Event 360 takes on additional significance as the Middle East events sector continues to show exceptional growth levels

This offers enormous potential for suppliers of professional sound, light, music, audio visual and systems integration technologies and solutions for the professional entertainment, events and project installation industries. Event 360 at PALME 2006, with the support of Total Production, official magazine of the show, offers international and regional players from the event industry a unique, dedicated platform to build their market share within what is now the most lucrative market in the world, with multi-million dollar budgets being committed to ensure the success of these initiatives.

Countries using high profile events to enhance their global image include Bahrain (F1), Qatar (Doha Asian Games) and Dubai (Rugby 7’s, Tennis, World Cup, Desert Classic Golf, Dubai Shopping Festival, Dubai Summer Surprises). Events such as Dubai Shopping Festival and Dubai Summer Surprises also represent ways to make the tourist season more all-year round – thus, the high level support of governments for themed developments such as Dubailand means that the expansion of the events industry throughout the region will continue to grow at an exponential rate for many years to come.

Dubai’s Emirates Golf Club has been named amongst the world’s best golf courses in Golf Digest’s recent poll, while another mega golf development has just been announced at Dubailand. Dubai has also been at the forefront of the founding of the international Formula A1 races. Motor sport officials from several key Middle East countries have pledged their backing and support for Jordan's ambitious bid to host a future round of the FIA World Rally Championship with HRH Prince Faisal Al Hussein recently leading a delegation on a 10-day tour of the Middle East, Australia, New Zealand and Thailand to raise Jordan's profile on the international sporting stage.

An increasing number of high profile concerts featuring international big name artists and high profile international conferences are also being staged throughout the region – these further demonstrate the region’s capabilities to professionally develop, organise, fund and stage large scale events.