The new brand identity is visually represented by a redesigned logo described as embodying sustainability, progress and community values. It is said to draw inspiration from the interplay between the built environment and human-centric systems, signalling a shift in MEFMA’s positioning from a sector association to a strategic enabler of built-environment excellence. Alongside the rebrand, MEFMA signed partnerships with UAESOE and Saudi Arabia’s Ministry of Human Resources and Social Development, with the aim of supporting workforce development, national talent frameworks and the professionalisation of the facilities-management sector across the Gulf region.
The event marks MEFMA’s 12th annual CONFEX & Awards and is expected to bring together over 800 delegates, more than 40 exhibitors and upwards of 30 high-level speakers from government bodies, regulators, and global FM firms. MEFMA President Jamal Lootah emphasised that FM is no longer merely a support service but “the backbone of modern living”, capable of advancing sustainability agendas such as Net Zero ambitions and Vision 2030-style frameworks. The anniversary edition positions MEFMA as a platform that bridges operational management and strategic infrastructure outcomes.
In anchoring the new partnerships, MEFMA is placing particular emphasis on collaboration in three inter-linked areas: workforce up-skilling, regulatory alignment and digital transformation. The MoU with UAESOE will focus on joint accreditation pathways, professional development programmes and recognition of FM competencies within engineering-licensing frameworks. The agreement with the Saudi ministry is intended to foster FM-industry growth in line with the Kingdom’s transformation plan, promoting localisation of talent, outsourcing optimisation and integration of FM services into large-scale infrastructure projects. These moves reflect MEFMA’s ambition to accelerate its transition from regional network to pan-GCC strategy player.
Industry observers note that the FM market in the GCC is projected to grow significantly—with Saudi Arabia’s FM sector alone estimated to reach US$52.5 billion by 2029 according to MEFMA-published research. At the same time digital and smart-building technologies are emerging as central to FM value-creation: one exhibitor at the conference, HITEK AI, is set to showcase AI-driven cleaning robots and holographic interfaces, underscoring the shift toward intelligent asset-management systems. The B2B Arena and FM Consultation Hub at the event are designed to facilitate direct engagement among service providers, technology vendors and end-users.
The dual rebrand and strategic agreements come at a moment when FM is undergoing sectoral reappraisal. The pandemic episode, rising real-estate complexity, sustainability mandates and smart building demands have elevated FM’s profile within total-cost-of-ownership debates. MEFMA’s repositioning seeks to capture this opportunity by offering a more senior-level forum that aligns FM with corporate real-estate strategy, city-digitalisation and ESG frameworks.
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