Expo Centre Sharjah to boost number of exhibitions

Expo Centre Sharjah became the first trade show complex in the UAE and the region when it opened in 1977. In the intervening years it has become the region's most popular specialised trade exhibition venue and home to the Gulf's best attended trade shows.

In September 2002, His Highness Dr Sheikh Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, inaugurated the new premises that spread across 128,000 square metres and provide state-of-the-art facilities and professional services. The centre hosts more than 20 specialised exhibitions a year ranging from heavy industries such as steel, construction machinery and vehicles to light manufacturing segments such as windows, doors and ceilings to consumer products such as footwear, jewellery and watches.

Director-General Saif Mohammed Al Midfa spoke to Emirates Business about the centre's contribution to Sharjah's trade and industry and tourism sectors and explained how it had succeeded in combating the effects of the economic downturn.

How has the exhibition industry been affected by the global economic crisis?

As with any other organisation in the world, we were affected by the crisis. However, the impact on the services sector was minimal compared with the real estate and banking sectors. The services sector is still strong despite the fact that our growth targets are lower than they were prior to the crisis.

Did you have to cancel any exhibitions last year because of the adverse economic conditions?

We organised 20 exhibitions in 2009 and, believing that it was not the right time for the property sector, we suspended the International Acres Middle East investment and realty exhibition. We did not want to have a weak exhibition in terms of participation and attendance and that is why we did not stage it last year.

What was the situation at the rest of the exhibitions in terms of participation and attendance?

These exhibitions were successful. The number of participants and visitors grew on average between 20 and 25 per cent compared with the year before. For example, we had 500 participants from around the world at the 27th MidEast Watch and Jewellery Show last October. We received 75,000 visitors even though this exhibition is held twice a year. The 28th edition will run from March 30 to April 3 and we are expecting similar success. More than 300,000 people visited the latest International Book Fair, a business-to-consumer event. We did not expect the SteelFab business-to-business show in January to succeed because of its connection to the construction industry, but it was a surprise hit as it attracted more participants and visitors compared to last year.

There were plans to expand Expo Centre Sharjah and construct a hotel adjacent to the centre to encourage greater participation in the shows. What happened to these plans?

This is true. We had a plan to expand the centre by building two more halls and constructing a four-star hotel. We signed a contract with a French company and the hotel was scheduled to open this year, but as construction prices have fallen by 30 to 40 per cent we have suspended the execution. Also the company was unable to execute the work in the meantime. The project has not been cancelled but suspended while we carry out more studies and obtain better bids.

How do you encourage exhibitors and visitors to use Sharjah hotels?

We have contracts with a number of hotels in Sharjah that offer special packages to our participants and visitors. In addition we offer special hotel offers if people make their bookings through us. All the necessary information is on our website, www.expo-centre.ae. I believe the special packages and lower prices are sufficient incentives to prevent exhibitors and visitors using hotels elsewhere.

Has Sharjah Expo contributed to the emirate's tourism and trade sectors?

We contribute not only to trade in Sharjah but also the whole UAE and the region. We attract exhibitors and visitors from around the world, including Germany and Italy, which were pioneers in the exhibitions industry. The number of visitors to Sharjah from Russia, for example, exceeded 250,000 last year.

What is your business strategy in light of the economic downturn?

Our 2010-2014 strategy is to achieve gradual expansion of our existing shows and to stage a further 10 shows, bringing the total up to 30 exhibitions a year. We do not want to grow too fast. We will spend an appropriate amount of time studying the regional and international markets and monitoring changes and challenges and then introduce shows to meet demand and achieve success by targeting untapped types of business.

PROFILE: Saif Mohammed Al Midfa Director-General, Expo Centre Sharjah

Al Midfa began his career with Enoc, where he was marketing manager, before moving to Sharjah Chamber of Commerce and Industry in 1989. In 2004, he joined Expo Centre Sharjah and later became its Director-General.

Al Midfa obtained a Master's degree from the US and a bachelor's degree from the UK after gaining his diploma in Dubai.