The ABG x MCN Travel & Tourism Blueprint 2025 took place on 3 September 2025 at MCN, Barsha Heights, Dubai, United Arab Emirates. Organized by the Advertising Business Group (ABG) in collaboration with MCN, the session brought together marketing, media, tourism, and business leaders to explore how major regional events and strategic investments are reshaping global perceptions of the Middle East.
From the lasting legacy of Expo 2020 Dubai to the FIFA World Cup Qatar 2022, the Abu Dhabi Grand Prix, and Saudi Arabia’s rapid rise as a tourism destination, the discussion examined how countries across the region are leveraging culture, events, and long-term strategic planning to drive economic growth and international visibility.
The event provided attendees with exclusive access to new research and industry insights on how tourism is evolving into a powerful strategic growth engine and what this transformation means for brands, marketers, and experience designers.
ABG PARTICIPATION
As co-host of the event, ABG facilitated conversations around the intersection of tourism, place branding, marketing, and economic development. Through collaborations with industry partners such as MCN, ABG continues to provide members with access to emerging trends, research-driven insights, and opportunities for cross-sector dialogue.
KEY TOPICS
Key themes discussed during the event included:
- Tourism as a strategic growth engine
- Nation branding and global perception
- The legacy of major regional events
- The role of culture in destination marketing
- Experience design and visitor engagement
- Tourism-driven economic transformation
- Brand opportunities within the travel and tourism sector
- Future trends shaping tourism across the Middle East
Attendees also gained insights into how governments across the region are transforming major events into long-term cultural and economic assets while creating new opportunities for brands to engage with audiences in meaningful ways.
REGIONAL CONTEXT
The Middle East continues to emerge as one of the world’s most dynamic tourism and events markets. Significant investments in infrastructure, culture, entertainment, and global events are creating new opportunities for destination development and economic diversification. Events such as the ABG x MCN Travel & Tourism Blueprint help industry professionals better understand these changes and identify how brands can participate in and contribute to the region’s evolving tourism landscape.
The session concluded with networking opportunities over breakfast, allowing participants to exchange ideas and connect with fellow marketing, media, tourism, and strategy professionals.