KUWAIT: The Australian University (AU) is continuing the success of its recently introduced Event Management major, a program designed to equip students with the skills needed to shape the future of Kuwait’s entertainment and tourism industries. Under the College of Business, the Marketing and Event Management Department has emerged as a hub for innovation, aligning student projects with Kuwait Vision 2035’s goal of economic diversification and national development.

A recent student-led study on Kuwait’s tourism industry, conducted under the guidance of AU faculty, highlighted the department’s impact. The research surveyed key industry players and revealed significant opportunities for growth, particularly in cultural tourism, entertainment events, and digital marketing. Findings showed that 72 percent of respondents would be more likely to visit Kuwait if more music festivals and cultural celebrations were introduced, underscoring the importance of event management in driving tourism.

The study was carried out by College of Business students Khalid Al-Otaibi, Mobarak Al Mahdi, Zainab Hussain, Fatemah Hussain and Shahad Al Jarwan, under the supervision of Dr Faidon Theofanidis, Associate Professor of Marketing. The research was fully supported by Dr Farid Abdullah, Dean of the College of Business, and Marcelle De La Roche, Head of the Marketing and Events Management Department.

Students in the Marketing and Event Management Department have been actively engaging in projects that address real-world industry challenges. Their research emphasized the need for developed infrastructure, expanded social media marketing strategies, and the progress of family-friendly attractions to enhance Kuwait’s appeal as a touristic destination. With the Marketing and Event Management Department leading the way, AU continues to solidify its reputation as a center for academic excellence and industry-relevant education, producing graduates with hands-on practical experience who can shape the future of Kuwait’s tourism and event management industry.