The amount of money companies are prepared to spend on promotional events is on the rise, according to Dubai-based boutique event management company d'Events.
Contrary to international trends, fierce competition among companies to have the best and most memorable event means firms are willing to spend more on their events.
"There is a real competitive nature in Dubai between the clients that we thrive on," said d'Events client services director Nicola Holmes.
"They are desperate to stand out from their competitors and one of the top things on their agenda is how to stay memorable and how to achieve stand-out events and achieve the impact that they are looking for."
As companies become more aware of the value of events as a brand extension tool, the more they are prepared to spend on events, which in turn is driving the growth of the industry in the region, Holmes added.
"With more budget and with more opportunities here, it is leading to the industry developing further, so companies from other countries are looking at the UAE and seeing the opportunities here too," she said.
"We feel as a company that there is incredible optimism in Dubai in terms of the events industry not being affected by a lot of the outside influences and the sense that there are more and more opportunities," she concluded.
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