Portugal at `The Hotel Show Dubai’ Eyes Demand Surge for Growth


Showcases top-notch brands under the brand `Made in Portugal Naturally’ organized by Associative Design – The Best of Portugal

Vítor Poças, President of the AIMMP

Dubai: Portugal which is showcasing an eclectic array of brands at `The Hotel Show Dubai’, is eyeing to capitalize on the growth prospects from the resurgence of tourism market in the UAE. 

Briefing the media, officials of the design body, Associative Design, and Portuguese Association of Wood and Furniture Industries (AIMMP), said 24 top-notch brands will showcase an eclectic array of luxury brand products at the show, under the theme – `MADE IN PORTUGAL Naturally.’ 

`The Hotel Show Dubai’ is held from May 31 to June 2, 2021 at the Dubai World Trade Centre (DWTC). The group of Portuguese brand are showcased at Stand 2E91 in Hall 2 of the DWTC. 

“Portugal has consistently taken part in exhibitions in the UAE and the region to highlight our ubiquitous product range in the wood, furniture and construction sector. `The Hotel Show Dubai,’ is yet another opportunity for us to showcase our products, and we are particularly glad to be in the UAE which is one of the global leaders helping market resurgence in the post-pandemic world,” said Mr. Vítor Poças, President of the AIMMP. 

The participation at the show is led by Associative Design created by AIMMP to promote ‘The Best of Portugal’ brands and products globally, and has been a regular presence earlier at shows like Dubai Design Week, Downtown Design Dubai, IDF Oman, etc. 

“We are confident of the improving growth prospects for Portuguese brands with the UAE Government’s initiatives to develop tourism and hospitality industry which is estimated to contribute approximately 12% of the country’s GDP, and in turn catalyse the UAE luxury furniture market,” said Mr. Poças.

According to estimates, the demand for furniture is likely to go up in the near future as Dubai will add 40,000 new hotel rooms and service apartments to meet the growing demand of tourists. Portugal expects a growth of 2.5 per cent for its products in the near future. 

At ‘The Hotel Show Dubai,’ for the first time, Portugal pavilion will have a dedicated space for Sustainable Construction presenting a range of finishing solutions such as interior flooring, metal hardware, construction wood, deck, doors and others.

Bringing Portuguese flair for creativity to the Middle East, the Associative Design showcase will also include the concept of a Portuguese House, and a sample of restaurant and bar with products 100% designed and produced in Portugal. 

The preference for luxury products is high among the consumers in UAE with Abu Dhabi and Dubai accounting for more than 50% of the overall consumption, the Portuguese representatives said, adding that the trend of the changing consumer preferences towards luxury goods is also because of the 90% urban population and the rising disposable income per capita.

The UAE is a ready-made market for luxury brands – tourism, combined with a wealthy population, are big drivers for the sector. Dubai alone accounts for 30% of the Middle East’s luxury market while one study said that UAE around 30% of their monthly salaries on luxury goods, they added. 

About Associative Design – The Best of Portugal:

Associative Design is a brand by the Portuguese Association of Wood and Furniture Industries (AIMMP). It aims to develop and promote the production of Portuguese products and launch challenges that will contribute to innovation in the use of both technology and design.

A brand of excellence, Associative Design will support, represent and promote companies that share this vision, taking their products further into exciting new markets.

About MADE IN PORTUGAL naturally:

MADE IN PORTUGAL naturally is an umbrella brand created by AICEP – Portuguese Trade & Investment Agency to showcase the range of Portuguese products and services from our Home and Construction Materials clusters in the international marketplace.

This brand seeks to focus, professionalize, and aggregate Portuguese products and services, allowing them instant recognition for their potential, an effort supported by the acknowledgement of Portugal’s reputation as a modern, innovating, and trend-setting country. 

The MADE IN PORTUGAL naturally campaign aims to introduce this diverse range of innovative products and services while remaining loyal to the quality and tradition Portuguese products have become known for.

About AIMMP:

AIMMP – The Portuguese Association of Wood and Furniture Industries mission is to represent, promote and protect the interests of Portuguese companies from the five sectorial divisions that make up the wood and furniture sector (cutting, felling, sawing and wood packing; panels and paneled wood, carpentry and alike; furniture and alike; export, import and distribution of wood and derivatives). These industries export €2.6 billions per year.