A Warm Welcome

The Elevator Show Dubai’s inaugural expo welcomes global crowd, exceeds expectations.

The inaugural The Elevator Show (TES) Dubai took place on September 16-18 at the world-class Dubai World Trade Centre (DWTC) in Dubai, U.A.E., amid plenty of warmth — both from the enthusiastic exhibitors and attendees and the balmy, end-of-summer weather. The saying, “Good things come to those who wait,” applies here, as the exposition premiered nearly six years after it was initially conceived. Much delayed due to the COVID-19 pandemic and all the restrictions and logistical complications that came with it, the event proved well worth the wait, as by all accounts it was a resounding success. 

Organized by Elevator World, Inc., the leading publisher for the international vertical-transportation (VT) industry for more than 71 years, and AFAG Messen und Ausstellungen (AFAG), organizer of the world’s leading trade fair, interlift, TES Dubai was meant to serve the ever-growing Middle East and North Africa market in a city that is both accessible and business friendly. It seemed to have hit its mark, as the three-day expo welcomed 110 exhibitors from 14 countries and 3,700 visitors from around the world. 

Proving even more global and diverse in nature than anticipated, TES Dubai welcomed visitors from 72 countries, making it one of the most international expositions serving the VT industry today. According to organizers, this confirmed the event was filling a real need in the sector and the region. T. Bruce MacKinnon, CEO/president of Elevator World, Inc., said:

“It is humbling to be a part of the inaugural TES Dubai, and even more impressive that it has been so fruitful for all involved. As the global media for this industry and organizing partner of TES, it lifts my spirits to know this event is filling a real need. Elevator World, Inc., has been very careful in its partnerships and pursuits, as it is vitally important to us to continue to be an independent voice for the global industry. I am personally very thankful for all the exhibitors and attendees and our partner, AFAG, for their trust in us.” 

Henning and Thilo Könicke, managing directors of AFAG, shared many of MacKinnon’s sentiments, adding: 

“We are delighted with the success of AFAG’s first trade fair abroad. The quality of service in Dubai and the internationality of the exhibitors and visitors were outstanding, and pleasantly surprised us.”

TES Dubai got underway on the morning of September 16 with a ribbon-cutting ceremony attended by organizers, international VT association representatives, exhibitors and friends. After years of anticipation, everyone cheered the event’s actual commencement. Doors opened to DWTC’s Za’abeel Hall 6 at 10 a.m., and visitors started a steady stream into the hall that was filled to its capacity with exhibitors. Greeters at the entrance couldn’t have been more cheerful and helpful, and all felt we were off to a smooth and successful start. By lunchtime, the hall was bustling and remained that way until the end of the day.

TES Dubai’s focus this year was on components, and exhibitors, ranging from global OEMs to family-owned companies, showcased their latest products. The largest percentage of exhibitors — more than 25 — hailed from China, followed by Türkiye with 20, Italy with 14 and the U.A.E. with 12. Exhibitors from Belgium, Canada, Germany, India, Lichtenstein, Lithuania, South Korea, Switzerland, the U.K. and the U.S. were also in attendance. In addition, several major VT associations, representing hundreds of small to medium-sized elevator enterprises, exhibited and were able to connect and visit with attendees. Having country pavilions, including Chinese, German and Italian pavilions, made navigating the hall that much easier for visitors.   

Attendance at the show’s first day was enough to quell anyone’s doubts about the venture and its future. The exhibitors your author spoke with near the end of day one were pleased with the exposure they were receiving to an international crowd and the business they were able to conduct. The Peelle Co. VP of Marketing Michael J. Ryan expressed his surprise at the number of attendees and their range of nationalities:

“I thought attendees would be more local, but the show has a very international, interlift-like feel to it. I think the location has a lot to do with it. Many people who have trouble coming to Europe or the U.S. can easily access Dubai. For us, this has led to many people who are seeing our product for the first time. We’re used to people at other trade shows knowing our product and coming to visit our booth with specific needs and products in mind, so this is a different experience.” 

According to Janne Piiroinen, sales director, Wittur EMEA, exhibiting at the event proved to be a positive experience:  

“Being in Dubai allows us to forge valuable connections with a diverse range of customers and industry partners, as well as showcase our innovative products, such as the ElevatorSense^® Digital companion to elevator installers and the Wittur ESG electro-mechanical activated safety gear, together with our range of doors and drives. The discussions we engaged in were not only insightful, but also established promising business opportunities that align with our commitment to innovation and excellence.”

That evening, many companies, associations, country pavilions members and associates took the opportunity to be together in Dubai to have dinner or sightsee. It was a festive occasion for many, some visiting Dubai for the first time, others able to enjoy some face-to-face time with colleagues and customers they had not often, or ever, met in person. It was not lost on us first-time visitors that we were in the city with the world’s tallest building, the Burj Khalifa, along with other architectural marvels, including the Dubai Frame and the Museum of the Future, among others. It was a treat to enjoy dinner with members of the German pavilion overlooking views of the Burj Khalifa. To ascend it, which your author got to do before TES Dubai began, was an amazing experience. Dubai proved to be a hospitable, service-oriented city that was easy to navigate with so much to see. International and cosmopolitan, the city was diverse in its residents, tourists, cuisine and attractions. There wasn’t a dull moment unless you chose one.

Proving even more global and diverse in nature than anticipated, TES Dubai welcomed visitors from 72 countries, making it one of the most international expositions serving the VT industry. 

Days two and three of TES Dubai welcomed equally large crowds and fruitful meetings at booths or over lunch at the on-site café. According to Fieldboss’ Johnathan Taub, the real success of the event was in its ability to overcome political and cultural barriers: 

“It’s been amazing here. I have had the opportunity to meet so many people I’d have never met. I have met with the owner of a company based in Uganda, for instance, and with Filipino women who run the back office of a local U.A.E. company. It’s an elevated experience. Everyone is happy and gracious. And everyone can meet here. Even when there are difficulties in the world, you can come here and get a sense of things being okay.” 

A visit from a member of the Dubai royal family created quite a buzz throughout the hall on the expo’s final day. Surrounded by his team and security, His Highness Sheikh Mansoor bin Mohammed bin Rashid Al Maktoum, prince of Dubai, toured the hall on the afternoon of September 18. He is the son of H.H. Sheikh Mohammed bin Rashid Al Maktoum, the Ruler of Dubai and vice president and prime minister of the U.A.E. The prince visited many booths and interacted with exhibitors, expressing an interest in and asking questions about the new technology offered by them. The Al Maktoum family is the leading royal family in the U.A.E., and active, prominent members of society, and, according to organizers, it was a surprise and honor that he visited TES Dubai.

There was a different sort of buzz generating that last afternoon, as well. Many attendees were already starting to inquire about the 2026 event and the possibility of increasing the size of TES Dubai’s second iteration. Visitors hoping to turn into exhibitors in 2026 and exhibitors hoping for larger stands in the next iteration made their thoughts known to the organizers, who were happy to entertain the idea. For Massimo Santambrogio, general manager of Sicor Italy S.r.l., who enjoyed a prolonged visit from HH Sheikh Mansoor Bin Mohammed bin Rashid Al Maktoum at his stand, TES Dubai’s professional and collaborative atmosphere was appreciated and enhanced the overall experience for Sicor:  

“The event was impeccably organized, allowing us to present our company in the best possible way and to connect with numerous potential clients and partners. The care and attention given to every aspect of the event were evident, contributing to a professional and stimulating environment for all participants. A special thank you goes to [the organizers], who were always available and attentive to our every need, making the overall experience extremely positive. We are confident that the contacts and opportunities that emerged during the event will be highly beneficial for us, and we look forward to participating in future editions.”

Similarly, Zhang Lexiang, general secretary, China Elevator Association, stands ready to return to TES Dubai: 

“Chinese exhibitors were pleased with the outcomes of the event, returning home with a rich harvest, and look forward with anticipation to the next edition of the exhibition in two years, which promises to be even bigger. We eagerly anticipate our next gathering at TES Dubai, where we will together witness the growth and prosperity of the industry.”

The next TES Dubai will take place on September 21-23, 2026, at the DWTC, and your author is happy to report that there will indeed be nearly double the exhibition space for that iteration. For more information on the 2026 event, visit Elevator Show Dubai. 

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