Euroshop, which takes place every two years in Düsseldorf, is expanding to Dubai. The first Middle Eastern edition of the retail trade show is set for October 2026.
Middle East: Euroshop Is Coming to Dubai
In February 2026, the Euroshop retail and shopfitting trade show will return to Düsseldorf. But that won’t be the only Euroshop event next year. From October 26–28, 2026, the brand will launch Euroshop Middle East in Dubai.
This new regional edition will be organized by a dedicated subsidiary, Messe Düsseldorf Connex Gulf Exhibition Organizing LLC—better known as the Messe Düsseldorf Gulf Office. The event will be held at the Dubai World Trade Centre. According to Tarek Sibai, Managing Director of the Gulf Office, the goal is not only to establish Euroshop in the region but also to bring additional Messe Düsseldorf trade fair brands to the Middle East.
Why Dubai?
It’s no secret that Dubai is a hotspot for retail innovation and has some of the grandest digital signage installations seen worldwide, backed by heavy investment in the fashion and luxury sectors.
Market research firm MBB forecasts that by 2026, the UAE retail market will grow at an average annual rate of 5.7%, reaching an estimated $370 billion. Unsurprisingly, many European and global digital signage companies are seizing the opportunity by opening local branches and expanding their presence across the Gulf.
A Competitive Landscape
For Euroshop, one key factor will be competition with Gitex, Dubai’s well-established technology trade fair. Gitex has become a major platform for showcasing retail technology—particularly for bold, experimental solutions. The next edition will take place in December 2026, just weeks after Euroshop Middle East.
