Big-ticket events are playing a pivotal role in driving international tourism and accelerating economic growth across the Middle East. In the GCC alone, the event and exhibition market is expected to reach $827 million by 2029, growing at a CAGR of 3.94 percent.
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, said experts speaking recently at Arabian Travel Market (ATM) 2025.
Big-ticket events generate long-term brand positioning for destinations
Discussing the evolution and impact of these big-ticket events, panellists addressed how big-ticket events – so-called for their high value, cost and impact – have demonstrated their ability to attract millions of international visitors, boost hotel occupancy, stimulate infrastructure growth and generate long-term brand positioning for host destinations.
Highlighting the importance of understanding the long-term strategic value of big-ticket events beyond immediate sales, H.E. Khalid Jassim Al Midfa, chairman, Sharjah Commerce and Tourism Development Authority, 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.”
Meanwhile, 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.”
Leisure events top opportunity for tourism growth
Meanwhile, 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.
Supporting the panel’s observations, the 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 percent 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 travelers are often extending their stays in destinations, creating a new opportunity in this rapidly expanding sector.
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MICE becomes significant driver of tourism growth across the Middle East
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 percent in 2024 to over 3 percent by the end of the decade, supported by world-class infrastructure, a strategic location and an expanding schedule of high-profile events.
“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,” said Danielle Curtis, exhibition director ME, Arabian Travel Market.
