Preparations for this year’s yummex Middle East, the trade fair for sweets and snacks in the MENA region staged annually in Dubai, are progressing at top speed.

Organizers from Koelnmesse Group say exhibition space for the show’s 11th edition is already 80 percent booked, even under a concept different from the last 10 shows. This year, yummex will be held at the Dubai World Trade Centre from Sept. 18-20, which falls on Dubai International Hospitality Week. Presented under the umbrella of the Specialty Food Festival with seafood expo SEAFEX, yummex will run concurrently with Gulfhost, a Gulfood hospitality equipment and food service expo.

"The embedding of yummex Middle East into the Dubai International Hospitality Week offers exhibitors and visitors additional potential in new and attractive visitor segments,” says Denis Steker, v.p. – international of Koelnmesse. “Trade visitors from the hotel and foodservice industries, as well as from the retail sector can acquire a comprehensive overview of new products and trends in the industry.”

Steker also pointed to the timing of the show. Though earlier than previous editions, hosting it in September allows visitors in the hospitality industry to prepare before Dubai’s busy season.

"The new event date prior to the hospitality high season offers visitors and exhibitors even better possibilities for business development on location, especially in the constantly growing foodservice market,” he says.

Yummex 2016 drew 364 companies and more than 8,100 visitors from across the globe. The show featured pavilions from 20 countries, including the United States. Nearly a dozen American companies attended, including Jelly Belly, Bazooka, Original Gourmet Food Company, YumEarth, Leaf Brands, Baron Chocolatier, Sugarpova, Jel Sert, Color Brands, Y3K and Beanfields.

“We are thrilled to assist U.S. companies who want to expand their business in the fast-growing and lucrative Middle East market,” says Mette Petersen, president and ceo Koelnmesse, Inc., the organization’s Chicago-based division. “The easiest and most effective way to participate in this event is taking space in our USA Pavilion. We offer a fully furnished and designed booth package, convenient for our U.S. exhibitors. By exhibiting, U.S. companies will have the unique opportunity to connect with senior buyers from hotel chains, major airlines, supermarket chains and dealers/distributors in the Middle East and North Africa."

For more information about joining the U.S. pavilion, contact Franz Balve at (732) 933-1117 or f.balve@koelnmessenafta.com.