New Prolight + Sound Middle East event announced

Messe Frankfurt has launched a new Prolight + Sound Middle East tradeshow following its acquisition and rebrand of PALME Middle East.

The inaugural edition of Prolight + Sound Middle East 2016 will run from 31 October to 2 November at the Dubai International Convention and Exhibition Centre.

Prolight + Sound Middle East takes Messe Frankfurt Middle East’s portfolio of Dubai-based events to ten, and will cater to the burgeoning demand for professional services and cutting-edge technology in the fast-growing events, entertainment and audio-visual industry in the region.

“With the region becoming a major destination for high-profile events, and set to host large-scale international gatherings such as the Dubai Expo 2020 and the FIFA World Cup 2022, demand for leading-edge technology and high-quality sound and light products is on the increase from event organisers, retail chains and venue operators,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East. “We have brought Prolight + Sound to Dubai in order to bring leading international suppliers in touch with a wide range of prospective clients from across the region.”

The booming entertainment and hospitality sectors, major retail developments and the ‘buzzing’ events circuit across the territory is further driving demand for the latest audio-visual solutions and technology to power their stages and events, Messe Frankfurt says. The region, with its multicultural population, is also a major destination for a large number of international artists and performers, as well as cultural troupes and myriad international sporting events, all of which increase demand for high quality sound and light solution providers as well as rental providers and operators.

It’s estimated that the Middle East and African audiovisual (AV) market is among the fastest growing worldwide; according to InfoComm International, the regional AV market was valued at $2.79 billion in 2012, and is expected be worth $4.63 billion by 2016, growing at a compound annual growth rate of 13%.

According to InfoComm, the UAE’s AV market alone is projected to grow from $700 million in 2012 to $1.24 billion in 2016, making it the fastest-growing in the Middle East.

The new Middle East show becomes the fifth annual Prolight + Sound event on the industry calendar, joining the other established fairs in Frankfurt, Guangzhou, Moscow, and Shanghai. Together, these exhibitions marked a new record for the Prolight + Sound brand in 2015, attracting more than 147,000 visitors and around 2,800 exhibitors in total.