By Ayomide Otitoju
African family entertainment centre (FEC) operators, mall owners, mixed-use developers, hospitality groups, leisure investors and tourism agencies are set to converge in Dubai for DEAL 2026, the Dubai Entertainment Amusement & Leisure Exhibition, scheduled for February 10–12, 2026, at the Dubai World Trade Centre.
Now in its 32nd year, DEAL remains the Middle East and Africa’s longest-running business-to-business platform for the amusement and attractions industry. The exhibition will provide African stakeholders with access to the latest attractions, rides, virtual and augmented reality experiences, and turnkey indoor entertainment concepts designed for rapidly growing leisure markets.
Speaking ahead of the event, President of International Expo-Consults (IEC) and organiser of DEAL, Abdulrahman Falaknaz, said the exhibition has consistently prioritised commercial outcomes over ceremony.
“Our brief has always been simple: DEAL must be a commercial engine, not a ceremonial expo,” Falaknaz said. “Buyers from Africa are no longer just benchmarking global concepts; they are sourcing partners, signing agreements and budgeting for delivery. That momentum is why we expect DEAL 2026 to be our most impactful edition yet, particularly for African operators looking to scale quickly, safely and sustainably.”
The organisers say the 2026 edition comes at a critical moment for Africa’s entertainment and leisure sector. With more than 60 per cent of the continent’s population under the age of 25, demand for safe, premium and technology-driven entertainment is rising sharply. According to Cognitive Market Research, the Middle East and Africa FEC market is projected to grow at a compound annual growth rate of 11.5 per cent through 2031, with regional spending estimated to exceed $700 million in 2025.
DEAL 2026 will showcase a broad range of offerings across the location-based entertainment value chain, including themed rides, large-format attractions, turnkey FECs, waterparks, VR and AR gaming arenas, esports and arcade systems, participatory play equipment, redemption machines, show effects, ticketing and operations technology, themed retail, décor, and IP licensing. The event will also feature full concept-to-delivery support from master planners, fabricators and fit-out specialists.
The exhibition is tailored for decision-makers involved in developing or upgrading theme parks, shopping malls, mixed-use leisure districts, hotels, resorts, and tourism-led or municipal attractions. Organisers say the platform enables participants to source everything from content and hardware to safety compliance solutions and revenue models under one roof.
African trade visitors will have the opportunity to assess proven business models such as pay-to-play formats, memberships, esports leagues and subscription-based edutainment, particularly suited to Gen Z and young family markets. They will also be able to engage suppliers that meet international safety and maintenance standards, benchmark pricing and return on investment with operators active in the Gulf region, and form partnerships with IP owners and technology firms capable of localising content for African audiences.
“With manufacturers, IP owners, waterpark specialists, VR and AR studios, esports infrastructure providers and turnkey FEC developers all in one place, DEAL compresses months of sourcing into days,” Falaknaz added. “Our aim is to help African stakeholders move from concept to commercially bankable projects, supported by the right standards, operating expertise and partners.”
DEAL 2026 will run from February 10 to 12, 2026, at the Dubai World Trade Centre. Registration and participation details for African exhibitors and visitors are available via the official DEAL platform.
