ADEXA Abu Dhabi Exhibition Academy

The Academy expects more than 100 participants for the training and guests for the “International Exhibition Night”. Choosing Abu Dhabi as the starting point for the series of training events results not only from ADNEC being the Gulf’s largest and most modern exhibition centre, but also from the promising cooperation ITA was already able to experience last year with the Abu Dhabi National Exhibition Company.

Appreciating ITA’s decision to start its World Series 2011 in the United Arab Emirate’s capital, Humaid Matar Al Dhaheri, ADNEC’s director of Finance & HR said: “Hosting this promising training event demonstrates ADNEC’s commitment to its staff development programme and is also a win for the exhibition industry in the country.”

The exhibition and convention industry forms a key factor for the UAE’s role as a hub for international trade. ITA has compiled a number of course modules tailored to Abu Dhabi’s specific needs. Topics range from Exhibition Sales & Branding via Auditing and Return on Investment to Sustainable Venue Management. One module will benchmark the international exhibition markets and players and compare them to the regional specifics. A combination of the global and the Gulf view on this matter will ensure a diversified approach to the subject. ITA Coordinator Dr. Hermann Kresse commented: “We are delighted to be hosted by ADNEC for the start of our World Series of Training Events 2011. ADNEC’s dedication to its HR is exemplary.”

For 2011 ITA has partnered with BPA Worldwide, a US-headquartered leading auditing organisation, also active in the Gulf region. BPA Worldwide will contribute specific auditing content to the course, e.g. “Using the Audit as a Marketing & Sales Tool”. In addition to the training, the ITA event incorporates a panel discussion with prominent local figures of the exhibition industry and a networking evening, the “International Exhibition Night” with the participation of high ranking Abu Dhabi leaders.