78 Participants in UAE Pavilion at Istanbul Franchise Exhibition

The Emirates Franchise Association, part of the Abu Dhabi Chamber, has announced that it will organise a UAE pavilion bringing together 78 participants at the 24th edition of Turkey’s ‘Will You Be My Franchisee?’ exhibition, scheduled for 15–18 October 2026 in Istanbul. Connecting with international investors and partners is a central aim of the participation, through a programme combining introductions to UAE brands, business model presentations and meetings to explore collaboration.

A pavilion bringing together brands and entrepreneurs

According to the association’s announcement on 13 October, the pavilion will include representatives of UAE brands, small and medium-sized enterprises and start-ups, alongside entrepreneurs seeking investment and expansion opportunities. The announced figure refers to the total number of participants, not the number of brands or franchise opportunities on offer within the pavilion.

The participation aims to showcase the capabilities of UAE brands and the competitiveness of the country’s franchise and entrepreneurial community, while opening routes to markets, investors and partners worldwide. The pavilion will allow participants to present their businesses under a shared banner, explaining the benefits of their franchise offerings and the growth potential of their business models.

The planned presence is not limited to showcasing opportunities for expansion outside the UAE. It will also highlight the country’s potential as a base for developing franchise models and entering new markets. The announcement emphasises partnerships, investment and the sharing of successful business practices, making the pavilion a platform for introducing both the brands and the environment in which they grow.

This mix brings together business owners and entrepreneurs looking for new opportunities. The stated objectives include presenting ventures and connecting with investors and organisations involved in brand development and expansion, rather than focusing solely on products.

Brand presentations and one-to-one business meetings

The programme includes a dedicated session on the UAE’s franchise and investment ecosystem. Participating brands and entrepreneurs will also be able to give presentations on the exhibition stage and showcase their business models to investors and visitors, extending their visibility beyond the pavilion itself.

The announced activities include one-to-one business meetings and discussions in specialist sessions to explore collaboration and establish partnerships with international participants. The programme therefore combines presentations to the wider exhibition audience with direct contact with interested parties—two distinct approaches within the same participation plan.

For the UAE franchise community, a key feature of the programme is the opportunity to present a business model, rather than simply a brand name. The planned presentations aim to introduce investors and visitors to the businesses and their franchise benefits, while the one-to-one meetings will allow participants to discuss potential collaboration directly with international counterparts.

According to the announcement, these activities remain a means of exploring opportunities and building relationships. It is therefore important to distinguish between arranging meetings and presentations and concluding actual expansion agreements. The announced participation focuses on reaching potential partners and opening discussions; it does not in itself constitute an announcement of new branches or franchise contracts.

More than 200 brands expected at the exhibition

The 2026 edition is expected to attract more than 200 brands, while the exhibition aims to welcome over 30,000 visitors and investors from domestic and international markets. These are forecasts and targets for the event, not final attendance figures or confirmed results of the UAE’s participation.

The exhibition brings together brands, investors, entrepreneurs and experts to explore growth and investment opportunities and build business relationships. This mix gives the UAE pavilion an international setting in which to showcase home-grown business models and engage with contacts beyond the Turkish market, in line with the association’s aim of reaching partners across different markets.

The significance of the participation lies in combining a national pavilion with a networking programme at a specialist franchise event. UAE brands will present themselves not only individually but also as part of a collective presence highlighting their capabilities and business development potential, while each participant retains the opportunity to showcase their own model and venture to the target audience.

Connecting UAE brands with international markets

Ali Mohammed Al Marzooqi, Director General of the Abu Dhabi Chamber and Chairman of the Emirates Franchise Association, said franchising contributes to economic diversification by expanding businesses, attracting investment and creating high-quality jobs, while supporting the growth of UAE brands through sustainable, scalable models.

He explained that, through the association, the Chamber is working to create a supportive environment for the franchise community’s growth and to connect UAE brands with investors and international markets. The Istanbul participation forms part of these efforts to strengthen the presence of UAE companies and entrepreneurs at specialist events and facilitate contact with organisations involved in business development and commercial partnerships.

Practical takeaway: Brand owners and entrepreneurs should treat the exhibition as an opportunity to assess potential partners and explain their business models. They should prepare a clear presentation of their franchise benefits and requirements for collaboration, then follow up meetings with defined assessment steps before deciding to expand.