There was, however, still plenty on offer for the delegates, including a keynote speech from the only woman to speak at the forum.

This was arguably a significant moment in the event, given the rumblings of discontent from women delegates and those attending about the lack of attention they had received from organizers. Their reaction to the JEF as a whole will be explored later.

***

Meanwhile, the organizing body of the JEF, the Gulf Research Center (GRC), has worked hard to maintain a distinctly Arabian feel to the proceedings. This is reflected in the local businesses sponsoring the event as well as the traditional attire of the ushers, and particularly in the wonderful art exhibition that features a collection of abstract and realist paintings from Saudi artists.

Hisham Binjabi has worked hard in coordination with the GRC to bring Saudi art to the notice of the JEF, and it is safe to say that he has succeeded.

He said his intention was to promote art as a business in the Kingdom and encourage investment in the sector.

“In the beginning it (making a living from painting) was very hard, but these days we find that there is very good support from both the government and private businessmen.”

Binjabi reserved special praise for Saleh Al-Turki, saying the former chairman of the Jeddah Chamber of Commerce and Industry (JCCI) had helped tremendously.

He also claimed that collectors, both at home and abroad, would pay as much as SR15,000 for a good painting.

Female artists such as Rahmah Al-Korbi have also been given prominence at the JEF. She has been painting for over 10 years and said she had been able to make a living from her profession. “Women are contributing a great deal to the Kingdom and they are able to do many different kinds of work. There is no way I would have been able to paint even 20 years ago,” she said.

***

Continuing the theme of the woman’s role in the Kingdom, it was interesting to note the reaction of female delegates at the JEF. Tharwah Mohammed Attar, Division Head of Marketing at the JCCI, felt that not enough coverage was given on how to increase the role of businesswomen in the Kingdom. “If you want to hear about topics such as energy, global warming or the economy, then for sure this is the place to be. But if there is a certain subject or presentation tied to women — or specifically Saudi businesswomen such as in previous years — then no, this has not been the case,” she said.

Massiel Wendland Yanez of Business Consultancy Salco agrees with Attar. “We need more women from business (at this event). There are many women, but the resources appear to be blocked (to them).”

Yanez added that she had met many high-ranking women at the JEF, including managers and directors, but their numbers were still too few. She also said the potential of businesswomen was not being properly used. That is despite the fact that many speakers at the JEF had already called on the Saudi business community to make the most of women’s skills and resources. “Maybe it has happened, but we don’t know; it is always behind the scenes. I just see men at the forefront. When we see a woman in the government, then maybe we can start believing.”

***

Overall, there has been a positive reaction to the JEF from male delegates. “My first impressions coming through the door was that it was highly organized. Organization is very important to me, as I like to know where I am,” said Jorg Hegestweillerm General Manager of crane company Liebherr.

He added that he was pleased with the number of international businesspersons who were attending the forum. On a side note, Liebherr has developed what they claim is the biggest crane that can be driven on the road, which Arab News’ Roger Harrison is hoping to test drive in the not-too-distant future. Managing Partner at PR firm Adalid, Suhaib Abbas Al-Wazir, was decidedly more critical of the JEF. “What has happened over the years is that it (the forum) began to lose its meaning. We saw a lot of sponsors coming to take over the event because they were launching something.”

He added that while the event had improved this year, the quality of speakers left a bit to be desired, especially as women appeared to be severely underrepresented among those giving presentations.

Despite the criticism about the lack of focus given to businesswomen, there was a more than a hint of irony about the fact many female delegates chose to loiter in the main reception area while Swedish Minister for Trade Ewa Helena Bjorling, the only woman keynote speaker at the JEF, was giving her speech.

***

There appeared to be at least one big winner at the JEF — the various sponsors with stands in the reception area. Many of them commented on the fact that their profile had been raised simply by having a presence there. “The fact that we could engage with high-ranking businesspeople will definitely help us commercially,” said one representative, who chose to remain anonymous.