'Qatar Events Show 2025 a key platform for tech integration, regional event growth'

The inaugural Qatar Events Show (QES) 2025 is poised to be a pivotal platform for advancing event technology and bolstering the region’s growing Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, according to an industry expert.

Speaking to Gulf Times, Eques Holding president and executive chairman Ibrahim al-Fares underlined QES’ significance as a platform offering direct access to organisers and suppliers, essential for both the event’s success and his company’s core business.

Eques Holding, a diversified company managing three subsidiaries, including Lanyardy, a leading provider of custom event identification solutions, is a sponsor of the show.

Al-Fares added that participation in the debut show will offer invaluable exposure to a wide spectrum of professionals within the events industry, enabling them to experience Eques Holding’s services firsthand.

In an era dominated by artificial intelligence (AI), Al-Fares addressed the potential evolution of traditional event identification methods. While acknowledging AI’s transformative power, he pointed out that physical lanyards and badges will remain indispensable.

“As much as AI advances, we still need to identify the person in front of us. AI will not replace this because even with full digitalisation, you still need to understand who the person is by name, company, and position. That visual identification is still important for people,” al-Fares said.

He noted that such view has driven Eques Holding’s strategic investments, including the establishment of the first Middle East factory dedicated to lanyards and UV badges. This facility aims to serve not only Qatar but also the broader GCC region.

Apart from physical identification, al-Fares noted that they are also actively integrating AI into its technological offerings, particularly within its registration systems.

“We have a company that focuses on technology, so we have the registration system, and now we are integrating AI into it. For example, instead of scanning people at the entrance, we will have RFIDs that can do automated checks. This will help event organisers manage their shows by knowing the exact footfall at any given time,” he said.

However, al-Fares also stressed the importance of the human element in the events sector, saying: “While AI might reduce the need for human interaction in some areas, you will always need someone to greet you nicely with a smile. You need that human touch; it will never go out of fashion.”

Looking at Qatar’s and the region’s role as an events hub, al-Fares expressed optimism, noting that: “Qatar has proven that it can deliver mega-events. Now, the focus is on attracting more events to the country, not just one-off mega-events, but a year-round calendar. I believe the GCC, in general, is booming and is set to become a leading region for events globally, as it has already become a hub for events and mega-events”.

He highlighted the current robust activity, noting that “for the latter end of this year, we have almost 150 to 200 events happening within the next four months alone”.

Al-Fares attributes Qatar’s advantage as an MICE destination to its well-established infrastructure and efficient logistics, a legacy built from its successful bid for the 2010 World Cup.