EuroShop, the global retail trade fair brand, will extend its international presence with the inaugural edition of EuroShop Middle East, taking place in Dubai from 26 to 28 October 2026.
Positioned as a key platform for the Middle East retail sector, the new event will focus on areas including store fitting, lighting, retail technology, marketing, food service equipment, energy management and exhibition services. The launch reflects growing demand in the Gulf region for sector-specific trade events, particularly as retail continues to evolve rapidly across the UAE.
“EuroShop Middle East will be a first-class platform for companies wishing to present themselves at one of the fastest growing business and retail locations in the world,” said Petra Cullmann, Executive Director at Messe Düsseldorf. “Our proven EuroShop offerings and structures combined with local know-how provide ideal prerequisites for sustainable success in this highly attractive market environment.”
The new trade fair will be organised by a dedicated regional entity, Messe Düsseldorf Connex Gulf Exhibition Organizing LLC, also known as the Messe Düsseldorf Gulf Office, which was established to support the company’s expansion in the Gulf region.
“Securing EuroShop Middle East 2026 at the Dubai World Trade Centre marks a significant milestone in our Gulf region strategy. This is just the beginning – our aim is to bring more leading global exhibition brands to the region in the near future,” said Tarek Sibai, Managing Director of Messe Düsseldorf Gulf Office.
Dubai’s geographic location and infrastructure are cited as key factors in the decision. The city continues to establish itself as a global centre for retail, supported by a growing innovation ecosystem and a well-developed trade and logistics network. The choice of Dubai is expected to attract both regional and international participants to the event.
According to market research firm MBB, the United Arab Emirates is projected to experience an average growth rate of 5.7 per cent by 2026, reaching a market volume of approximately USD 370 billion. These forecasts underscore the potential value of the retail sector in the region and the strategic timing of EuroShop’s entry into the market.
