Dubai’s events industry stages a grand comeback

The beat is back in Dubai’s events sector with an array of regional and international artists heralding the restart of an industry that is a key pillar of the city’s tourism destination proposition and a growing contributor to its economy.The restart of Dubai’s events sector has been made possible by the decisive citywide management of the global pandemic leading to a phased resumption of events and entertainment activities, starting with a line-up of events hosted under the Dubai Summer Surprises (DSS) programme.

Ahmed Al Khaja, Chief Executive Officer, Dubai Festivals and Retail Establishment (DFRE) commented, “The successful management of the pandemic has allowed us to come out of this unprecedented situation to once again leverage the events and entertainment sectors, as part of efforts to accelerate growth in the tourism industry.”

“Dubai has a long history of hosting leisure events featuring A-list musicians and performers, who have made the city a part of their world tours over the years. We are now excited to see the events environment regaining its vibrancy with the return of live events, paving the way for international and regional stars to take centre stage, showcasing Dubai as a safe destination and further enhancing its position as a leading global events hub. Dubai Tourism will continue working with its stakeholders and partners to keep up the momentum in the events sector, as we prepare to cater to the diverse and evolving needs of visitors ahead of the full reopening of the tourism industry,”said Khaja.

Commenting on the overwhelming response he received in the UAE, an elated Jimmy Carr said, “My three sold-out shows with Dubai Summer Surprises were fantastic. Dubai is well and truly open and I thoroughly enjoyed my first experience performing in Dubai. I hope to return very, very soon!”