Major events play a crucial role in enhancing international tourism and accelerating economic growth, according to experts who participated in the Arab Travel Market 2025. In the Gulf Cooperation Council countries alone, the events and exhibitions market is expected to reach $827 million by 2029, with a compound annual growth rate of 3.94%.
Following the global success of significant events like the 2022 FIFA World Cup in Qatar and Expo 2020 in Dubai, momentum is building across the region as Saudi Arabia prepares to host the 2034 World Cup.
The Travel Trends Report released by the Arab Travel Market highlights the increasing allure of live entertainment and sports in influencing travel decisions. It has been noted by 50% of industry experts that entertainment events represent a prime opportunity for tourism growth, as consumer demand for personal and cultural experiences has significantly increased in recent years.
The report also underscores that business events are emerging as a key driver of tourism growth throughout the Middle East, complementing the flourishing entertainment sector in the region. Global business travel reached a record high of $1.4 trillion in 2024 and is anticipated to grow to $2 trillion by 2030.
The Middle East is well-positioned to capture a growing share of this lucrative market, with its portion expected to rise from approximately 2.5% in 2024 to over 3% by the end of the decade, supported by world-class infrastructure, a strategic location, and an expanding calendar of prominent events.
Furthermore, there is an increasing trend of combining traditional travel for leisure and business, termed “bleisure,” as remote work and flexible work visas enable more individuals to live and work abroad. Consequently, business travelers often extend their stays in various destinations, creating new opportunities in this rapidly growing sector.