The most popular international show for American Softwoods (AMSO) representatives, including Southern Forest Products Association members, Dubai WoodShow 2025 offered opportunities to meet buyers from not one, but numerous emerging markets that show opportunities for growth. Dubai WoodShow 2025 attracted 17,830 attendees, with 784 exhibitors representing 140 countries.
In addition to visitors from the United Arab Emirates, the show has strong visitor numbers from Pakistan, Turkey, and Saudi Arabia, all countries that are showing positive export growth of American softwoods and Southern Pine.
Dubai WoodShow 2025 Experience
U.S. softwood lumber exports to the MENA (Middle East and North Africa) region were up 30.25% to 18.1 MMBF in 2024 compared to 2023, led mostly by Egypt and Turkey. This growth is attributed to the region’s booming construction sector and the U.S.’ competitive pricing and sustainable forestry practices. However, that total is down 55% to 3.7 MMBF between January and April 2025 compared to the same period in 2024. Southern Pine lumber exports, meanwhile, were down 56% between 2023 and 2024 and are down 48% through the first five months of 2025.
That’s why 21 AMSO representatives, representing 19 companies, including 11 SFPA members, attended the show this year, as well as representatives from the Softwood Export Council and APA – The Engineered Wood Association. The main goal? Raise awareness of and improve the level of knowledge about American softwood species, grades, and sizes among visitors throughout the region.
This was AMSO’s 16th year exhibiting, and the stand was busy during the August 14-16 tradeshow, resulting in 108 inquiries to import U.S. softwoods.
Dubai WoodShow 2025 organizers also conducted a series of informative seminars for attendees. One seminar promoted the benefits of sourcing from U.S. wood-producing regions, including the southern United States. Other seminars discussed market dynamics and the opportunities to use wood in a variety of other regions.
Southern Pine, American Softwoods in the Middle East
The UAE has demonstrated strong export growth, with the value of U.S. softwood sales increasing from $397,000 in 2022 to $723,000 in 2023. The value of exports declined to $610,000 in 2024, with sales for the first quarter of 2025 showing a 66% growth. Southern Pine imports to the UAE ended 2024 with 604 thousand board feet, which was up 139% over 2023, but 2025 exports through April have been sluggish at 80 thousand board feet, 63% behind the same period in 2024.
However, Dubai WoodShow is very much a show for the region and not just sales in the UAE.
Despite complications around accessing currency, exports of treated lumber to Pakistan were valued at $12.3 million in 2024, with indications for 2025 looking positive, up 40% in the first quarter year on year. Southern Pine lumber exports in April 2025, meanwhile, were running 11% behind the same period in 2024 at 4.6 MMBF with a value of $2.5 million YTD.
There was a notable presence of buyers from Turkey at the 2024 show, with export sales reaching $2.7 million, up from $938,000 the previous year. Estimates so far this year suggest exports to the region are down, although conversations with buyers and the FAS team in Turkey suggest this has more to do with the availability of product than lack of demand.
The MENA region’s demand for softwood lumber is primarily fueled by large-scale construction projects, particularly in countries such as Saudi Arabia and the UAE.
Saudi Arabia’s Vision 2030 initiative and the UAE’s infrastructure development plans have created substantial opportunities for U.S. exporters. AMSO had an exhibit at the Saudi Wood Expo in 2024 (and will return in 2025), where there was substantial interest from architects and specifiers for large tourism projects in the region.
SFPA members: Don’t forget to check out the contacts secured during the show and their corresponding contact information in the SFPA member portal.