#Germany #Middle East #Cologne #Koelnmesse

Koelnmesse Strengthens Its Market Position in the Middle East

In a significant move to enhance its sales outreach in the Middle East, Koelnmesse has announced a reorganization of its sales strategy, effective from November 1, 2025. This change follows a series of successful trade fair launches in Saudi Arabia throughout 2025. Recognizing the potential of the Middle Eastern markets, Koelnmesse aims to adapt its approach by leveraging local expertise through a network of foreign chambers of commerce.

The new sales structure will shift responsibilities from the previous partner, ifp, concluding on October 31, 2025, to a more localized team that highlights Koelnmesse's commitment to establishing a stronger foothold in ten key Middle Eastern markets, which include the United Arab Emirates, Syria, Lebanon, Jordan, Qatar, Kuwait, Oman, Saudi Arabia, Bahrain, and Iraq. The partnership will thrive on collaborations with three key entities: the German-Emirati Chamber of Commerce and Industry (AHK) based in Dubai, the Delegation of German Industry and Commerce operating out of Riyadh, and the German-Arab Chamber of Industry and Commerce focusing on Egypt, Lebanon, and Jordan.

Strategic Partnerships for Enhanced Growth
Koelnmesse’s CEO, Gerald Böse, emphasized the importance of this restructuring in serving SMEs (Small and Medium-sized Enterprises) by providing tailored support for their international expansion. He noted, "Koelnmesse acts as an entry point for businesses looking to diversify and expand into international markets where they lack prior experience." This strategic partnership aims not only to drive sales for Koelnmesse events at their headquarters in Cologne but also to reach potential trading firms during international trade fairs.

The forward-thinking decision to collaborate with local chambers intends to streamline outreach and build valuable relationships with different stakeholders. This tactical shift aims to enhance precision in targeting specific market segments, enhancing the efficiency of trade fair promotion.

Maintaining a Competitive Edge in Trade Shows
The motivation for these developments stems from a notable increase in interest within foreign markets over recent years, with Koelnmesse having introduced 21 new trade fairs since 2023. Strong reception metrics for events such as the FSB Sports Show in Riyadh, the International Hardware Fair Saudi Arabia, and the ORGATEC WORKSPACE Saudi Arabia, along with robust turnout at ISM Middle East in Dubai, have solidified the organization's commitment to furthering its international presence.

Role of the New Partners
With the new structure in place, responsibilities will be distinctly divided:

• - The German-Emirati Chamber of Commerce will manage sales for the UAE, Iraq, Qatar, Kuwait, and Oman;
• - The Delegation of German Industry and Commerce will cover Saudi Arabia, Bahrain, and Yemen;
• - The German-Arab Chamber will represent interests in Egypt, Lebanon, and Jordan.

These partnerships will facilitate coordinated sales strategies and marketing efforts, amplifying Koelnmesse's outreach and effectiveness in engaging with diverse market players. Koelnmesse aims to foster a vibrant exhibition environment, thereby reinforcing Cologne’s status as a preeminent trade fair destination.

Future Plans and Investments
Looking ahead, Koelnmesse prepares to invest over 1 billion euros into its facility in Cologne until 2040, illustrating its long-term strategy to evolve further as a leading international trade fair organizer. With a workforce of over 1,200 employees, Koelnmesse stands among the world’s largest fairgrounds with approximately 400,000 m² of exhibit space, showcasing an impressive portfolio of over 49,000 exhibitors from 129 countries and welcoming around 2.5 million visitors from more than 220 nations every year. This expansion aligns perfectly with their mission to bolster global connectivity and market accessibility, allowing opportunities for diverse industries to flourish.

In conclusion, Koelnmesse's strategic realignment represents not just a corporate decision but a testament to their ongoing commitment to fostering international trade relations, thereby supporting enterprises aiming to thrive on the global stage. As the world moves towards an integrated economy, this initiative by Koelnmesse promotes a robust framework for growth and innovation across several markets.