In depth

Setting the stage: 30th edition of DEAL opens shop window to MENA market

As the MENA attractions market continues to surge, DEAL represents one of the most important business opportunities of 2024. Abdul Rahman Falaknaz, president of show organisers International Expo-Consults speaks about this year’s upcoming event

Deal brings together thousands of delegates from more than 100 countries worldwide to discuss projects in the MENA region and beyond

The Middle East and North Africa (MENA) region continues to boom when it comes to development of visitor attractions, making the upcoming 30th anniversary edition of DEAL more important than ever before.

DEAL - the Dubai Entertainment Amusement and Leisure Exhibition - represents the largest event of its kind in the region, with this year’s landmark event setting the stage for the FEC, theme park and wider amusement industry heading into the future.

With industry brands representing more than 40 countries and thousands of visitors from more than 100 expected to attend, major players from all over the world will be in attendance at this year’s show, taking place at the Dubai World Trade Centre from March 5-7, 2024, to discuss business in the Middle East and beyond.

Running alongside the DEAL event, visitors to the show can also take in MENALAC’s (Middle East and North Africa Leisure & Attractions Council) Leisure, Entertainment and Attractions Conference, which returns for its seventh edition. Starting March 4, 2024, the education event offers a platform for industry professionals to discuss ongoing challenges and opportunities and will feature a number of high profile speakers from the leisure and entertainment industries.

In partnership with DEAL, Dubai will also play host to the MENALAC Awards, with the prestigious event bringing together top names in the industry to celebrate attractions across the Middle East and North Africa region. The awards gala will be held on March 6 at Sky View in downtown Dubai.



Abdul Rahman Falaknaz, president of International Expo-Consults, the organisers of DEAL, spoke to Planet Attractions about this year’s upcoming event

2024 represents a landmark event for DEAL, with the show reaching its 30th year. What can exhibitors and attendees expect at the show in terms of growth and innovation for the FEC, theme parks, and amusement industry?

“The 30th edition of DEAL is set to redefine the landscape of the FEC, theme parks, and amusement industry in 2024. Exhibitors and attendees can anticipate a truly spectacular event that goes beyond the ordinary.

The focus will be on fostering unprecedented growth and introducing groundbreaking innovations. From the latest technological advancements to revolutionary ride designs and emerging entertainment trends, the show will provide a comprehensive and immersive experience.

DEAL 2024 aims to be a catalyst for industry players, propelling them towards a future marked by unparalleled growth and innovation.”

With DEAL representing one of the major industry events of the year, how do you see the show impacting the MENA region and wider global landscape?

“The global landscape plays a pivotal role in shaping the FEC, theme parks, and amusement industry in the Middle East and Africa through the influence of international collaborations facilitated by DEAL.

The event’s ability to attract exhibitors and trade visitors from over 40 countries fosters a cross-pollination of ideas and practices. This global exchange not only introduces diverse perspectives but also contributes to the continuous evolution of industry standards.

The international presence at DEAL reflects and influences the evolving trends and benchmarks in the FEC, theme parks, and amusement sectors across the Middle East and Africa.”

There has been a surge in demand for immersive entertainment experiences in the Middle East and Africa. How do you see this trend evolving, and what opportunities does it present for industry players?

“The surge in demand for immersive entertainment experiences in the Middle East and Africa signals a transformative trend that is poised to evolve further.

With a growing population, increasing disposable incomes, and substantial investments in infrastructure and tourism, the region presents a dynamic landscape for the FEC, theme parks, and amusement industry.

This trend offers a plethora of opportunities for industry players to capitalise on the desire for unique and engaging entertainment offerings. DEAL 2024 is strategically positioned to serve as a launchpad for businesses to tap into this growing market and showcase innovative solutions that cater to the evolving preferences of the region.”

How has DEAL contributed to the establishment and growth of global brands in the Middle East and Africa’s entertainment industry over the past 29 years?

“DEAL's enduring success over nearly three decades has been instrumental in fostering the establishment and growth of global brands in the Middle East and Africa’s entertainment industry. The curated business model of the event provides a reliable and prestigious platform for global exhibitors to showcase their offerings to a diverse and engaged audience.

This trust built over the years has allowed these brands not only to establish a firm footprint in the region but also to experience sustained financial growth year after year.

DEAL’s consistent success has been a cornerstone for international brands seeking to make a lasting impact in the Middle East and Africa.”

With governments across MENA investing heavily in infrastructure and tourism development, how do you envision DEAL 2024 capitalising on the region’s emerging landscape for family entertainment and amusement ventures?

“DEAL is strategically positioned to leverage the conducive landscape created by the substantial investments in infrastructure and tourism by governments in the Middle East and Africa. In 2024, the show will serve as a unique platform for industry players to explore and tap into the vast opportunities presented by these dynamic and thriving markets.

DEAL 2024 will act as a significant link, connecting businesses with the limitless potential of the Middle East and Africa’s burgeoning entertainment landscape. As the region continues to position itself as a global hub for leisure and entertainment, DEAL remains at the forefront, fostering growth, innovation, and business development.”

DEAL offers a number of show categories. Can you elaborate on the specific sectors and segments that will be highlighted in the 30th edition, and how these categories cater to the evolving needs of the FEC, theme park, and amusement markets?

“The 30th edition of DEAL will showcase a comprehensive range of show categories, each meticulously designed to address the multifaceted needs of the FEC, theme parks, and amusement industry. From cutting-edge technology and innovative ride designs to emerging trends in entertainment, attendees can expect a curated showcase that spans various sectors and segments.

The show will also highlight advancements in virtual reality, interactive technology, and immersive solutions, catering to the ever-evolving demands of our dynamic industry.

By offering a diverse array of categories, DEAL 2024 aims to provide exhibitors and visitors with a holistic view of the industry's current excellence and propel them into an even more dynamic and innovative future.”

Through the years, DEAL has become a hub for major commercial deals. What is the significance of the commercial agreements and partnerships signed during the show, and how do these contribute to the overall growth and sustainability of the attractions market in the MENA region?

“The commercial deals signed during DEAL are pivotal to the growth and sustainability of the FEC, theme parks, and amusement industry in the Middle East and Africa.

These agreements signify not only a commitment to collaboration but also act as a catalyst for the industry’s advancement. Commercial deals facilitate the introduction of cutting-edge technologies, innovative concepts, and mutually beneficial partnerships, contributing to the overall elevation of industry standards. The significance lies not only in the immediate impact on businesses but in the lasting effects on the industry›s landscape.

These agreements play a crucial role in shaping the industry’s trajectory, fostering growth, and enhancing its competitive edge in a dynamic and evolving market.”

For more on DEAL 2024 and to register, click here