Hong Kong-headquartered events and exhibition company, Pico, commemorates three decades of operations in EMEA (Europe, Middle East, and Africa) this year, and is planning for continued expansion and sustained growth in the region.
Pico’s senior vice president of EMEA, Caroline Bee, told TTGmice: “We have significant growth plans for increasing our exhibition market share (and) live event portfolio, and (intend to) bring meeting planners (more) offerings in the region…
“We are also expanding our incentive business (as) employers are becoming more aware of the importance of recognition and reward for effective talent retention.”
Pico is expanding particularly in Saudi Arabia, where the country is pursuing visionary goals for 2030 through massive and ambitious infrastructure projects such as NEOM. At press time, Pico has delivered multiple projects for NEOM urban area, the rebranding of Saudia Airlines, and Noor Riyadh, which is regarded as the world’s largest light art festival.
Bee elaborated: “Key priorities include cultivating a highly skilled team in Saudi Arabia and expanding our production facility there. The strategic ownership of our factories is pivotal in our approach, providing complete control over the supply chain from both cost and quality perspectives.”
Hence, team growth in EMEA will involve building a specialised practice centred on metrics and measurement to enhance operational efficiency.
“We are actively developing a distinctive data strategy designed to empower clients in measuring ROI in their event marketing endeavours. This initiative is exciting, as the group continues to enhance operational efficiency by moving towards becoming a fully data-driven enterprise. To realise this vision, we are incorporating top talent with expertise in this unique skill set and providing comprehensive training,” she said.
A tailored approach to marketing campaigns is necessary in the region because of the diversity of its people, with over 200 nationalities residing in the UAE alone, according to Bee.
Meanwhile, Bee noted that 2023 was an “exceptional year” for the company in EMEA, with many major projects accomplished. These include the opening and closing ceremonies of the Arabian Gulf Cup in Iraq, and the FIFA museum during the FIFA World Cup Qatar.
Bee aims to continue this momentum in 2024.
She concluded: “Looking ahead, major events like World Expo 2030 in Saudi Arabia and the FIFA World Cup in 2034 offer unparalleled opportunities for us to showcase innovative event management solutions and reaffirm our commitment to sustainability and technological advancement in the dynamic landscape of mega-events.”
