ADEXA 2011 – Nurturing UAE Talent

A three day exhibition training gathered for the first time ADNEC high potential managers as well as members from top management in an interactive format.

Topics dealt with ranged from the unique selling propositions of exhibitions, specific marketing, branding and sales challenges to the value of independent event audit, sustainable venue management and international exhibition markets and players. The workshop addressed as well very practical issues of day to day work via case studies asmatters of major strategic importance to ADNEC.

ADEXA was presented from 10 – 12 May 2011 by ITA, the International Trade FairAcademy from Berlin, Germany, ITA lecturers were Hermann Kresse, former CEO of AUMA and current President & CEO of KME Consulting Group and John Mikstay, Manager Events Audit at BPA Worldwide from Shelton, USA.

Mike Burton, ADNEC’s HR Director, stated: “The workshop brought great value to all participants and was a useful way to enhance the exchange of ideas and to raise topics that we wouldn’t have otherwise aired”.

ADNEC’s new Chief Operating Officer Mr. Khaled Ali Al Hashemi, having joined the company only recently, was one of the senior managers benefiting from the interaction and participated fully in both discussing  the more  practical as well as  strategic benchmarks of the industry.

International Exhibition Night

The International Reception in the evening of the second ADEXA day brought together around 80 participants from the industry, including ADNEC partners from the hospitality sector and representatives of exhibition organisers active in Abu Dhabi. They had the opportunity to actively participate at a high ranking panel discussion with the participation of

• Stuart Wilkinson, BPA Director for Europe, the Middle East and Africa
• Nicky Mason, Commercial Director IIR Middle East
• Christina Anthony, ADNEC’s Director of Sales & Marketing and
• Ibrahim Al Khaldi, Manager UFI Regional Office for Middle East/Africa

The panel addressed the current political and economic challenges of the exhibition industry in the Middle East, the issue of the economic impact of trade shows and exhibitions for specific regions as well as the strategic position of ADNEC and the future development of Abu Dhabi as a destination, including the perspective of an optimal cooperation with other facilities in the Emirate, such as the Ferrari World Complex at YAS Island.