ATF Group

What ATF Group does

ATF Group (AL-Awael For Trade Fairs) is a privately held trade fair and exhibition organizer founded in 1998 and headquartered in Cairo, Egypt. The company operates one of the leading exhibition organizing platforms in the Middle East & Africa (MEA) region, running a portfolio of branded trade events including Watrex Expo (water and wastewater), ICCC (international contracting), Egy Waste Recycling, Smart Communities, and Green Egypt. Events are hosted at premier Egyptian venues such as the Egypt International Exhibition Centre (EIEC) and Cairo International Convention & Exhibition Center (CICC). ATF serves two primary customer segments: exhibitors (local, regional, and international B2B businesses purchasing booth space and sponsorship to access MEA markets) and trade visitors (B2B buyers sourcing products and networking). Secondary stakeholders include Egyptian government ministries, trade associations, international embassies, and global trade bodies that endorse or co-organize events.

The company's core technology stack consists of an event management platform with online matchmaking ('My Show/My Event') and appointment-setting systems that allow exhibitors and visitors to schedule face-to-face meetings in advance. The platform supports online registration, exhibitor/visitor listings, conference session information, and pre-event networking. The product offering is supplemented by free event services (security, Wi-Fi, electricity, prayer rooms) and paid add-on services (catering, booth security, parking, courier, assistant staff, photography, travel, hotel reservation, and city sightseeing), as well as agency representation, conference management, advertising/marketing, professional design, website management, and business development consulting services.

ATF makes money primarily through one-time booth/stand rental fees from exhibitors and sponsorship packages for enhanced visibility at events. Secondary revenue streams include paid event services (transaction-fee-based), and professional services for agency representation, conference organization, advertising, and business development. Go-to-market is enterprise field sales driven, with a dedicated International Marketing & Sales team supported by a global network of appointed sales agents handling international exhibitor sales. The company has cultivated strong government and association alliances—including presidential-level patronage for Watrex Expo and cooperation with the Egyptian Armed Forces Engineering Authority—which function as a key competitive differentiator in securing flagship events and attracting international exhibitors to the MEA market.

Name

ATF Group

Legal name

ATF (AL-Awael For Trade Fairs)

Website

https://atf-egy.com.eg

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

ATF Group is a Cairo-based trade fair organizer founded in 1998 that runs branded exhibitions across the Middle East & Africa region, serving international and regional B2B exhibitors and trade visitors through events like Watrex Expo, ICCC, and Smart Communities.

Ownership category

akta.pro rank

Product category

Trade Fair & Exhibition Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Exhibitions, Trade Shows & Booth Management (HSACADAH)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Trade fair organization
• Exhibition services
• B2B event management
• Conference organization
• MEA exhibitions

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Exhibition Booth/Space Rental: Core revenue from renting exhibition space and booth stands to exhibitors, with various stand additional requirements available on rental basis
2. Event Sponsorship: Sponsorship packages for exhibitors and sponsors to gain enhanced visibility and brand positioning at events
3. Event Services: Paid services including catering, security, parking, courier services, photography facilities, travel services, hotel reservation, and assistant staff
4. Agency Representation: Representation services for international clients seeking to access MEA markets through exhibitions
5. Conference Services: Conference organization and management services
6. Advertising & Marketing: Marketing and advertising services for exhibitors and sponsors
7. Business Development Services: Professional design services, website creation and management, and business development consulting

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ATF Group (AL-Awael For Trade Fairs) organizes and manages trade fairs, exhibitions, and conferences across Egypt and the Middle East & Africa (MEA) region. The company rents exhibition space and booth stands to exhibitors, sells sponsorship packages, and provides event-related services (catering, security, parking, photography, travel, hotel reservation, assistant staff) along with conference organization and business development support. Established in 1998 and headquartered in Cairo, ATF operates individual branded events including Watrex Expo, ICCC, Egy Waste Recycling, Smart Communities, and Green Egypt exhibitions.

Product overview

ATF Group (AL-Awael For Trade Fairs) is a trade show and exhibition organizing company based in Cairo, Egypt, founded in 1998. The core offering is trade fair organization services covering the Egypt and MEA (Middle East & Africa) region. The product portfolio consists of the main exhibition organization platform supplemented by individual event sub-products (Watrex Expo, ICCC, Egy Waste Recycling, Smart Communities, Green Egypt), plus event-related service modules including free services (security, Wi-Fi, electricity, prayer room), paid services (catering, parking, staffing, photography, travel), and business support services (agency representation, conference services, advertising/marketing, professional design, website management, and business development).

Differentiator

Problem solved

Functional benefit

Products and services

• ATF Trade Fair and Exhibition Organization Services End-to-end trade fair and exhibition organization services across Egypt and the MEA region, including event management, exhibitor support, booth/stand rental, sponsorship packages, and market access facilitation for B2B businesses.
• Watrex Expo International exhibition and conference for water and wastewater treatment, targeting water industry exhibitors, technology providers, and government stakeholders in Egypt and the MEA region.
• ICCC (International Contracting Conference) International contracting conference serving construction, contracting, and infrastructure industry stakeholders.
• Egy Waste Recycling Exhibition Exhibition focused on waste recycling and environmental solutions, targeting environmental services firms, recycling technology providers, and municipal/government stakeholders.
• Smart Communities Exhibition Exhibition focused on smart city and community development solutions, serving urban planners, technology vendors, real estate developers, and municipal authorities.
• Green Egypt Exhibition Environmental and green initiative exhibition targeting sustainability-focused businesses, environmental technology providers, and green investment stakeholders.
• Events Paid Services Paid add-on services supporting exhibitors and event participants, including catering, booth security, parking, stand requirements rental, car rental, courier, assistant staff, photography, travel, hotel reservation, and city sightseeing programs.
• Agency Representation Services Agency representation services for international clients seeking to access MEA markets through ATF exhibitions, supporting market expansion and business development activities.
• Conference Services Conference organization and management services provided to industry groups, associations, and government bodies running conferences in conjunction with ATF exhibitions.
• Advertising and Marketing Services Marketing and advertising support services for exhibitors and event promotion, including campaign design and on-site brand visibility.

Quantifiable outcome

• Exhibitions generate billions of dollars of business annually
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Egyptian Armed Forces Engineering AuthoritycoreStrategic or Co-development PartnerOrganized Watrex Expo, the international exhibition and conference for water and wastewater treatment, under high patronage of President Abd El-Fattah El-Sisi with cooperation of the Egyptian Armed Forces Engineering Authority.
• BCI CompanycoreStrategic or Co-development PartnerSister company BCI had a contract with the holding company for water and wastewater to organize and support Water Africa & Middle East Exhibition.
• International Exhibition Organizers and PublishersminorStrategic or Co-development PartnerStrategic alliances with exhibition organizers and publishers in established and promising markets, offering opportunities to replicate successful show brands in new global markets and provide value-added content.
• Global Trade AssociationscoreStrategic or Co-development PartnerFruitful working relationships with global trade associations who regularly use ATF events to access domestic and export markets. Relationships include joint ventures, event sponsorship, and organizing national pavilions.
• Government Ministries and AssociationscoreStrategic or Co-development PartnerATF shows enjoy full support and endorsement of relevant government ministries and associations, providing credibility and regulatory alignment for events.
• International Trade ChamberscoreStrategic or Co-development PartnerPartnerships with international trade chambers and associations in Egypt for event support and trade promotion activities.
• International Embassies in EgyptminorGTM or Marketing PartnerSupport from national governmental representatives and international embassy offices in Egypt for ATF events.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• IFP Group (International Fairs & Promotions): Lebanon-based trade fair organizer with deep MEA focus, organizing events like Project Lebanon, EcOrient, and energy exhibitions. Comparable to ATF in business model and regional focus, though operating from a different MEA country.
• Konzept Exhibition Solutions: Middle East-based exhibition organizer with regional events across construction, energy, and infrastructure. Comparable to ATF as a regional trade fair organizer competing in overlapping MEA sectors and customer segments.
• Egyptian Exhibitions & Conferences (EECA): Egypt-based exhibition and conference organizer operating regional events. Directly comparable to ATF as it competes in the same Egyptian trade fair market with similar service offerings and customer base.

Broad incumbents

• RX (Reed Exhibitions): RX Global operates one of the largest trade exhibition portfolios in the world including MEA events. Comparable to ATF as it organizes sector-focused exhibitions (energy, water, infrastructure) and serves exhibitor/visitor matchmaking in the same format.
• Informa Markets: Informa Markets is the world's largest exhibitions organizer running events across all major sectors and geographies including MEA. Comparable to ATF as it organizes trade fairs in the same verticals (water, infrastructure, energy) but at far greater scale and global reach.
• Hyve Group: UK-listed international events company running exhibitions across construction, mining, energy, and infrastructure sectors. Comparable to ATF in business model (multi-sector exhibition organizer) but with broader geographic footprint.
• Messe Frankfurt: Global exhibition organizer with significant Middle East operations through Messe Frankfurt Middle East (based in Dubai). Directly comparable to ATF in organizing trade fairs for sectors like water, environmental tech, and consumer goods.
• Messe Düsseldorf: German trade fair organizer operating global exhibitions including water/wastewater (Wasser Berlin), plastics, and packaging events. Comparable to ATF as it organizes exhibitions in sectors overlapping with ATF's Watrex and Egy Waste Recycling portfolio.
• Clarion Events: Global event organizer running major trade exhibitions including energy, defense, and infrastructure events with MEA presence. Comparable to ATF in operating exhibition-driven business models serving B2B exhibitors and trade visitors.

Direct peers

• dmg events: dmg events is a major international trade exhibition organizer with strong MEA presence (including Egypt), operating across construction, energy, hospitality, and design sectors. Highly comparable to ATF in business model and regional focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/al-awael-international-trade-fairs-atf

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATF Group