IFP Group (International Fairs and Promotions), a pioneering trade fair and event organizer in the Middle East, is pleased to welcome onboard its new Chief Operating Officer, Mr. Tony Ghattas.
Mr. Ghattas has taken on his role at IFP Group’s headquarters in Lebanon to manage operations of the company in the Levant region, and expand its activities in new territories.
We sat down with Mr. Ghattas to explore his outlook for the Lebanese market in the coming years, his perspective on the exhibitions industry and future plans for IFP Group.
What is your outlook for the Lebanese market in the coming years?
I believe Lebanon’s Small and Medium-sized companies are the enablers of the country’s economy. Startups and the tech space in specific play an important role in economic development. In the coming few years, we will witness the growth of SMEs that are tech-savvy; which will, in turn, accelerate the creation of new job opportunities. Organizations will also shift their operations to adapt to new market demands, driven by innovation.
Lebanon’s buoyant education sector will bolster the transfer of knowledge and development of a bustling tech-driven environment. Also, the Lebanese diaspora that exhibits a strong sense of belonging to Lebanon is an important factor that allows us to maintain the bridge between the East and the West. Lebanon is the stepping stone into the region and is set to be a bustling business hub and gateway to critical markets like Syria and Iraq.
I expect foreign investment will soon return to Lebanon and help position the country as a hub for telecom services, data centers, construction technology services, and eventually Artificial Intelligence. The government’s regulatory reforms will also attract a new kind of investors to engage in such activities.
In the age of modern technology and connectivity, do exhibitions still matter?
Exhibitions have been around for a long time and will continue to play a crucial role in connecting businesses around the world and boosting trade. Trade shows bring like-minded individuals under one roof to expand their business networks, negotiate sales and partnerships on the spot leading to an immediate return on investment, and showcase products and services to a targeted audience.
Exhibitions are also a strong marketing tool that helps elevate a brand’s status, monitor competitor activity and launching of new products, and provides in-depth insights into emerging developments and trends in the market.
Although technological advancement and connectivity have allowed businesses to find customers, introduce and sell products through the web, this does not substitute the need for face to face communication. The internet facilitates introducing new products within shorter time-frames but doesn’t diminish the value of live interactions among vendors, suppliers, distributors, and customers, which provide greater advantages.
What is the driver of the exhibitions industry?
I believe the key driver is mobility; it has changed the way we live, learn, and do business. First came the invention of the automobile that gave people more freedom and ease in moving from one place to another, then came the airplane which took mobility to further horizons. With the rise of mobile phones, people were able to stay in touch on the go, followed by the internet that connected everything together. As such, mobility and connectivity have become pivotal for doing business and national development, on a larger scale.
The growth of trade shows is also driven by the advancement of human mobility. The ease of trade, openness of markets, faster product development, shorter time to market, and higher competitiveness, is requiring companies to invest and take part in trade shows. People are more aware than before about the importance of trade shows.
Tell us about IFP Group and its operations
IFP Group (International Fairs and Promotions) is a prominent trade fair and event organizer in the Middle East, with a regional focus and an international reach. With over 35 years of experience in the field, IFP has staged more than 500 first-rate B2B and B2C exhibitions and conferences to date.
Operating in Lebanon, Qatar, Iraq, UAE, and Egypt, the company is favorably positioned to provide direct access to developing markets across the MENA region, within diverse industries. IFP Group’s rich portfolio of exhibitions encompasses various sectors including: Construction & Real Estate, Energy & Environment, Agriculture & Food, Hospitality, Healthcare, Yachting & Leisure, Luxury, General Trade, as well as Plastics & Print.
Having a keen eye for ever-changing market trends and developments, the company’s international exhibitions provide the meeting point to connect foreign and local customers to emerging business opportunities.
The company’s leading events are certified by UFI, the global association of the exhibition industry, that recognizes events of the highest standards.
What sets IFP Group apart from other event organizers, and what are your plans for the company?
It all revolves around the people at IFP. Everything boils down to their ability to understand the nuances of each market, as well as their drive to innovate, create, and develop the right exhibitions and conferences that keep a finger on the pulse of the market, all while being customer-centric and devoted to excellence.
IFP Group is well-equipped with great talent, networks, diverse profiles, as well as a deep-rooted understanding of the markets and the international interest in the countries where the company operates. It is also buoyed by a solid history, superior ethics, and a wide reach that encompasses governmental bodies and international trade associations, thus making IFP Group a pioneering player in its field.
I have embarked on this journey at IFP Group to take the company into new heights and broaden its horizons into new markets. I have taken upon myself the mission to make IFP Group the company of choice to execute distinguished exhibitions and bring international businesses closer to growth opportunities in the region. Simply said, my motto for IFP is ‘Think forward. Go further.’
Tell us a little about your background.
I bring to the table over 30 years of experience in the service-providing industry within several multi-national corporations. I started with the news services industry with United Press International, Associated Press, and AP Dow Jones Telerate; I was handling the telecom side of the business. After that, I moved to work in the legal industry at Gowlings Law firm in Canada, where I grew my understanding of how the legal practice works. Following that, I joined Drake International which is a company that specializes in consultancy services, computer training, certification, and human development. I have also been employed at major IT and telecom service providers including Libancell, Comium, and Cisco Systems, being responsible for business development and acquiring licenses, mergers, and acquisitions for 11 operations in Africa. At Cisco Systems, I was responsible for the area that stretches from the Maghreb all the way to CIS countries.
Moving forward to the events service industry, I believe I can bring a new perspective and out-of-the-box ideas for an industry that has been relatively static for quite some time. With a deep-rooted understanding of the various facets of the services industry, a solid experience and wide network in the Middle East and Africa, I joined IFP Group with a strong focus on business development, as well as venturing and expanding in new markets.