Sharjah Expo Gears Up to Host 17 Thrilling Events This Q4

Sharjah Expo Centre Ramps Up Exhibition Schedule with 70% Growth Target

Sharjah Expo Centre has unveiled an ambitious fourth-quarter 2025 calendar featuring 17 major exhibitions across its three venues, marking a significant 70% increase from the previous year's 10 events. This aggressive expansion signals the emirate's determination to capture a larger share of the Middle East's lucrative exhibitions market, positioning itself as a serious competitor to established hubs like Dubai and Abu Dhabi.

Strategic Market Positioning Through Diversification

The exhibition lineup spans multiple high-value sectors, from luxury goods to emerging technologies. The 56th Middle East Watch and Jewellery Show, scheduled for September 24-28, anchors the schedule with 500 exhibitors from 21 countries and over 1,800 industry professionals. This established event alone demonstrates Sharjah's ability to attract significant international participation in premium market segments.

The diversification strategy becomes evident through first-time events like the Middle East Cosmetics Exhibition (October 8-12) and the Future Mobility Expo (October 15-18). These additions target rapidly growing sectors where regional demand continues to outpace supply, particularly in beauty products and electric vehicle infrastructure.

Government and Humanitarian Focus

The calendar opens with the International Government Communication Forum on September 10, followed by Sharjah City for Humanitarian Services (September 15-18). These events underscore the emirate's broader strategy of positioning itself not just as a commercial hub, but as a center for policy dialogue and social innovation in the region.

Market Implications and Economic Impact

The 70% growth target reflects broader trends in the UAE's exhibitions industry, which has rebounded strongly from pandemic-era disruptions. With Dubai maintaining its dominance through massive venues like the Dubai World Trade Centre and Expo City, Sharjah's strategy appears focused on specialized, high-quality events rather than competing on pure scale.

The International Education Exhibition, which attracted 25,000 visitors and 125 institutions from 20 countries in its previous iteration, exemplifies this approach. By targeting specific demographics and offering focused networking opportunities, these events can generate higher per-visitor value despite smaller overall attendance figures.

Infrastructure and Technology Investments

According to Saif Mohammed Al Midfa, CEO of Sharjah Expo Centre, the facility is implementing advanced technologies and international best practices to enhance exhibitor and visitor experiences. This infrastructure modernization is crucial for competing with newer venues across the region that have been designed with contemporary exhibition standards from the ground up.

Regional Competition and Differentiation

Sharjah's exhibition strategy contrasts notably with approaches taken by other regional players. While Qatar focuses on mega-events tied to its National Vision 2030, and Saudi Arabia leverages massive state investment through its Vision 2030 program, Sharjah emphasizes cultural authenticity and specialized industry focus.

The inclusion of traditional sectors like perfumes and oud (Emirates Perfumes and Oud Exhibition, October 3-12) alongside cutting-edge mobility solutions demonstrates this balanced approach. This positioning could prove particularly effective as international businesses seek alternatives to larger, more expensive venues for specialized product launches and regional market entry.

Economic Diversification Beyond Oil

Abdullah Sultan Al Owais, Chairman of Sharjah Chamber of Commerce and Industry, frames the exhibition expansion as fundamental to economic diversification efforts. This aligns with broader UAE strategies to reduce oil dependency, though Sharjah's approach emphasizes knowledge economy development rather than the mega-project approach favored by neighboring emirates.

The success of this strategy will likely depend on execution quality and the ability to attract repeat participation from international exhibitors. With established players like Germany's Messe Düsseldorf and UK-based Informa continuing to expand their Middle East operations, Sharjah faces sophisticated competition for both exhibitors and visitors.

Looking Forward

The ambitious fourth-quarter schedule represents more than simple capacity expansion—it signals Sharjah's intent to establish itself as a specialized exhibitions hub serving markets that larger venues may overlook. Success will require maintaining high service standards while managing the operational complexity of hosting significantly more events within the same timeframe.