Reed Exhibitions has announced that it is rebranding its Dubai-based Travel Catering Expo to the World Travel Catering & Onboard Services Expo Middle East.

The event, which takes place at the Dubai International Convention & Exhibition Centre (DICEC) from May 9 to 11, will become part of the highly successful WTCE portfolio of events. It will continue to be operated by Reed Exhibitions Middle East under the Patronage of H.H. Sheikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman of Dubai Airports, Chairman and Chief Executive of Emirates Airline and Group.

The newly branded WTCE Middle East offers a dedicated platform for the travel catering industry in the Middle East, Africa and Indian Sub-Continent. It provides leading suppliers, caterers and experts with a dedicated platform to tap into the opportunities presented by its booming aviation catering business within these regions, thus ensuring the sector mirrors the growth and success of the region’s aviation industry.

Co-located with the 16th edition of the Airport Show and the fourth Global Airport Leaders’ Forum, the rebranded WTCE Middle East will feature a full range of products and services relevant to the airport and airline catering industry from food and beverage, travel amenities, and accessories to catering equipment and technologies.

According to the International Air Transport Association (Iata), the Middle East’s airlines are expected to carry over 400 million passengers on their scheduled services by 2020 compared with 144 million passengers in 2012. This huge surge in passenger numbers will create a significant growth in the region’s travel catering requirements as well as the products, services and solutions required.

Archana Sharma, exhibition director at WTCE, said: “We have been keen to align our travel catering and on-board services events globally for some time now so we are pleased to be announcing this rebrand for WTCE Middle East. Not only will the event benefit from the strength of the global WTCE brand but this gives our customers the choice to attend WTCE Middle East if they are looking to expand in this rapidly growing market as well as attending the leading global event in Hamburg.

Speaking about the development, Daniyal Qureshi, group exhibition director, Reed Exhibitions Middle East, added: “Over the last two editions, Travel Catering Expo has established itself as the Middle East’s largest dedicated exhibition for the travel catering sector and a key procurement event for the region’s airlines and airports. As we look to further develop the event to match the region’s exceptional aviation growth, alignment with Reed’s global portfolio will allow us to offer international suppliers and regional buyers even greater opportunities to do business.” – TradeArabia News Service