Travel and tourism contributed nearly US$ 70 billion (257 billion) to the UAE economy in 2024, with the sector forecast to rise to about $73 billion (268 billion) in 2025, says a report released by the World Travel & Tourism Council. Dr Jelena Janjusevic, Global Deputy Head (Accountancy, Economics and Finance) at Heriot-Watt University Dubai, shares her views.
The UAE’s tourism strategy has recognised events as a powerful economic catalyst, not only as short-term demand drivers, but as long-term brand builders for the nation’s visitor economy. In recent years, global sporting championships, cultural festivals, and experiential events have become central to how the UAE attracts visitors, stimulates spending, and diversifies its economy.
What is particularly noteworthy is the growing role of women as athletes, organisers, entrepreneurs, creators, and visitors, reinforcing both economic performance and social sustainability.
Short-term impact
Major international events generate an immediate boost in tourism, with increased visitor arrivals, hotel occupancy, transport usage, and retail and hospitality spending. According to the World Travel & Tourism Council, travel and tourism contributed approximately 257 billion to the UAE economy in 2024, accounting for around 13 per cent of national GDP, with the sector forecast to rise to nearly 268 billion in 2025. Events, business travel, and experiential tourism have been identified as key contributors to this sustained growth, reflecting a shift from post-pandemic recovery to structural expansion.
Global sporting championships, such as the ICC Women’s World Cup and high-profile exhibition matches like the much-publicised tennis ‘Battle of the Sexes’ concept, draw international audiences and travelling fan bases. These events boost short-stay visitor count while also extending average length of stay, as visitors combine event attendance with leisure experiences across Dubai, Abu Dhabi, and other emirates. The spillover effects are evident across accommodation, aviation, food and beverage, and retail sectors.
Cultural and culinary festivals, led by female chefs, designers, and artists further amplify this short-term impact by activating multiple sectors simultaneously. Food and culinary events such as Taste of Dubai, Dubai Food Festival, and the industry-driven Gulfood showcase the UAE’s vibrant gastronomic landscape, attract food lovers and culinary travellers, and support hotel and hospitality demand across the emirates. Art and culture events such as Art Dubai Week, SIKKA Art Fair, and Quoz Arts Fest further enhance the UAE’s cultural tourism appeal by bringing together local and global artistic talent, engaging communities, and attracting visitors seeking creative and experiential travel.
Long-term value
Beyond immediate spend, events play a critical role in shaping the UAE’s long-term tourism positioning. Hosting inclusive, globally relevant events strengthens destination branding as progressive, culturally vibrant, and internationally connected. Women-led and women-focused events are particularly influential in this regard.
Dr Jelena Janjusevic
Global Deputy Head (Accountancy, Economics and Finance) at Heriot-Watt University Dubai
(The views expressed are solely of the author.)
