Today's Edition
Batool Ghaith (Abu Dhabi)
Large-scale events in the UAE are now evolving from seasonal entertainment pop-ups into established, long-term platforms that support tourism distribution, economic diversification and cultural expression, according to sector representatives.
Niousha Ehsan, Co-Founder and Chief Energy Officer at LINKVIVA, an event management company, said that events often determine not only why visitors come to the UAE, but also when they come and which emirate they choose.
Ehsan said that people look for a sense of place and a connection to local culture for the experience to be memorable beyond the performance or event lineup.
During the Liwa International Festival, visitors are not just attending a motorsport event, they are travelling into the Empty Quarter, staying longer, eating locally and exploring areas they might not otherwise visit, she noted.
“That changes how people experience the UAE and influences whether they recommend it as a destination,” Ehsan told Aletihad.
Poorya Montaseri, Chairman and CEO of LINKVIVA, said that the UAE is already seeing fewer one-month wonders and more events designed as annual calendar fixtures.
“This allows tourism to spread geographically and seasonally while giving organisers space to refine sustainability measures properly rather than rushing them under pressure. Over time, those improvements compound operationally, economically and environmentally,” Montaseri told Aletihad.
Looking ahead, Montaseri believes large-scale events will increasingly function as platforms rather than standalone moments, activating destinations year-round and creating space for local entrepreneurs, creatives and talent to grow.
This is already visible in visitor numbers in the UAE with recurring events and festivals. The Liwa International Festival 2026 drew more than 700,000 visitors, highlighting its growing popularity.
In summer 2025, the Department of Culture and Tourism – Abu Dhabi (DCT) reported that cultural and entertainment venues attracted 1.4 million visitors, bolstered by a packed schedule of 48 consecutive entertainment events.
The capital received 2.04 million hotel guests, reflecting strong growth compared with previous years. The increase was driven in part by a 10% rise in international arrivals year on year, according to DCT.
In the first half of 2026, ADNEC Group alone is set to host 192 events across its UAE venues. The calendar includes consumer and lifestyle exhibitions, cultural programmes and public events aimed at strengthening community engagement.
Mohammad Jaser, a holiday tour operator in Abu Dhabi, said that many visitor bookings are made around events in the UAE.
“People often plan their trips around major events. Whether it is a music festival or concert, or a sports event. It gives them a clear reason and timeframe to visit and explore the country while enjoying the event at the same time,” Jaser told Aletihad.
He noted that a lot of visitors from the GCC choose short breaks around event weekends and concerts.
“It is not limited to one emirate. An event in Abu Dhabi can benefit Dubai and vice versa because visitors often move between cities during their stay. Many travellers combine them with leisure activities, which increases average length of stay,” Jaser added.
