Gulf business events are gaining momentum as GCC nations strengthen regional collaboration while showcasing their distinct cultural identities and destination offerings. Speaking at Arabian Travel Market (ATM) 2026 in Dubai, industry leaders from the UAE, Bahrain, Oman and Qatar highlighted the importance of connected visitor experiences, strategic partnerships and friendly competition in attracting international meetings and events. According to ICCA statistics cited at the event, international association meetings in the Middle East grew by 45% in 2025, compared with a global average of 22%.
Gulf Business Events Benefit from Regional Collaboration
Regional business events leaders emphasised that GCC countries can work together to attract international visitors while maintaining the individual identities that distinguish each destination.
The discussion took place on the second day of ATM 2026 at the Experience Hub. Participants included Maryam Toorani, Director of Marketing and Promotions at the Bahrain Tourism and Exhibitions Authority; Dr. Debbie Kristiansen, SVP Venue Development & Operations MEAA at OVG Middle East; Ahmed Al Binali, Director of Festivals & Events at Visit Qatar; Iyad Rasbey, Vice President of Destination Tourism Development at Ras Al Khaimah Tourism Development Authority; and Khalid Waleed Ramadhan Al Zadjali, Director of the Oman Convention Bureau.
The session was moderated by Anju Gomes, CICD, Senior Regional Director at ICCA ME, and explored how destinations can create connected business event experiences without losing their individual appeal.
The speakers highlighted the importance of presenting the Gulf as an accessible, connected region while ensuring that international event organisers understand the distinctive experiences available in each country.
Dr. Kristiansen noted that the Middle East is often viewed as a single destination, despite the differences between its countries. She stressed that each destination has its own identity and unique strengths, much like individual countries within Europe.
Maryam Toorani similarly emphasised that regional growth is interconnected, with collaboration offering an opportunity to attract more visitors while preserving the diversity of GCC destinations.
GCC Destinations Balance Collaboration with Competition
A key theme of the discussion was the need to balance cooperation with healthy competition. Industry leaders agreed that regional partnerships can help expand the Gulf’s visibility in international markets, while each destination continues to promote its own attractions and strengths.
For Gulf business events, this approach means creating opportunities for organisers and delegates to experience more than one destination while recognising the differences between countries.
The region offers a variety of cultural, leisure and business experiences. Destinations can build on their individual strengths rather than attempting to replicate the same offering, helping event organisers identify locations that suit the objectives and character of their meetings.
Toorani highlighted the potential of a connected regional approach, explaining that attracting more visitors to GCC destinations could help challenge broad perceptions of the Middle East and showcase the diversity of its countries.
The speakers also stressed that collaboration should not remove the individuality of each destination. Instead, the region’s collective appeal can complement the unique experiences offered by its individual markets.
Middle East Association Meetings Record Strong Growth
The discussion comes amid significant growth in international association meetings across the Middle East. ICCA statistics cited at ATM 2026 showed that the region recorded 45% growth in international association meetings in 2025, compared with a global average of 22%.
The figures highlight the region’s growing role in the international business events sector and provide context for the discussions around collaboration, destination development and visitor experiences.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, said the Gulf’s business events market continues to strengthen. She highlighted the importance of industry leaders promoting their countries’ unique offerings and cultural heritage while working together to create connected experiences for international visitors.
The growth also reinforces the importance of continued investment in venues, hotels, destination infrastructure and the wider visitor experience. As destinations seek to attract more international meetings, collaboration between tourism bodies, event organisers and hospitality providers can help support a coordinated approach.
Destination Development Supports Business Events Growth
The speakers also highlighted the relationship between business events and wider destination development.
Iyad Rasbey explained that meetings, incentives, conferences and exhibitions (MICE) should not be developed in isolation. In Ras Al Khaimah, business events development has progressed alongside investment in infrastructure, including venues and hotels.
His comments highlighted the importance of integrating business events into a destination’s wider tourism strategy. Facilities, accommodation, leisure activities and the overall visitor experience all contribute to a destination’s ability to host meetings and events.
For Gulf business events, this integrated approach can help destinations create experiences that extend beyond the event itself. Delegates may also engage with local culture, hospitality, attractions and leisure activities, adding further dimensions to their visit.
The discussion underlined that successful business events destinations need to consider the full experience offered to organisers and attendees, rather than focusing exclusively on individual venues or conference facilities.
Authentic Experiences Help Destinations Stand Out
Maintaining a destination’s individuality was another important theme during the session.
Khalid Waleed Ramadhan Al Zadjali emphasised that destinations should design events to complement their character rather than changing their identity to fit standardised expectations.
He noted that international event organisers have already experienced major attractions, hotels and historical destinations around the world. As a result, the distinctive experience a destination can offer becomes an important consideration.
This perspective places culture, local identity and authentic experiences at the centre of destination development.
For GCC countries, these strengths can include local traditions, heritage, landscapes, hospitality and distinctive leisure offerings. By incorporating these elements into business events, destinations can create experiences that reflect their character and appeal to international audiences.
The approach also supports the broader objective of differentiating Gulf business events across the region. Rather than offering identical experiences, GCC destinations can build complementary propositions that appeal to different event requirements and visitor interests.
Major Events Can Create a Lasting Regional Legacy
The discussion also addressed the wider benefits of major international events and the importance of sharing their legacy across the region.
Ahmed Al Binali highlighted the value of sharing the benefits of major events such as the FIFA World Cup Qatar 2022. He noted that such events can generate visibility not only for the host destination but also for the wider region.
Major events can place destinations in front of international audiences and create opportunities to showcase local attractions, hospitality and infrastructure. The experience and visibility generated can also support broader tourism promotion.
For Gulf business events, collaboration around the legacy of major events offers an opportunity to build on regional recognition and strengthen the Gulf’s collective profile in international markets.
The speakers’ comments reinforced the importance of viewing regional events development as a shared opportunity while ensuring that individual destinations continue to benefit from their own strengths and investments.
ATM 2026 Highlights the Future of Travel and Tourism
The business events discussion formed part of Arabian Travel Market 2026, held at Dubai World Trade Centre under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology.
The event examined how artificial intelligence, digital transformation, smart mobility and changing traveller expectations are shaping the future of travel and tourism.
ATM 2026 also introduced a refreshed brand identity, reflecting the event’s continued development beyond the traditional exhibition floor into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism industry.
The Experience Hub hosted seven sessions on the second day, covering topics including hotel revenue strategies and transportation connectivity.
Now in its 33rd edition, Arabian Travel Market brings together the international travel community to develop partnerships, exchange knowledge and explore business opportunities across the sector.
Gulf Business Events Positioned for Continued Regional Growth
The discussions at ATM 2026 highlighted the importance of collaboration, destination identity and connected visitor experiences in supporting the future of Gulf business events.
With international association meetings in the Middle East recording 45% growth in 2025, regional leaders are looking to build on this momentum through strategic partnerships, infrastructure development and stronger destination promotion.
The speakers emphasised that GCC countries can benefit from presenting the region as connected while maintaining the unique cultural and tourism experiences that distinguish each destination.
By combining collaboration with healthy competition, investing in destination development and designing events around local identity, Gulf nations can continue strengthening their appeal to international event organisers.
The central message from ATM 2026 was that regional cooperation and destination individuality are complementary. Together, they can help the Gulf deliver more connected, distinctive and memorable business events experiences for international visitors.
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
