The Arab market for plant engineering is today one of the most dynamic, but also complex, areas for Italian companies in the HVAC-R sector, renewable energies, civil and industrial plant systems.
To support companies in approaching this market, MCE – Mostra Convegno Expocomfort has launched a strategic collaboration with GEN Emirates, a company specializing in supporting European companies seeking to develop a stable and structured presence in the Middle Eastern region.

Why the Arab market is strategic for Italy

Saudi Arabia is undergoing a phase of profound industrial and urban transformation with solid investments in energy, construction and advanced technologies.
Data registered by ANIMA (2023/2024) confirms this trend:

• Saudi Arabia is the fourth largest destination for Italian exports of heating system equipment, valves, taps, air conditioning systems, refrigeration and pumps.
• The value of exports reached €853.7 million in 2024, making an 89.9% increase compared to the previous year.
• According to the CRESME report, Italy is the leading European partner for the SAUDI plant engineering market and the fourth overall supplier. 

What MCE – GEN Emirates partnership includes

Starting in autumn 2025, the partnership will offer companies a structured program of market analysis, training and operational support.

1.      Four bilingual webinars (ITA/ENG) dedicated to the main product sector

• Heating - November 2025
• Pumps and valves – January 2026
• Water treatment – February 2026
• Air conditioning, ventilation and refrigeration – February 2026

Every webinar will include updated market analysis, investment trends, local regulations and commercial opportunities.

2.      A dedicated virtual information desk for companies

A privileged access point for:

• In-depth requests on the four strategic sectors
• Discussion session with European and Middle Eastern professionals
• Operational support through all phases of market entry (commercial, production, legal and logistic)

3.      Four dedicated events during MCE 2026

During the fair, held at Fiera Milano Rho from the 24 to 27 March 2026, four thematic sessions will update companies on the new opportunities generated by the Arab investment strategies and by the global context, increasingly affected by protectionist policies in traditional markets.

The partnership between MCE and GEN Emirates aims to build a stable bridge between Italian companies and high potential Arab market, enabling a structured and sustainable expansion.

Mauro Bandelli
[email protected]
Tel: +39 02 36587412