The event industry has become one of the important sectors that has grown rapidly over the past few years, and it is expected to continue this consistent growth trend in the coming years. The event industry contributes significantly to the global economy, considering its vital role in generating revenue, boosting tourism, and enhancing related sectors such as transportation, hospitality, and media, in addition to strengthening the global standing of countries.
The significant evolution in the event industry has led to substantial changes in the types of events organized, with a focus on leveraging technology to gain a competitive advantage by responding to changing consumer preferences, thereby enhancing the attendee experience in a highly competitive global environment.
While Europe and North America are the main markets for the event industry, there are many emerging markets where this industry is experiencing rapid growth. In the Asia-Pacific region, growth is driven by economic expansion, regional cooperation, and technological advancement. The Gulf Cooperation Council (GCC) countries stand out in this context, having developed their event industry rapidly over the last two decades as these nations strive for economic diversification and to create a global attraction for audiences attending events hosted there.
Gulf Interest:
The event industry can be defined as a sector of economic activities focusing on organizing, holding, and managing public gatherings at specific times and places to achieve certain objectives, whether commercial, cultural, social, or entertainment-related. These events vary in purpose and include popular events such as conferences, exhibitions, corporate seminars, musical and artistic performances, sports events, festivals, trade fairs, and product launches.
The size of the global exhibitions and conferences market was estimated at approximately 904.30billionin2023,withexpectationsofgrowthfrom904.30billionin2023,withexpectationsofgrowthfrom970.76 billion in 2024 to $1,932.73 billion by 2032, at a compound annual growth rate (CAGR) of 8.99% during the forecast period, according to estimates from Fortune Business Insights.
Gulf countries have shown great interest in both local and international event industries by accelerating economic diversification and encouraging investments in infrastructure, tourism, and entertainment. Consequently, major events such as international exhibitions, conferences, festivals, and sporting events have become key elements in attracting tourism and increasing revenue.
The event industry has witnessed significant growth, making it one of the vital economic sectors that substantially contributes to the economic growth of Gulf countries. This growth is paralleled by efforts to utilize modern technologies in the development of this industry, such as artificial intelligence and digital technology, as well as enhancing environmental sustainability concepts.
Most reports indicate that the growth of the event industry in Gulf countries is the fastest compared to many other regions. The event and exhibition market in the Gulf is experiencing dynamic and rapid growth, with its value expected to rise from approximately 78.25billionin2024toabout78.25billionin2024toabout120.73 billion by 2029, at a CAGR of 9.06% during this period, according to estimates from Mordor Intelligence.
In the UAE, the event market is estimated at around 12.43billionin2024,expectedtoreach12.43billionin2024,expectedtoreach22.35 billion by 2029, with a CAGR of 12.45% during this period, according to Mordor Intelligence. In this context, the Abu Dhabi National Exhibitions Company (ADNEC) announced in February 2024 that the economic contributions (both direct and indirect) from its seven business sectors to Abu Dhabi and the UAE’s economy doubled to reach 7.37 billion dirhams in 2023, reflecting a 107% increase compared to 3.56 billion dirhams in 2022, marking the highest in the company’s history since its establishment in 2005.
In Saudi Arabia, the events and exhibitions sector has grown notably, reaching nearly 15% in 2023, and this growth is expected to accelerate due to the expansion in infrastructure for transportation and events. The General Authority for Exhibitions and Conferences is enhancing the transformation taking place in the Kingdom through ongoing efforts in this sector, including announcing a package of incentives worth 588 million riyals ($156 million) to support major events scheduled in Saudi Arabia throughout 2025.
Emerging Trends:
The key trends related to the event industry in the Gulf include:
Increasing Size of Diverse Major Events: The event industry in the Gulf is characterized by significant diversity, with a focus on organizing events related to sports, arts, culture, and entertainment alongside commercial and technical events. Key types of events include:
Sports Events: Sports are a significant sector attracting millions of visitors to the Gulf countries. Major sporting events include Formula 1 races in Abu Dhabi, Bahrain, Jeddah, and Qatar; the World Tennis Championship in Abu Dhabi; NBA games in Abu Dhabi; global marathons; and hosting the 2022 FIFA World Cup in Qatar, making the Gulf a primary hub for international sports. The Gulf is preparing to host a series of major sports events in the coming years, such as the FIFA World Cup 2034 scheduled to be held in Saudi Arabia.
Cultural and Artistic Events: There has been notable development in organizing global music and arts festivals in the Gulf, such as the Abu Dhabi Festival for Music and Arts, the Dubai International Film Festival, the Red Sea International Film Festival in Saudi Arabia, and the Hala February Festival in Kuwait. These events contribute to enhancing cultural tourism and familiarizing the global audience with Gulf and Arab culture.
Commercial and Technical Events: Cities like Dubai have become globally known as centers for commercial and technical exhibitions such as GITEX and the Dubai Airshow, enhancing the Gulf region’s role as a global commercial hub.
Investment in Infrastructure: Modern and advanced infrastructure is one of the key factors contributing to the growth of the event industry in the Gulf countries. Governments have invested significantly in building specialized facilities like exhibition centers, large halls, sports stadiums, and hotels equipped to host international events. Examples include the Abu Dhabi National Exhibition Centre, Dubai Expo City, the Dubai World Trade Centre, the Sharjah Expo Centre, and the Bahrain International Exhibition Centre, all of which are modern facilities that host large and diverse events. Gulf countries are expected to continue increasing their investments in event infrastructure, enhancing their capacity to host major international and diverse events. It is also expected that Gulf nations will intensify investments in smart transportation, utilizing more electric buses and self-driving cars for transporting participants during events within and between cities.
Utilization of Technology and Artificial Intelligence: Technology has become an integral part of the event industry today, marking a distinctive feature of events held in the Gulf, whether through achieving digital interaction or using smartphone applications and digital platforms to enhance participant experiences, allowing visitors to access detailed information about sessions or shows and organize attendance. Additionally, technologies like “augmented reality” and “virtual reality” enhance interaction between visitors and content displayed at events. For instance, at Expo 2020 Dubai, augmented and virtual reality technologies were employed to create interactive experiences, enabling visitors to engage with displays in unconventional ways. Furthermore, it is expected that the global virtual events market will reach $297.16 billion by 2030, recording a CAGR of 20.0% from 2025 to 2030, according to a report from Grand View Research in December 2024. This growth is attributed to the increasing preference for virtual events, allowing viewers worldwide to interact with events in real-time and prompting organizers to adopt innovative and engaging formats that resonate with the new generation of attendees, making the industry more interactive. Gulf countries are likely to expand their offerings of “hybrid events” combining physical and virtual participation in the coming years. The use of robotics and artificial intelligence is also expected to widen, as these mechanisms contribute to reducing costs, increasing access to broader audiences, and providing opportunities for participants from various locations around the world to join. In this context, artificial intelligence serves as a leading technological tool that will play a significant role in enhancing the event industry, making it more efficient and profitable through its application in organizational processes, crowd management, and forecasting future trends. Analyzing large data sets related to visitor behavior and interests helps organizers personalize visitor experiences more accurately and effectively based on their past preferences, measuring participation, audience interactions, and success metrics based on real data.
Enhancing Sustainability Standards and Environmental Conservation: Amid global trends towards environmental conservation, integrating sustainability into the event industry has become an essential and indispensable aspect. Gulf countries have focused on blending sustainability and technology in event design. For example, Expo 2020 Dubai showcased a global model by integrating artificial intelligence and renewable energy technologies. There is also a growing emphasis on reducing the carbon footprint resulting from organizing major events. Saudi Arabia’s bid to host the FIFA World Cup 2034 incorporates environmental sustainability as one of its core pillars, featuring measures to mitigate potential environmental impacts, such as improving energy efficiency, adopting sustainable building practices, using eco-friendly construction materials, and executing waste management initiatives while enhancing environmental awareness through supportive educational programs for the event.
Cybersecurity and Data Protection: With the increased use of technology in organizing events, these venues are more susceptible to cyber threats, ranging from phishing attacks and ransomware to widespread data breaches. As such, cybersecurity and personal data protection have become crucial aspects of event management. The global event industry handles data from over a billion participants annually, making it a lucrative target for cybercriminals. High-profile incidents, such as the cyber attack on the Tokyo 2021 Olympics, highlight the risks inherent in this process. The rapid adoption of virtual and hybrid events has further expanded the attack surface, exposing participants’ personal and financial information to potential breaches, thus necessitating that organizers safeguard participants’ personal information by implementing the best digital protection technologies and integrating cybersecurity strategies at every stage of event planning.
Strategic Partnerships Between the Public and Private Sectors: The event industry in the Gulf is witnessing remarkable development through strengthened partnerships between the public and private sectors. Typically, private organizers are entrusted with the responsibility of organizing, managing, and investing in events in partnership with government bodies and sponsors, while governments contribute by financing and developing major events and providing regulatory facilitation such as visa issuance. This collaboration enhances the competitiveness of events in the Gulf. Overall, these partnerships expand the scope of events and increase their attractiveness to investors.
In conclusion, Gulf countries possess numerous attributes that position them as promising markets in the event industry. Their strategic location makes them an ideal destination for hosting global events, complemented by substantial investments from their governments in establishing and enhancing infrastructure for conference and exhibition centers, sports, and cultural facilities, which significantly bolster their capacity to host large events. Gulf countries are anticipated to enhance their prominent 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 standards, and an expansion in “hybrid events,” thereby ensuring that this industry continues to grow at a rapid pace.
