RX grows WTM portfolio with launch in Saudi Arabia
RX has launched a new edition of World Travel Market for Saudi Arabia.
The inaugural WTM Spotlight is a new brand in the WTM portfolio which is set to take place in Riyadh next year.
It comes as Messe Frankfurt also announces a move in the market, while UFI has announced approval of a global events standard committee and a major organizer unites with a rebrand.
Here are your other top stories from the Week in Events:
- RX expands World Travel Market portfolio to Saudi Arabia
- Messe Frankfurt launches new subsidiary in Saudi Arabia
- UFI announces approval of new events standards committee
- MBB Consulting partners with IAEE
Continue reading for your full industry news.
RX expands World Travel Market portfolio to Saudi Arabia
The Saudi Arabian events sector is seeing major moves as RX announces a new expansion to its World Travel Market portfolio.
WTM Spotlight will see its inaugural event in Riyadh, Saudi Arabia, between September and October 2026.
It will focus on a specific market and create new opportunities for regional and international stakeholders.
Vasyl Zhygalo, managing director of Middle East and Emerging Markets at RX, said: “By creating events that delve deeper into a specific market, we offer regional and international stakeholders, as well as travel professionals, an unparalleled opportunity to build essential relationships, gain richer insights, uncover future travel trends and discover innovative new ways to connect the world.
“Ultimately, these shared experiences and cultural insights lay the foundation for long-lasting, mutually beneficial relationships.
“Saudi Arabia is the perfect location to launch this concept – its tourism sector is one of the most ambitious and fastest-growing in the world, and WTM Spotlight will play a pivotal role in supporting its development as a destination by connecting the world to Saudi and Saudi to the world.”
The WTM portfolio RX already includes Arabian Travel Market, World Travel Market as well as events in Cape Town and Sao Paulo.
Messe Frankfurt launches new subsidiary in Saudi Arabia
Messe Frankfurt has officially launched its new subsidiary in Saudi Arabia.
The move comes as part of its long-term investment strategy in the Kingdom’s fast-growing events industry.
Azzan Mohamed has been appointed as managing director of the new Messe Frankfurt Saudi Arabia subsidiary to lead this expansion.
Wolfgang Marzin, CEO of Messe Frankfurt, said: “With more than twelve years of industry experience, Azzan has an in-depth knowledge of the market and a proven track record with large-scale exhibition formats across the MENA region.
“During his earlier position at Messe Frankfurt Middle East in Dubai, Azzan played a pivotal role in launching Saudi-based formats such as Intersec Saudi Arabia, which generated significant revenue for the group.”
The new subsidiary will be responsible for Messe Frankfurt’s business activities in the Kingdom, offering platforms that are aligned with the local market dynamics and designed specifically for industry players to interact with one another.
It will also drive localisation efforts and lead to strategic partnerships with government bodies, associations and other industry stakeholders to help the Saudi economy in its efforts to diversify further.
Messe Frankfurt Saudi Arabia aims to work closely with government bodies to support its Vision 2030 goals and drive economic growth.
UFI announces approval of new events standards committee
UFI has announced that a new standards committee has been approved for events.
ISO, the International Organization for Standardization, develops recognised benchmarks across industries to ensure quality, safety and efficiency.
This new ISO Technical Committee – TC 354 – is expected to establish universal standards across event tech, terminology, safety and security, metrics, accessibility and crisis management.
Hugh Jones, president of UFI, said: “This is a landmark moment for our industry. For the first time, we have a dedicated ISO committee to define and align global standards for events.
“TC 354 recognizes the vital role our sector plays worldwide, not only as a driver of economies and industries, but also of knowledge and professionalism.”
A total of 17 countries are participating to ensure this standardization will boost every area of the event ecosystem.
The scope of the committee spans across event formats and purposes – from academic conferences and business exhibitions to sporting competitions and live entertainment.
It will be managed by the Association Française de Normalisation (AFNOR) as it carries out its initiatives.
There will also be a sub-committee that will focus on sustainability in event management.
Franck Lebeugle, general manager of AFNOR’s Standardization Unit, added: “Standardization can provide a shared framework to address the events industry’s multiple challenges and is a key tool to meet the sector’s expectations to harmonize innovation, accessibility, sustainability, safety and profitability.”
MBB Consulting partners with IAEE
MBB Consulting Group and the International Association of Exhibitions and Events have entered into a strategic partnership.
The aim is to provide the organization’s members with enhanced global content and specialized consulting services, strengthening the industry through shared expertise and networks.
IAEE members will gain access to MBB’s ingrowth strategies, market research, mergers and acquisitions, venue consulting and education.
Matthias Tesi Baur, CEO of MBB Consulting Group, said: “This collaboration with IAEE is an exciting opportunity to strengthen the exhibition industry by combining our international expertise with IAEE’s global reach.
“With world-class consulting products ready to enhance growth, we are proud to bring international content to IAEE members and contribute to advancing the exhibitions industry worldwide.”
Marsha Flanagan, CEO of IAEE, added: “IAEE remains dedicated to empowering our global membership with the resources and knowledge they need to excel in an increasingly dynamic exhibitions industry.
“Through strategic initiatives like this, we are delivering the practical solutions and forward-thinking perspectives that enable our members to adapt, innovate and achieve sustained success in their markets.”
The partnership also extends MBB’s reach into the United States, a key focus market where MBB already works with three dedicated consulting partners as part of its international network covering all major exhibition regions worldwide.
That was your full Week in Events round-up. To leverage emerging tech for your own event, book a demo with ExploPlatform now.
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