Dubai recognises Al Safeer ambassadors as convention wins rise
The Dubai Department of Economy and Tourism has recognised more than 47 members of its Al Safeer Congress Ambassador Programme at an annual gala, highlighting the role of industry intermediaries in bringing conferences, congresses and meetings to the city. The awards, organised by Dubai Business Events, celebrated ambassadors across four categories: Dubai Association Centre, Homegrown Events, Regional Events and International Events.
The ceremony, held at The Lana, Dorchester Collection, brought together representatives from the public and private sectors. Organisers said the evening underscored the programme’s contribution to Dubai’s broader strategy to diversify the economy and position the emirate as a knowledge hub under the Dubai Economic Agenda, D33. The event also included performances and networking opportunities for delegates and industry stakeholders.
What the Al Safeer programme does and why it matters
Launched in 2010, the Al Safeer Congress Ambassador Programme connects DBE with sector specialists and organisations that can originate and support bids for business events. The programme has expanded to more than 350 members across healthcare, technology, academia, engineering, business and government. Ambassadors act as local advocates for Dubai when vying to host conferences and play a role in developing new, locally produced events.
Officials framed the honours as recognition of contributors who help secure high-value meetings that bring visitors, knowledge exchange and sector-specific activity to the emirate. Dubai’s MICE ecosystem has become a strategic lever for attracting international talent and investment, and the ambassador network functions as an extension of the city’s sales and bid capabilities.
Recent results: bids, wins and delegates
Dubai Business Events reported a strong pipeline for 2025 activity. In that year DBE submitted 747 bids and secured 504 successful wins for events scheduled through 2029. That represents a 15 percent increase in bid wins compared with the previous year. The confirmed events are expected to draw roughly 272,262 delegates, a 29 percent year-on-year increase in delegate numbers, while Dubai hosted 481 business events during the year.
Those figures indicate both an uptick in the volume of events won and in projected attendance, metrics that DBE and local stakeholders use to measure the health and international competitiveness of Dubai’s business events sector.
Examples and sector spread
The pool of awarded and planned events spans specialist industry meetings and large international congresses. Examples highlighted in the programme’s recent listings include technical and academic gatherings such as IEEE conferences, health and medical congresses including orthopaedic and critical care meetings, financial and banking events like the SWIFT conference, and global membership conventions such as the Rotary International Convention. The mix illustrates DBE’s dual focus: attracting established international gatherings while incubating new homegrown events driven by local institutions.
Implications for Dubai’s business events strategy
For Dubai, higher bid conversion rates and growth in delegate numbers support multiple policy objectives. Business events bring short-term visitor spending to hotels, venues and service suppliers, and they also create longer-term value through knowledge transfer, industry collaboration and professional networks. That aligns with D33 priorities to shift Dubai towards a more knowledge-driven and diversified economy.
Using a network of trained ambassadors helps DBE to broaden its reach into specialist sectors and academic communities that may not be accessible through conventional sales channels. The approach also supports local event development, which can strengthen the city’s calendar with repeatable, domestically rooted meetings that feed supply chains and build institutional expertise.
At the same time, sustaining growth will require continued investment in venue capacity, talent development for events services, and attention to operational priorities such as visa facilitation and sustainability standards. The global market for meetings and conferences is competitive, with destinations worldwide investing in incentives and infrastructure to attract organisers. Dubai’s challenge will be to convert current momentum into enduring market share while maintaining service quality and cost competitiveness.
Outlook
Dubai’s recent statistics and the continued expansion of the Al Safeer network suggest the emirate remains an active contender for MICE activity in the region. By combining international outreach with a programme designed to cultivate local event originators, DBE is positioning the city to capitalise on both inbound international congresses and the maturation of domestic conferences. Industry observers will watch how the pipeline of confirmed events performs against attendance and economic impact targets in the coming years.
For organisers and delegates seeking more information on hosting events in Dubai, Dubai Business Events maintains resources and guidance at dubaibusinessevents.com.
Contact: mediarelations@dubaidet.ae