OUR PROJECTS
Dubai Exhibition & World Trade Centre
Dubai, UAE
The Dubai World Trade Centre (DWTC) has sharpened its strategy by separating exhibition events from its broader convention and meetings business. At the heart of this shift is the Dubai Exhibition Centre (DEC), launched ahead of Expo 2020 with 40,000m² of space and now expanding to 180,000m², positioning it among the world’s leading exhibition venues.
Future Food was commissioned to model DEC’s largest events — Gitex, Gulfood, and Arab Health — each attracting daily attendances of over 40,000. Our analysis covered footfall, F&B spending, and active spenders, enabling strategies for catering volumes, positioning, and scalable menus. The objective was to absorb peak demand, maximise customer capture, and strengthen ROI through efficient and adaptable service solutions.
We also advised on vendor selection, engaging leading UAE operators alongside DEC-run venues, and developed menu frameworks to serve diverse visitor profiles including MENA, Western, and Asian customers. Notably, we created Dubai’s first alcohol service strategy for major international events, signalling a shift in market positioning.
In parallel, we shaped concepts and revenue strategies for existing venues and advised design teams on layouts to optimise high-volume food service. Supported by market research, our findings highlighted food as a primary driver of satisfaction and spend at mega-events, confirming its role in generating repeat visitation and long-term commercial success.
