Big-ticket events set the stage for tourism growth in the Middle East
Following the global success of mega-events such as the FIFA World Cup Qatar 2022 and Expo 2020 Dubai, momentum is building across the region as Saudi Arabia prepares to host the 2034 World Cup.
'Big-ticket events provide a destination with an opportunity to establish brand positioning and exposure in a competitive global environment. These events play a vital role in supporting broader government objectives, but it is essential to invest in the right product for your destination,' Khalid Jassim Al Midfa, Chairman, Sharjah Commerce and Tourism Development Authority, said at a recent panel discussion
Sebastien Doussin, Senior Vice President - Global Travel Services & Destination Management, dnata, reaffirmed the importance of large-scale events in destination positioning, referencing the growth of the Abu Dhabi Grand Prix, the surge of international golfing tournaments throughout the UAE and the launch of NBA events in the capital. Commenting on the impact of technology on events, Doussin said: 'Technology has already changed big-ticket events, especially in terms of distribution and customer experience. All of the ticketing for the FIFA World Cup in Qatar was completely digital through the official event app, offering flexibility and ease of use. Ultimately, technology enables an event to become more seamless, easier and enjoyable.'
Noor Ahmad Hamid, CEO, Pacific Asia Travel Association (Pata), urged the industry to broaden the definition of big-ticket events to include exhibitions, conferences and cultural performances. He referenced Bangkok's weekly concerts, which are mainly K-pop driven, as examples of how live entertainment extends tourist stays.
The recent ATM Travel Trends report highlights the rising appeal of live entertainment and sports in influencing travel decisions. Leisure events were outlined as the top opportunity for tourism growth among 50 per cent of industry experts, as consumer demand for in-person and cultural experiences has increased significantly in recent years.
The trend of combining traditional leisure and business travel, or 'bleisure', has also accelerated as increased remote working and flexible working visas have enabled more people to live and work overseas. Building on this, business travellers are often extending their stays in destinations, creating a new opportunity in this rapidly expanding sector.
The report also highlighted that business events (MICE) are emerging as a significant driver of tourism growth across the Middle East, complementing the region's thriving leisure sector. Global business travel reached a record $1.4 trillion in 2024 and is projected to rise to $2 trillion by 2030. The Middle East is well-positioned to capture a growing share of this lucrative market, increasing from approximately 2.5 per cent in 2024 to over 3 per cent by the end of the decade, supported by world-class infrastructure, a strategic location, and an expanding schedule of high-profile events.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: 'As big-ticket events continue to gain global prominence, their role in shaping the future of tourism, driving economic diversification and enhancing international reputation has never been more evident. The Middle East, with its strategic vision, world-class infrastructure and focus on innovation, is well-positioned to lead the next era of global event tourism.'
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