Large-scale sporting and cultural gatherings are emerging as powerful drivers of travel and tourism in the Gulf, experts told Arabian Travel Market (ATM) 2025 in Dubai.
The events and exhibition market in the GCC is projected to reach US$827 million by 2029, growing at nearly 4% annually, according to industry research. Recent milestones such as the FIFA World Cup Qatar 2022 and Expo 2020 Dubai have already reshaped the region’s tourism landscape, while Saudi Arabia’s hosting of the 2034 World Cup is set to amplify this momentum.
A panel featuring H.E. Khalid Jassim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority; Sebastien Doussin of dnata; and Noor Ahmad Hamid of the Pacific Asia Travel Association (PATA) underscored the far-reaching impact of such events.
Al Midfa said major gatherings allow destinations to position themselves on the global stage. “They not only boost tourism but also support wider national objectives,” he noted. Doussin highlighted the appeal of spectacles like the Abu Dhabi Grand Prix and pointed to Qatar’s fully digital ticketing for the FIFA World Cup as an example of how technology enhances visitor experience.
Hamid stressed that music festivals, conferences and exhibitions can extend travellers’ stays, citing Bangkok’s growing live music scene as a model.
An ATM Travel Trends report revealed that leisure events are viewed as the biggest opportunity for travel growth, with more than half of surveyed experts noting strong demand for cultural and in-person experiences. The rise of “bleisure” travel — combining work and leisure — is also creating longer stays and more spending opportunities.
Danielle Curtis, Exhibition Director ME at ATM, said: “Big-ticket events are now central to tourism strategies. They diversify economies, enhance reputations and inspire travellers to see destinations in new ways.”
The momentum will carry into 2026 with the return of the dedicated IBTM@ATM zone, showcasing global event planners, suppliers and associations at Dubai World Trade Centre.
