• BUSINESS EVENTS
The future of business events
Why the next era of meetings and incentives will be defined by measurable impact, intelligent technology and responsible growth B usiness events are entering a new phase of strategic importance. Long evaluated by attendance numbers, exhibition floor space or delegate satisfaction scores, meetings and behavioural change, partnership development and beyond that, industry transformation. A TRILLION-DOLLAR SECTOR ENTERING ITS NEXT PHASE
conferences are increasingly assessed on deeper outcomes: knowledge transfer, partnerships formed, emissions reduced and the long-term economic value created for destinations and industries. According to the IBTM World Trends Report 2026, the sector is entering what it de- scribes as a “golden era of creation and success”, as investors and organisations recognise the power of face-to-face interaction to accelerate innova- tion, trade and collaboration. Yet expectations of business events are also rising. Delegates demand relevance, measurable return on investment, seamless technology and credible sustainability. This shift reflects a broader transformation within global business travel. As companies face tighter budgets, ESG reporting requirements and increasingly distributed workforces, the role of in-person gatherings is evolving. Events are no longer platforms for information exchange and business deals, but catalysts for
Despite geopolitical uncertainty and shifting economic conditions, global business travel remains resilient. According to the Global Business Travel Association (GBTA), corporate travel spending was projected to reach
$1.57 trillion in 2025, underscoring the continued importance of in-person meetings for building relationships and driving commercial growth. Within this ecosystem, the meetings, incentives, conferences and exhibitions (MICE) sector represents one of the fastest-growing segments of the travel economy. The global MICE industry was valued at approximately $1.2 trillion in 2025 and is forecast to reach $3.06 trillion by 2035, expanding at a compound annual growth rate of between 7.5% and 10.9%. Meetings represent the largest share of the sector, accounting for around 38% of the market ($521 billion), followed by conferences at 23% ($323 billion), incentives at 20% ($280.5 billion) and exhibitions at roughly 21% ($278.5 billion). While Europe, North America and Asia-Pacific continue to dominate market share, the Middle East is rapidly gaining prominence as a global meetings hub, supported by ambitious economic diversification strategies, major infrastructure investment and expanding aviation connectivity. According to Mordor Intelligence, the UAE’s MICE market is forecast to be worth $9.26 billion by 2030, growing at a CAGR of 8.96%, while Saudi Arabia’s sector is predicted to reach $5.33 billion, with a CAGR of 10.93% over the same period. Further highlighting the region’s growing importance, the ATM Travel Trends Report 2025, produced in partnership with Tourism Economics, forecasts that the Middle East’s share
of global corporate travel spending will increase from 2.5% in 2024 to more than 3% by 2030. These figures illustrate how business events are increasingly central to the region’s economic development strategies, acting as catalysts for trade, innovation and global collaboration. DUBAI AND THE RISE OF THE MIDDLE EAST EVENTS ECOSYSTEM Dubai’s emergence as a global business events hub reflects sustained investment in infrastructure, aviation connectivity and its positioning as a meeting point for international industries. At the centre of this ecosystem is Dubai World Trade Centre (DWTC), which since opening in 1979, has hosted thousands of exhibitions and conferences spanning sectors from healthcare and technology to travel, energy and finance. The economic repercussion are significant. According to DWTC’s 2024 Economic Impact Assessment, a record calendar of events generated AED22.35 billion ($6.08 billion) in economic value for Dubai in 2024, with benefits extending across hospitality, aviation, retail and transport. DWTC hosted 100 large-scale events with more than 2,000 participants, a 32% increase on 2023, attracting more than two million attendees, 46% of them international. Momentum continues into 2026, with 71 international exhibitions and conferences scheduled for the first half of the year, bringing together decision-makers across industries
THE NUMBERS BEHIND THE BUSINESS EVENTS BOOM $1.57tn
$5.33bn Projected Saudi Arabia MICE market by 2030 38% Share of MICE sector represented by meetings 50% Event planners already using AI tools Sources: GBTA, IBTM World Trends Report, Mordor Intelligence
Projected global business travel spending $1.2tn Global MICE market value in 2025 $3.06tn Projected market value by 2035 $9.26bn Forecast UAE MICE market value by 2030
104 | ATM YEARBOOK 2026
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