As luxury increasingly becomes associated with access, experience, and the freedom to explore, outdoor and adventure lifestyles are gaining new relevance. From remote travel and overlanding to marine recreation and carefully designed camping experiences, the way people spend their time is becoming as significant as the destinations themselves. This November, DUNES 2026, Saudi Arabia’s Outdoor, Adventure & Lifestyle Expo, will bring this expanding ecosystem together in Riyadh.
Taking place from 17–19 November 2026 at the Riyadh International Convention & Exhibition Center (RICEC), DUNES is expected to welcome 150–200 exhibitors and brands and more than 50,000 visits. The exhibition will combine indoor and outdoor displays, product demonstrations and experiences across outdoor recreation, adventure tourism and mobility.
DUNES: From Outdoor Mobility to Marine Recreation
The exhibition will span a broad spectrum of outdoor lifestyles, including 4×4 vehicles and accessories, overlanding and camping equipment, caravans and recreational vehicles, marine and watersports, adventure sports and tourism experiences.
Its co-located platforms, Campervan Middle East, Dive Saudi Expo and Kashta Festival, will bring mobile living, marine recreation and camping together within a single exhibition experience.
This combination also reflects a wider change in how experiences are valued. For a new generation of consumers, collecting countries is no longer necessarily the objective. The quality of an experience, the places it provides access to and the memories created along the way increasingly matter.
A journey through the desert, time spent at sea or an outdoor expedition can offer something that conventional travel cannot: a deeper connection with a destination and a more personal way of experiencing it.
An International Platform in Riyadh
DUNES 2026 will bring together Saudi and international participants, with companies from Türkiye, China and Kenya, as well as GCC markets including the UAE and Qatar. Confirmed participating companies include SACO, 4Wheel Station, CFMOTO, Al Jabr Automotive and Nauti, among others.
Government bodies and Saudi sports federations will also participate. The Ministry of Tourism and National Center for Wildlife will be represented, alongside support from federations covering water sports and diving, climbing and hiking, lifesaving, snowsports, extreme sports and surfing.
Visitor programming is currently being developed with relevant federations and specialist operators. Proposed experiences include a ski and snow area, archery and children’s adventure activities, while climbing, rope adventures and survival-skills experiences are also being explored. Final activities will be announced closer to the exhibition.
DUNES: Connecting Business with Experience
Beyond its consumer-facing programme, DUNES will provide businesses with opportunities to meet buyers, explore distribution partnerships and introduce their products directly to customers.
The World Luxury Chamber of Commerce joins DUNES 2026 as a Luxury Community Partner, connecting the WLCC community with a sector where mobility, travel, outdoor living and experience increasingly intersect.
For WLCC members interested in participating in DUNES Expo 2026, preferential rates on stand participation are available. Learn more in the WLCC Event Calendar.
