Dubai maintains its MICE leadership through sustained innovation, global connectivity, and contributions to the Gulf’s expanding business events ecosystem. Photo Credit: Adobe Stock/CreativeHymms
The Gulf’s MICE scene is picking up speed, and the UAE is firmly in the driver’s seat. Accounting for nearly 50% of the region’s market, the UAE’s tourism sector is on track to grow from US$5.62 billion in 2024 to US$8.58 billion by 2029.
At The Meetings Show (TMS) APAC 2025 in Singapore, Gulf exhibitors showcased everything from robust incentive packages and infrastructure upgrades to an assertive outreach into Asian markets.
Oman flies into new markets
Oman is boosting its MICE presence in Asia with new Singapore flights, joining Oneworld Alliance, and promoting authentic cultural experiences alongside improved connectivity and sales initiatives. Photo Credit: Adobe Stock/ChrisThe Sultanate of Oman has been steadily growing its presence in the Asia region, recently launching a series of high-impact sales initiatives in India.
According to an Oman Convention Bureau representative, improved connectivity is central to Oman’s MICE growth strategy. Oman Air currently operates direct flights to Kuala Lumpur and will launch a new route to Singapore in September 2025, strengthening ties with key Southeast Asian markets.
The airline is also set to join the Oneworld Alliance in Q2 2025, which would significantly expand its global footprint and appeal to international planners through codeshare links across Asia.
Oman is also leveraging its appeal as a culturally rich alternative to the region’s mega-cities, positioning itself as a destination where business meets authenticity. Think meetings in the morning, and wadi walks at sunset.
Abu Dhabi ups the ante on bleisure
The Abu Dhabi National Exhibition Centre boasts the Middle East’s largest venue, featuring 12 halls, extensive meeting spaces, and cutting-edge tech, all near six on-site hotels. Photo Credit: Abu Dhabi National Exhibition CentreAbu Dhabi’s clinching the SITE Global Conference 2026 – a first for the Middle East – also signals the region’s rising prominence in the global business events space.
Speaking at TMS APAC 2025, a spokesperson from the Abu Dhabi Convention and Exhibition Bureau (ADCEB) shared how the destination is merging unique venues with cutting-edge innovation. Iconic settings like the Louvre Abu Dhabi and Ferrari World Abu Dhabi become even more memorable when paired with seamless tech integration.
At the Abu Dhabi National Exhibition Centre (ADNEC), AI-driven tools enhance visitor flow, while Yas Island’s facial recognition “face pass” adds a seamless layer to its integrated bleisure offering.
Planners can also benefit from ADCEB’s enhanced incentive support, including bid assistance, financial grants, and strategic partnerships with international MICE associations such as the Society of Incentive Travel Excellence (SITE) and United Networks of International Corporate Events Organizers (UNICEO).
Big players play the long game
Qatar is focusing on knowledge-driven sectors like technology, sports, and innovation to boost MICE demand and strengthen its business events ecosystem. Photo Credit: Adobe Stock/Leonid AndronovQatar and Dubai continue to be powerhouses in the region’s MICE scene. The focus now is on sustaining momentum and contributing to the Gulf’s broader business events ecosystem.
Qatar, in particular, is placing special focus on knowledge-led sectors – including technology, sports and innovation – which continues to drive demand for industry-specific conferences.