Home » Middle East » Middle East Tourism Soars at Arabian Travel Market as Big-Ticket Events Boost Visitor Growth Business Travel and Cultural Experiences Published on
August 20, 2025A distinctive shift in the international tourism landscape is taking place in the Middle East, catalyzed by large-scale events that interlink entertainment, culture, and commerce. Speakers and delegates attending the Arabian Travel Market (ATM) 2025 highlighted the capability of signature gatherings—ranging from mega-sporting spectacles to high-profile cultural festivals—to draw in successive waves of tourists, thereby catalyzing unprecedented economic momentum while simultaneously solidifying the region’s standing as a premier global destination.The Gulf Cooperation Council (GCC) is witnessing an unprecedented surge in the events and exhibitions market, projected to reach US$827 million by 2029, growing steadily at a compound annual growth rate of 3.94%. Following the worldwide success of landmark events such as the FIFA World Cup Qatar 2022 and Expo 2020 Dubai, countries across the region are ramping up preparations for future mega-events, including Saudi Arabia’s hosting of the 2034 World Cup.Advertisement These large-scale events are no longer just short-term tourism boosters—they are strategic drivers of long-term infrastructure development, hotel occupancy growth, and global destination branding. Cities across the Middle East are increasingly leveraging major sporting events, cultural performances, and exhibitions to elevate their international profile. The growth of motorsport events, international golfing tournaments, and high-profile basketball matches in the UAE exemplifies how dynamic programming can continuously draw global audiences.The evolution of visitor preferences has also highlighted the significance of live entertainment, cultural experiences, and immersive events in travel planning. Concerts, local festivals, and regional exhibitions are now shaping travel itineraries, extending tourist stays, and enhancing economic impact. For example, cities hosting recurring entertainment events are observing a measurable increase in repeat visitors and longer average stays, reinforcing the synergy between leisure, culture, and tourism revenue streams.Another trend driving the sector is the rise of ‘bleisure’ travel, where professionals combine business trips with leisure activities. Flexible working arrangements, remote work opportunities, and special visa schemes have encouraged business travelers to extend their stays, contributing to the growth of hotels, restaurants, and tourism services beyond traditional business activity.The business events segment, including meetings, incentives, conferences, and exhibitions (MICE), is emerging as a major tourism driver across the Middle East. With global business travel reaching US …
