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The Middle East and North Africa (MENA) region is currently undergoing a profound transformation. Driven by ambitious government initiatives and a rapidly digitising economy, the print and signage sectors are finding themselves at the centre of a commercial renaissance.
FESPA Middle East recently opened its doors for the third edition of its regional expo, creating a vital meeting of minds for speciality printers, sign-makers, and industry leaders. But this event was far more than a showcase of wide format digital printing or the latest in garment decoration and Textiles; it was a strategic roadmap for the future. From the exhibition floor to the conference area, the message was clear: the tools for growth are here, but they require a shift in mindset to wield effectively.
Whether you are looking to equip your business for the latest market trends or exploring product solutions to streamline operations, the insights shared at this year’s event offer a compelling blueprint for success. Here is our comprehensive review of the key takeaways and commercial opportunities defining the MENA market.
The Saudi Arabian Opportunity: A $12.8 Billion Market
Perhaps the most palpable source of excitement at the event was the discussion surrounding the Kingdom of Saudi Arabia. Driven by Vision 2030, the Kingdom is aggressively diversifying its economy, creating unprecedented demand for print, signage, textiles and marketing materials.
Amit Radia of the Atlas Group highlighted the sheer scale of this transformation. “With giga-projects and a burgeoning entertainment sector, the demand for high-quality, quick-turnaround print is skyrocketing.” Radia noted that the packaging market alone is valued at 12.8 billion, with digital printing expected to see a compounded annual growth rate of 5.2% between 2026 and 2034.
However, entering this market requires more than just exporting goods. The conversation emphasised the importance of localisation. The government is actively encouraging local employment and entrepreneurship, meaning international businesses must look to form local partnerships and invest in regional production hubs. For printers, the lesson is clear: to capture the Saudi opportunity, you must be present, agile, and aligned with the nation’s push for innovation and sustainability.
AI: Moving from Hype to Practical Application
Artificial Intelligence (AI) has been the buzzword of the year, but at FESPA Middle East, the conversation moved from abstract theory to practical implementation.
Carlo Pepe of Koshima.AI led a workshop demystifying AI for print businesses. He stressed that AI is not just about generating text or images; it is a tool for optimising the unglamorous but essential parts of a business. From streamlining HR and finance operations to preventative maintenance on machinery, AI is driving efficiency.
In sales, AI tools like custom GPTs are helping businesses clarify customer requirements and generate quotations with unprecedented speed. This reduces the friction between a client’s request and the final production, a critical advantage in a market that demands instant gratification.
Jon Bailey of Precision Proco, based in the UK echoed this sentiment, noting that AI levels the playing field. It allows smaller operators to compete with larger enterprises by automating processes that previously required massive manpower. However, he warned that the “middle market” is disappearing. “Print businesses must choose a lane: either highly automated and efficient, or deeply personalised and premium. Trying to stay in the middle without leveraging technology is a recipe for irrelevance”.
The Digital Textile Revolution
The textile industry is experiencing a seismic shift from analog to digital, a trend passionately detailed by myself, Debbie McKeegan, CEO of Texintel and the Fespa Textile Ambassador. To give an indication of the commercial opportunity: the global textile printing market size was estimated at USD 25.8 billion in 2024, and is projected to reach USD 56.7 billion by 2033, growing at a CAGR of 9.3% from 2025 to 2033 (Grand View Research).
Looking at the MENA region, Grand View Research also predicts: The textile printing market in Middle East & Africa is expected to reach a projected revenue of US$ 2,997.3 million by 2030. Where a compound annual growth rate of 7.5% is expected of Middle East & Africa textile printing market from 2025 to 2030.
The rising demand for customized and sustainable textile designs and the rapid adoption of digital printing technologies are driving market growth and the commercial potential is immense.
The drivers of this growth are speed and flexibility. Technologies like Direct-to-Garment (DTG) and Direct-to-Film (DTF) and Single Step Roll to Roll solutions are enabling manufacturers to pivot to on-demand production. This model not only meets the consumer’s desire for personalisation but also addresses the industry’s significant waste problem.
For the MENA region, this offers a unique opportunity to build a manufacturing community from the ground up using the latest technology, rather than retrofitting old analog systems. “By adopting smart workflow strategies and automation, regional manufacturers can create a seamless “design-to-delivery” experience that rivals global competitors”.
Sustainability: Evidence over Storytelling
Sustainability is no longer a “nice-to-have” marketing slogan; it is a commercial standard. Throughout the event, speakers highlighted that global brands now demand verifiable data regarding the environmental impact of their supply chains.
Jon Bailey noted that sustainability must be “evidenced, not just story-told.” Clients want to see the metrics on carbon reduction, material sourcing, and waste management. This shift is driving the adoption of water-based inks, LED UV curing, and recyclable substrates.
Amit Radia, of the Atlas Group reinforced this, sharing that his company’s commitment to running factories on solar power and using eco-friendly inks has been a decisive factor in winning contracts with major airlines and multinational corporations. In the Middle East, where governments are increasingly regulatory regarding environmental standards, sustainable practice is quickly becoming a license to operate.
The Evolution of Print Technology
Underpinning all these trends is the rapid evolution of print hardware itself. George Simonian, Professor at BADR University, provided a retrospective on how the industry has shifted over the last decade.
Digital printing has grown to account for approximately 50-52% of the MENA market (across all sectors). We are seeing the rise of hybrid machines that combine the best of offset and digital, offering flexibility without sacrificing quality. Additionally, the adoption of Expanded Colour Gamut (ECG) technology is allowing printers to achieve vivid, consistent brand colours without the need for bespoke spot inks.
Simonian also touched on the frontier of “functional printing,” where print moves beyond visual communication to industrial application such as photovoltaic inks for electronics or smart packaging with embedded sensors. This evolution suggests that the definition of a “printer” is expanding.
Today’s print businesses are manufacturing partners, capable of delivering complex, multi-functional products.
The Path Forward
The 3rd edition of FESPA Middle East held in Dubai, served as a powerful reminder that the region is not merely catching up to global trends but is actively shaping them. The convergence of AI, digital print innovation, alongside software and automation and a robust Saudi market has created a perfect storm of opportunity.
For business owners and industry professionals, the takeaways are actionable:
The future of print in the Middle East is certain, but it belongs to those brave enough to adapt, invest, and innovate.
by Debbie McKeegan
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