The DEAL trade show will take place in February 2026, with the move aiming to place the event as the first major global event of the year for the global attractions industry.
DEAL 2026 will now take place in February rather than April
Credit: DEAL
The Dubai Entertainment, Amusement and Leisure (DEAL) show is gearing up to kick off the 2026 calendar for the global amusement sector. This year marks a notable shift, with the event moving from its traditional April date to February, positioning it as the first major international trade show of the year for the attractions industry.
Celebrating its 32nd installment, DEAL has established itself as the longest-running B2B event for the amusement sector in the Middle East and Africa. The 2025 edition drew participants from 112 countries, showcasing a wide array of sectors, including virtual reality, arcade and edutainment, family entertainment centers, and themed attractions, making it a melting pot of innovation and creativity.
According to Abdul Rahman Falaknaz, the president of International Expo-Consults, the organization behind DEAL, this change in timing is designed to facilitate early engagement between exhibitors and project developers. This strategic move aligns with the beginning of new fiscal cycles, allowing businesses to optimize their impact and outreach.
“The shift to February is a strategic move,” Falaknaz explained. “It allows our exhibitors to engage earlier in the calendar year and optimize their impact. DEAL 2026 will deliver a more seamless, curated, and ROI-focused experience for everyone involved.”
DELA 2026 is set to introduce thematic zones that spotlight areas such as edutainment, immersive technologies, and AI-driven experiences. This focus aims to reflect the evolving consumer demands and industry trends, while also enhancing the event’s relevance in a rapidly changing market landscape.
Additionally, there will be expanded regional participation with growth markets like Egypt, Jordan, and Sub-Saharan Africa expected to take a more prominent role. This inclusive approach not only diversifies the event but also enriches the discussions and collaborations happening on the ground.
The event will be organized with the guidance of a newly formed advisory board, consisting of regional industry professionals. This board’s objective is to collaborate with organizers to ensure the program remains aligned with current business goals and emerging technology trends, keeping the event fresh and relevant.
Governments in the region are significantly investing in tourism and leisure infrastructure as part of their national diversification strategies. With mega projects, futuristic theme parks, and integrated entertainment zones being developed rapidly, DEAL is positioned as a gateway for global brands looking to engage with these exciting opportunities.
“At DEAL 2025, legacy partners and visionary newcomers came together to shape the next chapter of the industry’s evolution,” said Falaknaz. “This momentum gives us every reason to believe that DEAL 2026 will be our biggest and most impactful edition yet.”
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### The Movement of DEAL Trade Show to February 2026
The upcoming Dubai Entertainment, Amusement and Leisure (DEAL) trade show has decided to shift its longtime timing from April to February, heralding a new era for this critical event within the global attractions industry.
#### A Tradition of Leadership
In its 32nd year, DEAL stands as the longest-running B2B event in the Middle East and Africa focused on the amusement sector. In its most recent showing in 2025, it attracted visitors and exhibitors from 112 different countries, covering diverse segments from VR experiences to traditional arcades, highlighting its broad appeal and importance.
#### Timely Engagement for Greater Impact
The strategic change to February allows businesses to engage sooner with project developers, aligning with new fiscal cycles. This means that exhibitors can optimize their discussions and plans, providing a fresh start for the year.
#### A Forum for Innovation
DEAL 2026 is expected to introduce new thematic zones emphasizing edutainment, immersive technologies, and AI-driven experiences. This forward-thinking focus is crucial in adapting to the shifting demands of an increasingly tech-savvy audience.
#### Regional Growth and Participation
As the event fosters wider regional participation, countries like Egypt, Jordan, and Sub-Saharan Africa are poised to have a more robust presence. This expansion enhances the collaborative atmosphere, encouraging new ideas and partnerships within the industry.
#### Guidance from Industry Leaders
The creation of an advisory board composed of local industry experts will ensure that the event remains aligned with current business needs and technological advancements, keeping it relevant and necessary.
#### Gateway to Opportunities
With substantial governmental investments flowing into tourism and leisure sectors as part of broader diversification efforts, DEAL reflects a burgeoning market ripe for engagement. It serves as a meeting ground for brands worldwide looking to seize fresh opportunities in this dynamic landscape.
#### A Shared Vision for the Future
With a mix of legacy partners and new entrants, DEAL 2026 is anticipated to be a landmark event, shaping the industry’s future and solidifying its status as a premier venue for innovation and collaboration.
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