How Expo 2020 established Dubai as a global events destination
As the first World Expo to be staged in the Middle East, North Africa and South Asia (MEASA) region, Expo 2020 marked a major milestone both for Dubai and the UAE.
Ultimately, the event proved one of the most successful expos in history, with more than 24,102,967 visits officially recorded over the course of 182 days from 1 October 2021 to 31 March 2022.
This figure, alongside the fact the event attracted visitors from more than 192 countries, made it the most widely attended world expo ever.
More than 35,000 events were held across 96 locations on the Expo 2020 Dubai site – including 3,000 in the landmark Al Wasl Plaza alone – from music, dance and childrens’ entertainment, to business conferences, daily parades, sports activations and creative workshops.
Expo 2020 was also the first World Expo to fully harness the power of digital communications to spread it core message of Connecting Minds, Creating the Future.
The event’s pioneering Virtual Expo online platform, which offered live streaming and 360-degree virtual tours of the expo site, racked up more than 250 million online visits during the event’s six-month run.
More than 6 million people viewed Expo 2020’s opening ceremony online, while Alica Keys’ Expo 2020 concert attracted more than 3 million views.
Creating a legacy for the future
Reflecting Expo 2020’s ground-breaking approach to driving global change through innovation and collaboration, the expo site itself in Dubai South has been remodelled and renamed since the conclusion of the event in March 2022.
Now known as Expo City Dubai, the high-tech precinct showcases the latest trends in sustainable urban development.
Leveraging Expo 2020’s cutting-edge digital and physical infrastructure, Expo City Dubai is focused on attracting firms specialising in the smart logistics, smart mobility, Industry 4.0, and smart cities sectors.
It has already secured the support of some of the world’s leading industrial, tech and logistic giants, including Siemens, Terminus and DP World, which are establishing regional operations within the precinct.
A number of Expo 2020’s landmark pavilions have also been retained including the Terra –Sustainability Pavilion, which is being transformed into a Science Centre, and the Vision Pavilion, which stands in tribute to HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.
A small number of country pavilions are also being repurposed in line with Expo 2020’s five-year legacy programme. The Malaysia Pavilion, for example, is being rebranded as the Malaysian Technology and Innovation Hub in the UAE.
Expo City to host region’s first UN Climate Change Summit
The site also houses the world-class Dubai Exhibition Centre (DEC), an ultra-modern conference and events facility that will play host to the upcoming COP28 UN Climate Change Conference from 30 November to 12 December.
Marking the first time the global forum has been staged in the Middle East, COP28 will focus on four main pillars of action: fast-tracking the global energy transition; expanding financing options for climate-change mitigation projects; focusing on lives and livelihoods; and ensuring inclusivity.
In addition to helping to secure the hosting rights to COP28, Expo 2020’s success has spurred Dubai’s reputation as a leading meetings, incentives, conferences and events (MICE) destination, as evidenced by the impressive 44% rise in business events wins the city registered in the first half of 2023.
Dubai Business Events (DBE), the city’s official convention bureau and part of the Department of Economy and Tourism, worked with partners and stakeholders to win 143 new conferences, congresses, meetings and incentives, which together will bring an estimated 94,000 additional visitors to the city, including global experts and leaders in their respective fields.
Major events secured in the first half of the year include the IATA AGM 2024, World Library and Information Congress 2024, and Critical Communication World 2024.
Commenting on the wins, Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment, said: “Our focus on capturing business events that bring value to the city continues to deliver strong results. Dubai’s robust proposition, built not only on world-class business events infrastructure and facilities, but also expertise across all key sectors and a growing knowledge economy, is resonating effectively with meeting professionals and decision-makers globally.”