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Al-Ahram Weekly 11 - 17 November 1999 Issue No. 455 
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Published in Cairo by AL-AHRAM established in 1875 |
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Al-Ahram Weekly 11 - 17 November 1999 Issue No. 455
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| Published in Cairo by AL-AHRAM established in 1875 |
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Egypt Region International Economy Opinion Culture Features Profile Travel Books Sports People Time Out Chronicles Cartoons Letters An alliance in trade fairs
By Shaimaa Labib
Lewis
Trade exhibitions in the country have increased in number over the years and much of the credit goes to the Egyptian Authority for Organising Trade Fairs which has set up several exhibits displaying various themes in the market. Egyptian private sector companies specialised in preparing trade fairs have also played a bigger role in promoting the business.
One such company, the Arab Communication Group and International Trade Fairs (ACG & ITF), is a leading organiser of trade fairs in the Middle East and North Africa and recently signed a partnership agreement with Britain's International Trade and Exhibitions Group (ITE), a top organiser of international trade fairs worldwide to promote the trade fair industry in Egypt.
"We are specialised in organising international trade fairs in emerging markets," ITE Chairman Lawrie Lewis said. "After working in Russia, Central Asia and eastern Europe, it was only natural to move to the Middle East." Lewis said it was decided to begin in Egypt "since it is the ideal gateway for the promotion of trade for the Middle East and North Africa." He said the aim of the partnership was to further enhance Egypt's economic growth through offering opportunities for the industry to promote exports in ITE trade fairs around the world.
Lewis added that having local partners and alliances is essential for promoting business. "An Englishman cannot come to Egypt and run a show (as Egyptians who are based here would). Therefore, we felt that we need local alliances and partners on the ground to understand the culture [we are operating in]," Lewis said.
He also underlined the importance of networking where possible partnerships can be formed. "There are many international forums where trade fairs organisers can meet and discuss possible means of cooperation. After attending these forums, we were convinced that ACG & ITF is an excellent partner since it is considered to be the largest trade fair organiser in the Middle East and North Africa," Lewis said.
Lewis believes that by putting two major partners together in the trade fair business, more value and qualified services will be ensured. "By cooperating with the ACG & ITF, we can ensure bringing a number of top quality professional trade fair themes into the Middle East by hosting them in Egypt. In addition, we will utilise our collective resources in organising international trade fairs and exhibitions instead of having small and insignificant exhibits which are found in the Egyptian market."
The alliance is setting its sights on hosting international trade fairs serving the entire Middle East region. Among the sectors that the Egyptian company already serves is petrochemicals, construction, textiles, interior design, vehicles, spare parts, accessories and food industries.
