The Egyptian Exhibitions Authority partners with Meta Mall to introduce digital twins of exhibition and conference halls, advancing the digital transformation of Egypt’s exhibitions industry and strengthening its regional and international competitiveness.
In line with the recommendations of Egypt Forum 2026 and the Ministry of Investment and Foreign Trade’s strategy to modernize the exhibitions and conferences sector, the Egyptian General Authority for Exhibitions and Conferences (EEA) has signed a strategic partnership with Meta Mall for Digital Marketing to launch Egypt’s first digital platform for virtual exhibitions.
The initiative will leverage advanced digital technologies, virtual and hybrid exhibition solutions, and digital twin technology to create virtual replicas of exhibition and conference venues. The partnership aims to upgrade the Authority’s services, expand opportunities for exhibitors and visitors, and enhance the competitiveness of Egypt’s exhibitions industry regionally and internationally through private-sector collaboration.
The project includes digitally surveying exhibition and conference halls and converting them into realistic, three-dimensional digital replicas that can be accessed and operated online. Implementation will begin with Hall 5 at the Cairo International Conference Center, followed by the gradual digitization of the remaining halls throughout the contract period.
Investment and Foreign Trade Minister Mohamed Farid said the adoption of digital technologies in the exhibitions industry represents an important step toward strengthening Egypt’s competitiveness and maximizing the use of its existing infrastructure. The initiative will also enable greater participation by exhibitors and visitors from Egypt and abroad.
He added that modernizing the exhibitions sector goes beyond updating event management mechanisms. It also involves strengthening promotional tools for Egyptian products, facilitating communication between companies, buyers, and investors, and opening new channels for trade and investment cooperation, supporting the country’s efforts to boost exports and attract investment.
Digital twins to transform exhibition and conference venues
Digital twin technology involves creating highly accurate three-dimensional digital replicas of physical exhibition and conference halls, allowing them to be explored and used online to host fully virtual events or hybrid exhibitions combining in-person attendance with online participation.
The technology will allow exhibition venues to be digitally reused for multiple events, with their layouts and visual identities customized according to the nature of each exhibition. This will maximize the utilization of available facilities and enable them to operate digitally throughout the year, including outside traditional exhibition schedules.
Commercial Minister Plenipotentiary Alaa El-Baily, Chairman of the Egyptian General Authority for Exhibitions and Conferences, described the partnership as an important step in upgrading the services provided by the Authority through modern technological solutions for exhibition and conference management.
He explained that the digital twin system will enable exhibition halls to host virtual and hybrid events, with each venue customized to meet the requirements of individual exhibitions.
The system will also be integrated with Meta Mall’s platform to manage event registration, ticket reservations, and fast-track entry through QR codes. Additional features will include digital exhibition booths, live streaming, virtual meetings, and performance reports.
Smart application to enhance visitor and exhibitor experiences
The partnership also includes the development of a dedicated smart events application for mobile devices to support the management of exhibitions, conferences, and physical events, while improving the experience of visitors, organizers, and exhibitors, regardless of whether digital twin technology is used.
The application will provide a comprehensive range of digital services, including advance registration, electronic tickets with QR codes, interactive schedules and maps, exhibitor and speaker directories, business-to-business meeting arrangements, digital file sharing, notifications, surveys, and engagement measurement reports.
The collaboration will further provide access to digital event content during and after exhibitions for an agreed period, support Egyptian participation in international exhibitions through digital platforms, and facilitate virtual trade missions and business meetings with international buyers and investors.
Proposed areas of cooperation also include artificial intelligence applications, data analytics, performance reporting and indicators, as well as training programmes, knowledge transfer, and capacity building in digital transformation and the exhibitions industry.
Meta Mall: A new phase in the digital transformation of exhibitions
Amr El-Nahhas, Managing Director of Meta Mall for Digital Marketing, said the partnership with the Egyptian General Authority for Exhibitions and Conferences represents a significant milestone in the digital transformation of the exhibitions industry in Egypt and the wider region.
He explained that digital twin technology and three-dimensional visualization solutions will transform exhibition halls into sustainable digital assets capable of operating throughout the year, without geographical or time constraints.
El-Nahhas added that Meta Mall will deploy its full range of technological solutions, including its smart events application, artificial intelligence-powered Business Matching tools, and data analytics capabilities, to support the government’s vision of increasing exports and strengthening the regional and international competitiveness of Egyptian exhibitions.
