Nexus chooses Abu Dhabi for launch of 'Exhibition Reinvention' project

It is planning exhibitions for the Sports, Infrastructure, Broadcast and Franchise sectors, all before the end of 2009.

"I believe the region's exhibition industry is in danger of becoming formulaic and over-bureaucratic," says Neil Manwaring, Managing Director of Nexus.

"Clients want new ideas, they want innovation and they want entrepreneurial vision. Above all they want a tangible return on investment. Nexus wants to deliver this fresh thinking to the industry."

Manwaring says the UAE's capital is a perfect match, with the new Abu Dhabi Exhibition Centre now up and running, and Etihad committed to bringing in business visitors.

"Abu Dhabi National Exhibition Company shares this vision," says Manwaring. "It sees there is an opportunity to deliver new standards and has a desire to think differently. The ADNEC is a great facility with an experienced management team."

The massive increase in available exhibition space - between 2006 and 2009 there will be a 77% rise in space in the GCC - means event organizers will have to think creatively to attract business.

The UAE alone will account for two thirds of GCC exhibition space by 2009. "There is a danger of Exhibition Fatigue," says Manwaring.

"There is an assumption that the only way for an event to be better, is to become bigger," he says. "I'm not sure this reflects the best interest of the visitor or the exhibitor. Nexus wants to challenge this thinking."