Two venues, one calendar: Here’s how DWTC has kept Dubai’s events moving
More than 100 events in the final four months of the year, a calendar reshuffled and back on track, and the next phase of a Dhs10bn expansion due in 2029. Dubai World Trade Centre’s Mahir Julfar and Amer Al Farsi explain how capacity, confidence and a new district at Expo City fit together
26 October, 2026
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In September, Arabian Travel Market (ATM) went ahead at Dubai World Trade Centre after being rescheduled earlier in the year. The region’s leading travel and tourism show ran from 14 to 17 September and welcomed more than 55,000 attendees from 166 countries and 2,800 exhibitors.
It was one of several events rescheduled this year, and one of the clearest signs that Dubai’s business calendar had held. “ATM’s delivery, alongside other major events held in recent months, demonstrates the continued engagement of the international business events community with Dubai,” says Mahir Abdulkarim Julfar, executive vice president of Dubai World Trade Centre.
Now DWTC is running one of its busiest stretches. “Our immediate priority is to deliver a strong Q4 across both venues,” Julfar says. “We have more than 100 exhibitions, conferences and business events scheduled from September to December, including Beautyworld Dubai, Big 5 Global and GITEX Global.”
The stakes are not small. DWTC’s 2025 Economic Impact Assessment put the economic output of its large-scale events at a record Dhs25.03bn, up 12 per cent year-on-year. The venue hosted 108 large-scale events, drew more than 2.18 million attendees and supported more than 94,000 jobs. Every dirham spent at a DWTC event generated Dhs5.5 in total economic output across the city. Under the Dubai Economic Agenda D33, the target is to triple the sector’s annual contribution to Dhs54bn by 2033.
That run opened in September with DUPHAT, Middle East Energy and Arabian Travel Market, followed in October by Arab Lab, WETEX, the World Green Economy Summit and Beautyworld Dubai, with CABSAT and SAT Expo at DEC. Gulfood Manufacturing and Big 5 Global follow in November, and in December GITEX Global moves to DEC for the first time.
“The strength of this pipeline reflects continued global demand for events that bring industries together to do business, build relationships and access new markets, reinforcing Dubai’s position as a leading destination for the international MICE industry,” Julfar says.
Running Dubai International Convention & Exhibition Centre (DICEC) in the central business district alongside DEC, he adds, “has already demonstrated the value of having two complementary venues”.
“This dual-venue model is central to how we plan Dubai’s event calendar, enabling established exhibitions to grow into the additional capacity while accommodating different event requirements, managing several major exhibitions concurrently and creating space for new formats and sectors to enter the market. The same flexibility will support the strong pipeline scheduled across both venues through the remainder of 2026.”
Keeping the doors open
Getting here took work. “The regional situation required some practical adjustments to the events calendar earlier this year,” Julfar says. “We have remained in close dialogue with organisers, working through individual requirements and finding practical solutions where needed. This has allowed a number of events to be rescheduled, with several now taking place in the final quarter. At the same time, international exhibitors and industry professionals have continued to travel to Dubai to meet, trade and build partnerships.”
He credits close coordination with government stakeholders and partners across the city, which let DWTC monitor developments and respond quickly where required. “Safety remains the priority, underpinned by the operational coordination and flexibility needed to give organisers and exhibitors confidence as they plan and deliver their events,” he says.
Dubai’s wider set-up is part of it too, he says. Government leadership and working relationships across aviation, hospitality, transport, logistics and government agencies allow DWTC to give organisers “clear, consistent guidance and support throughout the event delivery process”.
His conclusion is a simple one. “Ultimately, confidence comes from experience,” he says. “The successful delivery of events throughout this period shows Dubai’s ability to remain open, operational and connected to the international events community, while giving organisers the support they need to plan with confidence.”
Phase 1 of the DEC expansion was built for exactly this kind of year. It delivered 140,000 sqm of event space, including 64,000 sqm of permanent exhibition halls and 30,000 sqm of flexible pavilions, with capacity for up to 50,000 visitors a day. Ahead of Gulfood and World Health Expo, which ran back-to-back in January and February across both venues, DWTC worked with the Roads & Transport Authority and Dubai Police on a citywide mobility plan, with extra Metro services, a dedicated express shuttle network and park-and-ride options linking the two venues.
“Operating across Dubai International Convention & Exhibition Centre (DICEC) and Dubai Exhibition Centre (DEC) has given us greater capacity and flexibility to support the growth of existing events,” Julfar says. “The first year of operating across two venues has shown us that additional space is not simply about accommodating larger exhibitions; it allows organisers to think differently about the scale, format and international reach of their events.”
The numbers bear that out. Gulfood 2026 more than doubled in scale, bringing together more than 8,500 exhibitors from 195 countries across over 280,000 sqm of exhibition space. World Health Expo welcomed more than 219,000 attendees and over 4,100 exhibitors.
“Both events demonstrated how additional capacity can enable established exhibitions to grow while attracting greater international participation and creating more opportunities for businesses to connect,” Julfar says.
The bigger lesson was about what happens outside the halls. “The experience has also reinforced that the visitor journey extends well beyond the exhibition floor,” he says. “When you operate at this scale, access, transport, parking, wayfinding, movement between halls, hospitality and supporting services all need to work together as one experience. That has been one of the most important learnings from operating across two venues this year.”
“These learnings are now informing the next phase of DEC’s development,” he adds.
Building to 180,000 sqm
That next phase is already under way. The Dhs10bn masterplan, approved by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, in September 2024, will make DEC the region’s largest indoor events venue when complete. DEC’s pavilion areas were set to go back into construction after the first-quarter mega events, and work on Phase 2 has progressed steadily through 2026.
“The next milestones will see Dubai Exhibition Centre (DEC) progress through the remaining phases of its masterplan, adding the capacity and infrastructure needed to support the continued evolution of Dubai’s business events sector,” says Amer Al Farsi, vice president of real estate development at DWTC.
“Phase 2 of the DEC expansion is progressing in line with our plans and is scheduled for completion in 2029. It will take DEC’s indoor event space to approximately 160,000 sqm and increase daily visitor capacity to around 60,000. Importantly, this phase will not only add to the existing space but will also create a more integrated venue experience at Expo City, including an extended concourse, a new Eastern Access Road and multi-storey parking facilities initially providing 7,000 spaces.”
Those are the pieces Julfar’s visitor-journey lessons point to. “Together, these enhancements will support smoother movement and a more connected experience for organisers, exhibitors and visitors as the venue continues to grow,” Julfar says.
Phase 3 completes the build. “Phase 3, scheduled for completion by 2031, will take DEC to its full 180,000 sqm across 26 interconnected halls, with capacity to welcome 65,000 visitors a day and host more than 20 events simultaneously,” Al Farsi says. “The masterplan is being delivered in stages to respond to the growth of the business events sector and the requirements of organisers looking to expand their events in Dubai.”
| DEC phase | Completion | Indoor event space | Daily visitor capacity |
| Phase 1 | 2026 (complete) | 140,000 sqm | 50,000 |
| Phase 2 | 2029 | approx. 160,000 sqm | around 60,000 |
| Phase 3 | by 2031 | 180,000 sqm, 26 halls | 65,000 |
He points to the same two shows Julfar does. “We have seen this with Gulfood and World Health Expo this year, where additional capacity enabled established events to expand their footprint and international participation. These events demonstrate how additional space can support the growth of existing exhibitions while creating greater opportunities for international businesses to participate.”
“The DEC masterplan reflects the long-term growth of Dubai’s business events sector,” he says. “The additional capacity will enable established events to grow their footprint while providing greater scope to accommodate new international events as Dubai’s business events calendar develops.”
More than an exhibition hall
A venue of that size needs a neighbourhood around it, and that is the other half of Al Farsi’s brief. DWTC is also a property developer, in the city centre and at Expo City.
“Our real estate strategy is centred around two complementary locations, each at a different stage of development,” he says. “In Dubai’s Central Business District, we have an established ecosystem anchored by Dubai International Convention & Exhibition Centre (DICEC), alongside our commercial and Free Zone portfolio. At Expo City Dubai, we have the opportunity to build on that model at a much greater scale, with Dubai Exhibition Centre (DEC) at the heart of an emerging mixed-use destination.”
“By 2031, the wider masterplan will extend beyond the exhibition venue to include hotels, commercial offices, retail and F&B space, as well as additional meeting and flexible working facilities. The ambition is to create an environment where business events are supported by the infrastructure and amenities that organisers, exhibitors and visitors increasingly expect around a major international venue.”
Homes are part of it too. “Residential development is another important part of that ecosystem,” Al Farsi says. “Through our joint venture with Emaar Properties, Expo Living will bring together residential, retail, hospitality and commercial elements across a 450,000+ sqm urban community, ultimately comprising five residential communities and over 3,500 units.”
“Following Terra Heights, Terra Gardens represents the next phase, adding 560 apartments and townhouses alongside landscaped spaces, wellness and leisure facilities and direct access to Expo Mall, which is expected to be operational by Q1 2028.”
Al Farsi sees Expo Mall as more than a retail destination. He expects it to shape the wider community, bringing shopping, dining, entertainment and everyday services closer to residents while drawing visitors to the area. Expo Village, he adds, strengthens the residential community already established there.
Back in the city, the CBD portfolio keeps its own pull. “At the same time, we continue to develop and manage our portfolio in the Central Business District, where businesses benefit from being directly connected to DICEC, the DWTC Free Zone and the international business community that our events bring to Dubai throughout the year.”
So where is the strongest case for further development? Al Farsi does not pick one site over the other.
“So, when we look at where the strongest opportunity for further development lies, it is about building on the strengths of both locations: continuing to enhance our established CBD portfolio, while developing the wider ecosystem around DEC at Expo City Dubai.”
By 2031, DEC is set to cover 180,000 sqm across 26 halls, welcome 65,000 visitors a day and host more than 20 events at once, with hotels, offices, shops and homes around it. This year, Gulfood needed two venues to grow. The masterplan is DWTC’s answer for the shows that come next.
