Dubai Business Events brought a message of confidence and growing momentum to London last week, welcoming 65 event buyers to a dinner at Kitty Hawk as part of its European sales mission.
micebook joined the evening on 6 October, which gave UK buyers the opportunity to connect with Dubai’s destination team and hotel and airline partners. Organised by Dubai Business Events’ European office, the wider roadshow visited Leeds, London, Madrid and Milan, meeting with more than 140 event buyers.
Addressing guests, Dubai Business Events’ acting senior manager Shamsah Al Ali shared a positive outlook on behalf of the destination: “Dubai is open, connected and moving forward with confidence.”
Her welcome highlighted strengthening international connectivity, continued incentive activity and a busy calendar of international business events, with a clear emphasis on giving organisers confidence to plan ahead.
According to Al Ali, Dubai welcomed a substantial number of incentive programmes from Southeast Asia throughout the summer and into September, with groups spanning the FMCG, construction and finance sectors.
Looking ahead, she highlighted events including the Gulf Petrochemicals and Chemicals Association Forum, expected to bring around 2,500 delegates to Madinat Jumeirah, and the Scientific Meeting of the International Society of Hypertension, with around 2,000 delegates.
The speech also pointed to a pipeline extending into 2027 and beyond, including the Africa Energy Forum, TOKEN2049 and the IATA World Financial Symposium and World Passenger Symposium.
Joining the sales mission were Emirates, Jumeirah Hotels, Grand Hyatt Dubai, Lapita, JW Marriott Marquis Dubai, Queen Elizabeth 2 Hotel, The Creekside Hotel and Marriott Resort Palm Jumeirah.
Together, the partners showcased the breadth of Dubai’s offering for meetings and incentives, while the destination team reinforced its role in helping international organisers connect with the right venues, experiences and expertise.
Buyers at the London event included representatives from Green & Pleasant, asembl, Hatch Events, In2Global, Ball Associates, Events2 and many more.
For UK planners, the evening’s message was clear: Dubai is actively building business, strengthening relationships and looking ahead with confidence.