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‘Big-ticket’ events are enjoying a pivotal function in driving worldwide tourism and accelerating financial growth, in accordance to consultants talking lately at Arabian Travel Market (ATM) 2025. In the GCC alone, the occasion and exhibition market is predicted to attain US$827 million by 2029, rising at a CAGR of three.94%.
Following the international success of mega-events akin to the FIFA World Cup Qatar 2022 and Expo 2020 Dubai, momentum is constructing throughout the area as Saudi Arabia prepares to host the 2034 World Cup.
Discussing the evolution and impression of those events, panellists together with H.E. Khalid Jassim Al Midfa, Chairman, Sharjah Commerce and Tourism Development Authority; Sebastien Doussin, Senior Vice President – Global Travel Services & Destination Management. Dnata and Noor Ahmad Hamid, CEO, Pacific Asia Travel Association (PATA), shared fascinating insights at ATM 2025, the place the events trade was underneath the highlight.
The panel addressed how big-ticket events – so-called for his or her excessive worth, value and impression – have demonstrated their skill to entice thousands and thousands of worldwide guests, boost lodge occupancy, stimulate infrastructure growth and generate long-term model positioning for host locations.
Highlighting the significance of understanding the long-term strategic worth of big-ticket events past quick gross sales, H.E. Khalid Jassim Al Midfa commented: “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.”
Doussin reaffirmed the significance of large-scale events in vacation spot positioning, referencing the growth of the Abu Dhabi Grand Prix, the surge of worldwide {golfing} tournaments all through the UAE and the launch of NBA events in the capital.
Commenting on the impression of know-how on events, Doussin stated: “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.”
Meanwhile, Hamid urged the trade to broaden the definition of big-ticket events to embrace exhibitions, conferences and cultural performances. He referenced Bangkok’s weekly live shows, that are primarily Okay-pop pushed, as examples of how dwell leisure extends vacationer stays.
Supporting the panel’s observations, the ATM Travel Trends report highlights the rising attraction of dwell leisure and sports activities in influencing journey choices. Leisure events had been outlined as the high alternative for tourism growth amongst 50% of trade consultants, as shopper demand for in-person and cultural experiences has elevated considerably in current years.
The pattern of mixing conventional leisure and enterprise journey, or ‘bleisure’, has additionally accelerated as elevated distant working and versatile working visas have enabled extra folks to dwell and work abroad. Building on this, enterprise travellers are sometimes extending their stays in locations, creating a brand new alternative in this quickly increasing sector.
The report additionally highlighted that enterprise events (MICE) are rising as a major driver of tourism growth throughout the Middle East, complementing the area’s thriving leisure sector. Global enterprise journey reached a file US$1.4 trillion in 2024 and is projected to rise to US$2 trillion by 2030. The Middle East is well-positioned to seize a rising share of this profitable market, rising from roughly 2.5% in 2024 to over 3% by the finish of the decade, supported by world-class infrastructure, a strategic location, and an increasing schedule of high-profile events.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, concluded: “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.”
Building on the success of its inaugural version, IBTM@ATM will return to ATM 2026, which takes place at the Dubai World Trade Centre from 4-7 May 2026, with a devoted zone inside Hall 3, highlighting the present’s strategic concentrate on the international enterprise events sector.
Designed to facilitate high-value connections, the zone permits enterprise occasion suppliers to showcase, promote their locations and companies, and interact with pre-qualified worldwide occasion planners, Professional Conference Organisers (PCOs), and associations by way of an unique hosted purchaser programme.
This specialised space will as soon as once more host the IBTM Stage, offering a complete convention programme tailor-made to trade professionals, encouraging information alternate and thought management. IBTM@ATM 2026 is ready to be a vibrant hub for innovation, collaboration, and enterprise growth in the international events trade.
ATM will return to the Dubai World Trade Centre from 4-7 May 2026.
The submit Big-ticket events to boost tourism growth in the Middle East appeared first on Travel Daily Media.
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