Key decision makers from the Middle East tourism, entertainment, event, media and
creation industries are gathering in Dubai for the 2nd edition of Prolight + Sound
Middle East, which got off to a flying start on 17 October.
The dedicated industry trade fair ran until 19 October at the Dubai International
Convention and Exhibition Centre, where a series of product launches, a brand new
conference, and technical certification courses shared centre stage.
A key focal point this year is the inaugural Events Technology & Entertainment
Development Forum, where more than 23 thought leaders and government
representatives are sharing their ideas on how the UAE and the wider region can
continue its rise as a major destination for large-scale entertainment, sporting,
business and cultural events.
At the same time, industry heavyweights such as Robe, Monacor International, Bose
Professional, Bosch, and Dynacord were among the 80-plus brands from 11 countries
showcasing their latest wares for technology-hungry end-users, distributors,
integrators, and consultants.
“Prolight + Sound Middle East 2017 arrives as Dubai confirms its status as a major
player in the global entertainment and live events industries,’ said Ahmed Pauwels,
CEO of Messe Frankfurt Middle East, the organiser of Prolight + Sound Middle East.
“A year has passed since the opening of Dubai Opera, the Gulf region’s only opera
venue, while August 2017 saw the launch of La Perle by Dragone, described as one of
the most incredible shows on Earth.
“The region offers a wide variety of projects – large and small, standard and more
idiosyncratic – covering a diverse range of areas and disciplines. Through all of these,
there is a constant emphasis on quality.
“At Prolight + Sound Middle East, there’re plenty of new solutions on show equipping
industry professionals with the tools to continue delivering world-class events, from
stage lighting, portable loudspeakers and AV systems to special effects or digital
multimedia, and much more.’
The 1st Events Technology and Entertainment Development Forum brought together
leading private sector stakeholders and government representatives to discuss trends
and strategies in developing world-class events and iconic attractions that drive
tourism and long-term growth.
The two-day conference commenced with a panel discussion attended by Haitham
Mattar, CEO of Ras Al Khaimah Tourism Development Authority, Issam Kazim, CEO of
Dubai Tourism and Commerce Marketing (DTCM), and Sultan Al Dhaheri, the Acting
Executive Director of Tourism for the Abu Dhabi Department of Culture and Tourism.
The three UAE tourism Chiefs discussed what factors are instrumental in shaping
cultural projects from a government perspective. Issam Kazim said: “Entertainment
and culture are the cornerstones of Dubai’s tourism offering; 2016 alone saw the
launch of a whole host of new attractions such as IMG Worlds of Adventure, Dubai
Opera and Dubai Parks and Resorts including Legoland Dubai, all of which have
contributed greatly towards the city’s overall appeal.
“The launch of Saruq Al Hadid Archaeological Museum in 2016, followed by the
opening of Etihad Museum at the start of this year, have also added important cultural
attractions to the city’s proposition, enabling visitors to learn more about Dubai and
the region’s unique history.
“Audio-visual solutions play a crucial role in bringing these attractions to life and
creating truly immersive experiences for visitors. The stirring soundtracks in the
background of the majestic Dubai Fountains and the visual effects with each note add
to the overall performance, captivating the hearts of residents and tourists alike.
“Dubai is continuing to drive innovation in this field, and with more exciting
developments in the pipeline, the city is looking forward to seeing further advances in
audio-visual technology,’ Kazim added.
Al Dhaheri added: “As a 21st-century city, founded on tradition and heritage yet
forged by rapid modernity, Abu Dhabi’s cultural identity is built on the intersection of
preservation and development for the future.
“As we develop world-class tourist experiences that are also leading international
cultural institutions, such as Saadiyat Cultural District, it’s crucial that we engage in
the transfer of knowledge and experience with our peers.
“Technology also plays a large role in all our visitor experience platforms – our
existing and future museums, for example – allowing for further interactivity and
engagement. This is an area in which we’re always looking to build and develop to
ensure that the experiences on offer to visitors to Abu Dhabi are ahead of the curve.’
Haitham Mattar also spoke about the importance culture plays in adding to the
attractiveness of a destination: “Ras Al Khaimah offers a history dating back more
than 7,000 years and this is a key feature in all of our promotional efforts when
showcasing the emirate to our core and emerging markets,’ he said.
“The emirate’s authentic and accessible culture and hospitality extends further than
our hotels, with visitors able to visit traditional date farms and learn how honey is
harvested in the mountains.
“Through various events, we organise across Ras Al Khaimah; cultural activities are
included where possible, whether it be a traditional tribal dance or cooking stations
with local delicacies. In addition the emirate features an array of archaeological sites
and breath-taking natural vistas, from golden sand beaches and awe-inspiring
terracotta dunes to a green belt of date palms and Jebel Jais, the UAE’s highest peak.’
Meanwhile on the exhibition floor, German company MONACOR INTERNATIONAL
returned to Prolight + Sound Middle East in 2017 to launch its latest range of PA,
stage and event technologies, including speakers, amplifiers, and mixers.
Marco Willroth, Executive Managing Director at MONACOR INTERNATIONAL, said the
company is eager to build on the successful outcomes of the debut show last year.
“The Middle East has great economic potential, and we’d like to further extend our
presence in the region and react upon the strong demand for professional PA
technology as well as stage and event technology,’ said Willroth.
“Our competitive portfolio offers promising possibilities in the fields of sports,
entertainment, conference technology, hotels and leisure. Thanks to last year’s
Prolight + Sound Middle East, we were able to strengthen and expand our network of
partners, and as a result, some Middle East projects already feature products and
technologies from MONACOR.’
Commenting on the latest trends in the market, Willroth added: “Digitalisation is
continuously moving forward, and audio over IP systems or easy-to-use plug-and-play
solutions also become a more and more popular solution in the field of professional PA
applications.
“The times when customers just bought products are definitely over, especially in the
fields of PA technology, and the requests for medium-sized and larger projects
increase continuously, and the challenges become more and more complex.’
Other exhibitors that launched new products at Prolight + Sound Middle East include
FBT, Madrix, Electro-Voice, and Prolyte Group, while new this year is the Dante
Certification Training programme, held on 19 October, providing an easy way for
system designers, engineers and other industry professionals to learn about the Dante
digital media networking systems, with in-depth training and promote their expertise.
Prolight + Sound Middle East is the fifth instalment of the international network of
Prolight + Sound events worldwide and is co-located with Light Middle East 2017, the
region’s dedicated exhibition, conference, and awards for lighting design and
technology.
