ReFuelForumMENA 2022

February 21-22, 2022

InterContinental Festival City, Dubai

ReFuelForum MENA (formerly known as PetroForum) is heading to Dubai in 2022 for two days of high energy contact making and knowledge sharing.

The region's leading oil companies will meet with a range of the best international suppliers covering all areas of the service station, from car wash equipment to the latest retail technologies. The time-saving format brings all the key industry figures together for two days to network, share ideas and discover new products and new ways of doing business.


Access to some of the best fuel retailers and suppliers in the region, showcasing the industry’s most innovative products and services.

Hear from thought leaders and best-in-class practitioners.

Tailor your own program of one-to-one meetings, to ensure that the people sitting opposite you tick all the boxes on your list of business aspirations. 

Our content will encourage constructive dialogue – with presentations that address the most current and pressing issues, their complexities and solutions.

Cut to the chase – our invitation-only policy means you’ll only meet with the decision makers.

Network with your peers in a luxury location, through first-class social events, designed to develop and strengthen relationships.



Hisham Khan

Head of Retail Brand Partnerships, Shell


Giuseppe Bonaccorsi

Managing Director & Partner, BCG Dubai


Mirela Jianu

Head of Market Intelligence, Ecosystems & Partnerships, eni


Zaid Alqufaidi

Managing Director, ENOC Retail


Simon Martin

Regional Sales Director EMEA, Kalibrate


Oscar Diamante

Editor-in-Chief- PetrolPlaza


Suryaveer Singh

Loyalty Program, Manager, ENOC Retail


Ahmed Samir Elbermbali

Managing Director, Clean Energy Business Council (CEBC) MENA


Conference Chair and Contributing Panellist

Hisham is a Key Account Manager/Contract holder for several of Shell's partnerships (Starbucks, Costa, McDonald's, Yum Brands, Amazon etc.) and work as ‘One Team’ with the 10 Asian markets to develop the best integrated customer offer, operating model, commercial terms and contract in the Food & Coffee, Grocery and on the move solutions.


Giuseppe joined the BCG Rome office in 2011 and transferred to the Dubai office in early 2013.

He has been working across several major energy clients in GCC in both Oil & Gas and Utilities. His main areas of expertise are Strategy, Digital Transformation, Sustainability and Circular Economy, Innovation and set-up of new Digital Businesses.

He is co-author of the BCG report on "Is There a Future for Service Stations?"



How eni have Digitised the Customer Journey

After graduating in International Business and Economics, Mirela was drawn to the fields of consumer behaviour, brand value, innovation and technological trends. Her most significant experience has been in global organisations including Millward Brown Kantar, Samsung Electronics and Eni. At Eni she is responsible for identifying the most promising digital solutions and assessing their potential together with the business units, managing initiatives and partnerships with global innovation ecosystems.

Speaker: The Service Station of the Future at EXPO Dubai 2020

Zaid is responsible for the strategic development of ENOC’s retail business stream.  An ENOC veteran and a seasoned oil and gas industry professional, Alqufaidi comes to his role with extensive experience across the energy value chain, that includes the marketing, aviation, terminal operations and supply sectors.

Alqufaidi held numerous managerial positions and has played an instrumental role in the development of EPPCO’s retail network. He has also immensely contributed to bridging the gap between the ENOC and EPPCO brand during the formation of the Group’s identity as ENOC. Some of Alqufaidi’s notable achievements include overseeing the construction of 70 EPPCO gas stations, oil terminal storage facilities and the establishment of ENOC Tasjeel during his tenure as Commercial Marketing Manager in 1998.

Speaker on the Future Customer Panel Discussion. 

Simon, who joined Kalibrate in 2013, is well positioned to lead the panel discussion around the Future Customer – looking at the how data, loyalty and payments can help you better understand the digital customer.

Simon has worked with global majors and independent operators in mature, developing or emergent markets, with a focus on on retail fuel price optimisation, predictive data analytics and location intelligence. 

Oscar will be moderating the panel discussion on Future-Proofing your Service Station looking at the new energy sources on the horizon.

Oscar been writing about the fuel retail, convenience and car wash industries for over six years. As part of his work in the industry he has participated in numerous industry events, chaired panels and covered the development of all segments of the market. He has a special interest in the current fuel and energy transition the transport industry is going through. 

Suryaveer is a speaker on the Future Customer Panel Discussion.

With over 15 years of experience across Banking, Insurance, Advertising , Luxury Retail and Oil Gas in Marketing and Direct to customer roles. Suryaveer heads customer loyalty at ENOC and is responsible for the launch of the Yes Rewards program. Suryaveer specializes in Customer loyalty, Data Analytics and Direct to Consumer marketing. With an MBA in marketing Suryaveer is passionate about customer behaviour and impacts of data on customer decision making.

Ahmed will be a panellist on the Future-Proofing your Service Station panel discussion looking at the new energy sources on the horizon.

Ahmed is the Managing Director of the Mena Clean Energy Buisness Council (CEBC), a non-profit organisatiuon dedicated to promoting clean energy and clean technologies and solutions MENA Region. CEBC provides a platform to further dialogue between the public and private sectors to develop much-needed policy and regulations to help drive the implementation of clean energy across the MENA region.




Whether it’s outside, inside, underground or in the cloud, Gilbarco Veeder-Root has the solution for your site’s needs. Our systems and solutions are designed and tested to work together seamlessly to deliver the lowest cost of ownership and best integration possible. Since 1865, Gilbarco Veeder-Root has manufactured the world’s leading fueling and convenience store equipment and technology. Our products are time-tested and future-approved.


At Franke, although we sell coffee machines, we’re really in the business of creating wonderful coffee experiences for your customers by helping you to provide perfect, consistent in-cup quality. Because, whatever business you’re in, we know it’s about more than coffee. It’s all about the moment. We can help you make it wonderful.


FuelTrans Fz LLC (Group Company of Bahwan CyberTek Group) is a global provider of digital transformation solutions in the areas of IoT, Fuel Retail Automation and Logistics & Transportation solutions helping global Oil Marketing companies achieve complete control and visibility over retail outlet operations, secondary supply chain distribution using digital and data-driven levers.


Capillary Technologies offers AI-based cloud-native SaaS products and solutions such as automated loyalty management and CDP serving large enterprises. Powering 250+ brands across 30+ countries with 100+ loyalty programs, we have presence across the US, India, Middle East, and SEA. 


Petrolplaza.com is the primary online business-to-business information source for decision makers in the petrol retailing, fuel logistics and car wash market.


Free Bird Film is a production company and social enterprise based in the UK. From story-boarding to colour grading, cinematography to sound design, pre-production to post-production, we guarantee the highest quality film content at the best rates. We specialise in the creation of corporate, commercial and music videos, and coverage of a wide-range of events. We are also a social enterprise, and use a quarter of our profits to produce films for NGOs and other social enterprises that promote social justice.



"ReFuelForum was extremely beneficial. The brilliantly designed format allowed us to get what we wanted from the sessions, and to gain insight into industry solutions for our current and future requirements."

Planning & Development Engineer, Bahrain Petroleum Company (Bapco)

"I gained a lot of market intelligence, and some great contacts with potential follow-up meetings across the MENA region and India. These events are much better value for money than an exhibition."

- Sales Director, Crane Payment Innovations


ReFuelForum MENA will be returning to Dubai in 2022.  With stunning waterfront and skyline views, InterContinental Dubai Festival City offers a luxury experience with a Michelin starred chef, award-winning spa and renowned pool. Enjoy direct access to the world class Dubai Festival City Mall and a 15 minute drive to Dubai airport.

How to get there

The Intercontinental Festival City Dubai is located approximately a 15 minute drive from Dubai International Airport. 

Contact the Hotel

e: reservation.dfc@ihg.com


Crescent Drive, Dubai, 45777, United Arab Emirates






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