Why the UAE Is the Hottest Destination for Event Profs Right Now (again).
For the last year or so, all anyone could talk about was the US. Every agency was chasing stateside expansion, pitching to big tech, and dreaming of LA rooftops and New York budgets. But fast-forward nine months, and that noise has quietened down because the landscape’s changed. The real action right now is in the UAE, and if you’re not already looking to the Middle East, you might get left behind.
What’s driving the current boom?
This isn’t the first time the Middle East has been flavour of the month. There was a spike 10–15 years ago, but it tailed off. Now it’s back, and supercharged.
In the last year alone, I’ve seen a flurry of agencies land or relaunch in the UAE. Identity, People, Imagination, Maestro, and others are out there doing serious business. And it’s not just the big names – the demand for talent is through the roof. Clients are actively saying: “We’ve got no one left on the ground. We need to bring people in.”
And bring them in they are. The pace is intense. One client I spoke to got a call on Monday: “We’ve got £10 million for an event. We’d like His Highness to sign it off on Thursday.” That’s a 72-hour turnaround for a £10 million project. Try getting that urgency – or that trust – anywhere else.
Why the UAE now?
In short: vision, ambition and money. While the US is busy pushing people out, the UAE is rolling out the red carpet. Skilled professionals are being welcomed with open arms, and a 30–40% salary boost to match.
Yes, cost of living is a bit higher, but it’s all relative. I’m talking to creatives, producers, sales leads, ops pros – everyone from Macclesfield to Mayfair – who are seriously considering the move. Because the region offers something that’s in short supply in the UK and US right now: opportunity and excitement.
Creativity meets respect
And here’s the best bit: they want your ideas. This isn’t a place where you’re battling procurement for a £30k activation. This is “Tell us what you’d do. We trust your expertise. You’re the professional.”
It’s a dream for creatives. You’ve got budget, scale and an audience of hundreds of thousands. It’s not 2,000 people in a grey conference hall in Dagenham (no offence to East London). It’s full-throttle spectacle; think drones and water features in the desert, and of course, budgets that make your jaw drop.
But what about the culture?
The media hasn’t done the region any favours. Yes, there are areas that still need progress – and no one’s denying that. There’s a much more relaxed attitude to Western customs in major cities. You can walk down the Corniche in Abu Dhabi with a glass of wine, and no one bats an eyelid.
It’s not perfect. But it’s progressing – fast. And for many people, it offers a lifestyle and level of respect they’re not getting at home.
So what’s the catch?
There really isn’t one – apart from maybe the weather in July. But if you’re in the events or brand experience industry, now is the time to take a serious look. The UAE is injecting itself with creative adrenaline. They want talent. They’re willing to pay for it. And they’re building some of the most ambitious projects on the planet.
If you’re an agency leader, it’s time to get your foot in the door. as the region is craving creativity and impact. The streets might not be paved with gold, but they’re definitely open for business.
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