At Cityscape Dubai last year, Gulf real estate firms launched some $100 billion worth of new projects on the show’s first day. But expectations for this year are markedly different. Considering the struggle that the regional real estate market has been going through since September 2008, few or no projects are expected to be launched and the number of exhibitors and visitors will likely be a fraction of last year’s.
Rohan Marwaha, the managing director of Cityscape, told CEO Middle East magazine that the exhibition is expected to be 25 to 30 percent smaller than last year, though official figures indicate the number of exhibitors will be markedly less.
“Considering the global economic turmoil, it would be unrealistic for anybody to assume that the event will be as big or attract as many visitors as last year,” Marwaha said.
At Dubai’s Novotel Trade Center, where rooms are usually booked for developers in order to close their real estate deals, seven out of the eight rooms were still free in mid-August. Novotel Staff told Arabian Business that by this time in 2008, all the rooms were booked, in addition to the aerobics room.
Linda Mahoney, CEO of Better Homes LLC, agreed with Marwaha, and gave the example of MIPIM, the property show in Cannes, France, which is considered the world’s biggest property exhibition. She said that the number of exhibitors was not very impressive.
“Many exhibitors from around the world were not there, and most of the exhibitors from the Gulf region were not there either,” said Mahoney.
Back to basics
Real estate experts think that Cityscape this year will play its primary role of bringing contractors, developers, architects and market players together, rather than being solely a retail show. Therefore it will go back to being a business-to-business (B2B) venue rather than a business to consumer (B2C) one. Ian Albert, regional director of Colliers International, said that this year’s Cityscape cannot be compared to the 2008 event, but is more comparable to Cityscape Jeddah this year, where few transactions took place.
“It is going to be a B2B show and not the retail event that it has been for the previous four years, so you can’t compare it,” said Albert.
Increasing rates
Surprisingly, the cost of exhibiting at Cityscape has increased 15 percent, according to the event’s organizers IRR Middle East. They did not comment on the issue further, but according to Arabian Business, the increase could be split into two years if the company is planning to also participate in Cityscape 2010, a 7.5 percent increase in 2009 and 7.5 percent in 2010. The magazine also said that sponsorship costs for exhibitors was cut by 25 percent and that this year’s event will feature several “not-for-profit” events such as seminars, round tables, and a CEO networking luncheon.
“Of course it bothered us — we did not like it, but we wanted to be in,” said Ziad Chaar, general manager of Damac. “We tried to negotiate, but it was not feasible.”
Most market experts seemed to agree with Chaar that raising Cityscape’s fees was a bad idea.
“I think they have made a big mistake in raising the rates; they should be reducing them. It is the last thing you do in a downturn,” said Charles Neil, CEO of Landmark Advisory, part of Landmark Properties Dubai. He added that this will result in a much smaller Cityscape then would already be the case.
Cityscape 2008 figures

Who’s participating?
Compared to 954 exhibitors in 2008, this year’s four-day Cityscape will only host 175, according to the list provided by IRR Middle East in mid-September. The sizable decrease in numbers was more or less expected, either because developers had nothing to launch, or they were cutting back on expenditure.
For example, Albert explained that Colliers International is not going to take part in Cityscape due to “budget cuts.” Property development companies Limitless and the Abu Dhabi-based Sorouh Real Estate, are also not participating.
The same was initially thought of real estate giants Emaar and Nakheel when they announced they wouldn’t participate in Cityscape.
Maktoob Business initially reported that Nakheel was not participating because it wanted to focus on the completion and handover of existing projects.
But in an apparent about-face just days after their official announcement, Emaar and Nakheel came out to say they would participate.
“The decision follows discussions with the various agencies involved in organizing the event,” Emaar said in a statement.
There has been speculation that the absence of the two government backed companies would reflect badly on the emirate’s real estate sector, particularly given the prominence Nakheel played at last year’s event when it announced the $38 billion, one kilometer-high Nakheel Harbor and Tower project. The mega-project has since been put on hold.
“If I see that Emaar and Nakheel are not there, it doesn’t show confidence in the market,” said Mahoney before the companies revised their decision.
Limitless said their decision not to attend, “is part of our overall response to the global economic situation.”
Fadi Moussalli, the Dubai-based regional director of the global real estate services firm Jones Lang LaSalle, said being on the list of non-participants is indicative of having nothing new to launch.
“Obviously the rational is: do you have anything to sell? If you do, you have to be at Cityscape. If not, why incur the expenses?”
Still, it is not expected that developers — even the ones who will participate — will be launching new projects this year. As most have been doing since the beginning of the 2009, developers will concentrate on finishing their existing projects and showing the market that project development is still underway.
“Our focus this year is the right focus, which is construction and delivery, and not developing more projects,” said Chaar from Damac.
“If someone wants to launch a project at this time, they will probably get a great deal of media coverage. It would be extremely courageous to launch anything this year,” said Elaine Jones, CEO of Asteco Property Management. Asteco will not exhibit at Cityscape this year, primarily because their clients have nothing to launch.
What to expect
Cityscape 2009 will be interesting this year. Though expectations are low in terms of the crowds and new launches, the show may offer parameters for measuring confidence in the market.
“I would be curious to see what is there, who is there, who comes… are there going to be more overseas people? Are we going to see more foreign as opposed to local developers?” said Mahoney.