Hotels in Dubai are preparing for a significant increase in occupancy rates during the final quarter of the year, coinciding with the start of the exhibition, conference, and major events season. These events are a key driver for the hospitality sector in the emirate.
Industry experts predict that occupancy rates during these major events will range between 80% and 95%, with some hotels, particularly those near the Dubai World Trade Center and Sheikh Zayed Road, potentially reaching 100%. This trend illustrates the strong momentum the exhibition industry brings to the city’s tourism economy.
Key Factors
Hotel managers and officials have highlighted that Dubai’s success in the exhibitions and conferences sector is based on several advantages that make it an exceptional destination both regionally and internationally. These advantages include its strategic geographic location connecting East and West, an integrated transport network ensuring easy access from across the globe, advanced infrastructure capable of accommodating events and exhibitions of various sizes, and flexible government regulations that enhance the emirate’s attractiveness for hosting major international events.
Dubai Business Events, the official bureau for attracting meetings and conferences affiliated with the Department of Economic Development and Tourism, continues to bolster the business events ecosystem and support the tourism sector in alignment with Dubai’s economic agenda (D33). In the first half of 2025, it successfully secured bids to host 249 events from 2025 to 2029, including international conferences and high-level incentive programs, marking a 29% increase compared to the same period in 2024 and achieving a success rate of approximately 64%. These events are expected to attract around 127,087 participants, reflecting a 35% annual increase and reinforcing Dubai’s global status as a leading business events destination while contributing to the city’s knowledge economy.
Tourism Activity
Willem Kostely, Chief Operating Officer at Time Hotels, noted that the fourth quarter of every year typically witnesses numerous significant events and exhibitions, contributing to increased tourism flows and hotel occupancy rates between 80% and 95%, often reaching full capacity, especially in venues near exhibition centers and major event locations.
Kostely added that the impact of these events extends beyond hotel occupancy to a rise in demand for hospitality services, restaurants, transportation, and entertainment, creating a comprehensive economic cycle that supports and contributes to the sustainable growth of the sector.
He emphasized that Dubai is experiencing a growing momentum in the exhibitions and conferences tourism sector, which has emerged as a primary growth driver for the emirate’s hospitality industry. Cities successful in attracting major events ensure stable tourism flows throughout the year, positively impacting market diversification and increasing hotel occupancy rates.
Kostely pointed out that Dubai serves as a clear model in this regard, thanks to its advanced infrastructure, including modern exhibition centers, hotels, and logistical facilities designed to meet the needs of large exhibitions, along with a busy calendar of international and regional events.
This success reflects Dubai’s ability to combine strategic planning with advanced infrastructure, establishing it as a benchmark for turning exhibitions and events into effective tools for enhancing tourism and attracting investments.
Growing Momentum
Babar Kanieri, General Manager of Tomi Dubai The Palm, mentioned that the hotel sector in Dubai has recorded high occupancy rates over recent months. With the final quarter approaching, the sector is expected to experience even greater momentum due to Dubai’s packed schedule of global events and major exhibitions and conferences.
He further noted that the event season enhances Dubai’s status as a capital of business tourism, increasing guest inflows seeking a blend of conference attendance and exceptional hospitality experiences. Tomi Hotel offers visitors a balanced environment for work and leisure, featuring special packages for delegations and event participants, alongside meeting spaces designed for comfort and modernity.
Strong Recovery
Sona Rawil, Sales and Marketing Director at Radisson Blu Dubai Deira Creek, commented that the hospitality sector in the emirate is gearing up for a robust recovery driven by the return of international exhibitions and major events, coupled with the rising tourism from leisure travel. She affirmed that Dubai continues to solidify its position as a leading global destination, thanks to its advanced infrastructure and diverse tourist offerings.
She added that the hotel is preparing to capitalize on the sector’s momentum by focusing on accommodation services and culinary experiences, in addition to providing all necessary facilities for event and exhibition participants, including meeting halls and specially designed gathering spaces.