Trade shows and business missions are powerful tools for businesses aiming to expand their international footprint. These events offer unique opportunities to showcase products, network with industry leaders, and gain valuable market insights. In Saudi Arabia, the landscape for trade shows is vibrant, with a growing number of international events covering all sectors.

The Trade Show Landscape in Saudi Arabia

In recent years, Saudi Arabia has positioned itself as a burgeoning hub for trade shows in the Middle East. In 2024 alone, Saudi Arabia is set to host 67 trade shows, covering all sectors. The Kingdom is rapidly catching up with the United Arab Emirates (UAE), which has long been considered the regional leader. Saudi Arabia’s investment in new infrastructure and its strategic location are making it an increasingly attractive alternative.

The LEAP technology conference is probably the most significant event that has put Saudi Arabia on the map. Dubbed the “Digital Davos,” LEAP is the world’s most attended tech event, attracting over 215,000 attendees from 183 countries in its latest edition. The conference is a melting pot of ideas and innovations, featuring over 1,000 expert speakers across 19 tracks, covering topics such as Fintech, Edutech, Smart Cities, Health Technology, the Fourth Industrial Revolution (4IR), Creative Economy, Future Energy, Gaming, Space, Retail, and Artificial Intelligence (AI). The event also facilitates significant business transactions, with the 2023 edition witnessing $13.4 billion in investments announced.

Another standout event is the World Defense Show. The 2024 edition attracted 773 exhibitors and over 106,000 visitors, including 441 international delegations. This five-day event facilitated the signing of numerous contracts, underscoring Saudi Arabia’s pivotal role in shaping the future of defense.

The Saudi Food Expo, the largest food and beverage exhibition in the Kingdom, is scheduled for April 2025 and is expected to draw over 50,000 visitors and nearly 1,000 exhibitors from 35 countries. The Saudi Infrastructure Expo highlights the Kingdom’s ambitious infrastructure projects. With over 350 leading exhibitors showcasing innovative products and services, it provides a comprehensive overview of Saudi Arabia’s $1 trillion infrastructure plans, including mega projects like NEOM, the Red Sea Project, and Qiddiya. Finally, the Saudi Agriculture exhibition, held annually in Riyadh, is another testament to the Kingdom’s growing influence in the trade show arena.

Calendar of trade shows in Saudi Arabia

Upcoming trade shows in Saudi Arabia include:

• September 9-11, 2024: Saudi Hospital Design & Build Expo, Healthcare and Construction
• September 9-11, 2024: Plastics & Rubber Saudi Arabia, Industrial Engineering and Manufacturing
• September 9-11, 2024: Smart Manufacturing Saudi, Industrial Engineering and Power & Energy
• September 16-19, 2024: Foodex Saudi, Food and Beverage Industry
• September 17-19, 2024: INDEX Saudi Arabia, Interior Design and Furnishings
• September 17-19, 2024: EV Auto Show, Automotive Industry
• October 13-16, 2024: FABEX Saudi Arabia, Food, Beverage, and Hospitality
• October 13-16, 2024: Mach Saudi Arabia Exhibition, Manufacturing and Industrial Machinery
• October 15-16, 2024: The Future Energy Show KSA, Energy Sector
• October 15-16, 2024: Solar & Storage Live KSA, Renewable Energy
• October 21-24, 2024: Saudi Agriculture, Agriculture Industry
• November 4-7, 2024: Saudi Build, Construction Industry
• November 17-19, 2024: Seamless Saudi Arabia, Fintech, Banking, Retail, and E-commerce
• November 25-27, 2024: HORECA Saudi Arabia, Hospitality and Foodservice
• November 26-28, 2024: Black Hat MEA, Information Security
• February 10-13, 2025: LEAP Expo, Technology and Innovation
• February 10-14, 2025: Jewellery Salon – Riyadh, Jewelry and Luxury Goods
• February 24-27, 2025: Big 5 Construct Saudi 2025 – Second Week, Construction Industry

Why Participate in Trade Shows in Saudi Arabia?

Trade shows in Saudi Arabia provide unparalleled access to new markets and potential customers. By exhibiting at these events, you can attract buyers, distributors, and partners who may not be reachable through traditional marketing channels. These events allow you to demonstrate your latest innovations and industry expertise, helping to differentiate your company from its competitors and establish it as a leader in its field.

Trade shows and business missions are ideal for networking with industry professionals, decision-makers, and influencers. In Saudi Arabia, personal relationships and networks play a crucial role in business success. Participating in these events provides valuable market research opportunities. Businesses can gather feedback directly from attendees, gain insights into consumer preferences, and understand competitive dynamics. This is particularly important in Saudi Arabia, where market data can be scarce and difficult to obtain.

For emerging companies or those seeking to expand their presence in new markets, trade shows offer a powerful platform to enhance brand visibility and awareness. Engaging presentations and captivating booth designs can leave a lasting impression on attendees, driving brand recall and generating industry buzz.

Preparing for Trade Shows and Business Missions

1. Develop a Budget

Create a detailed budget covering all expenses, including travel, accommodation, booth setup, marketing materials, and promotional items. Establish return-on-investment benchmarks to ensure the event is financially viable. In Saudi Arabia, costs can vary significantly depending on the event’s scale and location, so thorough planning is essential. It is especially important to be aware that hotel prices in Riyadh can vary a lot from one month to another. During Riyadh Season, for instance, rates can be doubled compared to those of May and June. Therefore, it is important that you gather as much information as possible to avoid any surprises.

2. Set Clear Goals

Define specific objectives for attending the event, such as generating leads, securing partnerships, or increasing brand awareness. Clear goals will guide your strategy and help measure success. My experience tells me that too many SMEs make the mistake of viewing their participation in trade shows as a goal in itself. Simply being there is not enough. It is important for you to have a clear idea of what kind of return on investment you expect from your participation. Is it increasing your visibility, signing contracts, building a network, or gaining information on the new market? Identifying clear goals will help you clarify your priorities, what ROI you can reasonably expect, and the KPIs you need to define to know if you have achieved what you set out to do.

3. Research the Event

Thoroughly research the trade show or business mission to understand its focus, the types of attendees, and the opportunities it presents. This will help you tailor your approach and maximize your impact. It may also tell you if it is the right event for you in which to participate. Take the food and beverage sector, for instance. There are currently four to five trade shows covering it in Saudi Arabia. Some target the food transformation industry, others the distribution and franchises, and so on. It is important to know which one is more adapted to your needs before you reserve your space. Sometimes, it might mean that you will have to postpone your participation to next year if you have just missed the trade show that was right for you. But better that than spending thousands of euros on an event that will bring you no return on investment.

4. Create a Marketing Strategy

Develop a comprehensive marketing strategy that includes pre-event promotion, on-site engagement, and post-event follow-up. Utilize social media, email campaigns, and your website to promote your participation and attract attendees to your booth. In order to create the buzz, don’t hesitate to use the advice, services, or networks of local partners who have a deep understanding of the Saudi market. For instance, this could help you avoid spending thousands of euros on a Facebook campaign when Instagram is actually the social media you need to target to make an impact in Saudi Arabia. Similarly, this could also help you adapt your communication to local tastes and cultures to avoid mishaps. Colors, for example, may send different messages and meanings in Saudi Arabia than, let’s say, in Singapore or in Europe.

5. Prepare Your Team

Select team members who are knowledgeable, personable, and capable of representing your brand effectively. Ensure they are well-prepared with an elevator pitch and understand the event’s objectives and your company’s goals. Training your team to navigate the nuances of Saudi business culture, including the importance of personal relationships and respect for local customs, is crucial. Preparing your team may perhaps mean adding a line in your budget to have an expert provide proper training about the Saudi business culture and your specific sector in the Kingdom before the event. In the end, this investment will pay off thanks to the extra contacts, prospects, and contracts that your team will bring back home.

Maximizing Benefits During the Event

1. Engage Actively

Actively engage with attendees by offering interactive demonstrations, hosting presentations, and participating in panel discussions. This will attract more visitors to your booth and create opportunities for meaningful interactions. Too many times have I visited booths of European companies in Saudi trade shows only to find people sitting with their heads stuck in their mobile phones, while Chinese competitors next door had hired hostesses to lively engage with visitors. Or too many times have I discussed with European exhibitors to find out that they have no knowledge of the Saudi market and of the preferences of the Saudi consumers and had made no effort to differentiate or adapt their products and communications. Remember that during a trade show your team is your medium and that “medium is the message.” They will be the ones reflecting the values, image, expertise, and attractiveness of your company. Some of them may have great technical expertise but may be poor communicators. In that case, balance by having someone who will engage actively with visitors, make the first contact, and then send them to the expert to answer their questions. If necessary, hire an interpreter if none of your team members speaks Arabic. Indeed, what is the point of having a team on site if they cannot talk to visitors? And this will give you a competitive advantage over the other exhibitors who don’t make the effort.

2. Network Strategically

Network with a purpose by targeting specific individuals or companies that align with your goals. Use the event’s networking opportunities to build relationships that can lead to long-term partnerships and collaborations. Understanding the local business etiquette can enhance your networking efforts. Once again, this is when the cost that you have invested in proper training before the trade show will provide its results. In addition to training your team, have them search for prospects on LinkedIn and engage with them before the event, to invite them to visit your booth. Then, offer coffee, tea, and food, and have personalized gifts ready when you meet them. Doing these small gestures will go a long way in building your network in Saudi Arabia, where hospitality, gift-giving, food, and friendship are at the heart of every business relationship.

3. Gather Feedback

Collect feedback from attendees to gain insights into their needs and preferences. Use this information to refine your products, services, and marketing strategies. This is where gamification pays off. Have visitors register to win prizes if they participate in a short survey on your products during the expo. You can even run a campaign on social media to advertise this operation beforehand. Not only will this provide you with some traffic on your booth and feedback on the preferences of the local market, but it will also help you build up a listing of potential local prospects. All this in exchange for offering them the chance to win an attractive prize.

4. Monitor Competitors

Observe your competitors to understand their strategies, offerings, and market positioning. This can provide valuable insights and help you stay competitive. Once again, I have observed too many exhibitors stuck in their booths, tapping on their mobiles, instead of walking around to visit the shows. Not only will it help you identify your potential competitors in the market, but you may also have the opportunity to meet potential partners, since many large Saudi companies also exhibit during local trade shows to promote their images and to attract international partners.

Post-Event Follow-Up

1. Analyze Outcomes

Evaluate the event’s success by comparing the results against your initial goals.

2. Follow Up Promptly

Analyze metrics such as leads generated, partnerships formed, and brand exposure achieved. This assessment will help you refine your strategy for future events.

3. Incorporate Feedback

Follow up with contacts made during the event through personalized emails, phone calls, or meetings. This demonstrates your commitment and helps convert leads into business opportunities. In Saudi Arabia, where personal relationships are key, timely follow-up can significantly impact your business prospects. Use the feedback gathered during the event to improve your future trade show strategies and enhance your products or services. Continuous improvement based on real-world feedback is essential for long-term success.

In conclusion, trade shows and business missions are invaluable tools for businesses looking to expand internationally, especially in the dynamic Saudi market. By preparing effectively, engaging actively, and following up diligently, companies can maximize the benefits of these events and accelerate their global growth. And let’s not forget that financial support from organizations like BPI France and French regions can help offset the costs of participating in these trade shows, making it a worthwhile investment.

At Artemis Business Care, we understand the complexities of international development and are here to help you prepare your participation in a trade show in Saudi Arabia. We offer a comprehensive suite of services, tailored to help you overcome the challenges you face and achieve your global aspirations. By choosing us, you will reduce your uncertainty by having someone you know make the “unknown unknows” become “known knows”, if you know what we mean. You know?

So, don’t wait! Contact Artemis Business Care for more information.