In recent years, the events industry has emerged as a significant sector worldwide, with anticipated continued growth in the future. Playing a pivotal role in generating revenue, driving tourism, and boosting related sectors such as transportation, hospitality, and media, the industry enhances a country's global standing. The substantial expansion of this field in an increasingly competitive global environment has led to fundamental transformations in the types of events organized. A growing trend towards leveraging technology has emerged to gain a competitive edge by catering to evolving consumer preferences and enhancing the overall attendee experience.
Europe and North America are considered the primary markets for the events industry; however, 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. Over the past two decades, Gulf Cooperation Council (GCC) countries have seen rapid development in their events industries as they strive for economic diversification and aim to position themselves as global destinations for major events.
Gulf Interest
The events industry encompasses a diverse sector of economic activity, focusing on organizing, hosting, and managing public gatherings for commercial, cultural, social, or recreational purposes. From conferences and exhibitions to music performances and sports events, the industry covers a wide spectrum of gatherings. In 2023, the global market for exhibitions and conferences was valued at approximately $904.30 billion. Fortune Business Insights projects growth 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.
GCC countries have demonstrated significant interest in the events sector, both domestically and internationally, as a strategy to diversify their economies and attract foreign investment. By focusing on infrastructure, tourism, and entertainment, these nations have positioned major events like international exhibitions, conferences, festivals, and sporting events as central components of their tourism strategies and revenue generation efforts. Mordor Intelligence forecasts substantial growth for the events market in the GCC region. Their projections indicate an increase from $78.25 billion in 2024 to $120.73 billion by 2029, with a compound annual growth rate of 9.06%.
In the United Arab Emirates specifically, the events market is estimated to be worth $12.43 billion in 2024 and is projected to reach $22.35 billion by 2029, growing at a compound annual growth rate of 12.45%. ADNEC Group announced in February 2024 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. Compared to AED 3.56 billion in 2022, the 107% increase marked the highest in the Group's history since its establishment in 2005.
In Saudi Arabia, the events industry witnessed significant growth of approximately 15% in 2023, with expectations of further acceleration 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 region has experienced remarkable growth in international music and art festivals, including the Abu Dhabi Arts Festival, Dubai International Film Festival, and the Red Sea International Film Festival in Saudi Arabia. Such events play a crucial role in promoting cultural tourism and introducing Gulf and Arab culture to a global audience.
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 plays a crucial role in driving the growth of the events industry across Gulf countries. Governments have made substantial investments in specialized facilities, including exhibition centers, large halls, sports stadiums, and fully equipped hotel complexes, all designed to host international events. Notable examples of these state-of-the-art venues include the Abu Dhabi National Exhibition Center, Dubai Expo City, Dubai World Trade Center, Sharjah Expo Center, and Bahrain International Exhibition and Convention Centre.
Looking ahead, Gulf countries are expected to further increase their investments in infrastructure, thereby enhancing their capacity to host major international events. Moreover, the region is anticipated to intensify its focus on smart transportation solutions, with plans to incorporate more electric buses and self-driving cars for efficient movement of 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. The reliance on digital interaction is evident, with smartphone applications and digital platforms enhancing participant experiences. At Expo 2020 Dubai, for instance, augmented and virtual reality technologies created interactive experiences, enabling visitors to engage with exhibits in unconventional ways.
According to a report by Grand View Research in December 2024, 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. Growing preference for virtual events, allowing viewers worldwide to interact in real time, drives this growth. Consequently, event organizers must 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. Increased use of robotics and artificial intelligence is expected to reduce costs, reach a wider audience, and provide opportunities for participants from around the world to join.
Artificial intelligence stands out as 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. By analyzing big data related to visitor behavior and interests, organizers can customize visitor experiences more accurately and effectively based on 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 merging sustainability and technology into event design. Expo 2020 Dubai, for instance, showcased a global model for incorporating artificial intelligence and renewable energy.
A growing emphasis on reducing the carbon footprint of large-scale events has emerged. Saudi Arabia's bid to host the 2034 FIFA World Cup exemplifies this trend, highlighting environmental sustainability as a core pillar. Their proposal includes measures to improve energy efficiency, adopt sustainable construction methods, use eco-friendly building materials, and implement waste management initiatives alongside environmental awareness programs.
5- Cybersecurity and data protection
In the era of technology-driven event organization, cyber threats have become a significant concern. Events now face vulnerabilities ranging from phishing attacks and ransomware to large-scale data breaches. As a result, cybersecurity and personal data protection have evolved into crucial components of event planning and execution.
The global events industry, handling data from over a billion participants annually, has emerged as an attractive target for cybercriminals. High-profile incidents, such as the cyberattack on the 2021 Tokyo Olympics, underscore the substantial risks involved. Moreover, the rapid adoption of virtual and hybrid events has expanded the attack surface, potentially exposing participants' personal and financial information to breaches.
Given these challenges, event organizers must prioritize the protection of participants' personal information. Implementing the best digital protection technologies and integrating comprehensive cybersecurity strategies into every stage of event planning is now essential.
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, these partnerships expand the scope of events and increase 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.
