The UAE is showcasing its experience in developing an innovative model for business tourism and events at the IMEX Frankfurt exhibition

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Frankfurt, 21st May / WAM / The Ministry of Economy and Tourism participated in the activities of IMEX Frankfurt 2026, one of the most prominent international exhibitions specialized in the meetings, incentives, conferences and exhibitions (MICE) tourism sector, which was held during the period from 19th – 21st May of this month at the Frankfurt Exhibition Center in Germany, in the presence of His Excellency Jumaa Mohammed Al Kait, Advisor to the Minister of Economy and Tourism.

The participation aims to enhance the UAE’s global presence in the business tourism and events sector, by highlighting the advanced achievements the country has achieved in this vital sector, and consolidating its position as a leading destination in attracting and hosting major international events.

During his participation in a high-level discussion session entitled “The Reality of the Industry: Designing Our Future”, and in the presence of a group of leaders and experts in the global events and tourism industry, His Excellency Juma Al Kait reviewed the UAE’s pioneering experience in developing an innovative model for business tourism, exhibitions and events based on global best practices.

He stressed that the country continues to strengthen its position as one of the most prominent global destinations in this sector, thanks to its advanced infrastructure, a flexible operational system, and a forward-looking vision based on innovation, digital transformation and sustainability, in line with the objectives of the “National Tourism Strategy 2031”, which aims to raise the country’s position as the best tourism identity around the world by the next decade.

In this context, His Excellency said that the UAE has adopted the principles of flexibility, proactiveness and high readiness in dealing with the various global challenges of the tourism sector, so that these principles have become an essential part of the operational system of this vital sector, including business tourism, events and exhibitions. He pointed out that the UAE was one of the first countries to take the initiative to reopen the tourism sector and host major international events following the “COVID-9” pandemic, including “Expo 2020 Dubai” and “GITEX International” events, including Enhance the country’s position as a leading destination in the tourism, business and events sectors.

He added that as a result of these continuous national efforts to improve the business tourism and exhibitions sector, the UAE has achieved qualitative results and advanced growth indicators, and efforts are continuing to expand international facilities and exhibitions in the various emirates of the country, in line with national trends and targets in this regard.

He explained that UAE tourism recorded a record tourism performance during the year 2025, as the country received more than 32 million hotel guests, while the tourism and travel sector continued to achieve strong growth rates supported by the continued growth in demand for business tourism and international events.

He highlighted the country’s vision and aspirations to employ artificial intelligence technologies to develop the business tourism and exhibition sector and provide distinguished tourism experiences for visitors from all over the world, stressing that the UAE is adopting an integrated national approach to digital transformation and artificial intelligence, in a way that enhances the competitiveness of tourist destinations and exhibition and conference centers in the country, and keeps pace with global changes in the tourism and events industry.

On the sidelines of the exhibition, His Excellency Juma Mohammed Al Kait held bilateral meetings with a number of leading international entities and companies in the meetings, conferences and business tourism sector, with the aim of strengthening international tourism cooperation and attracting more international events to the UAE, in the presence of representatives of local tourism entities from the Emirate of Abu Dhabi, Dubai, Ajman and Ras Al Khaimah, and discussing ways to exchange experiences and best practices, in a way that contributes to supporting and accelerating tourism development and enhancing the competitiveness of this vital sector at the global level.