Hannover, Germany. Hannover Fairs Turkey (HFT), subsidiary of Deutsche Messe AG (DMAG), one of the world's leading trade fair companies, has established its new Dubai-based subsidiary, HANNOVER FAIRS MENA, to strengthen its operations in the Middle East and North Africa (MENA) region. This new structure, reflecting DMAG's global experience, will make Türkiye a strategic hub for trade fair and event operations in the MENA region. The new Dubai-based company will play a key role in MENA's growth.

A Region of Strong Potential Amid Rising Demand for International Trade Fairs

Following the success of the Southeast Asia model, the MENA and Türkiye region is becoming a new strategic focus for DMAG. Markets like the UAE and Saudi Arabia are further accelerating competition and innovation in the exhibitions sector through international partnerships and investment projects. As part of DMAG’s international growth strategy, Dubai-based HANNOVER FAIRS MENA aims to establish operational centers in high-growth potential regions.

A New Hub for Trade Fairs: Hannover Fairs MENA expands into the MENA region from Dubai

Hannover Fairs Turkey, the Turkish subsidiary of Deutsche Messe AG, one of the world's leading trade fair companies, has launched its new subsidiary, HANNOVER FAIRS MENA, in line with its global growth strategies in the Middle East and North Africa region. Mehtap Gürsoy, appointed Managing Director of HANNOVER FAIRS MENA, also became Managing Director of Hannover Fairs Turkey, taking over the management following Annika Klar's transition to Senior Vice President of DMAG.

Exhibition projects specific to the MENA region will be implemented

HANNOVER FAIRS MENA will initially launch with sector-focused exhibition projects specifically focused on the region. Dubai's strategic location will provide access to the entire MENA region, particularly the Gulf countries, and will foster strong partnerships by combining global standards in exhibitions with local dynamics. HANNOVER FAIRS MENA will also provide faster market access, more efficient management of current and future projects, and stronger collaboration opportunities across the region. This new structure will also lay the foundation for future expansion into emerging markets such as Kazakhstan and other CIS countries.

Two new projects, launched in parallel with the region's growth plans, are attracting significant attention

In line with the global push towards advanced manufacturing and digital transformation, the Industrial Transformation Saudi Arabia (ITSA) will take place from December 1–3, 2025, at the Riyadh International Convention and Exhibition Center. This landmark event will serve as a premier platform for both global and local companies to showcase cutting-edge technologies, present innovative solutions, and forge strategic partnerships across a broad spectrum of industries.

Looking ahead, the inaugural Industrial Transformation Africa (ITA) will be held in Morocco in September 2026, marking a significant milestone for the continent’s industrial development. The event will bring together leading manufacturers, technology innovators, industry leaders, policymakers, and investors to explore the latest advancements in Industry 4.0, smart manufacturing, and digital transformation. ITA will also address the strategic challenges and opportunities shaping the future of industry in Africa, making it a key gathering for stakeholders driving the next wave of industrial growth.

Executive Appointment: Mehtap Gürsoy to Lead HFT and Hannover Fairs MENA

Mehtap Gürsoy has been appointed as the Managing Director of Hannover Fairs Turkey, replacing Annika Klar, who now serves as Senior Vice President at DMAG. She has also assumed the role of Managing Director for the newly established Hannover Fairs MENA. With nearly 20 years of senior-level experience in exhibition management, Gürsoy resides in Dubai. Most recently, she led the expansion of construction and infrastructure portfolios across the Middle East and into Africa—managed teams across multiple country offices, and directed strategies for sustainable growth and long term impact.Holding strong connections with key government institutions and industry stakeholders across the region, Gürsoy has been supporting HFT as a strategic advisor since May 2025, contributing to the positioning and market approach of the MENA/Türkiye Hub.