as a trade exhibition host is growing – a trend reflected in the rising number of visitors attending events at Kuwait International Fairground, which hosts over 100 exhibitions annually. “The venue has seen a significant increase in visitor numbers, with some fairs attracting as many as 250,000 attendees,” said Nabila Al-Anjari, founder and general manager, Leaders Group for Consulting & Development.
The scope of exhibitions is also becoming wider, with events taking place on diverse themes ranging from food festivals to art exhibitions, which is helping to promote regional and international cross-cultural exchange, and fostering mutual understanding.
This development is taking place against a backdrop of meticulous planning and research from industry experts, which is supporting the segment’s growth. “Organizers analyze public holidays, seasonal trends and competing events to maximize participation and the visitor experience,” Joumana Dammous-Salamé, managing director, Hospitality Services, said, adding that the company planned to expand its regional HORECA exhibition lineups.
A bright outlook
Innovative programming and the utilization of social media, including influencers, are among the key ingredients seen as needed for a successful event. In an era of changing industry demands, the need to incorporate AI and sustainable practices into events is also now regarded as essential.
While challenges, ranging from geopolitical instability to competition, are acknowledged, the region’s growth potential provides firm foundations for the trade exhibition segment to continue developing, especially with investment in human capital and infrastructure. Kuwait is poised to play a leading role in regional industry expansion, bolstered by plans in the pipeline for a comprehensive strategy encompassing tourism and exhibitions.
Insights from HORECA Talks 2025 at HORECA Lebanon, co-organized by Leaders Group, Hospitality News Middle East and Hodema Consulting Services. Session moderated by Nada Alameddine, managing partner at Hodema Consulting Services.
If you missed HorecaTalks 2025, catch up on all the discussions here:
Trade exhibitions: driving direct and indirect growth
While trade exhibitions make a vital direct contribution to the travel and tourism sectors of host countries, their benefits extend well beyond these industries, ranging from the contribution they make to broader economic growth to the platforms they offer for cultural exchanges. With Kuwait’s Vision 2035 gathering pace, we look at how trade exhibitions are expanding in parallel with the country’s broader tourism development.
Trade exhibitions make a valuable contribution to the economic growth of their host countries, both directly as a key component of the travel and tourism industries, and indirectly, thanks to the knock-on effects they have across other sectors. Significantly, these key events also provide important regional forums for experts and decision-makers to come together, facilitating not only business, but also knowledge-sharing and cultural exchange across the Middle East, as our analysis reveals.
Broad-based benefits
Trade exhibitions have been recognized as an important component of Kuwait’s plans for expanding its tourism offering under the broader strategic development initiative, Vision 2035. “Exhibitions are contributing to Kuwait’s tourism industry, helping to drive hotel occupancy, support the hospitality industry and create job opportunities,” Osamah Almekhyal, assistant undersecretary for the tourism sector at the Ministry of Information and Culture, said.
The ripple effects of hosting events are felt across the wider economy and elsewhere, according to Basmah Al-Mayman, UN tourism regional director for the Middle East. “Exhibitions can bolster related sectors, including retail, transportation and F&B,” she said, noting that exhibitions also contribute to sustainable development by attracting international investment.
Visitor numbers on the rise
Kuwait’s role as a trade exhibition host is growing – a trend reflected in the rising number of visitors attending events at Kuwait International Fairground, which hosts over 100 exhibitions annually. “The venue has seen a significant increase in visitor numbers, with some fairs attracting as many as 250,000 attendees,” said Nabila Al-Anjari, founder and general manager, Leaders Group for Consulting & Development.
The scope of exhibitions is also becoming wider, with events taking place on diverse themes ranging from food festivals to art exhibitions, which is helping to promote regional and international cross-cultural exchange, and fostering mutual understanding.
This development is taking place against a backdrop of meticulous planning and research from industry experts, which is supporting the segment’s growth. “Organizers analyze public holidays, seasonal trends and competing events to maximize participation and the visitor experience,” Joumana Dammous-Salamé, managing director, Hospitality Services, said, adding that the company planned to expand its regional HORECA exhibition lineups.
A bright outlook
Innovative programming and the utilization of social media, including influencers, are among the key ingredients seen as needed for a successful event. In an era of changing industry demands, the need to incorporate AI and sustainable practices into events is also now regarded as essential.
While challenges, ranging from geopolitical instability to competition, are acknowledged, the region’s growth potential provides firm foundations for the trade exhibition segment to continue developing, especially with investment in human capital and infrastructure. Kuwait is poised to play a leading role in regional industry expansion, bolstered by plans in the pipeline for a comprehensive strategy encompassing tourism and exhibitions.
Insights from HORECA Talks 2025 at HORECA Lebanon, co-organized by Leaders Group, Hospitality News Middle East and Hodema Consulting Services. Session moderated by Nada Alameddine, managing partner at Hodema Consulting Services.
If you missed HorecaTalks 2025, catch up on all the discussions here:
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