Insights: Why the region’s appetite for horse racing will only grow

Horse racing in Dubai and the Middle East is exciting. The 2024-25 Dubai Racing Carnival is now underway, and I have been delighted to see huge engagement and enthusiasm from racegoers and industry professionals alike. Our opening race meeting recorded the highest number of ticket sales and attendance for an opening meeting at Meydan Racecourse since its inception.

This ‘Sport of Kings’, which has its roots in the UK and mainland Europe, is becoming more global by the year. The international circuit starts in Dubai in January and continues until the Hong Kong International Races in December. We are fortunate that, here in the UAE, we enjoy a geographical advantage.

Our central location means that horses, trainers and jockeys can travel from all four corners of the globe. So far, more than 30 different racing jurisdictions have been represented at the Dubai Racing Carnival since its inception in 2004.

This constant global movement of horses fits with our ambition to make Dubai a central hub for horse racing; where trainers and owners can base their teams throughout the winter months.

This was seen to good effect during last season, with horses based in Dubai achieving big-race success in Bahrain, Qatar and Saudi Arabia, before returning to the US, UK and Far East to compete during the summer.

The Far East is rising as a key region for the sport

While traditional racing strongholds such as the UK, Ireland, the US and Australia play a hugely important role in breeding horses as well as staging some of the best racing in the world, the last few years have seen a notable shift. The Far East, in particular Japan and Hong Kong, is now a hugely important region for the future of our industry.

Over the past decade, the Japanese Racing Authority and Hong Kong Jockey Club have become models for racing jurisdictions elsewhere to aspire to, enjoying huge crowds and a financially successful business model. For others, it’s important to develop strategic partnerships with these governing bodies, as well as the emerging jurisdiction of China.

The international circuit only works if we uphold world-class quarantine and veterinary facilities. We work closely with our partners in the Emirates Racing Authority to ensure that equine and human athletes receive the very best of care, never losing sight of our social license – the horse, and those who compete with and care for them, are our number one priority.

Horse racing faces competition from a vast array of other sports and social engagements, both televised and as physical pastimes. In a vibrant city such as Hong Kong, New York, London, Tokyo or Dubai; there are countless memory-making ways in which to spend Friday night or Sunday afternoon. We must remember that horseracing is first and foremost an entertainment industry.

We may have beautiful animals to show off, but that is not enough – today’s consumer wants an all-round experience. Live entertainment, a range of dining options – from affordable to five-star – and an elite level of customer service are all things which must be taken seriously.

Today’s consumer needs the whole package: can they take their young children to a safe environment, or entertain clients with the very best food and service? We must provide it all. Fortunately, we have a spectacular backdrop in which to do so, making a night at the races in Dubai an incredibly unique experience.

Technology and its role in driving the popularity of horse racing

When it comes to the business of entertainment: technology is crucial. It will increasingly play a vital role in securing, promoting and building our industry. In terms of promotion, it’s important to remember that only the lucky few – the jockeys – can experience the races from the back of the horse, so how can we bring this POV – to use social media parlance – closer to the fans? Camera technology, including equine-safe drones, will become more frequently used, to enhance both the consumer experience and the safety of our equine and human stars.

In summary, I believe that the appetite and passion for horse racing both in the Middle East and across the world remains strong. However, the guardians of the sport cannot take this for granted.

It is up to us to ensure a five-star experience for those who want it, and as much access as possible for those fans who watch every race from the rail. We are part of an amazing sport, let’s celebrate it.

The writer is the CEO and board member, Dubai Racing Club.