'Things Change': One Seasoned Exhibitor Warns

By Gary Tufel -- Tradeshow Week, 7/19/2004

To entrepreneurs looking for the next hot business opportunity, the Middle East can sound tempting. If nothing else, in some countries, there is plenty of rebuilding to be done. For decades, Westerners — particularly Americans — have felt welcomed and safe in most of the region. Plus, leaders of many nations have made it easy to do business in their countries.

But things change.

Since 1991, Jim Arlinghaus, now an account executive for Phoenix Presentations, has been an exhibit manager on behalf of General Electric Aerospace in Dubai and Abu Dhabi, along with Russia and remote outposts in Asia and South America. He's rented cars in the Middle East and driven all over the region, often alone.

Much of his advice about exhibiting at shows in the Middle East is similar to what he'd give regardless of where you're headed: Set objectives, identify the shows you want, decide on a marketing strategy, figure out how to get your exhibit there and back, and choose a hotel. If you don't know the area, get the best information available — from shippers, show management, anybody you can think of.

Having said all that, Arlinghaus has one last piece of advice: Don't do it.

He noted that attacks on Westerners are widespread in today's Middle East. Under current circumstances, he would never go to Iraq.

"I'd be careful in any Arab country today," Arlinghaus said. "We as Americans stand out. I didn't go back to Dubai last December for just that reason, although I'd been there many times before, including just after 9/11, and security was higher then (than now)."

But if you decide you must go to the region, particularly as a first-time exhibitor, he emphasized that you should work with someone who's knowledgeable — and whom you trust.

Finally, he reiterated: Stick to U.S.-brand hotels, go nowhere alone and always be cautious.