Hyatt Hotels Corporation has seen a 5.2% increase in MICE (Meetings, Incentives, Conferences, and Exhibitions) inquiries across the Middle East in 2024, with more than 42,000 requests recorded. This growth highlights a noticeable shift in the business travel landscape, where companies are looking for more than just traditional boardroom meetings. Travelers now seek deeper, more meaningful experiences that incorporate local culture, wellness, and personal connection into their work trips.

This trend reflects a growing desire for business travel that doesn’t just focus on meetings but also offers an opportunity to explore and unwind. Hyatt is embracing this change by curating experiences that blend business with immersive cultural activities and well-being offerings, allowing travelers to enrich their journeys and make lasting memories while staying productive.

UAE at the Forefront of the Regional Growth

The United Arab Emirates (UAE) has emerged as a key driver of this growth, with nearly 24,000 MICE inquiries recorded—a 6.6% increase compared to the previous year. This surge aligns with the UAE’s increasing prominence as a leading business and events hub in the Middle East. The city of Dubai, home to some of the region’s most prestigious event venues, continues to attract a wide range of corporate clients seeking state-of-the-art facilities and authentic local experiences.

Saudi Arabia, another major player in the region, reported over 7,000 MICE inquiries, reflecting a notable 10% increase. As the Kingdom continues to expand its tourism and business infrastructure in alignment with its Vision 2030 goals, it is positioned to remain a key destination for corporate events, conferences, and incentive travel.

Grand Hyatt Dubai, one of the brand’s flagship properties, remains at the forefront of this growth. The hotel boasts a 5,000-square-meter exhibition center with a capacity of 3,000 guests and a total of 12,000 square meters of event space. This expansive venue has become one of the region’s most sought-after locations for large-scale MICE events, positioning Hyatt as a key player in the regional business travel sector.

Global Business Travel Spending on the Rise

The Middle East’s MICE growth aligns with broader global trends, with business travel spending set to hit US$1.64 trillion in 2025, according to the Global Business Travel Association (GBTA). This represents a steady increase from US$1.48 trillion in 2024, with projections suggesting that global business travel spending could surpass US$2 trillion by 2028. The expansion of the Middle East’s MICE market is a direct response to the growing demand for premium event spaces, flexible meeting solutions, and bespoke experiences.

The rise of hybrid and in-person events, coupled with the ongoing rebound in business travel post-pandemic, has fueled this growth. According to the GBTA, businesses are increasingly prioritizing return on investment (ROI) when it comes to corporate travel, choosing destinations and venues that offer both business facilities and unique cultural or wellness experiences.

Hyatt’s Strategic Focus on Experience-Led Business Travel

One of the key drivers behind Hyatt’s impressive MICE inquiry growth in the Middle East is its strategic focus on blending traditional business offerings with immersive local experiences. At the heart of this approach is the ‘Together by Hyatt’ platform, designed to help event organizers create more connected, sustainable, and experience-rich events. The platform empowers organizers to seamlessly integrate local culture, food, and wellness into their meetings and conferences, adding a unique value proposition for business travelers.

Among the curated activities offered through the Together by Hyatt platform are Chef’s Lab tastings in Istanbul, truffle hunting in Hungary, and beekeeping in the Jabal Akhdar mountains of Oman. These activities provide attendees with unforgettable, hands-on experiences that blend leisure with learning, reinforcing the idea that business travel is no longer just about meetings but also about meaningful cultural engagement.

In line with this trend, Hyatt has made a concerted effort to cater to the growing interest in wellness-focused business trips. Properties across the region, including Grand Hyatt Abu Dhabi, offer rooftop yoga sessions, while mindfulness and meditation experiences are integrated into event itineraries. Hyatt’s focus on well-being has become an essential offering for modern business travelers seeking a balanced and rejuvenating experience while on the road.

Bespoke Hotel Buyouts: A Rising Trend in the MICE Sector

A further trend that has emerged in response to the evolving needs of business travelers is the increasing demand for bespoke hotel buyouts. Hyatt has seen a significant rise in corporate clients requesting exclusive use of its properties to host highly tailored MICE programs. The option for full or partial hotel buyouts allows companies to host their events in private, secure, and customized environments, ensuring both exclusivity and flexibility.

To meet this demand, Hyatt has introduced flexible event packages at select properties across Europe, the Middle East, and Africa. These bespoke offerings are particularly attractive to corporations looking for privacy and the ability to fully customize their events, from the design of meeting spaces to the selection of curated activities and culinary experiences.

Notable Hyatt properties available for bespoke buyouts include Grand Hyatt Dubai, Hyatt Regency Aqaba Ayla Resort in Jordan, Andaz Prague, Park Hyatt London River Thames, and Hyatt Centric Malta. These venues, each offering unique cultural and geographical experiences, align perfectly with the rising demand for personalized, immersive MICE events.

The Future of MICE Travel in the Middle East

The Middle East’s MICE sector is set to continue its robust growth, with Hyatt well-positioned to lead the charge in providing innovative, experience-led business travel offerings. As companies increasingly look for ways to combine business with cultural exploration, Hyatt’s ability to offer curated local experiences, wellness integration, and bespoke event solutions gives it a competitive edge in the fast-evolving MICE landscape.

With global business travel spending projected to rise, Hyatt’s commitment to delivering high-quality, customizable event experiences will only become more vital in attracting the next generation of business travelers. Whether through cultural immersion activities or tailored hotel buyouts, Hyatt’s approach to MICE events is changing the way corporate travel is experienced in the Middle East—and beyond.

As the region continues to grow as a global business hub, Hyatt’s innovative approach to blending local culture with business offerings positions the company as a leading player in the Middle East’s MICE market. This shift towards more immersive and wellness-focused experiences is a testament to the future direction of global business travel, where corporate events go beyond meetings and conferences to create lasting memories for attendees.

References: Hyatt Official Website, GBTA official website

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