Exhibition World Bahrain (EWB) was one of the prominent participants at IMEX Frankfurt 2025, which took place from 20th to 22nd May in Germany. The event is recognised as one of the premier international exhibitions for the meetings, incentives, conferences, and exhibitions (MICE) sector, drawing thousands of professionals and service providers from around the world.

Representing EWB at the exhibition were Alan Pryor, General Manager; Huda Al Shamlan, Director of Marketing, Communications and Partnerships; and Bjorn Hufkie, Director of Business Development. They were joined by Dr. Ali Follad, Consultant and Advisor to the Bahrain Tourism and Exhibitions Authority (BTEA); and Ahmed Lari, Marketing and Promotion Specialist at BTEA.

During the event, the delegation promoted Bahrain’s state-of-the-art exhibition and convention centre, showcasing its modern facilities and adaptable spaces. The venue’s flexibility makes it suitable for everything from large-scale conferences and exhibitions to corporate meetings, live entertainment, cultural events, private functions, and gala dinners.

The EWB team engaged with a wide range of international stakeholders, including event organisers, potential global clients, association figures, and educators. These discussions supported EWB’s strategic ambition of making Bahrain a destination of choice for major international events and strengthened the country’s visibility in the global MICE landscape.

Sara Ahmed Buhiji, CEO of BTEA and Chairperson of EWB, commented on the significance of IMEX Frankfurt as a global platform. She said that the Kingdom’s participation aligns with EWB’s strategic goal of hosting international events that contribute to the sustainable development of the tourism and business sectors. She also added that the event forges valuable connections that support future cooperation and expansion.

EWB’s involvement in IMEX Frankfurt is part of its wider efforts to build strategic partnerships, enhance international visibility, and support Bahrain’s ongoing economic diversification. The exhibition welcomed over 4,000 global meeting planners and more than 3,000 suppliers, creating ample opportunities for collaboration and business growth.