Hyatt sees over 42,000 MICE inquiries in Middle East in 2024, driven by demand for authentic cultural business experiences

MIDDLE EAST – Hyatt Hotels Corporation has recorded more than 42,000 meetings, incentives, conferences, and exhibitions (MICE) enquiries in the Middle East in 2024, marking a 5.2% increase compared to 2023.

This growth is largely attributed to rising demand for authentic cultural experiences incorporated into business travel.

Hyatt’s properties in the UAE accounted for nearly 24,000 MICE enquiries, reflecting a 6.6% year-on-year growth.

Properties in Saudi Arabia saw over 7,000 enquiries, representing a strong 10% increase compared to the previous year.

The UAE remains the region’s leading market for MICE enquiries, highlighting Hyatt’s popularity among business travelers in the area.

Grand Hyatt Dubai stands out as a premier venue for large-scale events and conferences.

The hotel features one of the largest exhibition centers in a hotel across the Middle East and Africa region, offering 5,000 square meters of space with the capacity to host up to 3,000 attendees.

In total, the property provides 12,000 square meters of event, meeting, and conference facilities, catering to a wide variety of functions.

The results come amid a global business travel spending forecast of US$1.64 trillion in 2025, up from US$1.48 trillion in 2024, according to the Global Business Travel Association.

Spending is expected to exceed US$2 trillion by 2028, illustrating strong momentum in the segment’s recovery and growth.

In this environment, the agility of travel companies to meet evolving customer demands is more critical than ever.

Paul Dalgleish, Hyatt’s VP of Sales, Revenue, and Business Development for EAME, noted that business travelers increasingly seek to extend their trips to experience local culture.

Despite business travel’s return, cautious spending means travelers and companies focus more on maximizing value.

This drives demand for high-quality, engaging events with unique, personalized settings and food and beverage options.

Gareth Cummings, Regional Vice President of EAME Hyatt Sales Force, highlighted the growing importance of authentic lifestyle experiences.

Guests want meaningful connections with local culture, whether through culinary experiences, learning new skills, or exploring heritage.

Hyatt’s diverse brands, from Grand Hyatt and Hyatt Regency to lifestyle brands like Andaz and The Standard, offer extensive options to elevate business trips.

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