Messen

WT Middle East 2025

World Tobacco Middle East, the largest international trade show for tobacco and related products outside of Western Europe, will take place on November 11–12 at the Dubai World Trade Centre. Around 250 exhibitors from all over the world will present their innovations – from cigarettes and cigars to hookahs and flavorings.

Highlights and trends
The trade show impresses with its broad range of content: It brings together mechanical engineers, raw material suppliers, and flavor experts under one roof. A particular focus is on:

  • Premium Cigars & Luxury Tobacco: Newly introduced as a parallel program with the World Cigar Show, which presents the finest cigars and upscale target groups
  • Technology focus: From production lines and packaging technology to emission filtration and machine solutions – this is where the current state of the tobacco industry is shown.
  • Global market networking: The trade show positions itself as a platform for international business initiation – especially between Europe, the Middle East and Asia.

Visit us at booth E110 in Za'abeel Hall 5, where our teams will be demonstrating live how premium flavors are efficiently used in tobacco and related consumer products. Experience:

  • Flavor tastings with a focus on tobacco, shisha and smoking products
  • Expert discussions on product development, regulatory requirements and taste trends
  • Insights into our processes – from creation to specific application
  • Networking and lounge atmosphere to intensify contacts

Voices from practice

"Dubai is a hotspot for international tobacco trends – and WT Middle East is one of the most important platforms. The demand for products with differentiated flavors is enormous. Here we can demonstrate how our flavors are specifically designed for regional markets."

Christoph Rüger, Sales Manager

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Dubai in numbers

The global industry meeting in numbers

With over 5,000 trade visitors and more than 200 exhibitors, WT Middle East is the region's largest tobacco trade show. It brings together global industry giants, regional retailers, and innovative start-ups under one roof. Manufacturers of shisha, vape, cigarettes, and heat-not-burn products are particularly well represented – a central meeting place for decision-makers in a dynamically growing market.

Hertz & Selck at the WT Middle East

Regional diversity, internationally minded: Flavor solutions for the market

Whether shisha, heat-not-burn, or vape – Hertz & Selck offers perfectly balanced flavor profiles tailored to Middle Eastern taste preferences. With a deep understanding of market requirements and cultural specificities, we create solutions that elevate both sensory perception and product performance to a new level.

Contact

Our team is there for you

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Christoph Rüger

Sales manager

Tel: +49 40 43 25 76 0
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Richard J Kirwin

Sales manager

Tel: +49 40 43 25 76 0
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Tarek El-Achmar

Sales manager

Tel: +49 40 43 25 76 0
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Sina Axmann

Sales manager

Tel: +49 40 43 25 76 0
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Klaus Feldmann

Sales manager

Tel: +49 40 43 25 76 0
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product

Finely tuned: flavors for a global market

The growing market in the Middle East demands variety and perfection in flavor. Our flavor profiles are optimally tailored to modern devices and consumption methods – from POD systems and disposables to classic MTL devices. At Hertz & Selck, our focus is not only on sensory perception, but also on technical adaptation to dosage, color stability, and application. The result: perfectly balanced solutions for a demanding, international market.
Learn more

Services

We can do that for you:

Creation

We develop individual liquid recipes according to your specifications – tailor-made, market-oriented and with the goal of becoming your next top seller.

Modification

Whether product optimization or adaptation to new regulations – we modify your flavors quickly, reliably and in line with market requirements.

Application

The right solution for every application: We precisely test and adjust your flavors for PODs, disposables, MTL or DL – including sample shipment and application tests.

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How can we help you?

Simply select your interest and region and we will get in touch with you.