Interview
Jon Noonan, founder and MD,-45dB, adds:
Meeting these expectations requires more than flexible physical space; it requires smart infrastructure. At DWTC, we combine purpose-built venues with integrated digital capabilities and operational expertise to support every stage of the event lifecycle.
Equally important is the versatility of our venue portfolio. This flexibility allows us to host multiple world-class events concurrently and create tailored environments that evolve alongside the needs of each organiser.
Gulfood was seamlessly co-hosted across both DICEC and DEC for the first time, followed by the successful delivery of World Health Expo.
What advice would you give international organisers thinking of Dubai as a destination for their big event? The success of a world-class event is increasingly defined by the strength of the destination ecosystem that surrounds it. Choosing the right destination has become as important as selecting the right venue.
The first consideration is connectivity. Dubai’ s strategic location at the crossroads of Europe, Asia and Africa, combined with its worldclass aviation infrastructure and the expansion of Al Maktoum International
Airport, provides exceptional global access for delegates, exhibitors and event partners.
Secondly, consider the destination experience. A successful event extends well beyond the exhibition halls, and Dubai offers a highly integrated ecosystem of hotels, transport, hospitality and leisure that enhances the experience for delegates.
Finally, look at a destination ' s ability to deliver consistently at scale. Dubai has built a strong track record of hosting some of the world’ s largest and most influential business events, supported by long-term government vision, continuous investment in infrastructure and innovation, and a collaborative approach across the public and private sectors. Together, these factors provide organisers with the confidence, capability and flexibility to deliver successful events while supporting their long-term growth ambitions. EW
Can you elaborate on the MoU with DWTC and why it is important? Our Memorandum of Understanding with Dubai World Trade Centre reflects a shared vision for how exhibition environments need to evolve to meet the expectations of organisers, exhibitors and visitors.
DWTC understands that exhibitors are increasingly looking for ways to have meaningful conversations without leaving the exhibition floor. At the same time, organisers are under pressure to create events that deliver greater value, stronger engagement and measurable return on investment.
Rather than simply supplying temporary structures, we are collaborating on how premium meeting environments can become an integrated part of future exhibition design.
Why are sound-reduced meeting spaces becoming increasingly important for today’ s exhibitions? The traditional exhibition model was built around maximising footfall. Today’ s exhibitions are increasingly judged by the quality of business conversations they facilitate.
As exhibition stands become more immersive, live demonstrations, entertainment and increasingly sophisticated technology – the overall noise levels on exhibition floors continue to rise. While these activations create energy and attract visitors, they also make confidential or commercially important conversations increasingly difficult.
This presents a challenge for exhibitors. Significant investments are made to generate high-quality leads.
Sound-reduced meeting environments bridge this gap. They allow exhibitors to remain visible and accessible on the exhibition floor while providing a professional space where meaningful conversations can take place.
For organisers, the benefits are equally compelling. Premium meeting environments encourage longer visitor dwell time, increase the perceived quality of the event and create additional sponsorship and revenue opportunities.
www. exhibitionworld. co. uk Issue 4 2026 27