Entering its 19th edition, the Abu Dhabi International Hunting and Equestrian Exhibition (ADIHEX) is an annual event held under the patronage of His Highness Sheikh Hamdan Bin Zayed Al Nahyan. In 2022, The Game Fair will take its 4th Government backed pavilion to the region and you could be part of it.

Bringing together a global audience of over 115,000 hunters, falconers, trade representatives and dignitaries for the 7-day event. It remains the largest of its kind in the Middle East and Africa, and is a global platform for brands exhibiting, such as Blaser, Bremont, E.J. Churchill, Tom Hill Guns, Swarovski Optics, Leica, Holland & Holland, Fausti, Hans Wrage & Co amongst others.

ADIHEX presents a wonderful opportunity to raise your brand profile on a global scale, with both consumers and within the wider trade. Since 2003 ADIHEX has welcomed over half a million visitors showcasing the vast heritage of Emirati culture, but also being a leading light in sustainable hunting, preserving the environment and raising awareness in the next generation.

Divided into several sections featuring everything from falconry, arts & crafts, fishing equipment, hunting guns and gear, enjoy up to 7-days of exploration into the Abu Dhabi international market. Hunting Guns were individually the most popular section and reportedly the best seller, with exhibitors selling 1,764 weapons generating Dh34m (Approx. £6.85 million). “More than 90 per cent are interested in sporting weapons” commented Ahmed Kamel, Operations Manager at weapons dealer MP3 International, “we feel a difference.”

Changes to UAE gun laws allow those over the age of 21 and in possession of a license to own up to three firearms for hunting and skeet purposes. Hunting gun sales “surged by 60 per cent and will make a big difference to the domestic and international market exhibiting at the event” said Saeed Al Ghfeli, General Manager of Byuna. With the assurance of profitability, the question of exportation comes to mind, courtesy of the British Government’s Internationalisation Fund applicable companies will be able to apply for up to £9,000 in grants to assist with the cost, “85% said exporting led to a level of growth not otherwise possible” said Jim James, Senior International Trade Adviser at Department for International Trade (DIT). After the success of The Game Fair British Pavilion in 2021, they once again will be attending taking up to 15 British traders, acting as agents in co-ordinating accommodation, exportation forms, stand location and everything in between.

If you are a company looking to significantly develop their international presence and connections ADIHEX is the event for you. “I’ve been coming from day one,” said Mr Kamel. “Every year it gets better, this year will be the best.” ADIHEX presents an unmatched opportunity to develop international B2B connections. With over 800 exhibitors from 40 countries, explore the latest innovation in firearms, hunting gear, and meet the manufacturers. The B2B Matchmaking service reflects the cultural approach to business meetings, face-to-face meetings are the norm and the preferred way to conduct negotiations with would be trade buyers and agents, all scheduled in advance of the event taking place.

Conducting business in Abu Dhabi differs to the continent in etiquette, you may wish to familiarise yourself with the local culture. The Emiratis cultural identity is a rich blend of traditional Arabic, Islamic and contemporary elements which transcends all elements of both their private and professional interactions. When conducting business meetings in Abu Dhabi, there are a few important elements to consider. It’s important to be viewed as honest and discreet. Once a verbal commitment has been clearly made, it’s considered ethically, if not legally, binding. (Advice taken from Visit Abu Dhabi UAE website)

Rupert Haynes, Gunroom Manger at E.J. Churchill said “The Abu Dhabi show was an exciting show for us at E.J. Churchill, we approached the event with our usual enthusiasm and professionalism and were rewarded with a range of new clients. The breadth of international clients was very pleasing, and I would expect to achieve sales of upward of 6 figures as a result of the exhibition. The Bremont watches were well received by the visitors to the show and we had sales as a result. The UAE is a continuously expanding market for our industry, and participation in the British Pavilion is the ideal steppingstone with support from the Department of International trade, you can now access this affluent market with ease.”

If you are interested in exhibiting with The Game Fair British Pavilion, please contact Lee Hurst at


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