Middle East Events Surge
Major events, festivals, and conferences are becoming key drivers of socio-economic growth across the Middle East, tourism leaders said at Arabian Travel Market (ATM) 2025 in Dubai. Speaking on the opening day at the Business Events Stage, representatives from Dubai Economy and Tourism, the Abu Dhabi Convention and Exhibition Bureau, Ras Al Khaimah Tourism Development Authority, and international bodies like the International Congress and Convention Association (ICCA) and the International Association of Professional Congress Organisers (IAPCO) agreed that events are playing a transformative role in strengthening the region's economies, enhancing global appeal, and creating long-term legacies.
Ahmed Al-Khaja, CEO of Dubai Festivals and Retail Establishment, noted that iconic events such as the Dubai Shopping Festival have helped shape not only Dubai's cultural and economic identity but have also contributed to positioning the region as a world-class destination for events tourism.
In Abu Dhabi, Mubarak Al Shamsi highlighted how hosting major exhibitions and conferences aligns with national development plans such as Vision 2030, focusing on sectors like healthcare, innovation, sustainability, and energy. 'Our strategy is not just about numbers; it's about building lasting economic and knowledge legacies,' he said.
Iyad Rasbey, Vice President of Destination Tourism Development at Ras Al Khaimah Tourism Development Authority, emphasised that business events have been a catalyst for growth across emerging destinations in the Gulf. 'MICE tourism now represents one of the most important contributors to Ras Al Khaimah's expansion, helping us connect globally and attract high-net-worth visitors,' he said.
The trend is being felt across the Middle East, where a surge in tourism-focused investments and a strategic push towards hosting global summits, cultural events, and industry conventions are reshaping the region's future. Elsewhere during ATM, leaders from Booking.com, dnata Travel Group and Airbnb discussed microtrends such as sleep tourism, dark tourism and coffee tourism, advising tourism providers across the Middle East to adapt their marketing strategies to tap into evolving traveller behaviours.
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