Mohammed Makki, CEM is the Executive Director of Investment Strategy & Asset Growth at EXPO Group, and has more than 20 years of experience in hospitality, logistics, exhibitions, and real estate. He holds a bachelor’s degree in Hospitality & Tourism Management from Purdue University and proudly earned his CEM designation this year.
Mohammed began his exhibitions journey in 2012 as Chairman of the Young Businessmen Exhibition in Jeddah, under the patronage of HRH Prince Khalid Al-Faisal. He is also an active volunteer at international sporting events such as the FIFA World Cup, reflecting his passion for sports tourism. With his leadership and global vision, he actively contributes to positioning Saudi Arabia as a leading hub for exhibitions, events, and sustainable tourism in line with Vision 2030.
Here, Mohammed shares how earning the CEM designation is helping him achieve his goals.
How has the CEM designation helped your career?
The CEM designation has elevated my professional credibility and given me practical tools to enhance my leadership role as Executive Director, Investment Strategy & Asset Growth at EXPO Group. It provided me with detailed insights into global best practices in exhibitions and event management, helping me design strategies that align with Saudi Vision 2030 and strengthen the role of exhibitions as drivers of investment, tourism, and sustainable growth.
Why is it important to maintain the CEM designation?
Maintaining the CEM designation ensures I stay current with the latest global trends, tools, and strategies in the exhibitions and events industry. It reflects my commitment to lifelong learning, professional excellence, and aligning my work with the transformation goals of Saudi Arabia’s Vision 2030, especially in tourism, hospitality, and large-scale event development.
What made you want to obtain your CEM designation?
Since serving as Chairman of the Young Businessmen Exhibition in Jeddah in 2012 – an event organized under the Jeddah Chamber of Commerce and held under the patronage of HRH Prince Khalid Al-Faisal – I have been passionate about exhibitions. That enriching experience, which hosted 300 exhibitors and welcomed over 20,000 visitors in four days, inspired me to seek an internationally recognized designation like CEM to strengthen my expertise and global perspective.
What advice would you give to an aspiring individual who wants to apply for the CEM program?
Take the leap and commit to the program. The CEM Learning Program does not only provide knowledge but also connects you with a strong international network of professionals. Dedicate yourself to the learning process, and you will benefit both your career and your organization in the long term.
How did you start your career in this industry?
I began my journey in the exhibitions industry as Chairman of the Young Businessmen Exhibition in Jeddah in 2012. The event, under the Jeddah Chamber of Commerce and the patronage of HRH Prince Khalid Al-Faisal, gathered over 300 young male and female entrepreneurs and welcomed more than 20,000 visitors in four days. This experience refined my leadership and organizational skills, shaped my personality, and deepened my passion for this industry. Today, I am proud to hold the CEM designation, which has given me deeper knowledge and a broader vision that aligns with Saudi Vision 2030.
How have you made a difference with your show or with working with a client by applying the knowledge you gained by obtaining your CEM designation?
By applying knowledge from the CEM program, I introduced innovative floor plan designs, traffic flow strategies, and data-driven evaluation systems that improved exhibitor ROI and enhanced attendee experiences. I also leveraged CEM knowledge to connect exhibitions with emerging sectors such as sports tourism, helping clients expand their impact and align with global standards.
What was it that you did or implemented right after obtaining your CEM?
Immediately after obtaining my CEM, I implemented a structured evaluation system using international benchmarks such as the CEIR Index to measure event performance. This allowed me to identify improvement areas, increase efficiency, and ensure local exhibitions could be compared with international standards.
What did you like most about the CEM Learning Program?
What I appreciated most about the CEM Learning Program was its practical and interactive approach. The combination of academic concepts and real-world case studies made it easy to apply the knowledge directly to my projects. I especially valued the opportunity to learn from experts worldwide, which broadened my perspective and inspired me to connect Saudi Arabia’s role as a global hub for exhibitions and conferences.
What is one thing most people don’t know about you?
A fun fact about me is that I am passionate about sports tourism and proud to be an official volunteer for the upcoming FIFA World Cup 2026. I am truly excited about this experience, as it connects perfectly with my career in exhibitions and my vision for integrating tourism and events as part of Saudi Arabia’s future.
