Messe Düsseldorf Enters Middle East with Dubai Assistive Tech Expo Partnership

Editorial Team

Last updated 28-10-2025

3 min

Messe Düsseldorf partners with UAE's Nadd Al Shiba to reshape the exhibition landscape.

The partnership enhances Dubai's global role in assistive technology, creating jobs and investment opportunities.

The collaboration aligns with Dubai's D33 Agenda, aiming for global leadership by 2033.

It promises richer content and strengthens connections between Europe, China, and the Gulf region.

This move signifies collaboration as the key driver for MENA's economic and technological growth.

Germany’s Messe Düsseldorf GmbH has joined hands with UAE’s Nadd Al Shiba PR & Event Management in a new strategic partnership that could well reshape the region’s exhibition landscape. Under the agreement, the German powerhouse takes a stake in Dubai’s AccessAbilities Expo — a move that not only cements Dubai’s growing global influence in assistive technology but also promises new jobs and fresh flows of foreign investment.

The announcement came during the seventh edition of the AccessAbilities Expo at Dubai World Trade Centre, held under the patronage of H.H. Sheikh Ahmed bin Saeed Al Maktoum. Messe Düsseldorf, well-known for organising REHACARE International in Germany, is stepping into the Middle East market for the first time through this tie-up. For anyone who’s followed Dubai’s steady climb as an innovation hub, this feels like the missing puzzle piece finally snapping into place.

Ghassan Suleiman Amhaz, Nadd Al Shiba’s CEO, described the partnership as a big step forward in bringing the “best international technologies and rehabilitation practices” to the region. His point was spot on — bridging global expertise with local ambition could do wonders for People of Determination and senior citizens across the Middle East. He also hinted the deal aligns neatly with Dubai’s D33 Agenda, the city’s bold plan to become the world’s best for living, working and tourism by 2033.

From Messe Düsseldorf’s side, President and CEO Wolfram N. Diener said the alliance connects two major expos and “strengthens our presence in the region.” In plain terms, it’ll mean richer content, more exhibitors and a stronger exchange of ideas between Europe, China, and the Gulf. I reckon that blend of perspectives could stir up some pretty exciting innovation.

And believe it or not, this isn’t just about shows and stages. The partnership goes deeper — into jobs, technology transfer, and purpose-driven business. Dubai’s D33 vision calls for AED 32 trillion in economic growth over ten years, along with tighter links to 400 global cities. This move certainly ticks a few of those boxes.

As someone who’s watched MENA’s startup scene evolve for years through Arageek, I can’t help but see this as a strong signal: collaboration, not competition, will drive the next phase of growth. Of course, putting all the gears in motion might be a bit of a faff at first — cultural nuances, regulatory hoops, all that jazz — but the long-term payoff seems too good to ignore.

Well… I mean, no partnership’s perfect, and there’s bound to be the odd hiccup along the way (definately). But if the aim is to empower communities and enhance quality of life, this one looks like it’s heading in the right direction.

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