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As the 32nd edition of the Arabian Travel Market concludes at the Dubai World Trade Centre, with over 2,800 exhibitors from around the globe, the exhibition once again affirms its role as a key global tourism platform. Among the most prominent highlights was the Saudi Tourism Authority’s stand, which captured the attention of visitors and industry experts alike with its innovative design and immersive interactive experience, executed creatively and seamlessly by Buildup, a leading company in events management, exhibition solution and brand experiences.

This year’s 1,400 square meter stand featured an interactive design that reflected the Kingdom’s tourism vision, richness, and diversity through four main experiential zones. Each area was crafted to the highest global standards, blending authentic cultural elements with modern, immersive design approaches to engage visitors from various backgrounds and cultures.

The first zone featured massive digital screens showcasing Saudi Arabia’s most iconic tourist attractions, with a focus on this year’s theme: positioning Saudi Arabia as a unique summer destination. The second zone offered an interactive virtual journey across the Kingdom, allowing visitors to explore its charm, heritage, and culture through rich and impactful visual content.

The sports platform highlighted Saudi Arabia’s upcoming hosting of the 2034 FIFA World Cup, integrating cutting-edge AI technologies to deliver interactive sports games where visitors could engage with virtual avatars of global stars like Cristiano Ronaldo.

The stand also included a central area dedicated to showcasing the services of over 50 Saudi companies from the tourism, travel, and hospitality sectors. Additionally, a heritage zone celebrated Saudi hospitality, Arabic calligraphy, and traditional crafts. The stand also featured dedicated areas for signing agreements, holding meetings, and welcoming VIP guests.

The overall experience was enhanced by live musical and cultural performances representing different regions of the Kingdom, reflecting the cultural richness and diversity that Saudi Arabia offers to the world.

In this context, Ziad Ghaloul, CEO of Buildup, commented:

“This project was a major challenge due to the tight timeline, but our deep understanding of brand identities and how to translate them into powerful experiences, combined with our team’s extensive expertise in delivering major exhibitions across Saudi Arabia and the region, enabled us to execute successfully.”

He added: “Tourism is a pillar of Saudi Arabia’s Vision 2030, and it was important for us to contribute meaningfully. This stand is not just a structure, it’s a statement reflecting the Kingdom’s openness, hospitality, and promising future. We are honored to have played a role in telling Saudi Arabia’s story on such a global stage and look forward to continuing to push creative boundaries with our partners across the region.”

It is worth noting that Buildup also executed the Saudi Tourism Authority’s stand at last year’s edition of the exhibition, which was awarded “Best Stand for Doing Business” by the event’s organizer.

To read more: ForbesMiddleeast EN, ForbesMiddleEast AR, EmaratAlYoum

Buildup brand experience, has signed a Community agreement with the Rashid Center for People of Determination. This initiative aligns with the vision of the UAE’s wise leadership, particularly the declaration by His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, naming 2025 as the “Year of the Community” under the slogan “Hand in Hand,” aimed at reinforcing values of solidarity and social cohesion.

The agreement reflects Buildup’s commitment to social responsibility and is a tribute to the values of giving and humanitarian work established by the late Sheikh Zayed bin Sultan Al Nahyan, values that remain deeply rooted in the UAE’s ethos as a global hub for generosity and tolerance.

The agreement was signed by Ziad Ghaloul, Founder and CEO of Buildup, and Mariam Othman, CEO of the Rashid Center for People of Determination. It aims to support and empower people of determination through a range of impactful initiatives, including financial and logistical support for educational activities. It also includes integrating students’ work into real-life projects carried out by Buildup, helping to develop their skills and promote inclusion in society. Additionally, the agreement outlines the organization of joint volunteer activities to promote a culture of volunteering.

In this context, Ziad stated: “Our collaboration with the Rashid Center for People of Determination, an institution that has made tremendous efforts since its inception to empower this important segment of society, stems from our belief in playing an active role during the Year of the Community 2025. This initiative reflects our dedication to strengthening community bonds in inclusive environments where the spirit of initiative and responsibility thrives.”

He added: “We are committed to empowering people of determination and providing the necessary support to highlight their creative capabilities. Dubai has become a global model in supporting and empowering people of determination, and at Buildup, we are following in this path, believing that humanitarian work is not just an initiative, but a fundamental part of our culture.”

For her part, Mariam Othman, expressed her delight with the partnership, emphasizing that it represents a vital step toward providing high-quality educational and social experiences for the Center’s students, helping to enhance their abilities and open new horizons for their creativity and active participation in society.

She added: “This agreement is a living embodiment of the UAE’s vision to empower all segments of society, especially people of determination, contributing to the building of a more inclusive and cohesive community, and reinforcing the UAE’s position as a global capital of humanity and generosity.”

To read more: alakhbrianews, gulftoday

At IDEX and NAVDEX 2025, both of which witnessed extensive participation from leading entities and companies in the defense and advanced technology sectors, the Tawazun Council pavilion emerged as one of the exhibition’s most iconic architectural landmarks. Designed and executed by Buildup for Exhibition and Event Solutionsz, the pavilion showcased an integrated vision of creativity and excellence in both design and execution.

Covering a total area of 2,040 square meters, the pavilion featured a unique two-story design reaching a height of 11 meters, making it the largest temporary structure in the region’s exhibition landscape.

Commenting on the project, Ziad Ghaloul, Founder and CEO of Buildup, said: “What makes this design stand out is that it’s a temporary structure of such size and scale, something rarely executed in the exhibition world. It requires a high level of expertise and intensive engineering studies that go far beyond the conventional standards in this field to ensure top-tier quality and safety in execution. This includes building resistance against external factors such as wind, rain, and seismic vibrations, in addition to accommodating large crowds and continuous movement within the structure, especially with the presence of heavy equipment and machinery on display.”

He emphasized that the goal behind the design wasn’t merely aesthetic appeal, but rather overcoming substantial engineering challenges due to the project’s scale and complexity.

Ghaloul added: “The pavilion is a fully integrated structure that includes a VIP Majlis designed to ensure the highest level of privacy, along with meeting rooms, a presentation platform, and additional facilities for more than ten affiliated companies of Tawazun Council. It also houses 700 square meters of display screens for visual content, which we also executed.”

The success of this project reflects the extensive expertise and strategic approach of Buildup in designing high-impact exhibition pavilions. Ghaloul continued: “We are proud of our partnership with Tawazun Council, a relationship that has spanned over 13 years and was renewed once again this year. This collaboration is a testament to our team’s hard work, creativity, and commitment to excellence, as well as our ability to deliver innovative solutions that help our clients stand out in a competitive market.”

He concluded by noting that Buildup had previously designed and executed the Tawazun Chalet at IDEX 2023, a project that spanned 1,600 square meters and earned the company the Best Temporary Structure Award at the 2023 Middle East Event Awards, as well as the Best Design and Build Award for the same project at the 2024 Middle East Event Awards.

To read more: ForbesMiddleEast EN, ForbesMiddleEast AR, Alwatan

At the second edition of Cityscape Global 2024 in Riyadh, held from November 11 to 14 under the theme “The Future of Living” at the Riyadh Exhibition and Convention Center in Malham the event witnessed wide participation and significant success in terms of the number of participating companies, the quality of showcased projects, and increased visitor turnout.

Among the standout participants was NHC, a leading player in Saudi Arabia’s real estate development sector. Their impressive pavilion drew significant attention and admiration from visitors.

Spanning 2,000 square meters, NHC’s pavilion was the largest in the exhibition, serving as a striking representation of the company’s leadership in urban development and its role as the Kingdom’s largest master developer. The pavilion showcased its flagship projects and innovative services aimed at advancing sustainability, while opening up new horizons for solutions and options that enrich the real estate market—supporting the goals of the Housing Program within Saudi Vision 2030. The event also marked the announcement of NHC’s new brand identity, reinforcing its positioning as the Kingdom’s premier master developer.

Commenting on the pavilion’s unique and captivating design, Ziad Ghaloul, CEO of Build Up, a company specializing in event and exhibition solutions and brand experiences, said: “The pavilion’s concept was inspired by NHC’s vision, brought to life through a creative design that reflects values of innovation, modernity, and sustainability, perfectly aligned with its slogan, ‘Elevating Life’.”

The two-story pavilion featured immersive 3D models and interactive project displays, offering a sensory experience that gave visitors the feeling of being inside a real housing unit. Given the large scale of the projects on display, the design incorporated an elevated viewing platform, allowing visitors a panoramic view rather than a limited horizontal perspective.

The first-floor platform covered 750 square meters and was carefully engineered to handle crowd loads, visitor flow, and safety risk management. The pavilion also featured suspended and vertical screens, delivering stunning visual content above the 3D model display area to enhance engagement and sensory immersion.

The challenges centered around ensuring smooth and well-planned visitor circulation, handling the large volume of guests, and maintaining strict safety standards, given the massive size of the pavilion. This demanded professional risk management and compliance with global safety benchmarks. The project was executed by a dedicated team of around 250 professionals, including top engineers, designers, visual content experts, and logistics specialists.

Ghaloul added: “The visual content presented in the pavilion covered project insights and NHC’s new visual identity, along with immersive interactive experiences that enriched the visitor journey. All content was designed in line with the company’s vision and messaging for the exhibition.”

On this milestone project and NHC’s spectacular pavilion, Ghaloul commented: “We thank NHC for their trust, which we consider a badge of honor. We look forward to more successful collaborations.” He added: “These partnerships represent a turning point for us. After 13 years of providing services remotely from our Dubai office, we’ve now shifted to delivering from our new regional headquarters in Saudi Arabia, which became operational in late 2023. This move reflects our commitment to strengthening our presence in the Saudi market and better meeting the needs of our partners.”

To read more: AlWatan