Abu Dhabi Rally 2025: A world‑class desert race driving investment and green tourism

The 2025 edition of the Abu Dhabi Desert Rally confirms that sporting events in the UAE have entered a new era of professionalism, where success is no longer measured only by the number of participants or the intensity of competition on the stages, but also by the scale of investment returns, media exposure and environmental commitment associated with the event. Thanks to a dedicated study led by the FIA University, the Abu Dhabi Rally has emerged as an integrated model that connects sport, the economy and academic research within a broader vision that supports sustainability and economic diversification in the Emirate of Abu Dhabi.

Scientific leadership and academic cooperation

The cooperation between the Emirates Motorsports Organization (EMSO), the Abu Dhabi Sports Council and the FIA University forms a key pillar in the development of the Abu Dhabi Rally. A qualitative study of the 2025 edition was carried out under the supervision of Professor David Hassan, with the aim of measuring return on investment using a scientific approach based on data, consumer behaviour and the direct spending of participants and teams.
The study relies on advanced field‑research methodologies to monitor the rally’s economic, social and environmental impact.
The findings provide a practical roadmap for organizers and decision‑makers to develop future editions of the rally in line with national objectives.
This research‑driven approach reflects a shift in organizing sporting events from individual effort to an institutional process built on precise figures and measurable analysis.

Supporting decision‑making for organizers and partners

Professor David Hassan explained that the field study of the Abu Dhabi Rally 2025 is directly aimed at supporting the decision‑making process for organizers and strategic partners. He stressed that the figures collected demonstrate how professionally managed sporting events can generate balanced economic, social and environmental benefits.
The main themes that serve decision‑makers include:

• Analysing the behaviour of the sports consumer during the rally days.

• Tracking the direct spending of participants and teams on accommodation, transport and support services.

• Measuring the social impact on the local community in terms of crowd engagement and strengthening sporting identity.
  In this way, the Abu Dhabi Rally becomes a practical tool that helps organizers, clubs and federations design future strategies based on real data rather than general estimates.

Abu Dhabi Rally as a national legacy and global benchmark

Mohammed Ben Sulayem, President of the FIA and founder of the rally, believes that the Abu Dhabi Desert Rally has become a global benchmark in the category of long‑distance cross‑country rallies, not only from a technical and competitive standpoint, but also in terms of the positive economic and social impact it leaves on the community. He emphasises that embedding education and scientific research within the FIA’s development strategy enhances the value of such technical reports at the international level.
The key points highlighted by Ben Sulayem are:

• The rally has evolved continuously until it became a globally recognised reference for organising desert rallies.

• The technical reports resulting from cooperation between EMSO and the FIA University provide a practical reference for member clubs worldwide to measure the sporting and economic success of their events.

• The Abu Dhabi Rally has become part of the UAE’s national legacy and a success story in linking sport to economic development.
  This intangible dimension consolidates the rally as one of the most prominent symbols of the UAE’s sporting identity, as well as a practical platform for applying concepts of sustainability and scientific research in sport.

Operational analysis and tourism boost

The impact of the Abu Dhabi Rally is not limited to its stages in the Al Dhafra region and the Liwa Desert; it extends to the heart of Abu Dhabi city through a chain of economic activities tied to organisation and hospitality. The technical report highlights the significant operational impact of the event, which is reflected in the tourism and services sectors.
Key elements of this operational impact include:

• Booking thousands of hotel room nights for participants, teams, media representatives and spectators.

• Renting a large number of vehicles for use in transport and logistical support.

• Relying on local logistics companies to provide transport, catering and equipment in the middle of the desert.
  Taken together, these activities reinforce the hospitality and travel economy in Abu Dhabi and create noticeable commercial movement during the rally period. They also help stimulate supporting sectors such as retail and small and medium‑sized enterprises in the areas surrounding the route.

A media window onto 90 countries worldwide

One of the most prominent indicators of the Abu Dhabi Rally 2025’s strength is the scale of media coverage and digital reach, with the event broadcast to more than 90 countries across five continents. Coverage is no longer limited to following a sporting competition; it has evolved into a broad promotional campaign for Abu Dhabi, its tourist landmarks and its natural environment.
Key strengths of this media presence include:

• International television broadcasts showcasing the desert, sand dunes and the emirate’s modern infrastructure.

• Extensive digital content across social media platforms, with a noticeable increase in engagement and follower numbers.

• Enhancing Abu Dhabi’s image as a leading destination for sports tourism and adventure, particularly in motorsport and desert rallies.
  This media exposure contributes to building a strong brand for Abu Dhabi and places the rally among the events used as international marketing tools for the tourist destination.

Key figures and achievements of Abu Dhabi Rally 2025

The report presents a set of numerical indicators that reflect the scale of the rally’s organisational, economic and environmental success.

Participants

• More than 450 international participants representing elite drivers, riders and team members from various nationalities.

Spectators

• On‑site attendance and crowd interaction from over 4,000 spectators who followed the different stages of the rally in multiple areas.

Environmental sustainability

• The rally obtained a two‑star international environmental accreditation from the FIA.

• There is a strong focus on reducing carbon emissions and protecting wildlife in the Liwa Desert through carefully designed operational measures.

Growth and commercial activity

• Direct contribution to boosting domestic trade in the areas surrounding the rally route.

• Supporting retail and small and medium‑sized enterprises during the event period through increased demand for services and products.
  These figures illustrate how the Abu Dhabi Rally has evolved from a purely competitive event into an integrated platform for generating tangible economic and environmental value.

The value of the technical report in developing motorsport

Maher Badri, CEO of the Emirates Motorsports Organization, notes that the comprehensive technical report clarifies the real value that motorsport can deliver to the national economy when it is planned and executed on clear scientific foundations. He also stresses that transparency in presenting data is an effective tool for attracting more commercial partners and sponsors.
The report’s key messages to clubs and federations are:

• Using data as a basis for developing sporting events in line with national objectives.

• Balancing pure sporting aspects with sustainable financial returns.

• Leveraging the Abu Dhabi Rally model as a practical case whose principles can be applied to other championships around the world.
  This approach opens the door for motorsport to become a core component of economic diversification plans and a driver for attracting investment and tourists alike.

The 2025 Abu Dhabi Rally stands as an advanced model of a cross‑border sporting event that combines desert excitement with economic value, academic research and environmental commitment all at once. Through the partnership between EMSO, the FIA and academic and local entities, the rally has become a practical platform for supporting economic diversification strategies and strengthening Abu Dhabi’s position as a global capital of sustainable sport and motorsport tourism in the Middle East. With the continued development of this event in line with strict international standards and precise scientific data, the Abu Dhabi Rally is poised to keep playing a pivotal role in shaping the future of major sporting events in the region.