TRENDS Research & Advisory concluded its fifth exceptional participation in the Cairo International Book Fair 2026, held over 14 days under the slogan, “Whoever stops reading for an hour… falls centuries behind,” from January 21 to February 3 at the Egypt International Exhibition Center in Cairo. 

The TRENDS pavilion attracted broad interest from ministers, ambassadors, officials, thinkers, and academics, who explored more than 400 diverse research publications, including original works and translations into more than 16 languages. Visitors also learned about TRENDS’ research, training, and advisory services, and praised its contemporary research vision, which keeps pace with transformations in thought and culture, as well as its knowledge model that combines research with intellectual dialogue. They also commended the diversity of its publications, which analyze contemporary issues. 

Accelerating the Development Agenda 

A rich program of events and creative initiatives accompanied TRENDS’ participation. In partnership with the Egyptian Cabinet’s Information and Decision Support Center, and under the patronage of H.E. Dr. Mostafa Madbouly, Prime Minister of Egypt, TRENDS organized a high-level seminar, Between Innovation and Development Impact: The Role of Artificial Intelligence in Accelerating the Development Agenda. 

At its pavilion, TRENDS also held a seminar —Cultural Production in the Digital Age: Content Abundance and the Challenges of Creativity — in partnership with the Bibliotheca Alexandrina. Participants emphasized that creators in the digital era must possess a set of skills enabling them to navigate the attention economy consciously, including awareness of algorithms and a strengthened ethical awareness of creativity. 

The UFUQ Initiative 

TRENDS, in cooperation with the Arab Academy for Science, Technology and Maritime Transport — one of the specialized academic organizations affiliated with the League of Arab States — launched the creative initiative UFUQ. It also introduced the track Sustainable Water Security from a Modern Media Perspective as part of the third edition of the TRENDS Hub Scientific Research Award. 

The initiative aims to build a research and media generation capable of leadership, innovation, entrepreneurship, and impact-making through artificial intelligence tools and strong scientific research skills. 

Supporting the Creative Landscape 

Dr. Mohammed Abdullah Al-Ali, CEO of TRENDS Research & Advisory, stated that the regular participation in the Cairo International Book Fair aligns with TRENDS’ vision of supporting the cultural, intellectual, and creative landscape. He noted that the fair is a leading global intellectual platform that brings together writers, thinkers, and opinion leaders from around the world to exchange perspectives on knowledge production, publishing developments, and sustaining the cultural and creative scene amid the AI and technological revolution, which pose significant challenges to human creativity. 

Dr. Al-Ali emphasized that TRENDS’ participation in the 57th edition of the fair extended beyond presenting publications and services to visitors. It included a series of research and knowledge events, including a high-level seminar organized with the Information and Decision Support Center, a scientific seminar with the Bibliotheca Alexandrina, and the launch of a creative initiative with the Arab Academy for Science, Technology, and Maritime Transport. This scientific and intellectual momentum, he noted, primarily aims to activate research and academic partnerships and exchange expertise and knowledge among researchers and experts, contributing to the development of research and analytical methodologies. 

Spreading Knowledge and Science 

Rawdha Al Marzouqi, Director of the Distribution and Exhibitions Department at TRENDS, affirmed that the organization is keen to participate in regional and international book fairs to promote knowledge, peace, tolerance, and coexistence through solid scientific content that opens horizons for new generations to envision the future and actively contribute to shaping it. 

She added that the Cairo Book Fair is one of the most important book fairs in the world and a longstanding international platform that brings together a broad spectrum of writers, publishers, and authors, making it a key venue to showcase TRENDS’ distinguished research output. 

Al Marzouqi further noted that, through its participation in book fairs, TRENDS seeks to enrich the global research movement with credible and objective scientific output, while strengthening its presence in influential international cultural forums to convey its research and intellectual message, and to introduce its goals, future vision, and global strategy.