Saudi Arabia, in particular, is a focus for the company.
FRESH back from one strategically important Middle East trade show and on the cusp of a second, Embed CEO Renee Welsh assessed the region’s FECs and attractions business – and her own company’s role in its progress.
The three-year gap between Dubai shows, Welsh said, had done nothing to diminish the EMEA’s thirst for entertainment expansion, led by Saudi Arabia with its Vision 2030 initiative. “It’s big business in the EMEA, especially in the fastest-growing markets in the region,” she said. “Its growth was temporarily stalled by the pandemic, but we are now seeing a spike in cashless transactions within differing industries, especially in the UAE.
Read the full article in the May issue of InterGame
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