Off track: The Power of Connection From Events to Cities to Regions

This bonus episode of Lucas Insight Track goes Off Track where I share the personal insights that surfaced after my live event recording with Aida Al Busaidy, AVP for Consumer Advocacy, Celebrity Management and Social Media at Dubai Tourism DET.

In this Off Track I unpack three key insights:

1️⃣ Events are mattering more, but connecting less

In a world obsessed with AI and tech, real human connection has never been more valuable. Personal branding is now a true differentiator and events are a powerful stage to stand out, yet most fall flat. The reason is simple. Weak audience engagement and very little meaningful involvement.

2️⃣ Push or Pull? Dubai wins anyway… 

As the UAE celebrated National Day, Dubai felt busier, brighter and more filled with opportunity than ever. Tourists arrive and many end up staying. Are they drawn to Dubais energy or escaping what they know. These days it is genuinely hard to tell.

3️⃣ Regional rivalry is actually regional unity 

The GCC is booming. Riyadh. Abu Dhabi. Dubai. Doha. All rising. All thriving. Competition does not divide us. It sharpens us. And the regions greatest competitive edge remains unchanged. Our hospitality. Honest reflective and straight from the heart.

This is me off my chest and off the cuff. Welcome to Off Track.