This year’s Emirates Dubai 7s event – billed as Middle East’s biggest sports and entertainment festival – is projected to attract a record number of visitors as it readies an aggressive expansion in its offerings with a slew of international sports beyond rugby, with cricket matches involving ace cricketers including India’s Dinesh Karthik, as the icing.
The show-stopping, jazzy entertainment elements of the 3-day event this year will headline popular British rapper and singer Stormzy and the iconic all-female British pop trio, Sugababes, widely known for their all-time hit album “Freedom”.
This year’s mega ‘sportainment’ blitzkrieg, falling during the Eid Al Etihad long weekend of November 29-December 1, is estimated to have seen about seven percent jump in international arrivals at DXB International till the early days of the month, and is anticipated to see a robust double-digit rise in the closing days for the commencement of the event at the Sevens Stadium in Dubai.
Hotels and home-stays are also said to be reporting a surge in bookings and occupancy as the long-holiday weekend triggers an uptick in staycations among residents and travellers from nearby regions.
“This year’s festival promises the ultimate weekend of the year with its biggest line-up to date of world-class international athletes, exceptional hospitality, and global and local artists performing across four iconic stages,” Mat Tait, Festival Director at Emirates Dubai 7s, told Arabian Business.
“We have elevated our hospitality ticket offerings and reserved seating options for even more ticket options this year, as the event gets bigger, bolder and better in its offerings year after year for all ages,” he said.
Cricket, paddle tennis, netball to see huge fan participation this year
Tait said while rugby will always remain at the core of the event, they are proud to include lots of different sports in addition, as well as a variety of experiential opportunities to ensure the festival offers something for everyone.
Beyond rugby, this year’s event features competitions in paddle tennis, netball, cricket, and fitness challenges, involving over 5,000 athletes.
“Cricket is a key focus this year, reflecting its growing popularity among UAE residents,” he said, adding that international cricket star Dinesh Karthik will participate in matches and also will host exclusive masterclasses, adding an exciting new dimension.
“As Dubai has got busier, and more events started taking place in sport and elsewhere, the expectation of those attending has also changed.”
The Emirates Dubai 7s Festival Director, however, said rugby will continue to be the focus of the mega event.
“It will have an added significance this year, as this year’s tournament is the first major international rugby sevens event post-Paris Olympics,” he said.
The entertainment and cultural elements of this year’s festival will see a blend of traditional culture and modern entertainment, reflecting Dubai’s reputation as a key global hub for all sports and leisure.
“A-list entertainment such as Stormzy and the Sugababes who are headlining this year, adding to the festival’s global appeal,” Tait said
Previous years have seen the likes of Kylie Minogue and Craig David headline the event.
“Today the Emirates Dubai 7s is a globally recognised multi-sports and entertainment festival attracting over 80,000 visitors to the UAE during the peak holiday and events season in Dubai,” Tait said.
Massive expansion of Sevens Stadium to elevate the festival experience
Tait said this year, they have also expanded the Sevens Stadium to elevate the festival experience across all verticals.
“The cricket site is a major focus thanks to such high demand last year,” he said.
It will now offer enhanced festival amenities so that cricket enthusiasts can spend more of their time there should they wish to, which caters to an even wider audience of ticket holders, he said.
“We’re also introducing a variety of professional ambassadors who are hosting masterclasses which adds another layer of inspiration for sports enthusiasts,” the Festival Director said.
He said they have improved access across the stadium this year, with multiple transport options, including shuttle buggies, to ensure fans can navigate the grounds and enjoy all areas comfortably.
The festival’s massive expansion in the scope and offerings this year is seen to be in alignment with the UAE’s strategic goals of boosting tourism and the economy.
The fact that it is taking place over the Eid Al Etihad weekend this year will also aid the organisers’ efforts to make the 2024 edition bigger than ever before in terms of music and sport, as it hopes to accommodate a wider demographic across the UAE, besides the international visitors.
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