For this edition of the Destination Edit, we’re diving deep into the Middle East, specifically Qatar, the UAE, and Oman.

The Middle East has become an incredibly attractive destination for companies and event planners. We’ve dug into various sources—industry reports, destination guides, tourism insights—and pulled from some of our favorite first-hand experiences in the region. 

Where luxury and innovation collide, the Middle East is seeing a significant shift. We often think of the region's rich history and vast oil opportunity, but it is rapidly becoming a global hub for business and development. 

Aligning with a region known for luxury and innovation elevates a brand’s image, but beyond that, they’re tapping into fast-growing markets driven by technology and entrepreneurship, not to mention all the buzz around the Sphere, which has filed trademarks in Qatar, UAE, and Oman. 

With so much potential, it’s clear that there is a global shift happening; the Middle East is drawing in major players in entertainment and technology and becoming a premier choice for business events and initiatives. 

Let’s start exploring.

Qatar

One of the world’s wealthiest countries and a breeding ground for innovation across industries, Qatar is a must-visit destination for any future-focused company. The perfect backdrop for corporate events and incentives, Qatar boasts ultra-modern infrastructure, world-class amenities, and a vibrant expat community. 

Qatar has received global recognition for hosting the 2022 FIFA World Cup and committing to a 10-year deal to host Formula One. In 2024, Web Summit, one of the world’s largest technology conferences, expanded into the Middle East with its first-ever Web Summit Qatar in Doha. The event gathered 15,000+ attendees, strengthening the country’s position as a leading destination for the tech and investment sectors. 

If that’s not reason enough to pay attention to Qatar, here are a few more reasons it’s one of our top picks.

• Ease of Travel: Qatar has been added to the United States Visa Waiver Program, meaning citizens of both countries can visit the other visa-free. Travelers from more than 100 different countries can also enter visa-free. Additionally, Qatar is home to Hamad International Airport, the country’s central transit hub and member of the mutli-award winning Qatar Airways.
• Accommodations and Venues: Qatar has incredible venues like the Doha Exhibition and Convention Center and Qatar Science & Technology Park, the “technology gateway to the Middle East and beyond.” Visitors have their choice of luxury hotels suited for large meetings, including the Hilton Salwa Beach Resort & Villas, the Al Messila Collection Resort & Spa, The Ritz-Carlton Doha, and many others. For more unique lodging options perfect for an incentive experience, consider Zulal Wellness Resort, a beautiful oasis in the middle of the desert, or the Outpost Al Barari, a luxury tented villa located in the unique Inland Sea nature reserve.
• Rich Cultural Traditions: Visitors can enjoy a rich cultural experience in Qatar beyond the usual tourist attractions. Instead of just a tour, your attendees can participate in majlis, a central feature of Qatari life. These “sitting rooms” invite people to discuss important topics and interesting ideas—a great cultural exchange perfect for a networking setting. Instead of a standard dinner party, planners can host a special event on a dhow boat while sailing along the Doha coastline, enjoying traditional Qatari cuisine, and taking in the skyline as a backdrop. Of course, to seal the deal, include Arabic coffee and sweet, sticky dates. A local delicacy, these treats are a Qatari hospitality tradition that connects attendees to the culture. 
• Attractions and Experiences: Doha is consistently ranked as a top city destination. With a rich cultural heritage, prize-winning architecture, and UNESCO-recognized natural reserves, it is a destination to discover. The National Museum of Qatar is a vibrant venue that immerses visitors in the country’s rich heritage and culture. For a smaller gathering, the Souq Waqif is a private, sensory-rich way to explore Qatar. This marketplace sells traditional garments, spices, crafts, and souvenirs and is home to restaurants and shisha lounges. A private tour or cooking class is an excellent team-building opportunity. For a modern setting, Place Vendôme in Lusail. The massive mixed-use development hosts two five-star luxury hotels, a large shopping mall with 560 retailers, and a central entertainment component—perfect for a product launch with its stunning views and sophisticated vibe. When your group is ready to escape the city, head to Al Thakira Mangroves. Attendees can explore the natural sanctuary on kayaks or stand-up paddles and learn about the unique ecosystem. For art and culture, consider Katara Cultural Village. This waterfront area features theaters, galleries, venues, a convention center, shops, and eateries. Imagine a private performance with traditional music and dance followed by an evening event in the art gallery. 
• Investments in Business Events and Tourism: Visit Qatar actively promotes the country as a top destination for global events. They are members of UFI (The Global Association of the Exhibition Industry), ICCA (International Congress and Convention Association), and IAEE (International Association of Exhibitions and Events), and they work with event planners to provide resources and ensure successful events. It’s a compelling package—accessibility, state-of-the-art venues, diverse experiences, a passion for innovation, and strong partnerships. Qatar ticks all the boxes, especially for those looking for something unique. 
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United Arab Emirates (UAE)

The United Arab Emirates (UAE) is a country in the Middle East composed of seven emirates. Two of its crown jewels are Dubai and Abu Dhabi. Both are leaders in innovation and continue to be top destinations for business events and incentives. 

According to the 2024 Cvent Supplier Network rankings, Dubai continues to lead as the top destination. Abu Dhabi climbed to the third position, improving its standing with enhanced facilities and focusing on attracting more business events. 

Both Dubai and Abu Dhabi boast state-of-the-art conference facilities, with infrastructure and logistics available to support corporate summits, user conferences, incentives, and any other type of event. With a vision to become a global hub for business, tourism, and events, the UAE has invested billions of dollars in exhibition centers and stadiums to attract international events. Its location makes it an ideal gateway between the East and West, and its diversity and cultural tolerance appeal to a global audience. 

Both Dubai and Abu Dhabi make excellent destinations; here are some of the top reasons why:

• Accommodations and Venues: Both cities boast state-of-the-art facilities, including luxury hotels and expansive conference centers, but what are the key differences? Dubai is all about scale, extravagance, and options, with over 100,000 hotel rooms and a wide range of venue options. However, the real game changer is the $2 billion investment from MGM Resorts. They’re bringing MGM, Bellagio, and Aria to Dubai with a brand new Sphere in the heart of it all. With incredible hotels and venues like the JW Marriott Marquis Hotel Dubai, Grand Hyatt Dubai, Dubai World Trade Centre, and the InterContinental Dubai Festival City, Dubai is ready for anything—not to mention more unique venues like The Agenda and the AURA SKYPOOL (the world’s highest 360-degree infinity pool). Abu Dhabi, on the other hand, is a bit more refined and understated, focusing on quality over quantity. Significant advantages include the Abu Dhabi National Exhibition Centre (ADNEC), which has 153,678 square meters of event space and is just 15 minutes from the airport. They focus on sustainability, eco-friendly design, and operational excellence—a massive draw for environmentally conscious organizations. For lodging in Abu Dhabi, we recommend the Beach Rotana Abu Dhabi, The Abu Dhabi EDITION, and Emirates Palace Mandarin Oriental, a grandiose property larger than Buckingham Palace and literally dripping in gold. For a resort option fit for a luxury incentive, Zaya Nurai Island (currently undergoing some exciting renovations) and Park Hyatt Abu Dhabi Hotel and Villas make excellent choices. 
• Experiences and Entertainment: Dubai and Abu Dhabi offer incredible experiences for adventure-seekers and leisure enthusiasts alike. Dubai enhances its rural and cultural tourism with attractions like the Saih Al Salam Scenic Route, featuring parks, markets, and adventure activities. Visitors can explore tropical rainforests at The Green Planet or dive into aquatic adventures inspired by the lost city of Atlantis at The Lost Chambers Aquarium. Thrill-seekers can indulge in skydiving, desert ATV tours, and urban ziplining, even indoor skiing, while Abu Dhabi offers unforgettable desert safaris and world-class golfing. The excitement doesn’t stop there—Ferrari World and the upcoming Sphere experience in Abu Dhabi combine innovation with entertainment to captivate audiences.
• Landmarks and Cultural Wonders: Both cities have iconic landmarks and cultural treasures that showcase their rich heritage and modern sophistication. In Dubai, the Burj Khalifa, the world’s tallest building, stands as a testament to architectural marvel, complemented by the dazzling Dubai Fountain, a water, music, and light show like no other. Abu Dhabi adds to its cultural allure with the magnificent Sheikh Zayed Grand Mosque and the the renowned Louvre Abu Dhabi, which houses an impressive collection of art and artifacts.
• Investment in Sustainability and Tourism: Dubai and Abu Dhabi take sustainability very seriously and have created a global model for sustainable tourism through UAE NetZero 2050 and the Dubai Sustainable Tourism Initiative. Abu Dhabi has a sustainable Abu Dhabi Vision 2030 plan, which focuses on preserving the environment, responsible tourism, and developing a green economy. They also have Abu Dhabi Sustainability Week, where global leaders discuss solutions for a sustainable future. Both Dubai and Abu Dhabi also have dedicated convention bureaus to support event planners. Dubai Business Events provides support and marketing assistance; they can even help with visas and logistics. Abu Dhabi Convention and Exhibition Bureau is known for its personalized approach, experienced event professionals, and customized solutions. They work closely with planners and offer financial incentives for events that align with Abu Dhabi's priorities, like sustainability and innovation. 

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Oman

Let’s explore a different pace, a more understated luxury—Oman. In the hypergrowth era of the modern Gulf, Oman is emerging as an attractive destination for business events and incentives. A calmer alternative to the glitzy mega-projects in UAE and Saudi Arabia, Oman moves to a different rhythm—one of cultural preservation and deliberate growth initiatives. 

The difference is palpable the instant you arrive at Muscat’s new airport. Just a 45-minute flight from Dubai, it embodies Oman’s spirit: modern, efficient, and beautifully subdued. Oman is focused on sustainable growth and preserving its cultural heritage. Its Vision 2040 plan outlines its commitment to responsible development and balanced economic diversification. This involves a more mindful approach, ideally suited to organizations searching for destinations that prioritize long-term sustainability and cultural integrity. 

Economic growth goes hand in hand with environmental protection and preserving culture. In a region known for rapid development, Oman still offers modern amenities and infrastructure that planners need. Here are some of the key factors that make Oman an appealing choice for business events and incentives:

• Infrastructure and Connectivity: While Oman has upgraded its infrastructure with Oman Airports and public transport in major cities like Muscat and Salalah, the country maintains a calm and efficient atmosphere that compliments its traditional history. Oman Air’s upcoming membership in the OneWorld alliance in 2025 will improve its connectivity, making it more accessible to international business travelers. Its strategic position in the Gulf makes it an easily accessible site for business events and incentives. 
• Luxury Accommodations: Oman has a growing number of luxury hotels, with properties like Jumeirah Muscat Bay, St. Regis Al Mouj Muscat Resort, and Alila Jabal Akhdar offering breathtaking views and top-notch amenities. For something unique, there’s the Ras Al Jinz Turtle Reserve. Think glamping, where attendees stay in luxurious tents on the beach, enjoy gourmet meals and relaxation, and witness endangered turtles nesting under the stars—luxury adventure and eco-tourism all in one.  
• Stable and Diverse Economy: Oman is particularly attractive to organizations because of its stable, diversified economy, which is appealing to businesses. With its trade and tax-friendly environment, the country encourages foreign investment and diversification beyond oil and gas, focusing on international tourism, logistics, and manufacturing. Oman is undoubtedly positioning itself as a forward-thinking destination for organizations exploring new regional opportunities.
• Experiences and Attractions: In terms of leisure and cultural experiences, Oman is home to countless natural wonders and world heritage sites. With one of the most vibrant cultures in the history of humanity, Oman boasts must-see experiences. The Royal Opera House Muscat is Oman’s leading center of arts and culture, with stunning architecture, world-class performances, and traditional Omani art forms. There’s also the National Museum Oman, home to cultural treasures from Oman’s past, immersive digital experiences, and a cinema where visitors can see ancient objects from traditional life and an extensive collection of prehistoric artifacts. For a truly unique experience, the House of Amouage perfumery is a must-see. Learn about Omani perfume making and engage all the scenes. Oman is known for its natural beauty, and Al Hoota Cave delivers. This 2-million-year-old cave extends 5 kilometers underground—ending at Cave Lake. Inside its chambers, magnificent stalactites formed over millions of years. For adrenaline-fueled adventurers, Oman has plenty to offer. From canyoneering at Wadi Ash Shab to dune bashing in the vast Sharqiya Sands or taking a helicopter tour to see the beauty from above, there’s something to excite every visitor.
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Big Idea

The Middle East offers an incredibly diverse range of experiences. From cultural immersion and outdoor adventures to ultra-modern accommodations and economic opportunities, this region appeals to everyone and creates a well-rounded event or incentive program. 

We’ve explored Qatar, UAE, and Oman, and it’s clear the Middle East is home to a fantastic mix of luxury, innovation, and cultural richness. It challenges our expectations and blends tradition with modernity in a beautiful way. For organizations looking for memorable event experiences that drive progress within their businesses, the Middle East is a strong contender. As the region invests in tourism and business, it will become even more influential globally. The question is, how will it shape the future of events? What new trends will emerge from this region? Drop us a line to see how the Middle East might fit into your future event plans. Until next time, keep exploring!