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DWTC, Informa Unite to Build Global MICE Giant in Dubai

Abdul Razak Bello March 6, 2025Last Updated: March 6, 2025

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DWTC and Informa Group have joined forces to create a $700 million revenue powerhouse in the global exhibitions industry. This mutually beneficial alliance will operate from Dubai and manage more than 40 market-leading brands. Premier events like Gulfood, GITEX, and the Dubai Airshow stand out among these brands.

DWTC management wants to triple Dubai’s MICE sector GDP contribution to AED 54 billion by 2033. The new joint venture, Informa International, will reshape the scene by expanding beyond Dubai into growing markets throughout the Middle East, South Asia, and Africa. This cooperative effort between two leading DWTC companies will boost cross-border trade and enterprise once it becomes fully operational by Q4 2025.

DWTC and Informa Forge $700M Strategic Alliance

“Dubai today is a leading destination for Global B2B Events that develop industries and drive economic growth. DWTC has built a portfolio of flagship B2B event brands and Informa is the perfect partner with whom to combine strengths and capture the next stage of growth in this high impact sector.” — Helal Saeed Al Marri, Director General, Dubai World Trade Center Authority

Dubai World Trade Center and Informa Group have joined forces to create Informa International, a joint venture that will generate revenues of more than AED 2570.36 million. This partnership brings together two commercial equals with complementary assets and capabilities to serve the Middle East, South Asia, and Africa regions.

The new entity will manage a wide portfolio of exhibitions, conferences, and professional training services. The team will oversee more than 40 leading brands in a variety of sectors that include Food, Information Security, Healthcare, Energy, and Aviation. These sectors represent growth categories with huge potential within the global MICE industry.

Informa International wants to establish a global MICE powerhouse by merging DWTC’s global events with Informa Group’s event operations in the UAE and connected partner markets. The partnership will speed up global expansion by creating new opportunities to export DWTC’s brands to the fastest-growing B2B event markets, specifically:

The Indian Subcontinent
Asia
Middle East
Europe
Africa

Stephen A. Carter, Group Chief Executive of Informa PLC, highlighted the importance of growing their existing partnership with DWTC in Dubai’s dynamic market. His Excellency Helal Saeed Al Marri, Director General of DWTC, emphasized how this partnership will help Dubai become a preferred global hub for the MICE sector.

This joint venture supports Dubai’s economic strategy, especially with major venue infrastructure developments coming to Dubai Exhibition Center (DEC) by 2026. Both organizations plan to bring marquee events from Informa’s portfolio of over 100 specialist global brands to Dubai through this collaboration.

Informa Group, a FTSE-100 company, brings extensive B2B event expertise from its 25-year presence in the UAE. DWTC’s four-decade experience in UAE’s B2B events sector and its management of major venues like DICEC and DEC create strong foundations for this alliance.

Partnership Transforms Regional MICE Landscape

DWTC and Informa Group’s strategic collaboration marks a radical alteration in the regional MICE landscape. Dubai emerges as a central hub for global exhibitions and events. Their joint effort will include exhibitions, confexes, conferences, and professional training services throughout Dubai and connected partner markets.

Both organizations want to drive substantial growth through clear objectives. The joint venture combines their event portfolios and operates more than 40 leading brands in key growth sectors. These brands serve diverse industries: Food through Gulfood, Information and Communication Technology via GITEX, Healthcare with WHX, and Aviation through the Dubai Airshow.

The alliance plans to expand DWTC’s brands into growing global markets. Target regions with strong B2B event potential include the Indian Subcontinent, Asia, Middle East, Europe, and Africa. This move supports Dubai’s economic vision and D33 Dubai Economic Agenda. The agenda expects to triple the MICE sector’s GDP contribution to AED 54 billion annually by 2033.

This partnership brings several changes to the regional MICE ecosystem:

A market leader emerges with projected revenues that will exceed AED 2570.36 million
Professional training and accreditation services become integrated
Global market expansion offers double-digit growth potential
B2B event platforms create better cross-border trade opportunities

Informa International will utilize major venue infrastructure developments at Dubai Exhibition Center, scheduled for completion by 2026. Dubai can now attract premier events from Informa’s portfolio of over 100 specialist global brands.

His Excellency Helal Saeed Al Marri believes this strategic alliance strengthens Dubai’s position as the preferred global hub for the MICE sector. The partnership serves as a transformation engine for cross-border trade and enterprise. It creates lasting value through B2B events’ convening power.

DWTC Management Unveils Growth Strategy

“Our growth ambitions through the 2025-2028 One Informa period are underpinned by structural growth in B2B events and specialist knowledge, market-leading brands and a geographic mix weighted to fast-growing economies.” — Stephen Carter, Group Chief Executive Officer, Informa

Dubai World Trade Center has unveiled expansion plans that will reshape the scene for the emirate’s MICE sector. The life-blood of this strategy lies in the AED 36.72 billion expansion of the Dubai Exhibition Center. This venue will soon become the largest indoor events space in the region.

DWTC management has created a well-laid-out masterplan with three phases that shows their steadfast dedication to growth. The first phase will finish in 2026. It will add 64,000 square meters of permanent exhibition space and about 30,000 square meters of temporary exhibition halls. These additions will boost the total indoor events hosting capacity to 140,000 square meters. The venue will then accommodate 50,000 visitors daily.

His Excellency Helal Saeed Al Marri leads DWTC’s mission to double its large-scale events from 300 to 600 by 2033. The growth strategy includes development in both established and new industry sectors:

Technology and Healthcare
Food and Beverages
Financial Services
Energy and Real Estate
Media and Entertainment
Education and Manufacturing

These plans line up with Dubai’s Economic Agenda (D33) and 2040 Urban Master Plan. DWTC has expanded its Free Zone to include One Za’abeel through Decree No. 18 of 2024. Companies here can enjoy several key benefits:

100% foreign ownership
Exemption from customs duties
Dual-licensing opportunities
0% Corporate Tax
Simplified procedures for visas and permits

The Dubai Exhibition Center’s expansion represents a massive AED 10 billion investment. Phase 2 will complete in 2028 and expand the total exhibition space to nearly 160,000 square meters. The final phase should finish by 2031. It will grow the indoor exhibition space to 180,000 square meters with 26 halls on one continuous level that spans 1.2 kilometers.

Environmental responsibility stands at the heart of this strategy, supporting Dubai’s green initiatives. The development provides smooth access to the Expo 2020 Metro Station and Sheik Mohammed bin Zayed Road, ensuring strong transportation links.

DWTC and Informa Group have joined forces in a groundbreaking partnership that will transform Dubai’s MICE sector. Their combined revenue of AED 2570.36 million and portfolio of over 40 leading brands will set new benchmarks for global exhibitions.

Dubai aims to become the main hub for international trade events by expanding throughout the Middle East, South Asia, and Africa. The new Dubai Exhibition Center will add 64,000 square meters of permanent exhibition space by 2026. This development will make Dubai an even more attractive MICE destination.

The DWTC team’s growth plans match Dubai’s Economic Agenda D33 perfectly. They aim to triple the MICE sector’s GDP contribution to AED 54 billion by 2033. Resilient infrastructure, eco-friendly practices, and smooth transportation links will help achieve this goal.

The partnership focuses on growing sectors like technology, healthcare, food, and aviation that will definitely boost the economy. This strategic collaboration proves Dubai’s steadfast dedication to building a resilient, future-ready MICE ecosystem. It will propel development in global trade and enterprise for years to come.