Middle East Event Show 2025: What to Expect

The Middle East Event Show (MEES) is back—and it’s bigger, bolder, and packed with everything event professionals need to stay ahead in 2025.

This year, Premagic is proud to join as the official event engagement partner, bringing our personalized photo experience to the show floor and powering attendee memories like never before. You’ll also find us at Stall D1—come say hi, see our tech in action, and grab your own AI avatar!

What’s it about?

MEES is the region’s biggest gathering for the MICE industry—that’s Meetings, Incentives, Conferences, and Exhibitions. If you’re in the business of creating, marketing, or managing events, this is where the Middle East’s event ecosystem comes together.

From event tech providers to venue reps to experiential marketers—expect to meet the entire community under one roof.

When and where is it happening?

📅 June 17–18, 2025 📍 Dubai World Trade Center

The MEES Awards on 📅 June 19th, 2025 📍 Al Madinat Jumeirah

It’s an in-person expo packed with showcases, learning sessions, networking, and more.

What to expect:

1.  5,000+ industry leaders under one roof: From event marketers and CXOs to tech founders and agency heads—network with the people shaping events across Dubai, Saudi Arabia, and the wider Middle East. 
2.  60+ free sessions by 70+ global speakers: Get real insights into the future of events—think AI, VR, sustainability, audience engagement, and more. 
3.  100+ innovative exhibitors: Discover tools, tech, and partners that can transform your event—from planning to execution. If you’re hunting for the next big thing in event tech, start here.
4.  Tap into a $50B+ events market: The Middle East’s events industry is booming. MEES is where you’ll find the ideas, connections, and strategies to stay ahead in this fast-moving space.
5.  The prestigious MEES Awards: An exclusive evening gala celebrating the best venues, agencies, and innovations across the industry. This one’s a highlight of the show.

Sessions you may like

Whether you're into smart tech, scaling mega events, or upskilling your team, MEES 2025 has something for everyone. Here are four panel discussions worth bookmarking:

Smart Cities & Event Tech: Leveraging Innovation to Redefine the Events Landscape

Smart city tech is changing events—from logistics to attendee flow. This panel shows you what it takes to plug into the future.

Panelists: Ben McDonald (PurpleGlo), Sujoy Cherian (Option 1 Events), Hassan Abdulhamid (No1Events), Abdul Aleem Thahir Ali (The Hanging House)

Scaling Success – Managing Large-Scale Events with Efficiency and Impact

Running mega events is no joke. This session dives into what works—and what breaks—when scaling operations across venues, teams, and cities.

Moderator: Sara Essa Panelists: Lawrence Harradine (Coca-Cola Arena), Steve Theivendrarajah (Event Production Show), Jack Newey (Mash Media Group)

Empowering Event Professionals – Navigating the Future through Training and Upskilling

What skills will event professionals need in the next 5 years? This panel explores future-proof learning and training strategies.

Panelists: Ajay Bhojwani (MCI Middle East), Luca Baracchi (LBSE Consulting), Lorne Armstrong (The Event Academy), Julien Saade (JAM Training)

Catalysts of Change: Transforming the Middle East’s Live Events Industry

From infrastructure to sustainability—Middle East events are evolving fast. This panel breaks down the changes shaping the industry’s future.

Moderator: Dan Harris (DXB Live) Panelists: Gokul Bajaj (Cvent), Jon Noonan (-45dB), Annabel Mathew (xNDigitize)

Designing Memorable Entertainment – Curating Experiences That Align with Your Event’s Vision

Entertainment can make or break your event. Learn how to pick the right acts, build immersive moments, and align everything with your brand vision.

Moderator: Dan Harris Panelists: Valentina Ruffoni (The PIE Network), Gauri Chadha (The Big Night), Jillian Park (Coca-Cola Arena), Howard Lloyd (WhiteSpace)

‘Note’worthy keynotes

Here are some stand-out sessions you’ll want to block your calendar for 👇

Data-Driven Personalization: Enhancing Attendee Engagement at Events

How can data tailor an event experience just for you? This keynote explores how analytics can personalize content, networking, and agendas—leading to more engaged, satisfied attendees.

Speaker: Hans Ibrahim, Executive Creative Director, Pico Group

Breaking the Mold – How Gen Z and Millennials Revolutionize Engagement & Networking at Shows

Younger audiences want more than coffee and name tags. Explore what real engagement looks like when Gen Z and Millennials take the lead.

Speaker: Naomi D’Souza, Founder & CEO, xNDigitize

Next-Level Engagement: Leveraging Interactive Technologies to Captivate Event Audiences

From AR and VR to live polls and gamification—this keynote covers practical ways to keep your audience immersed and participating, not just watching.

Speaker: Sujoy Cherian, Founder & CEO, Option 1 Events

Experience as the New Currency – Unlocking Event Success Through Experiential Marketing

Experiences matter more than ever. This session will explore how to create inclusive, social-media-worthy brand moments that resonate and stick.

Speaker: Antony Parham, Executive Creative Director, LINKVIVA

Boosting Event Visibility – Leveraging Influencers and Ambassadors for Impact

How do you get the right people talking about your event? This keynote dives into picking the right ambassadors, building partnerships, and measuring real impact.

Speaker: Mohamed Nagia, Founder, The Mayor Marketing Agency

Crafting Compelling Narratives – Using Content Marketing to Engage and Excite Event Audiences

Storytelling isn’t fluff—it’s strategy. Learn how to use blogs, social media, podcasts, and video to turn your event into a movement.

Speaker: Ayah AlRashdan, Marketing Director, LINKVIVA

Visit Premagic at Stall D1

We’re the official Event Engagement Partner at MEES 2025 — and we’re here to talk about event marketing that actually works.

Stop by to see how we’re helping organizers turn attendees into marketers. From personalized, share-ready galleries to AI-powered content journeys, we’re rethinking how events stay alive online.

And yes, be sure to check out a fun avatar of yourself — built right at our booth. It’s a playful, personalized take on what it means to be part of the event story.

Plus, we’ll be sharing exclusive first access to our new industry report on Attendee-Generated Content. It’s built on insights from leading event pros across the globe and shows how user content is shaping the next wave of event visibility.

Want to be part of it? Take our quick 3-minute survey at the booth and contribute your perspective. Your insights could shape what the industry learns next.

How to register?

Head to the MEES website to grab your pass. 

If you’re in the events space, MEES 2025 is a no-brainer. The ideas, the tools, the people—it’s all there. Drop by Stall D1 to meet us at Premagic and explore how we’re helping events feel more personal, one photo at a time.

See you in Dubai 👋