Dubai & Abu Dhabi: Redefining Multicultural Luxury Weddings and Events
Poolside view at Address Dubai Mall with the Burj Khalifa in the background
Insights from EPEX 2025 with MRS Wedding Planner Ltd. & Rugie Global
Last week, I had the privilege of joining a panel at EPEX – the Experiential Planner Expo, widely recognised as the world’s most impactful show for MICE and destination events.
Alongside Alison Hargreaves (Guides for Brides & Beyond Weddings), Emma Pope (Emaar Hospitality Group), and Raj Soumaya (Silverfox Events), I shared insights on a question that is reshaping the industry:
How can Dubai and Abu Dhabi attract more luxury destination weddings from UK clients and planners?
For me, these conversations resonate across both our weddings at Mrs Wedding Planner Ltd. and corporate experiences with Rugie Global.
MEET THE EXPERT
Rugie Wurie is the founder of Mrs Wedding Planner, London-based specialists in international weddings and events. Through her consultancy, Rugie Global, she advises on multicultural and luxury experiences for high-net-worth clients and global brands.
My Approach: Non-Linear, Client-Led Luxury
I have never believed in a one-size-fits-all definition of luxury. Each couple or corporate client brings a unique vision. Some value the privacy of a full property buy-out, while others prefer tiered guest offerings that balance exclusivity and flexibility.
At the heart of it all: true luxury is thoughtfulness. It’s not about the price tag, but how seamlessly every guest experience is anticipated and curated.
Multiculturalism: The Core of UK Destination Weddings
The UK market is beautifully diverse. British-born African or Indian couples often want different experiences than first-generation clients with international exposure. This is why I insist: luxury is personal, not cultural. It’s about intentional inclusivity – from globally inspired menus at One & Only One Za’abeel, to emotionally resonant experiences that honour heritage while embracing modernity.
Collaboration: Delivering Quiet Luxury
Luxury weddings and events are always collaborative. Destination Management Companies (DMCs) complement but never replace planners. Transparent communication and early involvement are essential to align expectations, manage negotiations, and deliver experiences that embody quiet luxury: understated, elegant, and refined.
Aerial view of a luxurious penthouse suite at One &Only One Za’abeel, featuring expansive living spaces, elegant design, and panoramic views of Dubai’s skyline.
Why Dubai & Abu Dhabi?
One & Only One Za’abeel – Futuristic Elegance in Dubai
Opened in 2024, One & Only One Za’abeel has redefined luxury hospitality in Dubai. The resort’s rooms are generously proportioned and thoughtfully designed, featuring unique touches such as a Bond-style revolving laundry cupboard that combines convenience with sophistication.
The ballroom is a standout, with sparkling chandeliers, neutral-toned walls, and panoramic views of the Dubai skyline, making it one of my favourite event spaces in the region. Every interior detail at One & Only One Za’abeel strikes the perfect balance between futuristic innovation and timeless elegance, creating an unforgettable setting for destination weddings, luxury events, or private celebrations.
Erth, Abu Dhabi – Sustainability Meets Sophistication
Perfect for both weddings and corporate events, Erth merges artisanal craftsmanship with futuristic design. Its sustainable practices, eco-friendly ethos, and tasteful interiors reflect conscious luxury.
Abu Dhabi, in many ways, is to Dubai what Canada is to the United States: calmer, more measured, yet equally iconic. If Dubai is the headline act, Abu Dhabi is the elegant balance.
Window view from Palace Downtown overlooking the Armani Hotel
Emaar Hospitality Group – Flexibility at Scale
For the average UK-sized wedding (while still catering to much larger guest lists), Emaar properties shine. Their portfolio offers:
Diverse ballrooms and outdoor venues
Luxury suites that can house entire guest groups
Flexibility without compromising on detail
My personal highlight: Address Dubai Mall where refinement meets convenience, and even the fragrance in the lobby feels curated.
Boutique Gem: Al Maya Island
For couples seeking Emirati authenticity, Al Maya Island in Abu Dhabi delivers experience-led weddings in a desert-dune setting, framed by Arabesque architecture.
Unlocking Market Potential
One issue we must address is visa restrictions, particularly for Nigerian clients – a high-spending, globally mobile community. Limiting access is not only commercially unwise but also culturally insensitive. Embracing inclusivity here would unlock enormous market potential.
Key Takeaways from EPEX 2025
This year’s Expo was more than just an industry gathering. It was a learning platform that opened my eyes to new possibilities from Bahrain’s rising appeal to unexpected options in Vietnam. That’s a conversation for another day, but the message is clear: our industry is always evolving.
Luxury is Defined by the Client
Dubai and Abu Dhabi are uniquely positioned to dominate the UK destination wedding and event market – not just because of infrastructure, but because of their ability to embrace:
Multiculturalism
Intentional luxury
Seamless collaboration
Quiet elegance
Because luxury is not where you are – it’s how you feel. At MRS Wedding Planner, our mission is to design experiences that honour diversity while delivering world-class hospitality.
Ready to Curate Your UAE Wedding or Corporate Experience? Contact us today to explore how we bring your vision to life in Dubai, Abu Dhabi, and beyond.