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Messe Frankfurt expands event portfolio for industrial and building automation in Dubai

Mar 6, 2018

With SPS Automation Middle East 2018, Messe Frankfurt is expanding its technology portfolio in the Gulf region. The international trade fair and conference is organised by Messe Frankfurt Middle East, a subsidiary of the Messe Frankfurt Group, in cooperation with the Gulf Cooperation Council (GCC) and, as of 2018, will be presenting the latest innovations in the field of industrial and building automation in Dubai.

“The decision to bring SPS Automation to Dubai comes at exactly the right time”, says Wolfgang Marzin, President and Chief Executive Officer of Messe Frankfurt. The United Arab Emirates are planning to invest €75 billion in the production sector between now and 2025. This aims to help advance automation in various industries such as packaging technology, construction, oil and gas, food and drink, paint and varnish, nanosensor technology and medical technology. In 2017, Saudi Arabia announced the construction of NEOM, a major city on the Red Sea – measuring 26,500 m² and costing US$500 billion – in which all processes and services are to be 100 percent automated. Wolfgang Marzin: “The United Arab Emirates and Saudi Arabia will have a key role to play in the automation and production industry in future. This being the case, Messe Frankfurt sees it as a logical continuation of its corporate strategy to comply with the requirements of the market and offer a trading platform to its customers in the Middle East.”

The first SPS Automation Middle East is to take place on 18 and 19 September 2018 in the Festival Arena in Dubai and will be organised by Messe Frankfurt’s subsidiary there. The two-day trade fair with accompanying conference programme is the only event in the MENA region that combines all automation aspects and application areas under one roof. The Internet of Things (IoT), Industry 4.0 and the impact of these on building and industrial automation in the countries of the Middle East will be central topics in the conference programme. High-profile sector companies such as BECKHOFF Automation, Bosch Rexroth, SICK and Pilz have already confirmed that they will be taking part.

As Ahmed Pauwels, Managing Director of Messe Frankfurt Middle East, explains: “SPS Automation Middle East is geared towards promoting dialogue among the main players in all related sectors and, at the same time, towards creating synergies that will give added momentum to the sector’s development. Interactive events are to be held as part of the conference programme, with innovative thinkers from the sector presenting case studies. Technical innovations and their practical application will be showcased at the trade fair.”

SPS Automation Middle East is the fifth event in Messe Frankfurt’s worldwide portfolio affiliated with the SPS IPC Drives flagship event in Nuremberg, which is organised by subsidiary Mesago Messe Frankfurt. Further events include Smart Industry Solutions India in Mumbai, SIAF Guangzhou and SPS IPC Drives Italia in Parma.

The transfer of knowledge relating to industrial and building automation will play a central role at SPS Automation Middle East. To this end, Abu Dhabi Polytechnic has agreed to come on board as the official higher education partner.

Further information can be found on the event website:

Background information on Messe Frankfurt

Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With over 2,500* employees at some 30 locations, the company generates annual sales of around €661* million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. With its headquarters in Frankfurt am Main, The company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).

* Preliminary figures for 2017

About Messe Frankfurt Middle East GmbH

Messe Frankfurt Middle East’s portfolio of 16 exhibitions includes Automechanika Dubai, Automechanika Jeddah, Automechanika Riyadh, Beautyworld Middle East, Beautyworld Saudi Arabia, Hardware + Tools Middle East, Intersec, Intersec Saudi Arabia, Leatherworld Middle East, Light Middle East, Materials Handling Middle East, Materials Handling Saudi Arabia, Middle East Cleaning Technology Week, Paperworld Middle East, Prolight + Sound Middle East and SPS Automation Middle East. The subsidiary also organises a series of conferences and seminars including the Worker Health Protection Conference, the Business in Beauty Summit, Think Light, and the International Conference on Future Mobility. For more information, please visit our website at

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