From glittering sporting events to vibrant cultural spectacles, big-ticket events are proving pivotal in driving international tourism and economic growth across the GCC.
Experts at Arabian Travel Market (ATM) 2025 highlighted the region’s booming event and exhibition market, expected to reach US $827 million by 2029, growing at a steady CAGR of 3.94%. With 50 percent of industry professionals naming leisure events as a prime tourism opportunity, the region is poised for a dynamic resurgence.
Mega-events like the FIFA World Cup Qatar 2022 and Expo 2020 Dubai set the stage, and momentum has continued to rise, particularly with Saudi Arabia gearing up for the 2034 World Cup. At ATM 2025, H.E. Khalid Jassim Al Midfa (Sharjah Commerce and Tourism Development Authority), Sebastien Doussin (Dnata), and Noor Ahmad Hamid (PATA) emphasised how high-value events enhance hotel occupancy, social infrastructure, and long-term brand visibility. Doussin noted the transformative power of technology on event experiences, while Hamid encouraged a broader definition of big-ticket events to include exhibitions and cultural performances.
Meanwhile, the bleisure trend—where business travellers extend their stay through leisure activities—is accelerating, backed by remote-working flexibility and boosted MICE offerings. With global business travel hitting US $1.4 trillion in 2024 and projected to reach US $2 trillion by 2030, the Middle East is expected to seize an increasing share—rising from 2.5 percent to over 3 percent—thanks to its infrastructure and event portfolio.
“As big-ticket events gain global prominence, their role in shaping tourism, driving economic diversification, and enhancing international reputation has never been more evident.” – Danielle Curtis, Exhibition Director ME at ATM
Major events in 2025
The GCC’s 2025 calendar is jam-packed with world-class events and some of the major ones that continue to draw international attention and media buzz include:
Sporting spectacles
- Formula 1 Grand Prix: Annual event in Bahrain, Jeddah, Qatar and Abu Dhabi.
- Dubai World Cup (horse racing, 5 April, Meydan Racecourse): A high-stakes affair with a staggering US $30.5 million prize pool, featuring top horses and global jockeys in a luxe setting.
- Dubai Duty Free Tennis Championships (25 Feb–1 Mar): Stars like Tsitsipas and Medvedev compete at this prestigious tournament.
- Dubai T100 Triathlon (15–16 Nov): A gruelling 100 km race combining running, cycling and swimming.
- DP World Tour Championship, Dubai (13–16 Nov): The finale for the European Tour.
- Esports World Cup, Riyadh (8 Jul–24 Aug): Featuring 26 tournaments across 25 titles and a purse exceeding US $71.5 million.
- Islamic Solidarity Games, Riyadh (7–21 Nov): Multi-sport event featuring 19 disciplines and participants from 57 nations.
- UFC’s First Event in Qatar (22 Nov): Marking the UFC’s debut in the country and an expansion of MMA’s footprint in the region.
- World Rally Championship round in Saudi Arabia (from 2025): A decade-long commitment, adding to the Kingdom’s motorsport roster alongside F1, Formula E, and Dakar.
- AlUla Desert Blaze (August): Marathon distances through the iconic desert terrain of AlUla.
Cultural festivals and MICE events
- Riyadh Comedy Festival (26 Sep–9 Oct): Featuring global stars such as Aziz Ansari, Kevin Hart, Joke Davidson, and Jim Jefferies, this marks Saudi Arabia’s largest comedy festival to date.
- Middle East Film & Comic Con (MEFCC) (Abu Dhabi): The region’s largest pop-culture convention, drawing tens of thousands of visitors annually.
- Arab Health 2025 (Dubai): A flagship healthcare summit with strong EU delegation presence and showcases in AI-powered health tech.
- UAE-Africa Tourism Investment Summit (27 Oct, Dubai): A new MICE event designed to foster tourism collaboration between Africa and the UAE.
Why this matters
While these events are great entertainment, they are also strategic catalysts for tourism expansion across the GCC. The fact is, sporting extravaganzas like the Dubai World Cup and global esports tournaments offer instant marketing and global coverage. Festivals in culture, wellness, and business forge meaningful connections, amplify soft power, and attract investment.
For destinations looking to sustain momentum, the proven recipe is diversification, ensuring highly engaging and high-impact year-round tourism appeal. Coupled with strategic infrastructure, digital advancements, and compelling storytelling, the region is no doubt showing the rest of the world how it’s done.
