Dubai Airshow Soars to New Heights in Strong Comeback for Aerospace and Defense Industries

December 1, 2021

The Dubai Airshow, Tarsus Group’s flagship event, recently wrapped up its 2021 edition with more than 104,000 face-to-face attendees from around the world for the first time in nearly two years.

The five-day show, held Nov. 14-18 at DWC, Dubai Airshow Site in Dubai, saw a 50% increase in trade visitor numbers over the 2019 pre-pandemic event as well as a 24% boost in overall attendance. Meanwhile, as an industry-leading hallmark show for facilitating thousands of in-person meetings, commercial deals and new partnerships, the order tally by closing day was U.S. $78 billion. 

Douglas Emslie, CEO of Tarsus Group, said the event has been a testament to the resilience, robustness and adaptability of the aviation and aerospace industries to come back with such strength while also highlighting the critical role of in-person events in supporting business. 

“The figures speak for themselves,” Emslie said. “Attendance at the show was exceptional, and the number of global senior executives from across the industries has never been higher than this year. 

He added, “The Dubai Airshow is today recognized as a world-class platform that is shaping the future of the aerospace sector and we thank everyone involved, especially the UAE government, for helping to make the 2021 edition a resounding success.” 

The show presented several new sectors and feature areas with a particular focus on new technologies, sustainability and industry innovation via a start-up hub and the Aerospace 2050 forum. In total, 148 countries were represented at the show, with 20 country pavilions and new-to-show countries, including Israel and the Czech Republic. 

Dubai AirshowMeanwhile, the event featured 371 new exhibiting companies, more than 80 start-ups and more than 50 hours of thought-leadership content across cargo, sustainability, air traffic management and aerial mobility presented by more than 250 industry speakers. 

Another highlight was the show’s signature aircraft display, which this year featured more than 160 commercial, military and private jets, including the latest Boeing 777x, Bombardier's Global 7500 and many more.

The energy on the show floor and vast static display area was palpable, as the industry was reunited following an unprecedented period of disruption. The 2021 edition of the show garnered extremely positive feedback from exhibitors, visitors and stakeholders, who praised the smooth-running nature of the show in challenging circumstances while giving the industry the opportunity to finally reconnect in person again. 

“The Dubai Airshow is a great opportunity to meet our clients face-to-face, further strengthening our business relationships,” said Ziad Al Hamzi, CEO of Lufthansa Technik. “It is also a great place to reach out to potential customers and business partners and bring in business as the market continues to pick up.”

Brian Cobb, chief innovation officer at Cincinnati International Airport, spoke about his experience of the event as a speaker on the Tech Xplore & Cargo stages.

“Expert-led, timely content from cyber to commercialization of advancing tech provided stimulating perspectives for how our industry is rising past a post-pandemic state,” Cobb said. “The Dubai Airshow demonstrates on the ground and in the air aviation’s roaring comeback that powers talent and technology forward.”

Despite organizing the event against the backdrop of COVID-19, the Dubai Airshow team was determined to deliver an event that helped to both support the industry’s recovery and create its flight path to a more innovative, sustainable future. 

Working closely with event partners, stakeholders and the UAE government, the show was produced in strict adherence with local guidelines to ensure the safety and comfort of all attendees. Measures such as mask wearing, thermal screening, deep sanitization and a revised show floor layout were in place throughout the event. 

The next Dubai Airshow is scheduled for Nov. 12-16, 2023 at DWC, Dubai Airshow Site.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.