Dubai: Expo 2020 would increase Dubai’s brand value by an estimated $8 billion (Dh29.384 billion) if the emirate is successful in its bid.

A study by Brand Finance, to be presented at The Global Travel Marketing Forum on Wednesday, has found that Expo 2020 would significantly boost Dubai in the lead up to the event.

The study found that the UAE currently sits at 31 among nations listed against each other on brand value with an estimated value of $249 billion. The UAE has climbed four positions since last year where it sat at 35 on the ranking.

The Global Travel Marketing Forum released a press release on Tuesday outlining the details of the study in advance of the forum opening on Wednesday.

The press release stated that Dubai Expo would increase the strength of the UAE brand across tourism, investment, and goods and services. An estimated 277,000 jobs are expected to be created between 2013 and 2021, and Expo would attract an estimated 25 million international visitors to the UAE.

The Global Travel Marketing Forum will be hosted in Dubai on Wednesday September 25. The event is an annual conference bringing together local and international travel marketing leaders.