Dubai 2005 becomes the multi-billion dollar business show

The pavilion will debut at Dubai 2007, the 10th international aerospace exhibition, which will be held at Airport Expo from November 11-15, 2007.

"We have researched this thoroughly with industry segment members who believe their own pavilion will reflect the growing market demand throughout the Middle East and India for both commercial and private aircraft - this is another example of the Dubai air show evolving to better serve the industry it partners,"

said Virginia Kern, Chairman, F&E.

And the initiative was immediately welcomed by the interiors sector. "We are very open to the idea which could work well for the industry by focusing genuine interest on the pavilion," said Marco Tonucci, Area Sales Manager, Aviointeriors. "The Middle East market for my product category - aircraft seating - is now worth around US $500 million."

And as the curtain came down on the order record-breaking Dubai 2005, all the signs were that Dubai 2007 could witness even further growth.

First to sign up for the show was Sweden's Saab AB, the major defence company in northern Europe.

"This early commitment is in response to the increasing interest in Saab products from within the Middle East," explained Peter Millar, President, Saab International Middle East. "It is likely that our presence will be larger than at Dubai 2005 if the rate of interest in Saab from within the region continues. By moving quickly we have ensured we have one of the better slots for Dubai 2007."

And even before Dubai 2005 closed, more than 20 companies had signalled their commitment to Dubai 2007, many talking of expansion.

"All those we have spoken with want larger stands, some who did not have chalets now want them and the signs are good. It could mean we have our work cut out accommodating demand but that's a great position to be in," said Alison Weller, Director Aerospace, F&E.

Dubai 2005 was the largest Dubai air show to date with 726 exhibitors from 46 countries, 15 national pavilions - three of which, Austria, Turkey and India were new to the show, new training & simulation and unmanned aerial vehicle pavilions, an expanded delegations programme featuring civil aviation chiefs, airline presidents, Ministers of Defence, Chiefs of Staff and air force commanders from 88 countries and over 100 aircraft on display, including some 40 business jets. Some 130 exhibitors - 20% of the profile - were new to the show with first-time participation from Australia, Austria, Korea, Lithuania, Malaysia, Mauritius, the Philippines, Slovak Republic and Oman.

The show was 25% larger in exhibitor space than Dubai 2003 with growth having been accommodated through the building of a third hall - Central Hall at Airport Expo Dubai.

In his message to participants, HH Sheikh Ahmed bin Saeed Al Maktoum, President, Department of Civil Aviation, Government of Dubai and Chairman of the Emirates Group spoke of the buoyancy of the Middle East's aviation sector.

"The impressive double-digit growth in the air show's exhibitor profile this year underlines the meteoric development taking place within the Middle East's civil aviation sector. Region-wide the sector is witnessing airport new build, refurbishment and expansion, as well as the launch of new airlines and fleet upgrades and development among existing carriers. The industry has truly come of age within this region and has undoubtedly made its mark on the international aviation scene. Given the ambitious plans of the region to expand both its commercial and tourism base, I see no let up in this growth," he said.

The Dubai 2005 programme was the busiest and most productive yet in the Dubai air show's history. It began a day prior to the actual opening of the show with the staging of two important conferences - the Middle East Air Chiefs conference and the inaugural Middle East Business Aviation (MEBA) conference.

The eyes of the defence industry focused on the Middle East Air Chiefs Conference, organised by Defense News with no less than eight air chiefs from around the world addressing delegates.

And in a message to delegates, His Highness Sheikh Mohammed bin Rashid Al Maktoum, underlined the importance the UAE plays on adequate defence maintenance.

"The UAE is booming," said the message, "this is testimony to the right policy, but also a reason to stay alert..... to any possible threat to this security."

The keynote address at the conference was delivered by Major General Khaled Al Bu-Ainain, Commander, UAE AFAD who told the audience that the United Arab Emirates Air Force and Air Defence is working to shift from platform-oriented thinking to network-centric principles.

And while the defence industry was mulling over 'Modern Air Power: Strategy & Tactics,' the business aviation industry was converging on MEBA where they heard an industry forecast from its joint patron, His Highness Sheikh Ahmed Bin Saeed Al Maktoum.

"Currently it is estimated that around 250 private jets are operated in the GCC - and our forecasts are that this should reach 300 by the end of next year," said Sheikh Ahmed. "The Middle East is emerging as a key market for executive aviation, with growth estimated as much as 22% in some months."

His Highness said demand would fuel change and enhance competition in the local business aviation scene. "Joint ventures and partnership will be the order of the day in the coming years," he added.

Sheikh Ahmed said MEBA was "the right event, in the right place at the right time." The F&E initiative was hosted by Royal Jet, the Abu Dhabi-based luxury executive flight services company and jointly patronised by its Chairman, His Highness Sheikh Hamdan Bin Mubarak Al Nahyan, the UAE Minister for Public Works.

And Saudi Arabia's National Air Services used MEBA as a public relations platform to announce firm commitments for five Airbus A318 Elites with an option for five more.

F&E is now looking to build on the success of the first MEBA with Chairman Virginia Kern saying: "Though a new initiative, we believe MEBA will be further developed and look forward to being able to announce plans for its expansion in the not too distant future."

Then the curtain rose on Dubai 2005 with the official opening carried out by HH Sheikh Mohammed bin Rashid Al Maktoum who gave the show, which ran from November 20-24, its first major order push.

His Highness broke off from his official show tour to join the announcement that Emirates had placed firm orders for 42 Boeing 777 aircraft - the largest-ever order for the Boeing 777 family in a deal worth around US $9.7 billion at list prices. It was a headline grabbing order in true Dubai style and set the pace for an unprecedented on-site order disclosure book which eventually topped US $21.3 billion - the highest ever for a Dubai air show surpassing its previous Dubai 2001 peak by over US $6 billion.

Later Emirates also signed an agreement, valued at US $2 billion, to purchase GE90-115B jet engines for all the carriers' 777s.

"The pace of orders was terrific and clearly lived up to the event's positioning as the fastest-growing air show, in the world's fastest-growing aerospace region with the world's fastest-growing airlines," explained Weller.

Days two, three and four maintained the hectic pace with the 1,000 plus media corps covering the event scurrying between one press conference and another.

By the end of day three - Dubai 2005 - had entered the Dubai air show record books with orders from Emirates, private Indian carrier Kingfisher Airlines, Boeing and International Lease Finance Corporation, Low Cost Aircraft Leasing, Airbus, Sukhoi, Bexair and Northrop Grumman. And the pace was maintained right up until the end when just two hours before the show closed, Jordan Aviation announced it had signed a deal, worth around US $500,000 for the purchase of two Seeker Sb7-360 surveillance aircraft from Seabird Aviation of Jordan.

"The final order book could be worth much more as deals negotiated will be concluded later," explained Weller. "In addition there were literally scores of announcements of new facilities, services, joint ventures and the launch of a low cost carrier for Saudi Arabia - it was an extremely focused business show."

Dubai 2005 also exceeded anticipated visitor levels. Over 35,000 professional trade visitors from over 100 countries had attended - 5,000 more than expected and 7,000 more than the Dubai 2003 turnout.

"This in itself is a key weathervane to the growth in the Middle East's indigenous aerospace sector," said Weller.

The show had also hosted its biggest ever delegations programme with some of the region's key decision-makers in the limelight. In his first Dubai air show visit, ex-Iraqi Prime Minister Iyad Allawi, making a private visit, hinted at his country's need for a radical reconstruction of its commercial and military aviation industry with a multi-billion dollar investment 10-year programme.

"Iraq's air forces and national airline will require a multi-billion dollar investment for the long-term restructuring programme," said the ex-Premier.

And the show's reputation as a high profile public relations forum was underlined by Jebel Ali Airport City (JAAC), which used Dubai 2005 for its international launch.

JAAC Directors said they were inundated with requests for meetings and detail information about the visionary 140 square kilometre development following the launch.

"Since our news hit the local, regional and international media, we received massive interest from throughout the Middle East from a diverse industry portfolio spanning logistics, real estate, aviation, training and ground-handling sectors," said Abdulla AlFalasi, Director of Corporate Communications, JAAC.

The flying display highlights were dominated by the Middle East debut of the giant Airbus A380 superjumbo which flew in Emirates colours but also featured the regional debut of the new generation Gripen fighter jet, the very latest version of Russia's MiG 29 SMT multifunctional combat aircraft, Agusta Westland's EH101 helicopter, the Pilatus PC - 21 and the Korean T-50 Golden Eagle advanced trainer.

South Korean Prime Minister Lee Hoe Chan visited the show to support the T-50 debut. "This was a great platform for the international debut of the T-50," he said. "It gave us worldwide recognition which will help build its profile in the aerospace industry."

The daily flying display was alternately opened and closed by the celebrated aerobatics squad Patrouille de France.

Tributes to the show were quick to pour in from all sectors.

"Dubai 2005 met all our expectations in terms of the quality and number of visitors," said Terry Holland, Regional Executive for Rolls-Royce. "This was not a show of major announcements for us, but it was the ideal venue to discuss future business opportunities."

And the future was on many exhibitors lips. "We negotiated a number of deals which we hope to conclude and announce following the show," said Bob Goodacre, Manager Organisational Development & Procedures, Al Salam Aircraft Company, Saudi Arabia.

For others, the show's regional reach was the acid test. "As the Middle East constitutes close to 50% of the revenue for MiG we attach significant importance to this buoyant region," said Alexey Federov, Director General - Design, MiG. "As Russian companies continue to increase their presence in the Middle East, we find the Dubai air show is the premier vehicle for us to showcase our products and solutions, develop and strengthen relationships and explore our possibilities with the leading decision makers of the region. Dubai 2005 commanded a very high quality of visitors and exhibitors and we were happy to be part of it."

For others, the delegations programme was the most productive part of the equation.

"Dubai 2005 demonstrated its ability to attract the highest levels of interest and attendance from across the Middle East, North Africa and Asia, including key political and military decision-makers," said Simon Keith, Regional Managing Director, BAE Systems Middle East.

For Brazilian plane-maker Embraer, the show more than delivered on its first investment in a Dubai air show chalet.

"Obviously we were looking to achieve some return on the expenditure and the first two days alone delivered this objective. The interest was incredible," said Stephane Guilbaud, Corporate Communications Manager, Embraer.

High profile delegation leaders also gave the show the seal of approval. These included Lt General, His Highness Prince Feisal Bin Hussein Al Husseini, Special Assistant to the Chairman of Jordan's Joint Chief of Staff.

"Royal Jordanian talked to a number of people here - Airbus, Bombardier and Embraer in connection with evaluations for its regional jet programme. We also talked to the Dutch air force to explore the possibility of buying aircraft.

"The Jordanian pavilion worked well and hopefully this will expand in the future - but the country's presence was felt. So, all in all, it was a very good and busy show."

And for His Excellency Sheikh Nahyan Bin Mubarak Al Nahyan, the UAE's Minister of Higher Education, the show was undoubtedly world-class.

"This was one of the most successful air shows in the world on all levels from the organisation to the business that was concluded. It was a great platform for us to review the very latest global aviation industry developments. And the growth in the number of exhibitors demonstrated quite clearly that the aviation industry has trust in the UAE,"

he said.

The Dubai air show is organised by F&E in conjunction with the Department of Civil Aviation, Government of Dubai and in co-operation with the UAE Armed Forces.