Thanks to the premier international exhibition designed to support, connect, and inspire the visual communications industry in the Middle East, Africa, and South Asia (MEASA) region, FESPA Middle East, the speciality print and signage sectors are experiencing phenomenal growth. As one of the very few industry’s top dedicated events that open the global print and signage business calendar at the beginning of each year, WHERE To Print caught up with Bazil Cassim, Regional Manager – FESPA Middle East & Africa (MEA), to know FESPA Middle East’s plans for the 2026 show coming up from 13 to 15 January 2026 at Dubai Exhibition Centre (DEC), Dubai, United Arab Emirates as well as other sundry issues within the region. Armed with over 20 years’ experience in organising trade shows across three continents, from the USA to Singapore, his response sums up this SPECIAL FEATURE INTERVIEW that also highlights why printers, sign-makers, and allied professionals should seize the opportunity presented by the upcoming show to prepare their businesses for growth and profits, just as FESPA commits to the industry’s growth. Read the excerpt below:
CONGRATULATIONS ON BRINGING THE GLOBAL PRINT AND SIGNAGE COMMUNITIES TO THE MIDDLE EAST. HOW DO YOU FEEL?
We are immensely proud of our efforts. We have consistently worked with stakeholders within the regional print industry, and from these valuable relationships, we have long recognised that the region lacked educational platforms and strong membership associations to support and empower print and signage businesses. FESPA, as a federation rooted in the visual communications sector, is positioned to bridge that gap. Our exhibitions are not just commercial gatherings, but a vehicle for industry progress, by providing educational and meaningful content on the show floor for printers and sign-makers to access. Beyond our trade events, we have been working to develop other activities and deliver informative resources within the MEASA region, so far through FESPA Leadership Exchange (FLEX) events and launching FESPA Direct. We are pleased individual professional can become part of the FESPA community, and direct membership provides access to an extensive library of educational resources like Technical Guides, the FESPA Print Census, Planet Friendly Guides, Club FESPA Online, podcasts, exclusive articles, as well as access to the Club FESPA Lounge at our exhibitions worldwide, creating opportunities to learn, network, and connect directly with global industry leaders.
LAST YEAR FESPA MIDDLE EAST WAS BIGGER AND BETTER ORGANISED THAN THE MAIDEN EDITION; HOW DID YOU GUYS PULL IT OFF?
It was a team effort, both in and outside FESPA. Our success truly belongs to the regional industry. We have been honoured to receive enthusiastic support from both the industry brands and suppliers, and the community overall, with print solution providers and sign-makers attending the show, and securing top-level experts to share insights within the expo conference. The FESPA Global Print Expo has been in the market for more than half a century. As a well-established, premium exhibition, it has been a benchmark for the industry, and we are pleased we are able to bring the same calibre event to this region. Unlike many other event organisers, FESPA operates on a reinvestment model, whereby profits from the exhibitions are reinvested back into the industry through our activities, focused on knowledge sharing and industry development. We have built trust within the community over decades, which has fostered strong collaboration and made the growth of FESPA Middle East possible.
AS THE THIRD EDITION IS SET TO RETURN TO THE MIDDLE EAST FROM 13 TO 15 JANUARY 2026 IN DUBAI, UAE, WHAT HAVE YOU LEARNT FROM THE LAST TWO EDITIONS TO MAKE THE NEXT EDITION VALUE-DRIVEN TO ALL PARTICIPANTS?
Understanding and listening to the industry is at the heart of what we do. FESPA constantly engages with the community on a global scale – these include, amongst others, specialty printers, sign-makers, Original Equipment Manufacturers (OEMs), distributors – and this helps us to identify the challenges and the needs of the market. We are able to recognise market shifts, technology priorities, and investment trends, which enable us to curate an exhibition that truly connects buyers with the right solutions. Through our FESPA Leadership Exchange ‘FLEX’ events in Saudi Arabia, Jordan, and Egypt, we hold conversations at a local level, too. Each city teaches us something new about the challenges and ambitions of its print community. Combined with tools such as the FESPA Print Census and insights from our 37 national associations, we are able to build a show floor that delivers relevant value year after year.
WHAT MAJOR STAKES FROM LAST YEAR’S SHOW ARE YOU BUILDING ON FOR NEXT YEAR, AND WHAT NEW IDEAS ARE YOU INCORPORATING IN NEXT YEAR’S SHOW?
The show is still in its infancy, but every year brings powerful learning. For 2026, we are placing stronger emphasis on soft signage and textile printing – areas where sustainable practices are becoming essential. Dubai is gearing up to align with the United Nations Sustainable Development Goals (UN SDGs) by 2029, and this is reshaping the ecosystem. The conference at FESPA Middle East will focus heavily on sustainability, personalisation, and technology, especially automation and AI – these are key topics that will define the next decade of visual communications.
GIVE US A BRIEF OF WHAT TO EXPECT AT NEXT YEAR’S SHOW IN TERMS OF FOOT SIZE, LOCAL AND INTERNATIONAL EXHIBITORS?
We are continuing to grow the regional community, and this includes travelling to Saudi Arabia, Jordan, and Egypt to identify and invite key decision-makers to the expo. For 2026, we expect over 3,000 visitors, with the majority being senior decision-makers seeking to source equipment, form partnerships, and shape industry development. On the exhibitor side, regional distributors will stand alongside leading global brands. More than 200 brands from across the world – from the USA to China – will be represented on the show floor.
FOR INTERNATIONAL VISITORS, WHAT ARRANGEMENTS ARE IN PLACE TO ENSURE SMOOTH TRAVEL, STRESS-FREE ACCOMMODATION, AND TRANSFERS TO AND FROM THE VENUE – DUBAI EXHIBITION CENTRE (DEC), EXPO CITY, DUBAI?
The DEC is set to become the largest indoor exhibition venue in the MEASA region by 2030. Its infrastructure already speaks for itself – more than 22 million people visited during the Dubai World Expo, proving its logistical efficiency. DEC is directly connected to the Dubai Metro, making it the most convenient and affordable mode of transport. Buses, taxis, and ride-hailing services are easily accessible. There are several hotels within walking distance of the halls, and dozens more along the metro line – with options to suit all budgets – ensuring visitors enjoy a comfortable, stress-free experience.
SPECIFICALLY, WHAT’S YOUR PLAN FOR VISITORS FROM AFRICA?
Africa holds a special place within the MEASA region, and we recognise the travel challenges African print professionals face when attending events in Europe or further abroad. This is why bringing the global FESPA model to Dubai, together with leading industry suppliers, is so important. It brings world-class education and technology much closer to African businesses. We encourage the continent’s printers, sign-makers, and brand owners to use this platform, engage with the knowledge offered, and tell us how we can support your growth. With our teams in Dubai and Johannesburg, we stand committed to empowering Africa’s vibrant and fast-evolving visual communications industry.
APART FROM GOVERNMENT SUPPORT (IF ANY), WHAT OTHER INDUSTRY SUPPORT DO YOU HAVE FOR NEXT YEAR’S SHOW?
As a federation of associations, FESPA is supported globally by 37 national print associations representing more than 14,400 printers, so we are able to draw upon these in understanding and reaching the global industry sector. In addition to this, we have long-established relationships with leading brands, and we have staff and offices spanning Latin America to China, and strong support from regional chambers of commerce and industry across the Gulf Cooperation Council (GCC) and wider Middle East.
FESPA IS KNOWN FOR ITS HIGH-QUALITY CONTENT AND SPEAKERS. WHAT SHOULD VISITORS EXPECT AT FESPA MIDDLE EAST 2026 IN TERMS OF CONTENT AND THOUGHT-LEADERS THAT WILL BE SPEAKING OR MAKING PRESENTATIONS AT THE SHOW?
It is a forward-looking programme for 2026 which highlights how technology, sustainability, and global market shifts are redefining the print and signage industry. Across three days, leading experts explore the sector’s rapid evolution – from George Simonian’s reflections on a decade of transformative innovation to Jon Bailey’s insights on scaling print businesses for international growth. We also address new technology within the agenda, with AI featuring prominently; Carlo Pepe will be leading sessions on practical AI adoption and the integration of tools like ChatGPT into everyday workflows. We have already discussed how sustainability is a strategic priority for the region, and we look forward to hosting a panel on embedding sustainable workplace culture and leveraging environmental commitments for competitive advantage. With additional expertise from leaders such as Debbie McKeegan, Amit Radia, and Mark Boyt, the conference blends visionary thinking with practical guidance, offering attendees a clear view of the technologies and values shaping the future of print.
Alongside the conference, the show floor offers a dynamic mix of features designed to inspire and engage. The World Wrap Masters Middle East Competition brings high-energy excitement as skilled installers battle for the regional title, giving visitors a front-row seat to the creativity and precision of professional wrapping. The expert judges from the competition will also host Live Wrap Demos, offering practical, hands-on guidance for anyone looking to refine their vinyl and film installation techniques. Adding to this, the Sustainability Spotlight provides attendees with accessible insights, tools, and real-world resources to help them advance their own sustainability initiatives, making it a valuable hub for forward-thinking print professionals.
WHAT ASSURANCE ARE YOU GIVING TO ALL PARTICIPANTS, ESPECIALLY THE EXHIBITORS AT NEXT YEAR’S SHOW, TO GUARANTEE YOUR COMMITMENT TO THEIR NEEDS AND EXPECTATIONS?
We use Explori – the world’s leading independent exhibition survey company, which evaluates more than 7,000 events annually. Feedback from the last two editions of FESPA Middle East placed the exhibition among the top 3% of global events, a recognition based entirely on visitor and exhibitor data. This result is not ours alone – it is a reflection of the regional industry’s dedication and the standards it expects. We remain fully committed to listening, improving, and delivering excellence each year.
WHAT ARE YOUR EXPECTATIONS FOR FESPA MIDDLE EAST 2026?
Our vision is to create a single, powerful platform that connects visual communications professionals across the entire MEASA region – suppliers, printers, and service providers alike. Beyond business, we want the show to be the region’s most accessible source of industry education, offered at no cost to visitors.
AS A FAST-EVOLVING INDUSTRY, WHAT DO YOU THINK IS NEEDED TO DRIVE THE INDUSTRY FORWARD?
Education is the foundation. The region has lacked a strong association dedicated to sharing global trends and best practices, and this has limited growth for many years. FESPA Middle East is filling that gap. By connecting suppliers with regional buyers and by bringing global print expertise directly to the MEASA community, we empower businesses, inspire innovation, and ultimately create stronger demand for print.
HOW DO YOU HELP DEVELOP THE INDUSTRY IN THE MIDDLE EAST & AFRICA IN TERMS OF COLLABORATIONS ON CAPACITY BUILDING, ASSOCIATION SUPPORT, INDUSTRY ADVOCACY, ETC?
Although FESPA Middle East is relatively new, our focus is firmly on education and capacity-building. Through the FLEX (FESPA Leadership Exchange) series, we deliver curated programmes for C-suite leaders – covering topics such as the FESPA Print Census, sustainability in print, and evolving customer expectations. We also use frameworks such as PESTLE and SWOT to analyse each city’s market dynamics when we conduct events in the region. Past conference sessions from FESPA Middle East are available in video format on our website, enabling printers to learn from global experts on topics from AI to sustainability all year round. In addition, our “Innovation in the Gulf” LinkedIn articles – featuring podcasts, interviews, and conference highlights – are another way we share knowledge to uplift the region.
LASTLY…
For the past 15 years, I have worked closely with the Middle East print sector across large format, signage, labelling, and packaging. I work alongside my long-time colleague, Shakoor Saban, who brings extensive experience in advertising, media, and exhibitions. Together, we have witnessed the evolution of digital printing since the early 2000s, and we remain passionate about the industry’s growth. FESPA has always inspired us – not only through its global network but through its commitment to education. Our goal is to share that knowledge and uplift the wider region, helping build strong, sustainable demand for print. Find out more and register for FESPA Middle East 2026 at https://www.fespamiddleeast.com
Shakoor Saban, Regional Sales Manager – FESPA Middle East & Africa (MEA)
THANK YOU FOR YOUR TIME.
