In recent years, the events industry has emerged as a significant sector worldwide, and is anticipated to continue growing in the future. This industry plays a pivotal role in generating revenue, driving tourism, and boosting related sectors such as transportation, hospitality, and media thus enhancing a country's global standing.
Because of this field’s substantial expansion in an increasingly competitive global environment, we are witnessing fundamental transformations in the types of events organized. Namely, there is a growing trend towards leveraging technology to gain a competitive edge by catering to evolving consumer preferences and enhancing the overall attendee experience.
While Europe and North America are considered the primary markets for the events industry, many emerging markets are also experiencing rapid growth. The Asia-Pacific region, in particular, is witnessing significant expansion driven by economic growth, regional cooperation, and technological advancements. Gulf Cooperation Council (GCC) countries have also seen rapid development in their events industries over the past two decades as they strive for economic diversification and aim to position themselves as global destinations for major events.
Gulf Interest
The events industry can be defined as a sector of economic activity that focuses on organizing, hosting, and managing public gatherings to achieve commercial, cultural, social, or recreational goals. These events vary widely and include popular events such as conferences, exhibitions, corporate events, seminars, music and art performances, sports events, festivals, trade shows, and product launches.
The global market for exhibitions and conferences was valued at approximately $904.30 billion in 2023, and it is projected to grow from $970.76 billion in 2024 to $1,932.73 billion by 2032, representing a compound annual growth rate of 8.99% over the forecast period, according to Fortune Business Insights.
GCC countries have shown significant interest in the field, both domestically and internationally, as a means to diversify their economies and attract foreign investment. By investing in infrastructure, tourism, and entertainment, these countries have made major events like international exhibitions, conferences, festivals, and sporting events central to their tourism strategies and revenue generation.
According to Mordor Intelligence, the events market in the GCC is projected to grow from $78.25 billion in 2024 to $120.73 billion by 2029, at a compound annual growth rate of 9.06%.
In the United Arab Emirates alone, the events market is estimated to be worth $12.43 billion in 2024 and is expected to reach $22.35 billion by 2029, growing at a compound annual growth rate of 12.45%. In February 2024, ADNEC Group announced that the combined direct and indirect economic contributions of its seven business units to the Abu Dhabi and UAE economies had doubled to AED 7.37 billion in 2023, a 107% increase compared to AED 3.56 billion in 2022, marking the highest in the Group's history since its establishment in 2005.
In Saudi Arabia, the same industry witnessed significant growth of approximately 15% in 2023 which is expected to accelerate due to infrastructure expansion. The Saudi Conventions and Exhibitions General Authority (SCEGA) is driving this transformation through ongoing efforts, including the announcement of a SAR 588 million ($156 million) incentive package to support major events in Saudi Arabia in 2025.
Emerging Trends
The events industry in the Gulf region is characterized by several significant trends:
1. Increase in large-scale, diverse events
The Gulf's events industry is highly diversified, with a growing focus on sports, arts, culture, and entertainment, alongside traditional trade and technology events. Key examples include:
a. Sports events
The Gulf has become a major hub for international sports, hosting events like Formula 1 races in Abu Dhabi, Bahrain, Jeddah, and Qatar; the ATP World Tennis Tour in Abu Dhabi; NBA games in Abu Dhabi; global marathons; and the 2022 FIFA World Cup in Qatar, solidifying the region's position as a global sports hub. The region is also gearing up to host even more major sporting events in the coming years, such as the 2034 FIFA World Cup, which is set to take place in Saudi Arabia.
b. Cultural and artistic events
The Gulf has witnessed a significant growth in international music and art festivals such as the Abu Dhabi Arts Festival, Dubai International Film Festival, and the Red Sea International Film Festival in Saudi Arabia. These events promote cultural tourism and introduce the world to Gulf and Arab culture.
c. Trade and technology events
Cities like Dubai have established themselves as global hubs for trade and technology exhibitions, such as GITEX and the Dubai Airshow, reinforcing the Gulf region's position as a global commercial center.
2. Infrastructure expansion
Modern and advanced infrastructure is a key factor contributing to the growth of the events industry in the Gulf countries. Governments have invested heavily in specialized facilities such as exhibition centers, large halls, sports stadiums, and fully equipped hotel facilities to host international events. Examples include the Abu Dhabi National Exhibition Center, Dubai Expo City, Dubai World Trade Center, Sharjah Expo Center, and Bahrain International Exhibition and Convention Centre. Gulf countries are expected to increase said investments thus enhancing their ability to host major international events. Additionally, the Gulf is anticipated to intensify investments in smart transportation, utilizing more electric buses and self-driving cars to transport event participants within and between cities.
3. Technology and artificial intelligence utilization
Technology has become an integral part of the events industry and a distinctive feature of events held in the Gulf countries. This is evident in the reliance on digital interaction, where smartphone applications and digital platforms are used to enhance the participant experience. For example, at Expo 2020 Dubai, augmented and virtual reality technologies were used to create interactive experiences, enabling visitors to engage with exhibits in unconventional ways.
The global virtual events market is projected to reach $297.16 billion by 2030, with a compound annual growth rate of 20.0% from 2025 to 2030, according to a report by Grand View Research in December 2024. This is attributed to the growing preference for virtual events, allowing viewers worldwide to interact in real time. This necessitates event organizers to adopt innovative and engaging virtual event formats to cater to the interests of the new generation of attendees and make the industry more interactive.
In the coming years, Gulf countries are likely to accommodate the demand for hybrid events that combine in-person and virtual participation and increase the use of robotics and artificial intelligence, which is expected to reduce costs, reach a wider audience, and provide opportunities for participants from around the world to join.
In this context, artificial intelligence is a leading technological tool that will play a significant role in developing the events industry, making it more efficient and profitable. Its applications include event organization, crowd management, and predicting future trends. Analyzing big data related to visitor behavior and interests enables organizers to customize visitor experiences more accurately and effectively based on their past interests, measure participation and audience interactions, and evaluate success indicators based on real data.
4. Sustainability and environmental preservation
In line with global trends towards environmental conservation, integrating sustainability into the events industry has become essential. Gulf countries have distinguished themselves by focusing on integrating sustainability and technology into event design. For example, Expo 2020 Dubai showcased a global model for integrating artificial intelligence and renewable energy. There's also been a growing focus on reducing the carbon footprint of large-scale events. For instance, Saudi Arabia's bid to host the 2034 FIFA World Cup emphasized environmental sustainability as a core pillar, including measures to improve energy efficiency, adopt sustainable construction methods, use eco-friendly building materials, and implement waste management initiatives and environmental awareness programs.
5. Cybersecurity and data protection
With the increasing use of technology in event organization, events have become more vulnerable to cyber threats, ranging from phishing attacks and ransomware to large-scale data breaches. Cybersecurity and personal data protection have thus become integral components of event organization. Given that the global events industry handles data from over a billion participants annually, it has become a lucrative target for cybercriminals. High-profile incidents such as the cyberattack on the 2021 Tokyo Olympics highlight the risks involved. The rapid adoption of virtual and hybrid events has further expanded the attack surface, exposing participants' personal and financial information to potential breaches. Therefore, organizers must prioritize the protection of participants' personal information by adopting the best digital protection technologies and integrating cybersecurity strategies into every stage of event planning.
6. Public-private partnerships
The events industry in the Gulf countries is witnessing significant growth through strengthened public-private partnerships. Private sector organizations are increasingly entrusted with the responsibility of organizing, managing, and investing in events, in partnership with government entities and sponsors. Governments, in turn, contribute by financing and developing major events, providing regulatory facilitation such as issuing visas, and thus enhancing the competitiveness of events in the Gulf. Overall, this partnership expands the scope of events and increases their attractiveness to investors.
Gulf countries possess numerous attributes that make them promising markets for the events industry. Their strategic location makes them ideal destinations for hosting global events, coupled with the significant investments made by their governments in developing infrastructure for conference centers, exhibition halls, sports facilities, and cultural venues which enhances their capacity to host large-scale events. Gulf countries are expected to further strengthen their position in this industry in the coming years, attracting millions of visitors and participants from around the world through the use of advanced technology, a focus on sustainability, and the expansion of hybrid events.
