Saudi Arabia’s Emerging Expo

After a long break, Lift City Expo Jeddah took place at Hilton Hotel in Jeddah between September 4-7.

Saudi Arabia, the largest country of the Arabian Peninsula, has recently been going through great changes. Crown Prince Mohammed bin Salman has driven many changes in the country, both economically and socially. Following the Crown Prince’s declaration that “We will return to moderate Islam” years ago, women in the country started to be granted some rights in social life. The rights granted to women such as the right to smoke hookahs, watch football matches and drive automobiles were perceived as a sign of great change in the country. In parallel with these positive social changes, Saudi Arabia is also rapidly moving towards its “Vision 2030” goal of a sustainable economy beyond oil, launched in 2016. Saudi Arabia’s new projects worth over US$500 billion, especially NEOM, Diriyah Gate, Qiddiya, Amalla and Red Sea, which are among the 2030 Vision projects of Saudi Arabia, have boosted not only the construction companies all over the world but also the constructions of the lift and escalator industry.

At a time when growth rates in construction giant China and other developing countries are declining, Saudi Arabia is attracting all the attention, standing out as the shining star. The changes were apparent even before we arrived in Jeddah, where the last expo was held in early 2017. While I had to deal with a difficult and time-consuming visa process before arriving in the country four years ago, it was quite a relief to be able to enter the country with a visa application at the airport without any procedure this time. As part of these changes, Saudi Arabia implemented the practice of border gate visas last year for citizens of developed economies such as Europe and the U.S. and for citizens of other countries who hold an active Schengen visa, U.S. visa or U.K. visa. 

The 3,600-m2 hall and foyer area of the Jeddah Hilton was completely filled with 97 companies from China, Saudi Arabia, Türkiye, India, Egypt, Kuwait, Italy and the U.A.E. exhibiting their latest products and technologies.

Another point that caught my attention at the airport and on the way to the expo hotel was the fact that women, most of whom were foreign citizens, could freely walk around the country with their heads uncovered. Guests who entered the air-conditioned hotel, with temperatures outside at 48° C along with the humidity, did not want to go outside again. The 3,600 m2 Hilton Hall and foyer area of the Hilton Hotel was completely filled, with 97 companies from China, Saudi Arabia, Türkiye, India, Egypt, Kuwait, Italy and the U.A.E. exhibiting their latest products and technologies in the expo. The interest in the expo was so overwhelming that many companies that could not find a booth said that they had to be content with coming as a visitor. For this reason, Ahmed Rami, general manager of the organizer ACT (Advanced Creators for Trade Fairs & Conferences L.L.C.), stated that they are very pleased with this massive interest and that the next expo will be held at the Jeddah Exhibition Center and not in a hotel. 

Thousands of visitors mainly from Saudi Arabia and the Gulf countries, as well as from North Africa, India, Europe and Türkiye visited the four-day long expo. The most remarkable aspect of the expo was the fact that approximately 60% of the exhibitors were Chinese companies. Chinese companies, both with small and large booths, were in a fierce competition to get their shares of the giant cake in Saudi Arabia. It seems challenging for Western companies to compete with the prices they are offering, thanks to recent government subsidies. However, the fact that projects in the country are not price-oriented and that quality and safety are also prioritized constitutes a large market for European manufacturers, as well. There was also a great deal of interest from Türkiye, which plays a major role in the production of components. The companies participating in the expo from Türkiye this year were Akış, Alyans, Artı Kasnak, Çelikray, Dörtlü Asansör, First Lifts, İleri, Özbay, Özbeşler, Selkas and Türkray.

After hosting an expo in Riyadh next year, ACT will organize the next leg of the Jeddah Expo in 2025.