Posted on July 10, 2014

Seven years and 15 editions after inception, the Middle East's trusted deal facilitating initiative for the hospitality sector, has gotten a makeover.

The former Middle East Hospitality Expansion Congress (popularly known as MEHEC) unveiled its new look and name, the Hospitality Expansion - Middle East. The initiative now takes place in several Middle Eastern growth markets, and this change has paved the way to enhance the brand's individual identity across its operating areas in UAE, Saudi Arabia, and Qatar under the new ubiquitous umbrella.

"There are a host of trade shows and exhibitions serving the Middle East hospitality industry that serve their purpose of providing brand promotional and networking platforms by helping local and international suppliers to create brand awareness in the market. But the suppliers also need a dedicated one-to-one meetings platform that enables them to secure business. So, after six years of developing a strong relationship with hospitality industry across the Middle East and Asia, we have put together all our hospitality initiatives under the single brand called Hospitality Expansion," said Mohammed Saleem, head of hospitality and design series at naseba.

Hospitality and design series of initiatives are organised by French deal facilitation group, naseba, from its regional offices in Dubai and Bangalore. "naseba hospitality summits have been supported by prominent government agencies such as the Qatar Tourism Authority, Saudi Commission for Tourism and Antiquities, Ministry of Tourism - India, International Hotel and Restaurant Association, Turkish Tourism Investors Association, and many more.”

Regional summit re-brands itself 2 [].jpg“These summits have a proven track record of providing deal facilitation and knowledge sharing platforms in growth markets focused mainly on new hotel projects and expansion plans in existing hotels - hence the name Hospitality Expansion," added Mohammed Saleem. Middle East is fast becoming a favourite tourist destination to MICE and shopping travellers given its investment in airports and infrastructure as well as planned future mega events including EXPO 2020 and World Cup 2022.

The Department of Tourism and Commerce Marketing (DTCM), estimates a requirement for 140,000 to 160,000 new rooms by 2020 in Dubai, with a further 10,000 plus rooms that need to undergo refurbishment prior to the Expo 2020. Following the subsequent increase in demand for hospitality products and solutions in the UAE, surpassing that of Qatar, the sixteenth edition of Hospitality Expansion is taking place in Dubai this November.

Contrary to regular exhibitions and trade shows, this 2-day initiative gives direct access to more than 100 buyers, all of whom having a confirmed solution requirement, budget allocated, and a commitment to buy within next 6 months. “The summit has been moved from its usual venue Doha to Dubai this year keeping in mind the mega hospitality projects in the country as well as to provide the right platform to do business. The summit format is slightly tweaked to introduce think-tank sessions that enable knowledge sharing along with expert keynote presentations and pre-arranged business meetings,” explained Saleem.

Learn more about the initiative on