Koelnmesse Restructures Sales Strategy in the Middle East for 2025
Koelnmesse, a leading global trade fair organizer based in Cologne, Germany, has revealed its plans to enhance its sales strategy in the Middle East. Starting on November 1, 2025, the company will realign its operations by partnering with local foreign chambers of commerce to better serve its target markets in the region, including the United Arab Emirates, Saudi Arabia, Bahrain, and several others.
This decision comes in the wake of three successful trade fairs held in Saudi Arabia throughout 2025, which have significantly increased Koelnmesse's presence in the region. The current sales agreement with ifp, which has been the company's sales partner for these ten Middle Eastern countries, will conclude at the end of October 2025. This move signals Koelnmesse’s ongoing commitment to its internationalization strategy and aims to provide a stronger foothold in the rapidly evolving Middle Eastern market.
From November, sales responsibilities will be distributed among three key partners:
Gerald Böse, the CEO of Koelnmesse, commented on the significance of these new partnerships, stating, “Koelnmesse is a crucial gateway to numerous international growth markets.” He emphasized how the trade fairs in Cologne serve as a catalyst for small and medium enterprises (SMEs) aiming to expand their business. With a strategic approach to partnership and collaboration, Koelnmesse seeks to ensure a broader international reach and better support for businesses aiming to enter markets where they currently lack representation.
The enhancement of its global presence is part of Koelnmesse's targeted efforts to develop strategic partnerships. Gerald Böse noted that these collaborations would lead to more precise targeting of audiences and subsequently strengthen Cologne's market position as a leading trade fair location. The company expressed gratitude to ifp for its years of service and successful partnership as they transition to these new collaborations.
In terms of recent developments, Koelnmesse has actively introduced 21 new international trade fairs within its target markets since 2023, while also expanding its existing portfolio. Denis Steker, the Senior Vice President International at Koelnmesse, highlighted the impressive attendance at events such as the FSB Sports Show in Riyadh and the International Hardware Fair in Saudi Arabia, stressing their commitment to continue growing and enhancing their inbound marketing efforts in the Middle East.
Looking ahead, Koelnmesse is investing in the modernization and enhancement of its trade fair facilities, allocating over 1 billion euros by 2040 for continuous improvements. With a history of nearly a century, Koelnmesse continues to play a vital role in connecting global businesses across various sectors, aiming to foster partnerships and opportunities for success within and beyond the Middle Eastern market.
This decision comes in the wake of three successful trade fairs held in Saudi Arabia throughout 2025, which have significantly increased Koelnmesse's presence in the region. The current sales agreement with ifp, which has been the company's sales partner for these ten Middle Eastern countries, will conclude at the end of October 2025. This move signals Koelnmesse’s ongoing commitment to its internationalization strategy and aims to provide a stronger foothold in the rapidly evolving Middle Eastern market.
From November, sales responsibilities will be distributed among three key partners:
- - The German-Emirati Chamber of Commerce and Industry (AHK), which will handle markets in the UAE, Iraq, Qatar, Kuwait, and Oman. The head trade fairs representative is Dalibor Palus.
- - The Delegation of German Industry and Commerce in Saudi Arabia, Bahrain, and Yemen, responsible for Saudi Arabia and surrounding regions. Lisa Freisewinkel and Adham Hady will oversee this area.
- - The German-Arab Chamber of Industry and Commerce, covering Egypt, Lebanon, and Jordan. Rania Fahmy will be at the helm of this department.
Gerald Böse, the CEO of Koelnmesse, commented on the significance of these new partnerships, stating, “Koelnmesse is a crucial gateway to numerous international growth markets.” He emphasized how the trade fairs in Cologne serve as a catalyst for small and medium enterprises (SMEs) aiming to expand their business. With a strategic approach to partnership and collaboration, Koelnmesse seeks to ensure a broader international reach and better support for businesses aiming to enter markets where they currently lack representation.
The enhancement of its global presence is part of Koelnmesse's targeted efforts to develop strategic partnerships. Gerald Böse noted that these collaborations would lead to more precise targeting of audiences and subsequently strengthen Cologne's market position as a leading trade fair location. The company expressed gratitude to ifp for its years of service and successful partnership as they transition to these new collaborations.
In terms of recent developments, Koelnmesse has actively introduced 21 new international trade fairs within its target markets since 2023, while also expanding its existing portfolio. Denis Steker, the Senior Vice President International at Koelnmesse, highlighted the impressive attendance at events such as the FSB Sports Show in Riyadh and the International Hardware Fair in Saudi Arabia, stressing their commitment to continue growing and enhancing their inbound marketing efforts in the Middle East.
Looking ahead, Koelnmesse is investing in the modernization and enhancement of its trade fair facilities, allocating over 1 billion euros by 2040 for continuous improvements. With a history of nearly a century, Koelnmesse continues to play a vital role in connecting global businesses across various sectors, aiming to foster partnerships and opportunities for success within and beyond the Middle Eastern market.
Topics Business Technology）
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