Big Events

Big events lift people in three stages. Looking forward to an experience is a pleasure in its own right. In a crowd people feel part of, strangers become a we, emotions grow stronger when everyone attends to the same moment, and people leave prouder and more connected. Afterwards, memories grow rosier and are retold. Expo 2020 Dubai recorded more than 24 million visits.

What the report found

1. The UAE has made big events part of city life. Expo 2020 Dubai recorded more than 24 million visits from 192 countries in six months, Dubai welcomed a record 19.59 million international visitors in 2025, the Dubai Run drew 278,000 people in 2024, and Abu Dhabi's 252 culture and leisure events attracted more than 4.2 million people in 2025.
2. Much of the pleasure comes before the day. People take real enjoyment from looking forward, and waiting for an experience feels better than waiting for a possession. Seeing others gather draws more people in, and a wish not to miss what others share is a strong reason to go.
3. In the crowd, strangers become a we. When people feel part of a crowd, they feel closer to those around them, the press of numbers is felt less and positive emotion rises. Feeling in step with others, and attending to the same moment at once, makes emotions stronger and leaves people more confident and more connected.
4. The afterglow is pride, memory and stories. People bask in the success of a group they belong to, and hosting a major event has been linked to higher national wellbeing. The lift is strongest during the event itself, and memories are shaped by the peaks and grow rosier with time, retold through photos and conversation.
5. What lasts is built on purpose. Volunteering lifts the wellbeing of those who give their time, and a good first experience makes people more likely to volunteer again. Venues kept in use, events that return each year and people who stay involved carry the glow forward.

What is inside

1. The moment
2. Before: the countdown
3. During: the crowd and the moment
4. After: pride, memory and the afterglow
5. How the moment is lived across the Gulf
6. What lasts

Plus a phase map of the moment, an illustrated New Year's Eve, a map of what remains after an event and a data panel of UAE and Gulf figures.

Who it is for

For residents, visitors and families who love a big night out, and for event organisers, cities, tourism and hospitality services in the UAE and the Gulf.

How we work

Moment Reports look at how people think and decide at particular points in the year or in life, starting with the UAE and then the wider Gulf. Every claim is graded Established, Emerging or Untested, and where researchers disagree, both sides are set out before we say where we stand.

Cite this report

The Why We Project (2026) Big Events: The city on show. Moment Report No. 20. Dubai: Why We Tech Ltd. Available at: thewhyweproject.com