Middle East tourism and business events sectors target sustained growth

The Middle East business events and tourism sectors are shifting focus from pandemic recovery toward sustained long-term growth. Industry experts note that while economic uncertainty, geopolitical tensions, and rising costs present headwinds, demand for meetings, conferences, and incentives remains resilient.

In the events sector, there is a growing transition toward the ‘experience economy.’ Organizers are increasingly tasked with creating transformative experiences rather than just providing networking opportunities or information. This shift emphasizes cultural relevance, inclusivity, and changing audience demographics.

In Dubai, the tourism sector is leveraging strong air connectivity and a diverse international visitor base to drive expansion. Hoor Al Khaja, senior vice president of international operations at the Dubai Corporation for Tourism and Commerce Marketing, highlighted that the city’s ability to maintain safety and trust during crises has been central to its resilience and continued appeal to international travel partners.