UAE weddings: Where even the sky isn’t the limit

The desert air was chilly but Ammar Hussain and his bride Hussaina Bhaiji had created an open-air oasis straight out of the Arabian Nights: candles, Turkish lanterns and fairy lights created the perfect setting for magic and romance. Guests who had gathered to celebrate the culmination of a beautiful love story cheered as the couple arrived like royalty, atop camels and guided by swirling Sufi dancers. Ammar and Hussaina then stepped into the spotlight, their hashtag (#AM22) lighting up the venue with a ring of fire performance.

“It was straight out of a dream, undoubtedly one of the grandest Pakistani weddings Dubai had seen in recent times,” says entertainment journalist and emcee Sadiq Saleem, who hosted parts of the event.

The festivities had begun months earlier. Saleem recalls the invitation: a sleek, QR-code-based augmented reality experience placed in a custom-designed box. Scanning the code swept guests to a virtual tour detailing the love story, dress codes, venue previews and a personalised wardrobe planner. “The vision and detailing were exceptional,” says Saleem.

Themed around fire, air, water and earth, Hussaina and Ammar’s wedding was a curated spectacle. The families, together with Pakistan-based planners Catwalk Event Management & Productions, spent a year crafting a show that dazzled from the get-go. “We wanted the experience to feel special,” Hussaina says about the AR invite, which was developed by a team in Spain. “It built excitement and set the tone.”

What followed was a four-day extravaganza across iconic locations in Dubai. A mehendi or henna ceremony at home, where guests left with a specially packaged plant (to align with the earth theme). A desert night at Caravanserai desert camp with camel arrivals, fire elements, a Bollywood band and a Qawwali night by the legendary Fareed Ayaz (the fire aspect). A carnival aboard the QE2 (water) and the finale, a glittering reception at Burj Khalifa (air). Throughout, Hussaina and Ammar shone in couture garments from Amir Adnan, Nomi Ansari, Huma Adnan and Fahad Hussain.

Although steeped in South Asian traditions, the wedding was also an ode to Dubai and its land and seascapes. “With over 500 guests flying in, no other city could have brought our vision to life so seamlessly,” Hussaina says. Her proud father Yusuf calls it “a magical wedding.”

Destination wedding magnet

Worldwide, weddings are deeply personal expressions of joy and desire, but these emotions seek a stage that can turn the most dazzling fairy tale into reality. That’s where the UAE comes in.

The global destination wedding market projected to reach $137 billion by 2029, according to data from the firm Research & Markets. Bolstered by strategic government support, the UAE is claimed a generous slice of that wedding pie.

“With an array of spectacular venues and unique experiences to suit different preferences and budgets, Dubai is recognised as one of the world’s top places for unforgettable weddings,” says Hoor Al Khaja, Senior Vice-President at the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Department of Economy and Tourism (DET). “Our focus on this segment, collaborating closely with stakeholders across the city, is aligned with our leadership’s vision and goals of the Dubai Economic Agenda, D33.”

That support is evident at shows such as the recent Dubai Wedding Symposium, where 37 countries took part this year, a 19% increase over 2024. The other emirates aren’t far behind. The capital hosts the Abu Dhabi Wedding Show and incentivises planners to organise weddings there while in Ras Al Khaimah, the Exotic Wedding Planners Conference has been promoting the versatility of the emirate as a backdrop for wedding tourism for more than a decade.

But the recent appetite for large-scale celebrations is also partly driven by what wedding planner Zainab Alsalih, Creative Director and Founder Carousel Events, calls a “celebration renaissance”. Our collective psyche remains scarred by memories of how the coronavirus curtailed parties and get-togethers of all kinds. “It’s as if couples are making up for lost time,” she notes. We saw this when healthcare heiress Radhika Merchant married Anant Ambani, the son of Asia’s richest man, last year: the wedding took place over six days in Mumbai, but including pre- and post-wedding celebrations around the world, it spanned something like seven months.

The shift is not just attitudinal but also demographic. While South Asians still dominate, families from Europe and the Americas are increasingly choosing the UAE over, say, Hawaii or Lake Como. Arun Bablani, Founder of Vivaah Weddings, observes, “Those markets are saturated and more expensive; the UAE offers better value and greater ease.”

In recent years, the market has welcomed a new source market: Russians. “For them, it’s about the whole experience,” says wedding planner Mikhail Semenov. “There’s something for everyone here and unlike Europe, it’s visa-friendly, well connected and feels safe.”

The UAE’s well reputed cross-cultural harmony is its biggest USP as a wedding market. In a place where Arab zaffas, Indian baaraats coexist with European white weddings and traditional African ceremonies coexist, weddings become ‘living mood boards’, says Rida Siraj, Founder and Creative Director, The Sweetest Affair Events. “I’ve planned weddings where Turkish traditions met Punjabi revelry and where Emirati hospitality was infused with Parisian elegance. Moreover, the ease of luxury logistics – from permits to audiovisual technology to importing flowers from the Netherlands in 24 hours – is something few destinations can match,” she says.

Case in point: the recent wedding of a Russian bride and Italian groom at the Mediterranean-esque Anantara Santorini in Abu Dhabi. The brief? Not just a wedding, but a film in real life. Katrina Kuzina, Founder of planning firm StageTime, brought in a professional film director to create a storyline and hired actors to reenact episodes from the couple’s relationship, including meetings in Verona and Moscow. Specially invited Russian musicians set the mood with jazz and classical music while a celebrity chef flew in from Milan to serve up elegant dishes combining Italian, Middle Eastern and Russian flavours. The bride made her entrance to orchestral compositions created for the occasion, with the entire venue decorated with flowers flown in from Kenya and South Africa. The cost easily exceeded Dh2 million but as Katrina notes, “For our couple, it wasn’t an expense, it was an investment into their happy future.”

Haute hospitality

Behind this impressive machinery is the UAE’s hospitality industry, many of which have their own in-house planners. So, whether it’s the ultra-luxe Atlantis The Royal resort in Dubai, the regal Emirates Palace Mandarin Oriental in Abu Dhabi, or the serene Waldorf Astoria in Ras Al Khaimah, venues play an integral part in setting the tone and emotional aesthetic of a luxury wedding.

“We design every wedding to complement its surroundings by using elements like floral installations that echo the ocean’s palette, ambient lighting that enhances the skyline and open-air experiences fusing sophistication with nature,” says Miljana Stark, Account Director of Events at Atlantis Dubai.

A dedicated wedding event manager, tailored menu and support with ceremonial or cultural elements are par for course for resorts like Atlantis The Royal but they also offer exclusive-use options such as a space for private ceremonies, buyouts of select venues and full resort takeovers for clients with the willingness (and wallet to match). Such a package can quickly reach stratospheric levels of decadence. “We’ve flown in celebrities from across the globe, built custom mandaps overlooking the sea, hosted designer runway shows and arranged private fireworks and drone displays,” says Miljana.

Planners, or magicians?

The layers in multi-million-dollar weddings are seemingly endless, with location, guest logistics, catering, décor and entertainment accounting for a major share of the budget. Unsurprisingly, South Asian weddings take the cake (and the bakery with it) when it comes to indulgence. That Ambani-Merchant wedding set lofty benchmarks for, well, almost everything: miniature temples in silver and gold for invitations, concept saris by couturier Tarun Tahiliani, bespoke watches and garments for the groom’s squad, specially created New International dishes by chefs Virgilio Martínez and Avinash Martins, and performances by Rihanna, Katy Perry, Rema and A R Rahman.

Arun Bablani recalls one recent pre-wedding affair his company executed for a prominent politico-industrialist Indian family in Abu Dhabi. The entire wedding cost a cool $11 million, with the three-day UAE celebration itself serving as an ode to ostentation. “It featured a white wedding party, a 46-piece orchestra from Paris for the sundowner, seven global DJs and a performance by the reclusive South Indian film composer Anirudh—whose show alone would have cost an arm and a leg,” Bablani jokes, adding that families are often driven by a desire to create a memorable guest experience.

Guest experiences now play a central role in creating big and beautiful weddings. At Hussaina and Ammar’s celebration, guests were pampered with daytime tours of Dubai’s famous landmarks and an African-themed party (nothing to do with Pakistani tradition, but everything to do with a rising class of truly global citizens). Or there’s the trend of weaving in wellness elements: “A wedding we planned last January featured an all-day wellness lounge with an oxygen bar, foot massages, detox smoothies and IV drips,” Bablani says.

Soothing frayed nerves aside, catering to diverse palates is also essential. And here, the cultural differences are stark. European weddings often favour canapés and free-flow bubbles, while Indian and Arab celebrations revel in an abundance of rich, elaborate food. “It’s all about variety,” says Hitesh Sharma, Managing Director at the caterer Taste Studio. “Picture a Taste of Dubai-style atmosphere with multiple live stations and top chefs catering to specific palates. At least 10 appetisers, a range of live stations, and unending mains,” he says. For one multi-day royal celebration, his team served over 2,400 people per meal with four separate menus just for the global staff. “You want edible prints on desserts? A themed buffet? Endless drinks? We’ll make it happen.”

Dream decor

With the perfect venue and exquisite food, half the battle may be won. But if there’s one element that makes an opulent event unforgettable, it’s décor. In a city where luxury is the norm, the real challenge for planners is to push creative boundaries to deliver the wow factor.

For Zainab Alsalih, that mantra is personalisation. “True luxury lies in creativity and personalisation,” she says. From hand-painted murals and custom monograms woven into stage design to a French perfumer crafting a one-night-only scent, there are no limits to inject meaning into every aspect. At one wedding, she organised a rose-infused cake to honour the bride’s childhood memories of her grandmother’s garden. For a European wedding at the Emirates Palace Mandarin Oriental, projection mapping turned the resort’s façade into a canvas of the couple’s journey, while the décor included a custom-built structure layered with lighting, textural fabrics and many types of flowers. For an Alice in Wonderland theme, Alsalih created a whimsical dream world by sourcing vintage accessories from European antique markets, and combined it theatrical lighting and immersive set design – all to cater to the bride’s love for cinema. “That’s what sets an ultra-luxury wedding apart in the UAE. It’s not just spectacular, it’s deeply personal,” she says.

Rida Siraj of The Sweetest Affair shows us a similar portfolio: floating ramps over flower-filled water features, a sangeet musical celebration stage inspired by the classic Indian film Mughal-e-Azam, a groom’s entry with his pet falcon and Sicilian chefs serving edible flowers at a mehendi brunch – to live opera music. And of course, cake. One of her brides, Zahra Chowdhury, cut a ‘chandelier cake’ suspended from the ceiling.

A once-in-a-lifetime moment for many, but for Chowdhury, it was just one of many mesmerising touches at her wedding in February this year. “My dreamiest element was the walkway and stage for the nikah. The aisle was a fountain covered and enhanced with flowers. I felt I was walking on a fully floral path.”

It’s moments like these that couples – and guests – hold in their hearts forever. In the UAE, wedding vows aren’t merely spoken; they’re sung, danced and staged in great style. It’s difficult to find a better place to say ‘I Do’ than in a country where dreams can be turned into reality.

High in the mountains is an accessible wedding alternative

When 550 Bollywood high fliers descended on the UAE to watch Mohit Marwah wed his celebrity stylist wife Antara Motiwala at the Waldorf Astoria Ras Al Khaimah before the pandemic, the three-day event turned the spotlight on a quieter, more laidback alternative to the big fat Dubai destination wedding. Since then, the emirate of Ras Al Khaimah has carved out a space as an accessible, location diverse wedding venue, with access to all the UAE’s superlatives without the noise of overproduction.

“In Ras Al Khaimah, every wedding feels one-of-a-kind. What makes getting married here truly special is the range of unique, storybook locations that make for one of the most naturally breathtaking wedding destinations in the region,” says Iyad Rasbey, Vice President, Destination Tourism Development, Ras Al Khaimah Tourism Development Authority (RAKTDA). He ticks off locations such Jabal ar Raḩraḩ and Jebel Jais, the UAE’s highest mountain peaks, private desert camps like Sonara, heritage sites like Dhayah Fort and Al Jazeera Al Hamra, both of which are candidates for UNESCO’s world heritage list.

Each can be adapted to the couple’s preferences, Rasbey says: “We pride ourselves on flexibility and working closely with couples to bring their vision to life, supported by leading wedding planners and hospitality partners.” Think synchronized drone and fireworks shows, or holographic couple entrances (yes, really). Or guest experiences such as pearl farming tours, the world’s longest zipline, supercar driving experiences, or custom perfume bars, where visitors can ask for a fragrance that matches what they’re feeling.

All the infrastructure dots are connected up to ease legal and administrative planning, in what Rasbey describes describes as an ideal destination for a stress-free wedding experience.

A simple online service is available for couples of all faiths, and planners can apply for certificates on behalf of couples. There are dedicated immigration desks for couples and wedding guests arriving via Ras Al Khaimah International Airport (RAKIA). And a local wedding incentive programme offers discounts at the airport’s VIP terminal, and on porter services and limousine transfers, as well as hotel room upgrades and spa treatments. That’s in addition to standard destination-wedding inclusions such as a complimentary wedding cake.

RAKIA has limited direct connections, and the resort landscape isn’t as varied. However, there are dependable transfers to other airports and hotels across the UAE – Dubai is less than 90 minutes away. Several new hotel openings will widen the choice of local event venues; including new properties from Nobu, Nikki Beach and Four Seasons – as well as the UAE’s first gaming destination, the Wynn Al Marjan Island.

Perhaps the biggest advantage, though, is cost. The 8,000+ hotel rooms range across price points, offering ROI that compares favourably with many other international wedding destinations. “Couples and guests can enjoy world-class experiences at competitive rates,” Rasbey says.

-KJF

Which trends (and planner) do you embrace? An industry insider answers

The scale may have returned, but alongside the outspending, couples now want experiences that create lasting memories. “Big weddings are very much back,”  says Rhiannon Downie-Hurst. She is the Founder of BrideClub.Me, a regional industry website, “particularly among Indian, Arab, and Iranian communities. But they’re more curated than ever.”

Trending now and into 2025

In other words, weddings in the UAE now stretch across multiple days and landscapes: desert dinners, yacht parties and hybrid ceremonies where aesthetics intertwine with ancestral stories.

“These are design-led, highly visual events that offer dramatic photo opp and a Pinterest-meets-stylist feel,” she says. Examples include statement aisle moments, content creation teams capturing every behind-the-scenes emotion and immersive guest experiences.

Budgets reflect this new mindset, she says. “There’s less ‘spending for show’ and more emphasis on emotional value and creating a memorable experience.” Couples are cutting overall numbers but increasing per-head spend. Weekday weddings are on the rise. And live food stations and interactive menus have overtaken plated formality.

Could brides soon have to play recessionistas?

Price-aware behaviour may intensify if global economic growth declines to 2.8 per cent from a previous estimate of 3.1 per cent in line with recent guidance from the International Monetary Fund. The downtrend could impact the UAE’s globally connected economy, reining in further spending.

“A potential economic downturn could influence budgets, but the UAE remains a value-for-luxury destination,” Downie-Hurst says. In such a scenario, couples might look to trim guest lists or choose more budget-friendly venues, but she feels they’ll still opt for elevated experiences. They may also delay final decisions on venues and other big-ticket items, and look to off-peak dates or mid-week weddings. But these are still a long way away.

For now, couples are likely to continue embracing sustainability, which is slowly gaining visibility. Some brides are choosing local flowers, foam-free arrangements, and reusable décor elements, while printed invites are being swapped for digital or artisanal formats. The industry isn’t fully on board yet, though: “Only a handful of planners and vendors truly focus on eco-conscious weddings, but momentum towards sustainability is definitely growing,” she says.

How to pick your planner

For those planning weddings, timeless advice still stands. “Don’t lose yourself in the noise: trends, family expectations, and social media,” says Downie-Hurst. Choose a planner who specialises in your wedding type and matches your personality. Meet them regularly, ensure they’re licensed, with real testimonials and galleries. Clarify their scope — full planning, styling, or day-of support. “Whether it’s a destination bash or intimate affair, choose vendors who understand your vision and what truly brings you joy.”

- Friday Bride team