Dubai Holding Entertainment is to promote its portfolio of theme parks, cultural venues, live shows and leisure destinations to the international travel industry at World Travel Market London this week.
The Dubai-based group will attend the event at ExCeL London from 3 to 5 November 2026, presenting its attractions as part of the city’s wider offer to overseas visitors. Its appearance follows the launch of Truly Amazing, an annual entertainment season, as well as new programming at Dubai Parks and Resorts and Global Village.
A broad portfolio on display
Dubai Holding Entertainment said the seasonal initiative brings together 20 parks, attractions and destinations. The portfolio covers a notably wide range of activities, stretching from theme parks and waterparks to cultural and nature-based experiences. It also includes live entertainment, cinema, hospitality and sport, placing the group’s attractions within the broader market for complete holiday itineraries rather than individual visits.
Rami Mashini, the company’s vice president of operations, said the group’s role was to add fresh experiences to Dubai’s appeal for international travellers. In a statement ahead of the London event, he said:
“Dubai continues to give international visitors new reasons to discover the city and new experiences to return for.”
Mashini added that the company intended to use the travel fair to deepen its relationships with the trade, arguing that its changing attractions and range of prices could help partners assemble more varied Dubai packages. The event is therefore being used not simply as a consumer showcase, but as a meeting point with travel businesses that sell and shape holidays for visitors from around the world.
One pass, several experiences
A central part of the group’s offering is the Amazing DXBpass, which combines several Dubai Holding Entertainment experiences in one product. The pass costs AED 399 and remains valid for 10 days. It provides access to two theme parks, one city attraction and one flexible experience, with the company saying that customers can save up to 50 per cent compared with the stated individual prices.
| Offer | Details |
|---|---|
| Amazing DXBpass | AED 399; valid for 10 days |
| Included access | Two theme parks, one city attraction and one flex experience |
| Advertised saving | Up to 50 per cent against stated standalone value |
The pass gives the company a way to connect attractions that might otherwise be booked separately. It also reflects the increasingly packaged nature of destination entertainment, where a visitor’s itinerary may combine rides, hospitality, culture and live events across a single trip.
Theme parks and new experiences
Within the Dubai Parks and Resorts section of the portfolio are MOTIONGATE Dubai, Real Madrid World, LEGOLAND Dubai and LEGOLAND Water Park. The resort’s offer also includes T-REX Glamping, described by the company as the world’s first dinosaur-themed glamping experience.
Another part of the destination is Riverland, which brings together 14 entertainment, dining and leisure experiences. The combination illustrates the breadth of the group’s approach: visitors are being offered not only rides and attractions, but places to eat, stay and spend time between headline activities.
- World Travel Market London runs from 3 to 5 November 2026.
- Dubai Holding Entertainment says its portfolio spans 20 destinations and attractions.
- The Amazing DXBpass combines four categories of access across 10 days.
- Dubai Parks and Resorts includes four named major attractions, alongside hospitality experiences.
For an international travel industry gathering, the message is clear: Dubai’s entertainment proposition is being marketed as a collection of connected experiences rather than a single attraction. The London event will give the company an opportunity to place that proposition in front of travel partners as the city continues to develop new reasons for visitors to return.
