Mass Gatherings at Dubai World Trade Centre Reach 2.65 Million Participants throughout 378 Occurrences in 2024
Dubai World Trade Centre (DWTC) has witnessed a significant surge in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector from 2023 to 2024. This growth can be attributed to several key factors, as outlined below.
Firstly, Dubai Business Events (DBE), the city's official convention bureau, secured 249 successful bids in the first half of 2025 for events extending through 2029. This represents a 29% increase in bid submissions compared to the previous year and a rise in conversion rate from 58% to 64%.
The successful bids are expected to bring around 127,087 delegates, a 35% year-on-year increase, boosting Dubai’s reputation as a global MICE hub.
Secondly, the growth aligns with Dubai’s 10-year plan to double the size of its economy by 2033 and establish the emirate as one of the world's top three cities to live, work, and visit. Business events are a core pillar in this agenda, supporting economic diversification and global positioning.
Thirdly, Dubai has leveraged strong collaboration between government and private sectors, complemented by targeted global marketing campaigns to promote Dubai as a premier destination for business events and tourism.
Fourthly, Dubai welcomed nearly 9.88 million international visitors in the first half of 2025, a 6% increase year-over-year, with rising hotel occupancy and expanded attractions, creating a favorable ecosystem for MICE events.
The MICE events attracted 2.03 million attendees, reflecting a 30% surge year-on-year. Of these, 942,000 were international attendees (46% of total). DWTC's flagship MICE segment grew from 107 events in 2023 to 135 events in 2024.
Notably, DWTC itself organised 20 flagship exhibitions and events, which attracted 590,000 attendees, a 14% increase over 2023. The Dubai Exhibition Centre (DEC) hosted 24 events with 128,000 attendees in 2024. The DEC's expansion will enable simultaneous large-scale events.
The growth was driven by 378 MICE, and business and consumer events. The total exhibition space of the DEC is expected to reach 180,000 sqm by 2031, accommodating up to 65,000 visitors daily.
Moreover, DWTC's success was reflected across various industry sectors, including Healthcare, Medical & Scientific, Food, Hotel & Catering, Information Technology, Consumer Goods, Leisure, Sport & Travel, and more.
Exhibitor numbers rose to 19,062, with 15,000+ international participants (79% of total exhibitors). 77% of the exhibiting companies were international. Phase 1 of the AED 10 billion expansion of the DEC is expected to be completed in 2026, adding 64,000 sqm of permanent exhibition space.
In conclusion, DWTC's 2024 results reaffirm its status as a pillar of Dubai's global business and tourism strategy. The growth in the MICE sector at DWTC from 2023 to 2024 results from increasing successful event bids, strong economic strategies, enhanced global marketing, rising tourism, and the region’s positioning as a leading global business and travel hub.
References:
- Dubai World Trade Centre
- Dubai Business Events
- Dubai Tourism
- Dubai Economic Agenda D33
- Gulf Business
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