An Interview with Lee Forde

The Middle East has become a thriving hub for exhibitions, production, and live events, attracting global brands and audiences. With rapidly changing trends and growing opportunities, we sat down with our General Manager, Lee Forde, to discuss the current landscape and outlook of the industry in this dynamic region.

Q: Lee, how would you describe the current landscape of exhibitions and live events in the Middle East?

Lee Forde: The Middle East is in the midst of a transformation when it comes to exhibitions, production, and live events. There’s been a significant increase in high-profile events, from international trade shows to large-scale cultural festivals. Countries like the UAE, Qatar, and Saudi Arabia are investing heavily in infrastructure and creating world-class venues. These investments are making the region an increasingly attractive location for global companies and organizers looking to expand their reach.

Q: What are some of the key trends you’re seeing in the region’s event landscape?

Lee Forde: One of the biggest trends is the focus on sustainability and technology. Organizers are looking to create eco-friendly experiences while incorporating cutting-edge technology to engage audiences in new ways. We’ve seen a rise in immersive experiences, virtual and hybrid events, and the use of augmented reality and AI to enhance attendee interaction. Additionally, there’s a push for more personalized and interactive experiences that align with the preferences of regional and international attendees.

Q: What role does cultural understanding play in the design and execution of events in the Middle East?

Lee Forde: Cultural sensitivity and local insights are crucial. The Middle East is home to a diverse range of cultures and traditions, and it’s important to ensure that events resonate with both local and international audiences. This means designing exhibitions and experiences that respect the region’s customs while also being globally relevant. For instance, respecting religious observances, incorporating regional aesthetics, and considering the climate are all factors that impact event planning and design.

Q: How has the pandemic affected the event landscape in the Middle East, and what changes have you seen?

Lee Forde: The pandemic pushed the entire industry to rethink how we approach live events. Virtual events exploded in popularity, and now hybrid events are becoming the new norm. Organizers have learned to adapt quickly to changing circumstances. In the Middle East, we saw a rapid recovery compared to other regions, thanks to the proactive measures taken by governments. Now, there’s more emphasis on ensuring safety, health protocols, and contingency planning, but at the same time, we’re seeing a resurgence in large-scale live events as restrictions ease.

Q: What unique opportunities does the Middle East offer for brands and event organizers?

Lee Forde: The Middle East offers brands unparalleled access to a young, tech-savvy, and affluent audience. The region’s strategic location also allows for cross-border events, serving as a gateway to Europe, Asia, and Africa. The growing tourism sector, particularly in Dubai and Saudi Arabia, is also driving demand for immersive and innovative experiences. There’s also the opportunity to engage in high-profile events tied to cultural milestones, such as Expo 2020 Dubai or FIFA World Cup 2022 in Qatar, which bring global attention to the region.

Q: Looking ahead, what do you think the future holds for exhibitions and live events in the Middle East?

Lee Forde: I believe we’ll continue to see a blend of physical and digital experiences, where virtual elements will remain a part of the overall event landscape. However, the focus will be on delivering exceptional live, in-person experiences. The Middle East’s commitment to becoming a global events hub, combined with its infrastructure development, makes it an exciting place for future growth. As a company, we’re looking forward to helping brands deliver innovative, culturally relevant, and unforgettable experiences in the region.