Welcome to the latest edition of Snöcap.
Dubai World Trade Centre closed 2025 with nearly three million attendees across 401 events, marking 6% year-on-year growth. Phase 1 of the Dubai Exhibition Centre expansion also wrapped up, adding 140,000 square metres of event space ahead of a busy 2026 calendar.
We also cover Map Your Show’s new AI platform MYS Connected, and Opus Agency’s acquisition of UK-based technical production company Wave.
Here are the full headlines from this week’s roundup:
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DWTC Records Nearly 3 Million Attendees in 2025 With 6% Year-on-Year Growth
Dubai World Trade Centre (DWTC) welcomed 2.97 million attendees in 2025 across a calendar of 401 events, representing a 12% and 6% year-on-year increase respectively, across its Dubai International Convention and Exhibition Centre (DICEC) and Dubai Exhibition Centre (DEC) venues.
H.E. Helal Saeed Almarri, Director General of Dubai World Trade Centre Authority, said: “2025 was a record year for DWTC, reflecting the resilience and maturity of Dubai’s business events ecosystem and its continued contribution to the Dubai Economic Agenda D33. Strong participation and sustained international engagement across a broad range of industry sectors demonstrate the enduring economic value that business events generate for the emirate.
A major milestone in the year was the completion of Phase 1 of the Dubai Exhibition Centre expansion, significantly increasing Dubai’s capacity to host large-scale international events. The venue’s readiness for flagship gatherings in early 2026 underscores our ability to deliver complex projects at scale while maintaining operational continuity.”
DWTC hosted 134 MICE events attracting 2.19m participants, an 8% year-on-year increase, with international participants accounting for 43% of the total. Exhibiting companies exceeded 63,000, up 8%, with 78% being international. Among flagship events, Gulfood Manufacturing led participation growth at 12% year-on-year, while GITEX Global recorded 10% growth.
The top-performing sectors were Healthcare and Medical (436,000 participants), ICT, Electronics and Emerging Technology (341,000 participants, up 21% year-on-year), and Food and Beverage (280,000 participants).
Phase 1 of the DEC expansion delivered 140,000 square metres of event space. DEC hosted 36 events during the year, attracting 319,000 participants.
Helal added: “The record number of events and breadth of international participation in 2025 highlight the strength of Dubai’s dynamic business destination and its role as a global meeting place for industries and ideas. DWTC remains committed to sustained investment in infrastructure and capabilities, including the continued expansion of the Dubai Exhibition Centre, to support Dubai’s long-term economic priorities.”
Map Your Show unveils MYS Connected, an AI platform to personalize the trade show experience
Map Your Show has launched MYS Connected, an AI-powered platform designed to create a personalized trade show experience for attendees while helping exhibitors connect with higher-intent prospects.
The platform uses real-time event data and matchmaking technology to guide attendees to exhibitors, sessions, and connections. For exhibitors, it replaces passive discovery with targeted outreach before, during, and after an event.
At the center of MYS Connected is Ask Lina, an AI assistant that builds a customized event experience for each attendee. The assistant offers agenda optimization, floor navigation, and peer and exhibitor matchmaking.
Don Kline, CEO of Map Your Show, said the platform addresses a core challenge for attendees at trade shows.
“For attendees, trade shows are where the best connections happen, but only if they are spending their time in the right place, with the right people. MYS Connected uses AI to help attendees build and optimize their agenda in real time, so they never miss the people, sessions, and products that matter most.”
Following the event, attendees receive a report that captures sessions attended, meetings held, and connections made.
Kline also highlighted the value the platform delivers for exhibitors.
“For exhibitors, MYS Connected replaces chance with precision. Instead of waiting to be discovered, exhibitors are actively connected to high-intent prospects before, during, and after the show. The result is more productive meetings, stronger conversions, and ROI that is real.”
MYS Connected is now available to events on the Map Your Show platform.
Opus Agency strengthens global events business with acquisition of Wave
Opus Agency has acquired Wave, a UK-based technical production company, to expand its EMEA presence and strengthen its global event delivery capabilities across the Americas, EMEA, and APAC.
The acquisition adds a dedicated technical division and equipment inventory to Opus Agency’s portfolio. Wave will transition to the Opus Agency brand in the coming months.
Dena Lowery, President of Opus Agency, said: “Our vision is to be a category of one, powering experiences that shape tomorrow. Acquiring Wave strengthens our global business at a time when clients need more from their event partners across markets. It adds premium production capability, technical depth, and a leadership team that shares our standards and our drive to outrun ordinary.”
Wave Co-Founder Tony Barton said: “Wave was built on a simple standard: bold ideas, delivered with creative precision and technical excellence. Joining Opus Agency gives our team the platform to scale that standard across more markets, take on more complex global programs, and create even more value for the brands who trust us.”
The deal follows EagleTree Capital’s recent investment in The Opus Group, the parent company of Opus Agency.
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