Events Creation and Entertainment Development Forum to provide key industry insights to professionals

Rapidly growing in stature as a globally favored destination for business and leisure tourism, the Middle East is also upscaling as a key region for hosting major entertainment, lifestyle, sports and trade-related events.
The leisure and entertainment industry in the region is set to double by 2021, spurred by strong economic growth, high disposable income, increasing domestic and international tourism, and rising demand for entertainment and multicultural attractions.
With a number of big ticket events such as the upcoming Expo 2020, and the Grand Prix tennis and Formula One races on the menu, it is not surprising then that global event organizers, planners, designers and equipment manufacturers are all setting their sights on this exciting region.
With a rapidly growing cluster of live events and leisure attractions in the Middle East, including concerts, live shows, theater, studios, cinema, theme parks, water parks etc., it has become more crucial than ever for new and existing owners, operators and production houses to develop effective business, guest attraction, marketing and operational models that will enable them to achieve a competitive edge.
“Entertainment and tourism and demand for world-class events, equipment and organizers are on the rise,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, organizers of Prolight + Sound Middle East.
The forum will highlight trends and strategies in the industry, explore the challenges in developing world-class events, iconic attractions and industry partnerships that drive tourism and long-term success.
The two-day conference commences with a panel discussion with Haitham Mattar, CEO of Ras Al-Khaimah Tourism Development Authority, H.E Saif Saeed Ghobash, director general of the Abu Dhabi Tourism and Culture Authority, and Issam Kazim, CEO of Dubai Tourism and Commerce Marketing (DTCM).
“The launch of Saruq Al-Hadid Archaeological Museum in 2016, followed by the opening of Etihad Museum at the start of this year have also added important cultural attractions to the Dubai’s proposition.
“Cultural tourism is about the traveler engaging with local customs, traditions and cuisine that is unique to that destination,” Mattar said.
Prolight + Sound Middle East 2017 will also feature the Dante Certification Training program, which provides an easy way for system designers, engineers and others in the industry to learn about the Dante digital media networking system, with in-depth training and promote their expertise.
The certification program demonstrates your Dante proficiency to potential employers and clients. The certification program currently has two levels, but going forward, the goal is to add additional levels, as well as specializations by industry roles.