Fiera Milano wants to exhibit its prowess in UAE

Fiera Milano, one of the world's largest exhibitions companies, has signed a preliminary agreement to enter the UAE's competitive events market.

"We have started to work together to see if there is the possibility to launch some exhibitions here in Dubai," says Michele Perini, the chairman of Fiera. Alessandro Garofalo / Reuters

Fiera Milano, one of the world's largest exhibitionorganisers, has signed a preliminary agreement to enter the UAE's competitive events market.

The Italian company, which manages the largest convention centre in Europe, says it will explore opportunities in Dubai.

Yesterday, Fiera, based in Milan, signed an agreement with the local events company Al Fajer Information and Services.

"We have started to work together to see if there is the possibility to launch some exhibitions here in Dubai," said Michele Perini, the chairman of Fiera.

Fiera organises dozens of events worldwide and has ties to the Eicma International Motorcycle Exhibition, one of the biggest shows in Italy.

Mr Perini said that Fiera was considering bringing elements of the motorcycle exhibition to the UAE.

"We have studied the possibility with Eicma of having some part of the motorcycle show in Dubai," Mr Perini said. "We would like to see if there is an opportunity."

However, Fiera would not be able to stage the event on the same scale as in Italy.

"It's too difficult to move this kind of exhibition here," Mr Perini said.

The agreement between Fiera and Al Fajer was "not exclusive", Mr Perini said. He added that under the agreement, the two companies would cross-promote events in their respective markets.

The agreement would be "instrumental in identifying cultural and commercial initiatives that can be exported to both countries", the companies said.

Fiera, which is listed on the Italian stock exchange, already organises about 40 exhibitions in Brazil, Russia, India and China in addition to its Italian operations. It manages a 345,000-square-metre congress centre in Milan.

Al Fajer, which was established in 1973, runs events such as Gulf Rail and the International Autumn Trade Fair.

The UAE's exhibition sector is competitive. The venue and events management company Dubai World Trade Centre runs several of the largest exhibitions, including Gitex Technology Week and the Dubai International Boat Show.