German trade fairs aim to cash in on strong Saudi liquidity 

(MENAFN - Arab News) With Saudi Arabia's construction sector continuing to boom and its market ever expanding, thanks to its buoyant economy, German trade fair organizers are hopeful of attracting exhibitors and visitors from this part of the world on a large scale.

"We have had a good response from quality visitors and exhibitors from Saudi Arabia and elsewhere in the Middle East in our various trade fairs, and we hope the upcoming 6th edition of DOMOTEX Middle East scheduled in Dubai in September will follow the past successes," Andreas Hergenroether, delegate of German Industry & Commerce for Saudi Arabia & Yemen, told a press conference on the sidelines of a road show at the Jeddah Hilton.

DOMOTEX, he added, is the world's largest international trade fair for carpets and floor coverings held annually in Hannover, Shanghai and Dubai, which will unravel its annual Middle East edition at the Dubai International Convention & Exhibition Center from Sept. 12-14.

"DOMOTEX Middle East 2011 has established itself as the only annual trade fair of its kind that encompasses a plethora of world leaders in flooring and attracts visitors from the entire Middle East region, Africa and beyond," he said.

Six Saudi exhibitors, who export carpets to Europe, are among the fair's regular participants.

Organized jointly by the German-Saudi Arabian Liaison Office for Economic Affairs (AHK Saudi Arabia) and the Deutsche Messe Dubai Branch, the event will also feature expert speakers representing the flooring industry and allied sectors.

AHK Saudi Arabia, the official representative of German industry and commerce in Saudi Arabia and Yemen, is part of the German Chamber Network with 120 locations in 120 countries.

It provides services to companies from Germany, Saudi Arabia and Yemen and works for the mutual benefit of partner countries.

"We want increased participation of Saudis at the fair, which will further expand our bilateral trade," he said.

German exports to Saudi Arabia were 7.6 billion in 2010, up 20 percent, while Germany's imports from the Kingdom were 1 billion, mostly of oil and petroleum products.

Germany, with its 1 trillion euro global exports and 750 billion euro imports, remains the world's second biggest exporter after China, he added.

He said his office also offered assistance in the processing of visas for Saudis heading for such fairs wherever they are held.

Two-thirds of the world's major trade fairs are organized across Germany, which also boasts the world's largest trade fair venue in Hanover.

"Our core visitor delegates from the GCC region to the show comprises a large volume of trade professionals, high-end buyers and government officials from the Kingdom who use the annual edition of DOMOTEX Middle East to further expand their product portfolio in the Kingdom, source the latest innovations in flooring applications and conduct most of their years buying and ordering at the show," Angela Schaschen, managing director of Deutsche Messe-Dubai Branch, said.

The organizers are planning to stage DOMOTEX in Russia toward the end of 2013 and are also looking at the possibilities in Brazil.

"Saudi Arabia is moving forward at a rapid rate and its massive budget outlay of SR580 billion earmarked for infrastructural, economical, industrial and educational projects plus the country's forecasted inward investment of over 1 trillion via its accelerated growth program will result in huge demand for innovative and the latest in flooring and flooring applications," Schaschen added.

DOMOTEX Middle East 2011 will present a comprehensive selection of carpets and floor coverings including handmade and machine-made carpets, textile and resilient floor coverings, parquet and other wood floors, laminates, floors for sports arenas and sports facilities, machinery and technology natural stone marble and ceramic tiles, and fibers, yarns and textiles application and floor laying techniques and equipment.

The Middle East remains a key market for floor covering providers around the globe.

The region's construction industry is due to deliver projects worth 500 billion by 2015, providing a huge opportunity for the floor-covering sector.

Saied A. Bakadam of Jeddah-based Saied Ahmed Bakadam Establishment said he regularly visited DOMOTEX since its inception in Germany 1989.

"This is the largest show in the world and it is so well organized that a visitor can see the new trends, technologies and designs of products and services, all under one roof."